Customer education: the multifaceted solution to driving business success

There is a misconception in the software industry (especially among enterprise SaaS companies) that customer education is a tool to be used only to help a new customer learn the product they purchased. While that is one way to look at customer education, it is a narrow way. Customer education can be used to improve recruiting, increase the number of leads into the sales and marketing funnel, help customers use more of your product, increase net negative churn, NPS, and drive more sales. There are many examples of software companies using education to achieve a diverse range of goals from Red Hat running a multi-million dollar training business to HubSpot offering free certifications to non-customers. The only limit on how customer education can improve company performance is our worldview.

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