Unless we’re in touch with our customers, our model of the world can diverge from reality. There’s no substitute for innovation, of course, but innovation is no substitute for being in touch, either. – Steve Ballmer, former CEO of Microsoft.
Customer engagement plays a key role in enhancing the profitability of a company. According to Gallup, B2B organizations with high levels of customer engagement achieve 50% more sales compared to others. These firms also achieve 34% higher profitability and 55% higher share of the customer’s wallet compared to other companies.
But, how can corporate customers be engaged? Well, one of the key elements for effective customer engagement is the delivery of good customer education. And, one of the ways to educate customers well is mobile learning. Let us see how.
Unleashing mobile learning for customer education
Companies can utilize the following mobile learning media to train their customers.
Webinars are very useful to educate customers about your products and their benefits. You can use webinars to address the common challenges faced by customers and explain how your products can help. They enable you reach out to customers across the globe and project your thought leadership of the industry. Today, thanks to developments in technology, all it takes to participate in these learning sessions is a connected mobile device.
Another advantage of webinars is that you can record webinars and make them available on-demand. Many of our customers in the pharmaceuticals and manufacturing sectors have created libraries of recorded webinars which can be accessed anytime, anywhere.
Product videos are inarguably the most effective means of educating your customers. According to a survey conducted by the online marketing firm Insivia, 96% of B2B companies use videos and 73% of them have reported a positive return on their investment. And, the number of people watching videos on their mobile devices is growing by leaps and bounds. A study by Cisco revealed, by 2020, more than 75% of mobile content consumed would be videos.
Videos are ideal to highlight the key features of products and explain their working in a very effective manner. For instance, SalesForce has made the best use of these learning elements to educate its customers on its mobile app based CRM solution, SalesForce 1. Check out the video shared below to know more.
It is rightly said that a picture is worth a thousand words. Well-designed info-graphics go a long way in engaging customers and conveying your message effectively. Many organizations are creating info-graphics to educate their customers. They quickly catch the attention of buyers and do not overwhelm them. Furthermore, good info-graphics go viral over social media.
These learning elements can be accessed very effectively on Smartphones and tablets. Check out this excellent info-graphic developed by Samuel Windsor.
4. Interactive EBooks
For years, several companies have published product manuals and user-guides, as eBooks, in the PDF format. With advances in eBook publishing technology, it is now possible to develop interactive eBooks that contain videos, slideshows, hyperlinks, and rich graphics.
These learning objects can be rendered very effectively on mobile devices such as iPads. One of our clients in the industrial machinery domain has come out with a large number of eBooks to educate customers on its products.
5. Mobile apps
Mobile apps are great learning tools and can be used to deliver good customer experiences. These apps are very useful to educate customers on new products and share tips to help buyers make the best use of existing products.
You can also use mobile apps to provide various services to customers ranging from product reviews to m-commerce (mobile commerce) solutions. A fine example to illustrate the power of mobile apps to facilitate customer engagement is the mobile app of Amazon.
Proper customer education is a key element of good customer engagement. You can use the following mobile learning media to educate customers effectively.
- Interactive eBooks
- Mobile apps
Hope you liked this post. How do you engage your customers? We’d love to know.