Published on: 13 Jan , 2025
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Imagine this: You are the head of customer training at a SaaS company and something has been bugging you about your customer training program. It is not exactly failing – customers are engaging with your program, and satisfaction scores are decent. But you notice a pattern during customer interviews.
Enterprise customers mention things like "good basics, but we need more technical depth for our team," while smaller businesses say "great content, though we spend a lot of time filtering what's relevant for us." A mix of customers from both sides often ask, "Is there a quicker way to get our team up to speed?".
You realize that your customer training program is working well but……is missing a magic component that would make all your customers say “It is perfect!”. The component you are looking for is customer segmentation.
Once you incorporate a more segmented approach to your customer training program, you notice that more customers are engaging with your program, satisfaction rates soar, and more customers are returning with “It is perfect!” feedback.
In this blog, we’ll explore how to create a customer training strategy that helps you reach different customer segments.
When your training strategy aligns with different customer segments, it transforms how your customer-facing teams operate. Customer success managers can craft more targeted success plans because they know each segment has received the right foundational training.
So, instead of spending time explaining the basics, they can focus on helping customers achieve advanced goals and driving deeper product adoption.
For support teams, this means fewer tickets about fundamental features and more meaningful conversations about complex use cases. Your customer-facing teams become true advisors rather than just troubleshooters, building their expertise around segment-specific needs and challenges.
A tailored training strategy shows customers that you truly understand them. When you tailor content to customers’ specific needs like showing sales teams how to track pipeline metrics while teaching marketing teams campaign attribution, customers see you as a strategic partner, not just a vendor.
They feel understood because your training speaks their language and addresses their unique challenges, building stronger and longer-lasting relationships.
As your customer base grows, having a well-structured training strategy becomes crucial for maintaining quality while scaling effectively. Think of it as building a framework for the major customer segment types. This framework helps you address a good chunk of customer needs.
This framework helps you move into new markets seamlessly, as you would only need to create content and learn to cater to the new market’s niche needs
A segmented training strategy becomes a valuable feedback loop for your product team. When you track how different segments interact with your training content, you uncover valuable product insights. For instance, if customers in the technical role can use integration effectively but customers in the other roles struggle, it might indicate the need for either product simplification or training focus.
This direct line of insight helps product teams prioritize roadmap decisions based on real user learning patterns, creating a more customer-informed product development cycle.
Designation | Role | Responsibilities |
---|---|---|
Training Manager | They are the strategic leader who design and implement segment-specific training approaches. | 1. Develop and manage training strategies and roadmap for different customer segments. 2. Collaborate with product and customer success teams to identify training needs for different segments. 3. Manage the training team and resource allocation. 4. Set and track segment-specific training metrics. 5. Ensure training content stays updated with product evolution. |
Instructional Designers | They are the architects who design personalized learning experiences that keep the users engaged. | 1. Create structured learning paths customized for different customer segments. 2. Ensure materials are engaging, accessible, and suitable for various delivery modes across different segments. 3. Work closely with subject matter experts to ensure technical accuracy. 4. Ensure training content follows industry or role-level use cases |
Content Creators | They are the creative force behind your training materials who turns complex product information into clear, engaging content. | 1. Produce various content formats (articles, guides, videos) 2. Maintain multiple versions of content for different technical levels 3. Maintain and update the content regularly 4. Create content that matches your brand voice 5. Collaborate with product teams to understand new features. |
Training Instructors | They are the face of your training program who deliver personalized training experiences across segments. | 1. Conduct segment-specific virtual instructor-led training sessions and webinars 2. Adapt training delivery style to match segment preferences. 3. Maintain expertise across different industry verticals. 4. Provide hands-on training for complex features 5. Collects direct feedback from training sessions |
LMS Administrator | The LMS expert who ensures your LMS platform runs smoothly and effectively. | 1. Set up and maintain user accounts 2. Ensure proper setup of learning paths for each customer segment. 3. Track training metrics and generate reports for different segments. 4. Handle technical issues and platform updates. |
A. Knowledge Base Software
A knowledge base software lets you build a self-service one-stop resource hub for your product that is active 24/7. When properly structured, your knowledge base can make it easy for customers of all segments to navigate and find what they need effectively.
In fact, research conducted by Zendesk said that 91% of respondents would use an online knowledge base if it was tailored to their needs. For example, the technical team can easily identify the path leading to the API documents they need and marketing teams can find one leading to specific workflow-related documents.
How it aids your strategy:
B. Learning Management System (LMS)
Your LMS acts as the cornerstone of structured learning in a segmented training strategy. Unlike the self-serve nature of a knowledge base, an LMS provides guided learning experiences that can adapt to different learning needs and goals.
For example, while some teams need certification paths that validate their product expertise, others might need quick, focused modules for specific workflows. The LMS helps you deliver these varied experiences while maintaining consistent quality and tracking across all segments.
How it aids your strategy:
C. Video Creation Software
Video content is a powerful medium for delivering segment-specific training, making video authoring tools essential in your training tech stack. These tools help you create everything from quick feature demonstrations to in-depth technical walkthroughs.
By combining screen recording capabilities with editing features, you can create professional-quality videos that explain complex features in ways that resonate with different user groups while maintaining consistent quality across all your training content.
How it aids your strategy:
D. In-app Guidance Tools
In-app guidance bridges the gap between learning and doing by providing contextual help right within your product interface. These tools are crucial for segment-specific training as they can adapt to users' roles and familiarity levels in real-time.
They help reduce friction during product adoption while ensuring users get relevant guidance based on their specific use cases and goals.
How it aids your strategy:
E. Virtual Instructor-led Training (VILT)
VILT is a real-time, interactive training method where a skilled instructor leads sessions in a virtual environment. It emphasizes human connection and engagement, combining live demonstrations and interactive discussions.
VILT sessions are usually conducted through video conferencing apps like Google Meet, Zoom, and Microsoft Teams, while an LMS is used to schedule a VILT session where customers who find the session agenda relatable, can register to attend the session.
How it aids your strategy:
F. Product Analytics Tools
Product analytics tools give you deep insights into how different segments actually use your product after training. This visibility is crucial for a tailored training strategy as it helps you understand the real impact of your training efforts.
By connecting product usage data with training metrics, you can continuously refine your approach to better serve each segment's needs.
How it aids your strategy:
Layer 1: Basic Profile Segmentation
Your starting point comes from readily available customer data, setting the fundamental context for training.
Layer 2: Success Metrics
Understanding how different segments define success helps align training with their business objectives.
Layer 3: Product Usage Patterns
Building on basic profiles and goals, understand how different segments actually use your product.
Feature Adoption Level: Which core features are they actively using?
Common Workflows: What are their frequent use cases?
Integration Points: How do they connect your product with their existing tools?
Layer 4: Learning Behavior
Now dive into how different segments interact with your existing training content.
Preferred Learning Methods: How do they engage with your knowledge hub, LMS, and VILT sessions?
Preferred Content Types: Do they prefer videos, help articles, product documentation, or a mix of all?
Training Completion Patterns: Which modules see the highest completion rates?
Support Ticket Themes: What are their common learning roadblocks?
Once you’ve layered your customer segments, the next step is to create their associated training goals and objectives. Goals help you achieve long-term outcomes while objectives help you achieve short, actionable steps that will achieve your goals.
Segmentation Layer | Training Goals | Training Objectives |
---|---|---|
Basic Profile Segments | 1. Turn industry-specific challenges into product solutions 2. Build comprehensive skill hierarchies 3. Create learning paths that mirror actual business processes |
1. Create personalized onboarding for customers in different industries and roles. 2. Use proper categorization to differentiate between basic and advanced training content. 3. Incorporate industry-specific and role-specific use cases in your content. |
Success Metrics | Across all segments: 1. Reduce time-to-value 2. Increase product adoption |
1. Provide the right resources at the right time. 2. Foster a community to encourage peer-to-peer learning. 3. Conduct interviews to understand customer issues better. |
Product Usage | 1. Drive customers to use advanced features over time. 2. Increase integration with customers’ tech stack. |
1. Create product usage milestones to drive the natural adoption of advanced features. 2. Conduct use-case-based VILT sessions to increase customer confidence. 3. Use in-app guidance tools to guide customers towards advanced features at the right time. |
Learning Behavior | 1. Create learning experiences that stick beyond the training session 2. Build a self-sufficient user. |
1. Collect feedback on your resources across various platforms to analyze their performance. 2. Conduct surveys to find out what types of content customers want. 3. Monitor the analytics of your customer training platforms. |
Creating training content isn't just about producing materials – it's about strategically designing and delivering educational experiences that align with where customers are in their journey. This section breaks down how to approach content creation and delivery across different stages of customer product adoption.
We'll explore each stage's unique requirements and how to adapt your content strategy for different customer segments, ensuring your training resources effectively support customer success at every step.
We’ll also use the example of a product analytics platform to see how the contents can be incorporated practically.
A. Pre-product Adoption
Pre-product adoption encompasses the critical period from a customer's first interaction with your product until they integrate it into their regular workflow. For a product analytics platform, this means moving from the initial setup to the point where teams actively use analytics data for decision-making. This journey typically involves two distinct phases: onboarding and ongoing usage.
1. Onboarding:
Your training content needs to address the foundational aspects of your product while simultaneously showing its potential impact on workflows.
How to deliver the content:
Content delivery during onboarding needs to be proactive and contextual, meeting customers exactly where they are in their journey. In-app guidance serves as your first line of education, providing contextual help during initial product exploration.
An in-app guidance tool should:
A Knowledge base widget helps users get access to:
(requires proper content organization within your knowledge base)
Webinar and VILT training sessions become crucial for:
Content examples for different segments:
Segment | In-app Guidance | Knowledge Base | Webinars and VILTs |
---|---|---|---|
Tech Team | Step-by-step database integration flow | Comprehensive technical documentation with sample implementations | Sessions focusing on setting up custom configurations |
Product Team | Funnel analysis setup with conversion tracking tips | Product analytics dashboard setup tutorials for different variations | Sessions on creating cohort analysis for different customer segments |
Customer Success Team | Default user path setup guide | Product analytics and CSM platform integration process documentation | Sessions working through specific customer scenario challenges |
2. Ongoing Product Usage
Training content shifts from foundational knowledge to optimization and efficiency during ongoing usage. This phase focuses on deepening product usage within existing workflows while introducing advanced capabilities.
The goal is to help customers extract maximum value from features they already use while gradually expanding their product knowledge. This is where you build the bridge between basic implementation and sophisticated use cases.
How to deliver the content:
Content delivery during ongoing usage needs to be both proactive and responsive, adapting to customer's growing sophistication with your product.
The in-app guidance evolves to:
LMS becomes crucial for providing:
Knowledge base engagement focuses on:
Webinars and community sessions become valuable for:
Segment | In-app Guidance | Knowledge Base | Webinars and VILTs |
---|---|---|---|
Tech Team | Advanced implementation tips | Complex query optimization guides | Technical deep dives on advanced integrations and customizations |
Product Team | Advanced analytics feature suggestions | Funnel analysis playbooks with segmentation | Monthly power-user sessions featuring advanced user behavior analysis |
Customer Success Team | Advanced milestone feature implementation | Customer journey analytics guides | Regular CSM expert sessions sharing successful customer growth strategies. |
B. Post-product Adoption
Post-product adoption is when customers have integrated your product into their daily workflows and are actively using core features. This is where your training strategy shifts from ensuring successful usage to driving product expansion and sophistication.
This stage presents opportunities for both vertical expansion (upgrading to higher tiers) and horizontal expansion (adding more users or related products).
How to deliver the content:
Post-adoption training content should highlight untapped value and growth opportunities. Content needs to demonstrate how advanced features or increased capacity can solve emerging challenges.
Focus on showing the ROI of expansion through concrete use cases and success stories. This isn't about feature education anymore – it's about business impact and scaling value.
Use Automated Content Delivery to:
Use CSM-led Interactions to:
Create a systematic flow of insights across customer-facing teams to continuously improve your training strategy. Support tickets reveal where training gaps exist, while sales conversations highlight what prospects find complex about your product. CSMs provide real-world validation of how different segments interact with training content.
When product teams share upcoming features, training teams can prepare content proactively. This interconnected feedback system ensures your training evolves based on real customer needs.
Design your training architecture to handle product evolution and scale. Build your content structure with clear versioning systems that can adapt to feature updates without requiring complete rewrites.
Create modular content blocks that can be easily updated and reused. This foundation helps you maintain training quality and consistency even as your product and customer base grow.
Start your multi-language strategy by identifying priority languages based on customer demographics and market opportunities. Beyond simple translation, adapt content to account for cultural nuances and regional use cases.
This helps your training efforts reach a wider audience and create a stronger relationship with your customers across regions.
Design clear processes for keeping your training content current and relevant. Set up regular content audits tied to product release cycles, ensuring documentation reflects the latest features. Create a centralized system to track content updates, outdated resources, and customer feedback on existing materials.
This proactive maintenance approach prevents the common pitfall of outdated training resources affecting customer success.
When measuring training effectiveness, it's crucial to analyze metrics by segment rather than looking at aggregate data. For instance, a 7-day time-to-value might be excellent for technical teams implementing complex integrations but concerning for business users using basic features.
Let's explore five key metrics and how they should be interpreted across different segments.
This metric is particularly crucial for segmented training as it reveals how effectively your training accelerates success for different user types. For technical teams implementing a product analytics platform, value might mean successful data implementation.
For product teams, it could be drawing the first meaningful insight. Understanding these segment-specific definitions of value helps you optimize your training paths for each user type.
How to track:
Measure the number of days it took the customer to achieve the outcome since onboarding.
This metric helps you understand how well your training converts different segments into confident users. It's a direct reflection of your training's ability to overcome segment-specific barriers and drive regular product usage. Look for patterns in adoption rates across segments to identify where your training might need enhancement.
How to track:
( New Active Users / Total Signups ) X 100
When training is properly segmented and effective, it leads to better product understanding and value realization across all user types. This naturally translates to higher retention rates. By tracking retention by segment, you can identify which user groups might need additional training support to maintain long-term success.
How to track:
To calculate the customer retention rate, we need three metrics:
The number of Customers At the Start of the period (CAS)
The number of Customers At the End of the period (CAE)
The number of Customers you Gained in this period (CG)
Now, apply these metrics in the CRR formula:
CRR = ( (CAE-CG) / CAS ) X 100
This metric reveals how effectively your training drives product growth across segments. It's particularly important in the post-adoption phase, where training focuses on advancing user capabilities and showcasing the value of additional features or capacity.
How to track:
You can measure the expansion revenue using your upsell and cross-sell rates
Calculating Upsell Rate:
(No. of up-sells / No. of up-sell attempts) X 100
Calculating Cross-sell Rate:
(No. of customers who made additional purchases / No. of cross-sell attempts) X 100
CSAT helps you understand not just overall satisfaction, but how well your training meets the specific needs of different user types. Low CSAT in specific segments can quickly highlight where your training needs improvement, while high scores validate your approach.
How to track:
Step 1: Survey your customers and ask them to rate their experience with your product on a scale of 1-5.
Step 2: Note down the number of people who’ve voted for “4 or 5”. These are your Satisfied Respondents
Step 3: Use this formula to get your CSAT -
(No. of Satisfied Respondents / Total No. of Respondents) X 100
You are not alone if you are frustrated with managing multiple tools to build your personalized customer training strategy. Creating content, building a knowledge base, and an LMS academy shouldn’t be complex. What if we said you can do all that on one unified platform – Trainn?
With Trainn, you can: