Software-as-a-service is, for all intents and purposes, a buyer’s market. Unless you’re fortunate enough to operate in an incredibly focused niche, your customers have the luxury of nearly infinite choice where vendors are concerned.
That’s why your business must do everything in its power to retain them.
And for many companies, this begins with effective customer training — the art of optimizing your customer onboarding process while ensuring you have access to both the right customer training platform and the right data.
So, how can you use the data you have to make better decisions when it comes to customer training? It starts with having access to the right analytics.
Like it or not, SaaS customer training is a data-driven process. Analytics are essential not just to its overall success, but also in demonstrating the value of your customer training program to leadership. They also provide your team with invaluable insight into customer needs, preferences, and behavior.
That insight can, in turn, be combined with other customer analytics to help your company better understand both its customers and the market in which it operates. This has a knock-on effect across the entire sales cycle, from creating better marketing collateral to hosting more compelling product demonstrations. Beyond this, there are other reasons you should track your customer training analytics, as well:
Software businesses have something of an advantage over other companies when it comes to customer training. Virtual environments allow them to collect an enormous volume of data about how people engage with their products during both demos and onboarding. Coupled with the increasing prominence of data science as a professional discipline, we’re likely to see the depth and breadth of what customer training programs can measure increase by leagues.
For the immediate future, however, there still exists a number of metrics and key performance indicators with a great deal of relevance where training is concerned:
By tracking metrics such as sale value, retention and churn, and customer acquisition cost, your team can at least estimate the value of your customer training. But what about when it comes time to actually demonstrate a concrete return on investment? That’s arguably one of your team’s most significant challenges — even with a wealth of training data, the answer isn’t always clear cut.
That’s where integration comes in. By wrapping your customer training data into your customer relationship management platform, you not only add an extra layer of context to each metric, but you can also measure trends related to sales and training over time — in other words, you can definitively show the impact your training has had on overall performance.
There are other benefits to that integration, as well. By linking customer training metrics with analytics data from the rest of the customer journey, you empower your business’s sales and marketing team with far greater knowledge of their audience. You also gain a holistic view of the entire customer journey, allowing you to further optimize everything from product demos to ongoing customer support.
If you’re interested in reading a bit more on the topic, check out 5 Reasons to Integrate Your Customer Training Data With Your CRM.