1  Cover

      2  Title Page

      3  Copyright

      4  Dedication

      5  Introduction

      6  1 How Customer Education Transforms Prospects to Champions The Evolution of Customer Education The Business Benefits of Education Across the Lifecycle Crossing the Chasm: When Is the Right Time to Invest in Customer Education? Notes

      7  2 Customer Education as a Catalyst for Business Growth The Importance of a Centralized Strategy for Customer Education Where Should Customer Education Sit in the Business? The Customer Education Portfolio Fee Versus Free: Should You Monetize Your Customer Education Content? Note

      8  3 Step 1: Maximize Impact by Aligning Customer Education to Business Goals Five Common Business Goals for Customer Education Goal 1: Improve Product Adoption Goal 2: Scale Customer Support Goal 3: Maximize Customer Success Goal 4: Create Brand Ambassadors Goal 5: Lead Your Market Category Note

      9  4 Step 2: Motivate Customers by Curating Their Path to Awesome How Do I Work Out What “Success” Looks Like? Creating Aha! Moments

      10  5 Step 3: Personalize Learning by Focusing on What Your Customers Need to Know Creating Effective Learning Personas Defining Common Use Cases for Your Product Using Data to Determine What Your Customers Need to Know

      11  6 Step 4: Execute Your Strategy Flawlessly with a Development Plan Identifying Your Stakeholders The RASCI Model in Practice Using the Project Management Triangle for Your Development Plan

      12  7 Step 5: Video or Course? Choosing the Right Content Format for the Job Blended, Hybrid, and Mixed-Mode Learning – Whatever You Call it, Mix It Up! Defining Format According to Your Goals Identifying the Correct Format for Your Education Notes

      13  8 Step 6: Make Content Engaging and Efficient for the Busy Customer Creating Learning Objectives Personalizing Objectives for Personas Auditing and Categorizing Content Merrill's First Principles of Instruction Introducing Gagné's Nine Events of Instruction Making Learning Efficient, Effective, and Engaging Notes

      14  9 Step 7: Who Trains the Trainers? Transforming Your Team into Experts Choosing Trainers for ILT Working with SMEs Educate the Team on the Product Roadmap The Role of Customer Education in Learning Enablement Your Partner Training Program – Train the Trainer

      15  10 Step 8: Design Learning Experiences That Lead to Behavioral Change Utilizing Mayer's Principles Learning Styles versus Learning Strategies Practical Considerations for Creating Education Content Notes

      16  11 Step 9: Make Sure Your Customers Consume Your Content Go Back to Your Learning Personas Actively Promoting Your Content Optimizing Your Content for Consumption Your Pricing