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Ensuring that customers not only use but also find value in your product is essential for any business. Research by the Technology Services Industry Association (TSIA) shows that companies with effective education programs see 68% faster product adoption, as customers quickly grasp key features and start using them confidently.
However, figuring out the best way to educate your customers can be tricky. People have different learning preferences – some prefer self-paced resources, while others benefit from live sessions or interactive learning.
In this blog, we’ll dive into the different types of customer education, how to implement them, and real world examples of companies carrying them out effectively. By the end, you’ll have a clearer idea of how to build an effective education program that meets your customers’ needs and your team’s capacity.
Foundational education
Foundational education provides the building blocks that new customers need to start using your product effectively. This type of education is all about giving users the essential information they need to understand the core features and benefits of your software.
1. Getting started guides
These guides are often the first point of contact for new users. They provide step-by-step instructions on setting up and configuring the software. By simplifying the onboarding process, they ensure that customers can quickly begin seeing value from your product.
To create effective guides, focus on the essentials—highlight key tasks and avoid overwhelming users with unnecessary details. Incorporating visuals, such as screenshots or diagrams, can make the instructions easier to follow.
For example, Atlassian offers detailed "Getting Started" guides for Jira and Confluence, which help users navigate the initial setup and configuration process with ease.
2. Introduction videos
Video tutorials are an engaging way to introduce new customers to your product’s basic functionalities. They work especially well for visual learners and can make complex concepts easier to grasp.
Effective introduction videos should be concise, focusing on one feature or workflow at a time. Clear narration, complemented by visual demonstrations, enhances the overall learning experience. Providing playback controls and captions ensures accessibility for all users.
Notion, for instance, uses short video tutorials to walk users through setting up a workspace and creating pages, making it easy for anyone to start using the platform right away.
By laying out fundamental principles clearly, these resources help new users build a strong foundation before exploring more advanced features and strategies.
Self-service education
Self-service education empowers customers to learn at their own pace, whenever they need it. It’s particularly useful for customers who prefer to find answers on their own without contacting support.
1. Knowledge bases
A well-organized knowledge base is an invaluable resource for users looking to troubleshoot issues or learn more about specific features.
They offer a central repository of articles and how-to guides, allowing users to troubleshoot common issues independently. To make a knowledge base effective, it should be well-organized, regularly updated, and include search functionality for easy navigation.
The Resource Center at Velaris offers a wide range of articles, how-to guides, and insights into Customer Success and B2B SaaS concepts. This comprehensive library helps users find the information they need to solve problems independently.
2. FAQs
Frequently asked questions (FAQs) address common issues and setup queries, making it easier for customers to find quick answers.
To create effective FAQs, base them on real customer inquiries gathered from support teams or surveys, and organize them into clear categories for easy navigation. Use straightforward language and break down steps into simple lists.
Provide links to related resources for users who want more details, and ensure the content is regularly updated to reflect product changes or new customer needs.
Slack’s FAQ section is a great example, covering everything from basic functionality to more complex troubleshooting topics.
3. Community forums
Online communities allow users to share knowledge and experiences, often providing valuable insights that aren’t covered in official documentation.
They also play a significant role in self-service education by fostering peer-to-peer learning. In these forums, users share tips, ask questions, and engage in discussions
Microsoft’s Tech Community is a prime example, where users can ask questions, engage with experts, and learn from each other’s experiences.
Instructor-led education
Instructor-led education involves live, guided sessions where customers can interact with an instructor and ask questions in real time. This format is particularly effective for covering complex topics and providing personalized support.
1. Webinars
Webinars are live online sessions that focus on specific topics. To be effective, webinars should include opportunities for Q&A and provide actionable insights.
Plan a clear structure with engaging visuals, live demonstrations, and opportunities for Q&A to keep participants involved. Use interactive features like polls or chat to make the session dynamic and encourage audience participation.
Finally, follow up with attendees by providing key takeaways, additional resources, or a recording to reinforce learning and keep the conversation going.
HubSpot regularly hosts webinars on subjects like inbound marketing and CRM best practices, giving customers the opportunity to engage with experts and ask questions.
2. Workshops
Workshops offer hands-on training in a more interactive setting. Focus on hands-on activities that allow participants to apply what they’re learning in real time.
Structure the session with a clear agenda, starting with foundational concepts before diving into practical exercises. Keep the group size manageable to ensure everyone has the opportunity to engage and ask questions.
Use relevant scenarios or case studies to make the material more relatable and actionable. Provide resources like guides or templates for participants to use during and after the session.
Google Cloud, for example, conducts in-depth workshops to help users understand and make the most of their cloud products.
3. One-on-one training
Personalized training sessions are ideal for enterprise customers who need tailored support. Begin by understanding their experience level, needs, and objectives to customize the content accordingly.
Use a conversational approach to encourage questions and ensure the participant feels supported. Focus on practical, hands-on guidance that directly applies to their role or use case, providing examples and step-by-step walkthroughs when needed. Share follow-up resources, such as guides or notes, to reinforce what was covered.
Adobe Experience Cloud provides customized one-on-one training for clients looking to leverage advanced features for their specific business needs.
In-app education
In-app education provides real-time guidance directly within your software, helping customers learn as they use the product. This type of contextual learning can be highly effective for onboarding new users and encouraging feature adoption.
1. Product tours
Interactive product tours guide users through the initial setup and highlight key features. Focus on guiding users through the most essential features without overwhelming them. Keep the tour concise and highlight key actions that help users achieve their initial goals.
Allow users to skip or revisit the tour at their convenience, catering to different experience levels. Test the tour with real users to identify pain points and make improvements.
Asana’s product tours, for instance, walk new users through creating projects and tasks, making onboarding seamless and intuitive.
2. Tooltips
Contextual tooltips offer brief explanations of specific features as users interact with them, reducing confusion and improving feature adoption.
Ensure they are concise, context-specific, and directly relevant to the action a user is performing. Trigger them at the right moment, such as when a user hovers over or interacts with a feature, and avoid displaying too many at once to prevent overwhelming the user.
Include links to additional resources for users who want more detailed information. Regularly test and update tooltips to ensure they remain accurate and helpful as your product evolves.
Intercom uses tooltips to provide on-the-spot guidance, helping users understand the functionality of different features as they navigate the platform.
3. Onboarding checklists
Checklists guide users through essential setup tasks, ensuring they complete critical steps to get started.
Outline essential tasks that guide users through key setup steps. Keep the checklist simple and prioritized, highlighting the most critical actions needed for users to get started successfully. Use clear, actionable language for each item and include progress tracking to motivate users as they complete tasks.
Incorporate links to relevant resources, such as guides or videos, to provide additional support. Make the checklist easily accessible within the product and test it with real users to ensure clarity and effectiveness.
Advanced education
Advanced education is tailored to experienced users who want to deepen their knowledge and skills. This type of content goes beyond the basics, focusing on complex features, integrations, and use cases.
1. Advanced tutorials
These tutorials cover in-depth topics and advanced functionalities. Prioritize specific, complex features or workflows that add significant value for experienced users.
Use step-by-step instructions combined with real-world use cases to demonstrate how the feature solves practical challenges. Incorporate visuals like screenshots, diagrams, or videos to make the content easier to follow.
Structure the tutorial logically, starting with an overview of the feature and its benefits, followed by detailed implementation steps. Provide downloadable resources or templates where applicable, and include links to related advanced content for further learning.
Tableau offers comprehensive tutorials on data visualization techniques and integrating with other platforms, catering to users looking to get the most out of their data.
2. Use case examples
Detailed use case scenarios show customers how to leverage your product in specific industries or business contexts.
Provide real-world scenarios that demonstrate how your product solves specific challenges or achieves measurable results. Choose examples that align with your audience’s industries or common pain points to ensure relevance. Clearly outline the problem, the solution provided by your product, and the tangible outcomes, using data or metrics where possible to add credibility.
Use a narrative style to make the example relatable and engaging, and include visuals such as charts, screenshots, or photos to enhance clarity. Conclude with actionable insights or takeaways that other users can apply to their own situations.
AWS provides extensive use case examples that demonstrate how different organizations use their cloud services to solve unique challenges.
3. Certification programs
Structured certification courses validate a user’s proficiency and knowledge. The programs need to have a structured learning path that builds progressively from foundational to advanced skills.
Clearly define the goals of the program and the competencies users will gain upon completion. Offer a mix of learning formats, such as video tutorials, quizzes, and hands-on exercises, to cater to different learning styles.
Recognize participants’ achievements with certificates or badges to boost motivation and credibility. Use an online platform to track progress and make the program accessible anytime.
Salesforce’s Trailhead platform offers a range of certification programs that help users demonstrate their expertise in various Salesforce products and solutions.
Peer-to-peer education
Peer-to-peer education leverages the knowledge and experience of your customer community. It’s an effective way to build engagement and foster a sense of belonging among users.
1. Community forums
Forums provide a space for customers to ask questions, share tips, and offer solutions to each other. Create a welcoming environment where users feel encouraged to share knowledge, ask questions, and engage in discussions.
Organize forums into clear categories or topics to make navigation easy and relevant. Actively moderate the space to ensure discussions remain constructive, accurate, and respectful.
Encourage participation by highlighting member contributions, such as answering questions or sharing success stories. Provide resources, such as FAQs or guides, to support discussions and address common queries.
Salesforce’s Trailblazer Community is a vibrant ecosystem where users can connect, learn, and collaborate.
2. User groups
User groups facilitate in-person or virtual meetings where customers can discuss their experiences, share best practices, and learn from one another.
Bring together customers with shared interests or goals to foster collaboration and learning. Organize regular meetings—either in-person or virtual—with clear agendas that focus on relevant topics, such as best practices, product updates, or success stories.
Encourage active participation by facilitating discussions, brainstorming sessions, or peer-to-peer knowledge sharing. Promote networking opportunities within the group to build relationships and a sense of community.
Atlassian’s user groups, for instance, bring together Jira and Confluence users to network and exchange ideas.
3. Customer advocacy programs
Programs that encourage experienced users to share their insights can be a powerful tool for educating others.
Identify and engage your most loyal and knowledgeable customers who are eager to share their experiences. Offer opportunities for them to contribute, such as participating in case studies, hosting webinars, or providing testimonials.
Create incentives, like exclusive access to new features, branded rewards, or public recognition, to keep advocates motivated.
HubSpot’s Customer Advisory Board allows selected customers to provide feedback and advice, which is then shared with the broader user base to help educate and guide others.
Another example is Velaris, which supports community-driven learning by featuring customer case studies in its Resource Center.
These case studies highlight success stories from organizations that have effectively used Velaris to achieve their goals, providing valuable insights and inspiration for other users looking to learn from real-world experiences.
Gamification and interactive learning
Gamification introduces game-like elements into the learning process, making education more engaging and motivating customers to explore features and deepen their product knowledge.
1. Quizzes
Quizzes test users’ knowledge and provide immediate feedback. Testing key concepts or skills in a way that reinforces learning and provides immediate feedback. You can use a mix of question types, such as multiple-choice, true/false, or scenario-based questions, to keep participants engaged.
Provide explanations for correct and incorrect answers to enhance understanding. Incorporate quizzes into learning paths or after tutorials to measure retention and identify gaps in knowledge.
Finally, make the experience rewarding by offering badges, points, or certificates for successful completion to motivate users and encourage further learning.
Duolingo’s language learning quizzes, for example, keep users engaged and motivated to continue learning by offering rewards and progress tracking.
2. Challenges
Learning challenges encourage users to complete specific tasks or modules within a set timeframe. Design tasks that are achievable yet stimulating, encouraging users to apply what they’ve learned.
Set a timeframe to create a sense of urgency and momentum, but ensure it’s realistic for users to complete. Use a leaderboard or progress tracker to foster friendly competition and engagement.
LinkedIn Learning’s skill challenges push users to complete courses in particular areas, helping them build expertise in a structured way.
3. Learning paths
Guided learning paths take users through a sequence of related content, ensuring they gain a comprehensive understanding of a particular topic. Organize content into a logical sequence that gradually progresses from basic to advanced topics.
Provide clear navigation and progress tracking to help users stay on course and motivated. Include checkpoints or mini-assessments to reinforce learning and ensure comprehension before moving to the next stage.
Microsoft Learn offers structured learning paths that guide users through progressively complex topics, from beginner to expert levels.
Understanding the different types of customer education is just the first step. A well-rounded customer education strategy should include a mix of formats to cater to these diverse needs.
From foundational guides that help new users get started, to advanced resources for experienced users, each type of education serves a specific purpose in supporting customer success.
Conclusion
A diverse and flexible customer education strategy is essential for success in Customer Success Management.
By offering a variety of educational formats – such as self-service resources, instructor-led training, and in-app guidance – you can meet the unique needs of different customer segments and learning styles.
Continuous optimization is key to keeping your education programs relevant and impactful. Use data and customer feedback to regularly review and update your content, ensuring it addresses evolving customer needs and supports their success journey.
Book a demo with Velaris to help ensure your education strategy remains a valuable resource for your customers.
