In Episode 102, we first spoke with the Thinkific Team about the Power of Education as a Growth Tool for business. Today we’re going deeper into the history and growth of the Thinkific platform itself. 

In this episode, we are speaking with Aaron Morin, Senior Manager of Community at Thinkific. Thinkific is a software platform that enables entrepreneurs to create, market, sell, and deliver their own online courses. Thinkific offers a course builder designed for Creator Educators. It’s simple and gives creators the ability to build their entire course without a big learning curve. Thinkific and Thinkific Plus offer a design and build experience that is approachable for everyone.

About the Show

CELab is the Customer Education Lab for Innovative Customer Success, Enablement, and Marketing Teams. Our mission is to explore how to build Customer Education programs, experiment with new approaches, and exterminate the myths and bad advice that stop growth dead in its tracks.

Listen in as we discuss:

●       Aaron Morin intro and time with Thinkific

●       We’re recording this on National Pizza Party Day, NASCAR day, and more

●       Aaron’s career journey before joining Thinkific

●       Thinkific’s culture

●       Thinkific Plus

●       Customer success focus, revenue generation, and the market

●       Offering paid products filters your audience

●       Estimating and tracking ROI

●       Coaching – how it works at Thinkific

●       Thinkific Community, a private Facebook experience

●       Vancouver Customer Education Conference – first time ever

●       Thinkific’s networking event

●       Video with Castos

●       And – please – if you’ve found value in this podcast, share with your friends, your peers, and your network to help us “Find the Others”!

Resources:

Aaron Morin LinkedIn

Thinkific.com/plus

Link to Episode 102 – Thinkific Pt I

Customer Education

Talented Learning

Dave Derington Twitter

Dave Derington LinkedIn

Gamification and Gamified Learning are resurfacing as big trends in helping grow engagement in SaaS platforms.  In this episode, we are going to talk about Learning Science and dive deep into Gamification.  How do you get started?  What are the common mistakes?  Join us for a Disney-esque ride through #customereducation with Shannon Howard and Michelle Ellis from Intellum!

Intellum’s team of award-winning learning practitioners, consultants, content experts, engagement professionals, developers, and engineers help the largest and fastest-moving brands in the world successfully educate their customers, partners, and employees.

About the Show

CELab is the Customer Education Lab for Innovative Customer Success, Enablement, and Marketing Teams. Our mission is to explore how to build Customer Education programs, experiment with new approaches, and exterminate the myths and bad advice that stop growth dead in its tracks.

Listen in as we discuss:

  • Exploring customer education with Intelum
  • Combining tech, content, and marketing elements
  • Neuroscience behind gamified learning effectiveness
  • Engaging learners through games and psychology
  • Avoiding trivialization of game-based learning
  • Designing for different learner personas
  • Creating a “gamer DNA” for behavior change
  • Importance of social learning and diversity
  • Goals and rules of game design
  • Gamifying reputation building and learning
  • Using challenges, rewards, and badges
  • Designing engaging and purposeful learning experiences
  • Balancing complexity and time for learner engagement
  • Organizational education and scalability with Intellum
  • Leveraging existing resources for content creation
  • And – please – if you’ve found value in this podcast, share with your friends, your peers, and your network to help us “Find the Others”!

Resources:

Shannon Howard LinkedIn

Michelle Ellis LinkedIn

Intellum

Customer Education

Talented Learning

Dave Derington Twitter

Dave Derington LinkedIn

Like peanut butter and jelly, customer advocacy and education – together – synergize their powers. Join host Dave Derington as he speaks with Adam Ballhausen, Senior Director of Customer Education and Advocacy for Docebo (“Doh-CHAY-boh”) as he shares his, and Docebo’s, mission to align education and advocacy and consolidate education programs to achieve that next level of customer success.

Docebo is one of the industry’s fastest-growing and most innovative learning technology companies, and employs over 800 global innovators who serve over 3000 customers around the world. Docebo is currently used by some of the best brands in the world, including L’Oreal, Zoom, Kiehl’s, ZipRecruiter, Walmart, and more. Docebo believes that learning is for everyone, and always put the customer first. In October of 2019, Docebo successfully launched their first IPO on the Toronto Stock Exchange (TSX: DCBO), followed by the launch of NASDAQ (NASDAQ: DCBO) in December of 2020.

About the Show

CELab is the Customer Education Lab for Innovative Customer Success, Enablement, and Marketing Teams. Our mission is to explore how to build Customer Education programs, experiment with new approaches, and exterminate the myths and bad advice that stop growth dead in its tracks.

Listen in as we discuss:

  • National Chocolate Mousse Day + more
  • Adam’s background and path to Docebo
  • Empowering users to best utilize products and services
  • Academy vs. University
  • Educational ‘interventions’ and how they work together
  • Building a community of advocates
  • Customer-led growth is top of mind
  • Retention and expansion of customer base
  • Consolidated or hybrid work for disparate audiences
  • Docebo employees taking the same training as customers
  • Collaborating with customers and how they train their audiences
  • Governance, and a ‘hub and spoke’ model
  • Docebo University, Docebo Advocacy, and Docebo Community
  • Creating awards and why your customers should apply for them
  • And – please – if you’ve found value in this podcast, share with your friends, your peers, and your network to help us “Find the Others”!

Resources:

Adam Ballhaussen LinkedIn

Docebo

Customer Education

Talented Learning

Dave Derington Twitter

Dave Derington LinkedIn

Machine Learning and AI are really impacting our world, but how can Customer Education teams take advantage of this trend?  Enter Videate! If I can have a tool “magically” do my video for me?  Add audio?  And then translate it into different languages?  How much would that be worth?  

Join us as we talk with Mark Hellinger about this amazing product. Mark is the Co-Founder and COO of Videate – Videate enables SaaS companies to scale video production by making more how-to videos with fewer resources. Videate keeps your videos up-to-date with every software release and uses machine translation to globalize your content across all the languages you support.

About the Show

CELab is the Customer Education Lab for Innovative Customer Success, Enablement, and Marketing Teams. Our mission is to explore how to build Customer Education programs, experiment with new approaches, and exterminate the myths and bad advice that stop growth dead in its tracks.

Listen in as we discuss:

  • Video content is hard, but AI is here to help
  • Screen recording and its software limits
  • Frequent software changes, a shortage of expert video resources, and the move from long-form to short-form video
  • Getting more content without adding more staff
  • Globalizing, updating, and maintaining your content for customers
  • Videate.io – how it works
  • Screen recording, voiceovers, avatars, and machine translation 
  • Share with your peers, help us find “the others”

Resources:

Mark Hellinger LinkedIn

Videate

Camtasia

Customer Education

Talented Learning

Dave Derington Twitter

Dave Derington LinkedIn

Software as a Service (SaaS) businesses are often plagued by the same challenge: Churn! Thanks to the emergence of Customer Success, we’ve learned a lot about this word and what can be done to combat the dreaded churn.

Behind all the playbooks, call-to-actions, harried calls to “save a customer” is one persistent activity that works: Customer Education! In this episode we’re joined by Laura Evans and Parker Thompson of Thinkific, and learn how to harness the power of education as a growth tool for business. We also hear about some incredible Customer Success Stories leveraging the new Thinkific Plus platform.

Listen in as we discuss:

  • The evolution of the company from a course to a platform
  • What is customer education about?
  • The background and evolution of Thinkific
  • Single sign-on and how it reduces friction
  • Ways to implement customer education
  • What is the secret sauce of the Thinkific Plus platform?
  • What is the problem with customer success?
  • Start with the customer success plan
  • The power of white-labeling your content

In CELab’s 100th episode, we’ve kicked off the celebration of 100 episodes by discussing the hardest-won lessons for Customer Education Leaders. Dave and Adam have both held several roles on their journeys as customer education leaders, and they are continuing to look back at their journey to dissect mistakes they made and what they learned from them.

In Part 2, we pick up the thread by being vulnerable and really diving into the challenges that we’ve felt over the years. And as with Part 1, we feature a number of you listeners including Phil Byrne, Mike Di Gregorio, Lisa Rothrauff, and Melissa VanPelt. What advice do we have to our past selves? Some topics include …

  • Going down the rabbit hole of training
  • Advice to other leaders
  • How to deal with stress and overwhelm
  • Outreach and the importance of sharing your story
  • Putting yourself on the shelf and sticking to fundamentals
  • The importance of consistency
  • Learn some management techniques
  • Our favorite episodes of the podcast

Remember, “Finding the Others” is our goal. If you want to connect with us to share your experiences in this growing Community of Practice for Customer Education, please use our contact us form. We love to hear from you! Thanks to all of you for continuing to support CELab.

For CELab’s 100th episode, we’ve decided to celebrate by discussing the hardest-won lessons for Customer Education Leaders. Dave and Adam have both held several roles on their journeys as customer education leaders, and now they are looking back at their journey to dissect mistakes they made and what they learned from them. We also asked Customer Education leaders who have appeared in our previous episodes to call in with their valuable advice to their past selves, which you’ll hear throughout the show.

Enjoy a bit of nostalgia, and an all-star line up of amazing leaders: Christy Hollingshead, Alessandra Marinetti, Daniel Quick, and Jesse Evans.

Stay tuned for Part 2 where we share even more great stories …

Image by DALL-E 2

Customer Education teams must remain adaptable in times of change. After all, we support ever-changing products for diverse audiences, and we drive ever-changing business strategies. In this episode, Lisa Rothrauff, Director of Customer Education at Amplitude, walks us through how she builds and develops teams to balance different skill sets and remain resilient and adaptable through changes in business strategy, skill requirements, and economic landscapes. She talks about the balance between “constant skills” and “fluid skills” in hiring and developing team members’ careers and gives advice on building high-performing teams who thrive in ambiguity.

In this episode we discuss …

  • Importance of product telemetry
  • What is it that you need from your team?
  • How to design for how people learn
  • Hire for attributes or potential over experience
  • Hiring a generalist or a specialist
  • Differences between theory and practice instructional designers
  • The value of contextual awareness and curiosity in content design
  • Creating a specific type of experience that supports instructional goals
  • How to identify strengths and weaknesses
  • Personal operating manuals and team agreements
  • The value of learning from your team
Image courtesy DALL-E 2

With this episode, we’re joined by Tiffany Taylor to talk about the overlap between Customer Success and Customer Education. Tiffany leads both the Customer Success and Customer Education practices at Handshake, and what better way to discuss:

  • The role of education in implementation
  • Leading and lagging lagging indicators
  • Investing in customer education and customer success
  • Making customer education a part of the solution
  • How customer education is the scale engine of customer success
  • How to cultivate a community of customers
1997 Customer Education by DALL-E

And finally … our “book club” discussion on Peter Honebein‘s book, “Strategies for Effective Customer Education“. If you haven’t listened to Part 1 and Part 2, check those episodes out now. We finish up this series with

  • User-centered design and multi-faceted team
  • The importance of customer education and compliance
  • Product training for professionals and users
  • Is customer education expected to be free?
  • Strategic thinking is really important
  • How to promote your training programs
  • Measuring the different levels of customer education
  • Why certification and credentialing is important?
  • How to formalize customer education
  • What’s different about customer education today?

At the end of this journey, we feel more connected to our successors and have a better understanding that what we do as Customer Education Leaders and Practitioners. Let’s work together to make this field a crucial part of any organization.