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Leveraging MarTech for Customer Education

By Martijn Scheijbeler, VP Marketing, RVshare

Martijn Scheijbeler, VP Marketing, RVshare

We all want our customers to take certain actions: buy this, subscribe to this, and read this article. All actions that are purely driven by the intent of selling the business. But more and more we see companies actively going after another goal: educating their customers on what they can do to leverage the product/service to benefit more from it. Not always with the sole purpose of getting more out of the user. Consider the following: your local supermarket warning you about discounts when you’ve already put products in your basket, recommendations about what books to read via Amazon, or a reminder about your increasing credit scores. There is a clear benefit for the service; retention & loyalty of its customers, but obviously also creating value for the customer.

"Have you recently asked your search marketing teams what questions your users have on a regular basis?"

Have you thought recently about how your marketing technology can also have another impact: educating the users about the use of the platform? These are strategies that aren’t always powered by a monetary value. In the end, it’s also driving the value of the whole platform: a better understand of your platform by your customers.

Some real life examples of what that looks like from companies that we all know:

• Uber/Lyft drivers are told from time to time where big events are happening in their city, so passengers have a good experience (there will be a ride available close to their location and with less waiting time). This leads to a higher yield for drivers at the same time. Incentivizing the driver, passenger, and Uber as a company in the end.

• Airbnb will educate their hosts regarding what their listings should look like, leading to more enticing listings. Their super users are providing the best experience for both the platform, the host, and the person staying there.

So where does your marketing technology stack come into place when evaluating the possibilities in this area?

• Analytics / Business Intelligence: What are the characteristics of my most successful customers on my platform or in my business? What could other users learn from their behaviour to have a higher return on the platform? If you work with the right analysts or data scientist within your company, you’re likely able to figure out who you should go after.

• Customer Relationship Management: Does your CRM software allow your customer service or sales representatives to immediately provide customers with other recommendations when they have a questions about their current status?

• Search Engine Optimization: Have you recently asked your search marketing teams what questions your users have on a regular basis? Not the ones where you messed up, but the sincere questions of the users to see what additional value your platform could provide?

• Social Media: You’re listening to the feedback of your customers/prospects right (we certainly hope so in 2018)? But are you actively engaging with them and using their insights to build a better platform? We have focused on NPS for way too long without any useful outcome most of the time, but what did we learn from the customers that were our biggest promoters (NPS 9-10)?

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