WEBINAR | Unlock sales success: The role of interactive content in sales enablement — save your seat! 🤩
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Customer support is a critical part of the user experience, especially for paying customers. They expect to quickly understand your product, use the right capabilities to achieve their goals, and get on-demand guidance when they’re stuck.
We hosted David Oswald, a product education and training consultant with 30+ years in the game, for an insight-packed conversation about the role of product-led for driving customer retention.
David Oswald emphasizes the critical nature of understanding and addressing the root causes of customer churn. He stresses the importance of continuous engagement beyond the initial sale to ensure customers recognize and appreciate the ongoing value of the product or service.
He explains this concept clearly, stating, "the key reason usually for churn is that your customer either doesn't have belief or trust in your company or your product."
He advocates for a proactive approach in maintaining a connection with customers, suggesting that companies should consistently remind customers of their presence and support them in maximizing the product's value. This, David argues, is fundamental to enhancing customer retention and minimizing churn.
Reflecting on the shift in how training and learning are conducted, David observes a move towards simplification and the use of video-based learning. He notes, "what I'm seeing now is a shift—people are simplifying things, they're making it easier."
This is a shift away from complex and time-consuming training methods towards more straightforward, engaging formats. David explains how this approach:
There’s also a rise of video-based product education tools like Floik.
David highlights the intrinsic value of video as a learning tool because it can convey complex information in an engaging and digestible format. He states, "if you can just do five minutes and I can get on with my job learning in the flow of work, that's the key."
David discusses the applicability of product-led growth strategies across different industries, noting that it works particularly well in software and tech.
He explains, "product-led works really, really well in software and tech-based industries because the key is you are going to be learning on the device you're doing the job on." However, he also points out the challenges in non-tech industries, where creating an organic learning experience can be more challenging.
The 3R framework—focusing on Retention, Referral, and Revenue—is central to David's approach. He succinctly explains, "if you make it easy for users to understand how your product works, you're going to get them referring, renewing, and that's when the revenue comes in."
He breaks down each part of the framework:
David believes the 3R Framework is a holistic approach to business growth, where understanding and meeting customer needs lead to a self-sustaining cycle of retention, referrals, and revenue.
David outlines several key steps for effectively implementing product-led support. Here are a few best practices:
Remember to think of product-led support as an ongoing project that evolves with customer needs and product developments.
So, regularly review and update support materials to ensure they remain accurate, effective, and aligned with the latest product features and customer expectations.
Our conversation with David was a comprehensive guide to enhancing customer retention through product-led support. His insights emphasize the importance of continuous engagement after the deal is signed to convert new customers into brand advocates.
Customer support is a critical part of the user experience, especially for paying customers. They expect to quickly understand your product, use the right capabilities to achieve their goals, and get on-demand guidance when they’re stuck.
We hosted David Oswald, a product education and training consultant with 30+ years in the game, for an insight-packed conversation about the role of product-led for driving customer retention.
David Oswald emphasizes the critical nature of understanding and addressing the root causes of customer churn. He stresses the importance of continuous engagement beyond the initial sale to ensure customers recognize and appreciate the ongoing value of the product or service.
He explains this concept clearly, stating, "the key reason usually for churn is that your customer either doesn't have belief or trust in your company or your product."
He advocates for a proactive approach in maintaining a connection with customers, suggesting that companies should consistently remind customers of their presence and support them in maximizing the product's value. This, David argues, is fundamental to enhancing customer retention and minimizing churn.
Reflecting on the shift in how training and learning are conducted, David observes a move towards simplification and the use of video-based learning. He notes, "what I'm seeing now is a shift—people are simplifying things, they're making it easier."
This is a shift away from complex and time-consuming training methods towards more straightforward, engaging formats. David explains how this approach:
There’s also a rise of video-based product education tools like Floik.
David highlights the intrinsic value of video as a learning tool because it can convey complex information in an engaging and digestible format. He states, "if you can just do five minutes and I can get on with my job learning in the flow of work, that's the key."
David discusses the applicability of product-led growth strategies across different industries, noting that it works particularly well in software and tech.
He explains, "product-led works really, really well in software and tech-based industries because the key is you are going to be learning on the device you're doing the job on." However, he also points out the challenges in non-tech industries, where creating an organic learning experience can be more challenging.
The 3R framework—focusing on Retention, Referral, and Revenue—is central to David's approach. He succinctly explains, "if you make it easy for users to understand how your product works, you're going to get them referring, renewing, and that's when the revenue comes in."
He breaks down each part of the framework:
David believes the 3R Framework is a holistic approach to business growth, where understanding and meeting customer needs lead to a self-sustaining cycle of retention, referrals, and revenue.
David outlines several key steps for effectively implementing product-led support. Here are a few best practices:
Remember to think of product-led support as an ongoing project that evolves with customer needs and product developments.
So, regularly review and update support materials to ensure they remain accurate, effective, and aligned with the latest product features and customer expectations.
Our conversation with David was a comprehensive guide to enhancing customer retention through product-led support. His insights emphasize the importance of continuous engagement after the deal is signed to convert new customers into brand advocates.
Whether it's a new feature walkthrough or guiding customers on how to navigate your product, you can do it all by yourself.
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Floik helps in creating customized self-serve interactive demos, product videos and step-by-step guides in minutes on a single platform
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