Survey: Pandemic Spurs Significant Long-term Investment in Customer Education as Businesses Prioritize Customer Experience, Retention, and Growth

Thought Industries Announces 2021 “State of Customer Education” Report Based on More Than 200 Respondents

BOSTON – April 13, 2021 – Videoconferencing and remote work may have stolen the headlines, but they weren’t the only business trends that emerged in response to the pandemic. B2B organizations also stepped up their investments in customer education initiatives, according to a new study—with the majority investing 30-plus percent more than pre-pandemic levels, and a whopping 30 percent launching brand new customer education programs. Looking ahead, businesses expect even more investment in external training for 2021, with nearly 60 percent planning increases in headcount and technology spend.

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