Adam Avramescu is back on the show for the third time to discuss his new book, Customer Education: Why Smart Companies Profit by Making Customers Smarter. Adam offers some important advice. If you are thinking about building a customer education function, Adam wants you to ask yourself, "What is your customer education charter?" This matters because education can make a direct contribution to any and all steps in the customer journey. And when you are starting out, you don't want to try to address everything. You want to pick one of the steps, then go make friends with the team that owns that step in the journey (for example, marketing or sales or customer success or support) and together define clearly how education can make a difference. We need to work more collaboratively in service of our customers.
"Make friends with the teams that are actually out in front of customers," explains Adam. "If you don't, you don't have empathy for those teams or for the customers they serve."
Effective customer education requires empathy.
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