The survival of any business hinges on customer conversion and retention; however, considering that the cost of customer acquisition is high, your business should focus more on customer retention. But that does not mean you should not attract new customers; the more your client base, the better your chances of survival in the overwhelmingly competitive market.
The critical question is, what strategy do you have for a successful customer onboarding process? Invariably, the customer has become the king; the business world is now very competitive; customers have options to fall on; the age of monopoly is gone.
Technological advancements are enabling customers to purchase products from any part of the world, and the voice of the customer has become very resounding. Remaining relevant in the business landscape is very crucial, and your business needs to leverage new technological trends in the business world that will enhance and improve customer satisfaction.
What is customer enablement?
Customer enablement is a sum-up of processes and strategies your business needs to improve customer experience. The idea behind customer enablement is to provide your customers with the tools, training, and resources that will enable them to use your products or services successfully.
The success of any customer enablement strategy depends highly on a collaborative approach to customer service. Your sales and marketing teams equip users with the tools, training, and resources they need to achieve their goals; in return, your customers provide your organization with feedback.
A successful customer enablement strategy aims at helping customers to get the most from your product and increases customer satisfaction and loyalty. As a business, ensuring the availability of the tools, training, and resources you need to implement customer enablement may strain your budget.
Ensuring you enable your customers to engage with your products is essential to your relevance in the market and overall ROI; this is why you need a customer enablement platform.
The key a customer enablement platform needs to educate and help your customers is knowledge base software. The enablement platform will help your business to create the tools and materials for your customer enablement programs.
With software such as video, you can quickly build a searchable directory of the content. A knowledge base software comes with analytics and reporting; this offers your customer service team and sales to understand how your customers interact with these enablement resources such as videos.
HubSpot Ultimate List of Marketing Statistics for 2022 reveals that video is the number one format marketers used in their content strategy in 2021. When you use video as a knowledge base software for your customers, your business enhances a zero-touch self-service relationship between your organization and your customers.
What does your business gain from a customer enablement platform?
Source
A customer enablement platform will replace multiple categories of tools you will need for each department within the organization; you only need the combination of these tools to deliver a purpose-built platform for software enablement. A good customer enablement platform should enable your customers to perform the following six vital tasks working as one entity:
Create
You should share information with your customers in two primary formats; the short form is usually a 2-3 minute long browser recording, and the long-form should be an hour-long Zoom recording, demos, or webinars. Your customer enablement platform must provide your business with the means to record brilliant short-form videos and assimilate and enrich long-form recordings that deliver a single source of knowledge for the organization.
The platform should also provide a purpose-built lightweight editor that enables the technical staff to create new “real” content for customers without waiting for marketing content. Using one of the best webinar platforms for small business can make this process easier for business owners.
Organize
Your business probably has been using many existing videos spread over different platforms such as YouTube, Google Drive, and Zoom Cloud Recordings through LMS solutions. The factor to consider is how to organize the information in these videos and make them easily accessible.
This organization is what your customer enablement platform must provide for your business, possibly by using Smart Video Platform technology that will give the following classification and answers for each video in the system: Which application and location inside the app? What is the topic discussed in the video, as distilled from the transcript automatically generated by the platform?
Publish
Your customer enablement platform should offer your business multiple means to publish and share your video content to deliver information to customers at the point of need in the proper context, such as in-context video, browser extension, and web app.
Discover
You need a customer enablement platform with a contextual library; that provides content recommendations based on application location and can search using natural language. Some customer enablement platforms have videos of people sharing their experiences using specific product features for unique workflows and adding context to each solution.
View
To enhance a zero-touch self-service relationship between your business and your customers, your customer enablement platform will create videos that will provide the maximal know-how with minimal effort; assist your customers to assimilate the necessary information, and perform it directly on the relevant software. For instance, Netflix has its player optimized for the best lean-back experience.
Your platform’s player will continuously improve towards instantly actionable know-how. When your customers view your platform’s player, they should jump directly to the relevant application and perform the onboarding process for any new product with zero-touch self-service.
Analyze
A customer enablement platform will provide your business with advanced tracking and analytics, including real-time events with engagement metrics and insights on the key trends.
You can see integration into your organization’s tech stacks when sending emails through Gmail, Outlook, Salesforce, Outreach, and Hubspot, conveniently communicate with customers in Slack, resolve support tickets (i.e., Zendesk), and score the leads and contents in the
Conclusion
Customer experience must be your top priority; a customer enablement platform will help your business keep your customers constantly updated and knowledgeable of new features and best practices. With the level of competition in the global market, you need a customer enablement platform to help them achieve product value more quickly and effectively than ever before.