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Using a Maturity Model To Build a Strategic
Customer Education Organization
May 7, 2015
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess
Our Speakers
Lincoln MurphyCustomer Success Evangelist
@lincolnmurphy
Bill CushardHead of Training
@BillCush
What We’ll Cover Today
• The Impact Training Can Have
• What is Maturity?
• Four Stages of the Software Training Maturity Model
• How to Put the Model to Use
• Q&A
Using a Maturity Model
to Build A Strategic Customer
Education Organization
• Founded in Sydney, Australia 2001
• Palo Alto, CA HQ since 2010
• 180 employees across 4 global
offices:
– Palo Alto, Sydney, Kuala
Lumpur, Santiago
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About ServiceRocket
Strengthen relationships
between software
companies and enterprise
customers
Training
Support
Smart
Utilization
Services
Our
Customers
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Of Course…Training is Important
• Research from the Technology Services Industry Association (TSIA) has
shown that customer education programs have:
– Reduced the number of support calls by a factor of three.
– Increased renewal rates in one organization from 80% to 92%.
– Changed product buying habits. Another study showed that for every
one dollar spent on customer education, customers spent an additional
twelve dollars on the product.
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How mature is your training business?
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“AGE IS NOGUARANTEEOF MATURITY.”
Lana Blackwell
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Engraved at the entrance to the Norlin Library
at the University of Colorado
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"Who knows only
remains always a child.”his own generation
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Software Training Maturity Model
Stage 1: Reacting
• Customer is driving need for training
• It’s a fire drill responding to ad hoc
training requests
• Highly stressful
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• Yes, you have training and customers
take it.
• Learning management system (maybe).
• Training content covers 80% (well most)
of what customers need to learn.
• Training manager or someone who
“owns” training.
• Customers give training good scores on
surveys.
Stage 2: Performing
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Stage 3: Scaling
• Need to figure out: How to handle
growth in training demand, without
growing team at same rate.
• Putting self-paced learning options in
place.
• Training partner model.
• Leveraging learning technologies.
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Stage 4: Optimizing
• High level training executive leading the
organization.
• Accountable to a number.
• Revenue, profitability, product adoption,
renewals, etc.
• Customers see training as a strategic
part of your offering.
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Stage 1: Reacting
Actions to Take
• Review current state of training content
> Analyze training needs.
• What do customers repeatedly request?
• Select 1 to 3 topics that need to be
covered.
• Develop courses in a standard way.
• Offer those courses to customers.
• If customers want something else, say
“No” or charge for custom training.
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Stage 2: Reacting
Actions to Take
• Post complete training schedule on web
site.
• Have a process to allow customers to
self-register and pay for training.
• Finalize and formalize training materials
for each course.
• Develop a process for keeping training
content up-to-date.
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Stage 3: Scaling
Action to Take
• Build infrastructure for future growth.
• Move beyond an LMS to a tightly-
integrated Learning Business
Management System.
• Customer experience.
• Stakeholder needs (integrations with
systems they care about).
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Stage 4: Optimizing
Actions to Take
• Be accountable to a number.
• Optimize pricing model.
• Further connect learning management
system to company systems.
• Continuously look for ways to improve
training experience.
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Software Training Maturity Model
Putting the Model to Use
3 4
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1
Asses
Yourself
Decide How
Far You Want
to Go
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Take ActionsSet Goals
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Catch Bill’s Session at PULSE:
Creating an Effective
Training Program
Wednesday, May 12 @ 3:25pm
Q&A
Lincoln MurphyCustomer Success Evangelist
@lincolnmurphy
Bill CushardHead of Training
@BillCush
Thank You!
May 7, 2015
