"Customer education can easily get lost in the day-to-day juggle of priorities and pressures, yet most L&D teams are sitting on untapped goldmines of Instructional Design expertise that could transform customer relationships. But if your customers are engaged in high-quality training programs, it might be the answer to a lot of your learning and business problems. Step Back And Look At The Bigger Picture Customer education often starts with onboarding, but its potential stretches across the entire customer journey."
"Think about your most successful employee onboarding program. Now imagine applying those same learning principles (personalization, scenario-based learning, peer collaboration) to your customers. Your role in that is to determine when you need content that: Is available on demand and resolves immediate challenges for the customer (think microlearning modules that solve specific workflow problems). Draws customers away from their day-to-day routine and engages them in a new challenge that adds to the learner experience (like certification programs that turn users into product experts)."
Customer education often gets deprioritized despite L&D teams holding strong Instructional Design expertise that can transform customer relationships. High-quality customer training improves learning and business outcomes. Education should span the entire customer journey—from awareness and trial to adoption and expansion—creating a content ecosystem aligned to both business goals and customer success. Apply employee onboarding principles like personalization, scenario-based learning, and peer collaboration to customers. Deliver on-demand microlearning for immediate workflow problems and create certification programs that deepen engagement. Expand offerings to mandatory role-based training, power-user product training, champion enablement, and potential eCommerce services. Thoughtful onboarding builds confidence and reduces friction.
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