Customer Training 101: Comprehensive Guide and Best Practices

Without proper training, even (and especially) the most feature-rich product can become a source of frustration for customers. This frustration often leads to high churn rates and significant revenue losses as users struggle to realize the full value of the product. 

But customer training is a double-edged sword. While it's crucial for helping users navigate complex tools, an over-reliance on training might signal deeper UX issues that complicate the overall user experience.

How do you know whether you need to improve your customer training or it's best to go for a UX redesign? At Eleken, we work hard to ensure even the most complex B2B products are intuitive and user-friendly. Our designers created onboarding processes to improve user engagement. They also have done full UX overhauls when simply teaching the customers how to use an app was no longer enough. So, we know where the fine line lies. Let's take a closer look at customer education in SaaS! 

What is Customer Training?

Customer training is an essential part of the customer success journey, designed to educate users on how to effectively use a product or service. It encompasses various forms of instructional content, from manuals and tutorials to webinars and workshops, all aimed at ensuring customers can maximize the value of the product they’ve invested in.

The primary purpose of customer training is to enhance the customer experience and to make users love your app by providing the knowledge and skills needed to use a product efficiently. This, in turn, leads to higher customer satisfaction, lower churn rates, and increased product adoption.

At least in theory. Because, for example, a client of ours, myInterview, had a 90% churn rate precisely because of the bad onboarding flow. (Don't worry, we fixed it)

What are the benefits of client training?

So, why do you need product training?  

• Improved customer retention: well-trained customers are more likely to stay with your product, reducing churn.
• Increased product adoption: proper training can accelerate the time it takes for customers to become proficient with your product, leading to quicker adoption and more success stories.
• Lower support costs: when customers are well-trained, they rely less on customer support, freeing up resources for other essential tasks.
• Higher customer satisfaction: educated customers are happier customers, as they can navigate the product with ease and confidence.

So far so good. So, the next question is: how do you do it?

How to Set Up a Customer Training Program?

Creating an effective customer training program is a multifaceted process that requires careful planning and execution. Here’s a step-by-step guide that will help you with this task.

1. Identify training needs

Start by understanding your customers' needs. This involves more than just asking what they want to learn — you need to identify the gaps in their knowledge that could hinder their success. Practical ways to do this include:

• Conduct surveys and interviews. Directly ask customers about their pain points and challenges. For example, a SaaS company might discover that users are struggling with a particular feature, indicating a need for focused training on that topic.
• Analyze support tickets. Review the most common support queries to identify recurring issues that could be addressed through training. If you notice a high volume of questions about setting up integrations, this could be an area to prioritize in your training program.

2. Choose the right formats

Different customers have different learning preferences, so it's crucial to offer a variety of training formats:

• Short, engaging video tutorials can help explain complex concepts in a digestible format. Tools like Loom or Camtasia can be used to create these videos.
• Live webinars offer an interactive way to engage with customers. Platforms like Zoom or WebinarJam allow for Q&A sessions where customers can get real-time answers to their questions.
• For more in-depth training, consider developing e-learning courses using platforms like TalentLMS or Teachable. These can be structured to guide users through complex processes at their own pace.
• Use tools like WalkMe or Whatfix to create in-app interactive tutorials that guide users step-by-step as they navigate through your product.

Consider offering a blend of these formats to cater to different learning styles. For instance, you might offer an introductory video, followed by an interactive tutorial and a deeper dive through a webinar series.

3. Develop training content

When creating your training content, focus on clarity and relevance. Here are some tips:

• Use simple language. Avoid jargon and keep explanations straightforward. Remember, the goal is to make the content accessible to all users, regardless of their technical background.
• Structure your content. Break down complex topics into manageable sections. Use headings, bullet points, and visuals to make the content easier to follow.
• Incorporate real-world scenarios. Use examples that reflect actual use cases. This helps customers see the practical application of what they’re learning.

4. Implement a learning management system (LMS)

An LMS is the backbone of any customer training program. It allows you to organize, deliver, and track your training content efficiently. Here are some features to look for in an LMS:

• Ensure your LMS can track user progress and completion rates. This helps you identify who might need additional support.
• Offer certificates upon course completion to encourage participation and provide a sense of accomplishment.
• Choose an LMS that allows you to brand your training content and customize the user experience to align with your product’s look and feel.

Platforms like TalentLMS, LearnUpon, and iSpring Suite are excellent options for building and managing your programs to educate customers. 

5. Gather feedback and iterate

The final step in setting up a customer training program is to continuously gather feedback and refine your approach.

• Conduct post-training surveys. After each training session, ask participants for their feedback. Use tools like Google Forms or SurveyMonkey to collect insights on what worked well and what could be improved.
• Track key performance metrics such as customer satisfaction, support ticket volume, and product adoption rates to assess the effectiveness of your training.
• Iterate based on feedback. Regularly update your training materials to keep them relevant and effective. For instance, if users are consistently reporting difficulties with a specific feature, consider revisiting and refining that section of your training.

Customer Training Best Practices 

Implementing a successful customer training program requires more than just delivering content — it involves creating a structured, engaging, and ongoing learning experience. Here’s a deeper look at some best practices to ensure your product training for customers is effective and impactful. 

Leverage multiple learning channels

Different customers learn in different ways, so offering various learning channels and customer education services ensures that you cater to a broader audience.

• Short, focused video tutorials are great for explaining complex features quickly. HubSpot Academy, for instance, offers interactive lessons that combine videos, quizzes, and hands-on exercises to help users master inbound marketing and CRM tools.
• Detailed written guides or manuals can serve as reference materials for users who prefer to read and absorb information at their own pace. Asana Academy provides task-specific tutorials and written guides that help users complete specific tasks within Asana.
• Incorporate interactive elements such as quizzes or clickable tutorials. Zendesk Training includes hands-on labs and interactive tutorials that allow users to practice what they’ve learned in a controlled environment.
• Webinars and live training sessions allow users to ask questions in real time, making it easier to address specific concerns. Slack 101 combines onboarding guides with live webinars to ensure new users quickly become proficient with the platform.

Incorporate continuous learning

Customer training shouldn’t be a one-time event. To keep your users engaged and up-to-date, consider implementing continuous learning opportunities:

• Keep your training materials current by updating them whenever there are new product features or changes. Intercom Academy regularly updates its training content to reflect the latest best practices in customer messaging and engagement.
• Offer advanced training sessions or modules for experienced users. Salesforce Trailhead offers advanced trails and modules that dive deeper into the platform’s capabilities, allowing users to continue learning and growing their expertise.
• Host monthly or quarterly webinars that cover new topics, tips, and tricks. Asana Academy frequently hosts live webinars that cater to different user needs, ensuring continuous learning.

Use real-world examples

Abstract concepts can be difficult to grasp, so it’s important to use real-world customer training examples to make the process relatable and practical.

• Include case studies that show how other customers have successfully used your product. Intercom Academy incorporates use-case-based courses that demonstrate the practical applications of their messaging platform.
• Incorporate testimonials or stories from customers who have benefited from the training. Salesforce Trailhead frequently highlights success stories from users who have mastered the platform through their training programs.
• If possible, conduct live demos during your training sessions. Seeing a product in action, as Zendesk Training does, can be more effective than just reading about it.

Encourage active participation

Active participation in customer engagement training leads to better retention and application of knowledge.

• Use quizzes at the end of each module to reinforce learning and test users' understanding. HubSpot Academy integrates quizzes within its courses to ensure users grasp key concepts before moving forward.
• Create discussion forums or communities where users can ask questions, share insights, and learn from one another. Salesforce Trailhead and HubSpot Academy both have active community forums where users can collaborate and share knowledge.
• Assign practical tasks or challenges that users need to complete using your product. Asana Academy offers challenges that require users to complete specific tasks within Asana, helping them gain hands-on experience.

Implement feedback mechanisms

Gathering and acting on feedback is crucial for the ongoing success of your training program.

• Use post-training surveys to gather immediate feedback after each training session. Zendesk Training routinely collects feedback to refine its courses and ensure they meet users’ needs.
• Encourage users to provide ongoing feedback continuously, not just at the end of the training. Intercom Academy uses ongoing feedback loops to keep their training content relevant and effective.
• Iterate and improve. Use the feedback you collect to refine your training materials. This iterative approach, seen in Asana Academy and Salesforce Trailhead, ensures that your content remains relevant and effective over time.

Personalize the learning experience

Personalization can significantly enhance the effectiveness of your training program:

• Adaptive learning paths. Use LMS platforms that offer adaptive learning paths, as seen in Salesforce Trailhead, which tailors the training content to each user’s role, experience level, or previous interactions with the product.
• Customizable content. Allow users to choose their own learning paths based on their needs and interests. HubSpot Academy offers role-specific courses that address the unique needs of different user groups, such as marketers or salespeople.
• Develop role-specific training modules, as seen in Zendesk Training, that address the unique needs of different user groups, such as admins, power users, or newcomers.

Bonus tip: gamify your training

To make training more engaging, consider incorporating gamification elements. This could include:

• Leaderboards: display top-performing users to foster a sense of competition.
• Award badges for completing certain modules or achieving milestones.
• Quizzes and challenges that users can take to test their knowledge, with rewards for high scores.

Implementing a successful customer training program requires more than just delivering content — it involves creating a structured, engaging, and ongoing learning experience. Here’s a deeper look at some best practices, incorporating real-world examples from leading SaaS companies.

Tools and Resources for Customer Training

Choosing the right customer training platforms is crucial to the success of your customer training program. The tools you select should not only help deliver content effectively but also enhance the learning experience for your users. Here’s a more detailed look at some of the essential tools and platforms that can facilitate your customer training efforts:

Learning management systems (LMS)

An LMS is the customer training software you can hardly do without. It allows you to create, manage, and deliver customer training programs while tracking user progress and performance. Some of the LMS you can use include:

• TalentLMS is a highly customizable and user-friendly LMS that supports various content formats, including videos, quizzes, and SCORM-compliant courses. TalentLMS is ideal for companies that need to tailor training programs to different user roles or skill levels.
• LearnUpon is known for its robust reporting capabilities, allowing you to track user progress, completion rates, and overall performance. LearnUpon also integrates seamlessly with other platforms, making it easier to manage your training ecosystem.
• iSpring Suite is a powerful tool for creating interactive e-learning content, iSpring Suite allows you to build courses, quizzes, and simulations that can be hosted on any LMS. It’s particularly useful for creating engaging, media-rich content that keeps learners interested.

Webinar software

Webinars are an excellent way to deliver live training sessions, where customers can interact with instructors, ask questions, and participate in real-time discussions. You can use various customer education software for this purpose. 

• Zoom is a widely used platform that supports large audiences. It is ideal for conducting live training sessions. It offers features like screen sharing, breakout rooms, and Q&A, which enhance the interactivity of the sessions.
• WebinarJam is known for its user-friendly interface and extensive features. It allows you to host live webinars with ease. It includes automated reminders, polls, and analytics, making it a great tool for engaging your audience and measuring the success of your webinars.
• GoToWebinar is a reliable and scalable solution for hosting webinars, GoToWebinar provides detailed analytics, including attendee engagement and participation metrics, which can help you refine your training sessions over time.

Interactive tutorial platforms

Interactive tutorials help users learn by doing, guiding them through tasks directly within the software. This hands-on approach is effective for onboarding and feature adoption.

• WalkMe overlays interactive guides on top of your software, helping users navigate complex processes step-by-step. It’s particularly useful for onboarding new users or introducing new features, as it reduces the learning curve by providing real-time assistance.
• Similar to WalkMe, Whatfix allows you to create interactive walkthroughs, pop-ups, and tooltips that guide users through your product. It also offers in-depth analytics to track how users interact with the tutorials and where they might be getting stuck.
• While primarily a product analytics tool, Pendo also offers in-app guidance features that help users learn new features and workflows directly within your application.

Content creation tools

Creating engaging and informative training content is essential. These tools help you design and produce high-quality training materials, including videos, manuals, and interactive modules.

• Camtasia is video editing software that makes it easy to create professional-quality video tutorials. Camtasia allows you to record your screen, add voiceovers, and incorporate animations to make your videos more engaging.
• Articulate Storyline is a versatile tool for creating interactive e-learning modules. Articulate Storyline is particularly useful for building complex simulations and scenarios that mimic real-world use cases, helping users learn by doing.
• While often associated with graphic design, Canva also offers templates for creating visually appealing training manuals, infographics, and presentation slides, making it easier to convey complex information in an understandable way.

Survey and feedback tools

Collecting feedback is crucial for continuously improving your training program. These tools help you gather and analyze feedback from your users.

• SurveyMonkey is a popular survey platform that allows you to create custom surveys to gather feedback after training sessions. SurveyMonkey’s analytics features help you identify trends and areas for improvement.
• Google Forms is a free and easy-to-use tool for creating surveys and quizzes. Google Forms integrates seamlessly with other Google Workspace apps, making it simple to distribute surveys and analyze responses.
• Known for its interactive and user-friendly design, Typeform is ideal for creating engaging surveys that users are more likely to complete. It offers a variety of question types and integrates with other tools like Slack and Zapier for easy data management.

Community and discussion platforms

Creating a space where users can discuss, ask questions, and share experiences enhances the learning process and builds a sense of community around your product.

• Discourse is a robust platform for building discussion forums where users can ask questions, share tips, and discuss topics related to your product. Discourse’s features include moderation tools, private messaging, and integration with other platforms, making it a powerful tool for fostering community engagement.
• While primarily a team communication tool, Slack can also be used to create channels for user discussions and support. Slack’s real-time messaging capabilities make it ideal for ongoing conversations and quick responses.
• Reddit. Creating a subreddit dedicated to your product can provide a public forum for users to engage with each other and with your team. While it’s less controlled than other platforms, Reddit can be a valuable space for organic discussions and user-generated content.

Redesign instead of customer training?

While customer training is a crucial part of product adoption, there are times when it’s not enough. If customers require extensive training just to use your product, it might be time to consider a UX redesign.

We've already mentioned myInterview case where an over-complicated onboarding process resulted in a 90% churn rate. Another example is Ricochet360. Ricochet360 is a cloud phone system and CRM platform that enables sales teams to manage all their prospects in one place, alongside telemarketing, text, and email marketing. They have been on the market for 10 years and were trying to scale. 

The problem was in the customer acquisition strategy. While the existing users loved the app, it took a month for the Ricochet team to help the new users set up the app, customize it and train clients to use it. A month is way too long to learn an app, and the team decided it was a time for redesign to make the interface more intuitive and shorten the learning curve.

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The point of this story? Sometimes, no amount of training can overcome fundamental issues with a product's usability. 

Here are some key indicators that it might be time to consider a redesign instead of relying on customer training:

• High churn rate despite extensive training. If customers are still abandoning your product even after comprehensive training, it’s a strong sign that the product’s user experience (UX) might be too complicated or unintuitive.
• Consistent user feedback highlighting confusion. When user feedback frequently points out confusion or frustration with basic features, it’s often a signal that the interface or user flows need to be simplified.
• Heavy reliance on customer support. If your support team is overwhelmed with repetitive questions about how to use fundamental aspects of the product, this suggests that the product itself might be too difficult to navigate.
• Training focused on basic tasks. If a significant portion of your training is dedicated to explaining basic tasks that should be intuitive, it indicates that the product’s design isn’t user-friendly enough.
• Low feature adoption rates. When users are not adopting key features, even after being trained on them, it might be due to poor feature discoverability or a complex user interface.
• Frequent user errors. If users are making frequent mistakes, especially in critical areas, it could be due to poor design rather than a lack of understanding. Simplifying workflows can reduce these errors.
• Negative trends in user analytics. If you notice a decline in user engagement metrics, such as low session times or high drop-off rates at certain points in the user journey, it might be due to a confusing or cumbersome UX.
• Product complexity that inhibits onboarding. If onboarding new users requires extensive training just to get started, the product may be too complex. A redesign focused on simplifying the onboarding process could be more effective.
• Mismatch between user expectations and product design. If there’s a clear gap between what users expect and what the product delivers in terms of usability, it’s time to reassess the design.
• Competitor comparison. If competitors offer a similar product with a more intuitive design and better adoption rates, consider redesigning your product to stay competitive.

These indicators suggest that a redesign might be a more effective approach than continuing to invest heavily in customer training. A well-executed redesign can lead to a more intuitive product, reducing the need for extensive training and improving overall customer satisfaction and retention.

Customer Training is a Part of the Bigger Picture

At Eleken, we understand that customer training is just one part of the puzzle. It works best when paired with a user-friendly design that minimizes the learning curve. By combining effective training with a thoughtful UX design, you can ensure that your customers are not just proficient but also delighted with your product. If you’re struggling with customer adoption, it might be time to look beyond training and consider a redesign — something we’ve successfully implemented for clients across various industries.

Whether you want to create an efficient onboarding flow or do a more extensive redesign, you need an experienced design partner. And that's where Eleken comes into play. Get in touch with us and see how intuitive and user-friendly your SaaS product can be! 

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