How to Track and Measure the Impact Customer Education has on ROI
The launch and implementation of an online customer education strategy is only half the story. To run a great customer training program you need to know how well your courses are performing.
Finding the right reports to run and the best way to interpret the data, is key to improving your efforts and reaping even greater rewards. At LearnUpon, when we launched our customer university, we decided to hone in on a few metrics that were crucial to us – customer engagement, NPS score, and adoption rates.
Luckily, you can track your training in your LMS through reports and then use this data to measure the success of your overall strategy.
How to report on your customer training
You can produce reports on your training programs within your learning management system. This information gives you a clear picture of how each customer training program is performing. With this information, you can improve how you’re delivering courses.
Here are some of the most insightful LMS reports used by businesses training their customers:
- Course Status Report
- Course History
- Exam/Quiz Results
With these reports, you can build a picture of each customer’s training experience. For example, which courses were assigned or self-enrolled? How did customers’ progress through their training?
Then, you can compare this data with other business systems to see how training affects other areas of your business, such as relationship management or customer support.
Comparing LMS reports with your data
Comparing your LMS data with your own data shows you how training has impacted your customers. This analysis should indicate that educated customers understand your product or service better. They’re onboarded more effectively and they get more value, quicker.
In turn, they’re more likely to be retained as a customer for longer, and at a higher value, as happy customers present upselling opportunities.
For example, we have started pulling stats from our CRM. Our aim is to compare the data. We are organizing customers into two cohorts – one that has completed training and one that has not yet completed training. From there we can spot trends that indicate the impact training is having on our customer base.
You can export your LMS reports and view them against other reports. A much more convenient way to do this is by integrating the two systems, so that all the information is in one place. Those that integrate their LMS and CRM can clearly show the difference in results between customers that have been trained and those that have not.
By comparing training data with customer-focused metrics such as the customer’s health score, you can see how effective training is at improving them.
Over a longer period of time, you will be able to see how training improves holistic metrics, such as the Net Promoter Score (NPS). This is another great data point for accurately measuring the ROI of customer training.
A common first step is to look at the before and after of training programs to identify how positively those customer metrics are affected, and the time frame over which the improvement occurred, to get an all-round result.
Compare LMS data with your customer support data
Like your CRM, your customer support software is full of information that can be compared with your training reports. One of the key benefits of training customers is that it reduces your customer support costs.
The more comfortable your customers are with your product or service, the fewer support queries they’ll send to your support desk. It’s that simple.
Measuring support query metrics from systems like Zendesk or LiveAgent, will allow you to see the impact of your customer training program. Comparing the “before and after” of training should immediately show a positive result.
Your LMS generates a huge amount of data that helps you to measure the performance of your training programs. Viewing this data in the context of other systems, like your CRM or support desks, maximizes its impact. Integrating your business systems not only saves time, but you also ensure your customer training reports are accurate and reliable. Most significantly, it also helps your organization reap the most rewards from its customer training strategies.
This is just the tip of the iceberg when it comes to measuring training for your business. The more training you deliver and the more data you collect, the more powerful your strategy and training impact will become.
Download the eBook
How do you streamline customer onboarding, increase retention, and ensure customers are getting value from your product, in a scalable way? Download our eBook, Educating Customers for Success and discover how to build a university to educate your customers.