Episode 132 - Intellum - Forrester Report - Driving Business Success Through Customer Education

In this episode we're joined by Special Guest - Shannon Howard - as we dive into the Intellum-sponsored study from Forrester:  “Driving Business Success Through Customer Education”.  This is a refresh of the 2019 report, which is crucial for those in our field to review and absorb. What's changed? Are there new trends? Highlights? Here are just a few we cover: Around 86% of respondents said they had a positive ROI from customer education, with another 10% saying they at least broke even. This suggests that 96% are seeing a positive business impact from customer education. Customer education helps drive business outcomes like increased customer retention, spending, and decreased support costs. High success orgs saw a 372% ROI over 3 years, with a 7 month payback period. There has been a shift away from traditional workshops and certifications towards more asynchronous, mobile, and just-in-time learning approaches. Vendors are being used more strategically as partners, especially by high success orgs, to help raise maturity levels. Lack of tools, technical skills, and personnel were cited as top challenges. Budget constraints were also a factor in needing to do more with less resources. AI is being explored more for use cases like accelerating content creation, personalizing learning, data analysis, and assessment creation. But widespread adoption is still on the horizon. Key factors for success included data access, mobile accessibility, vendor partnerships, and having scalable platforms. Grab your copy of the report and a beverage and listen in to this deep-dive that you won't want to miss. Missed the 2019 report? You can find it here, and our coverage in Episode 41!

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