In our recent webinar with Culture Amp’s Senior Customer Education Program Manager, Bailey Edgell, we explored the different ways training can be used to achieve varied business outcomes.
When Culture Amp first began using Skilljar, the team was primarily focused on building a scalable, on-demand training program to help create a self-service training experience for customers. Alongside this overarching goal, Culture Amp sought to expedite the new user activation process, increase product usage and adoption, and build a more scalable process overall. And in just the first month of working with Skilljar, Culture Amp exceeded its goal for monthly active users (MAUs) by 50 percent. Culture Amp has maintained this positive trajectory and continues to exceed this goal each month since launch!
But wait, there’s more!
While this initial success was an achievement in its own right, the Culture Amp team quickly realized that its training program could have other benefits for the company as well. In the webinar, Bailey outlined four distinct ways they’ve expanded the impact of training:
1. Training a competitive differentiator
Culture Amp has industrial/organizational psychologists in every department who help inform product development and guide customers on their journey. The expertise of these People Scientists is a main driver of customer acquisition and retention. To this end, Culture Amp designed its onboarding content to feel as if customers have a People Scientist sitting next to them, helping them not only become an expert on how the product works, but also showing them how they can best leverage it to put culture first at their organization.
2. Training as a sales enablement tool
Given that Culture Amp’s People Scientists are already a competitive differentiator for the company (and a part of their education program), the company wanted to also make sure that its sales team used this feature as part of their pitches and demos. To this end, Culture Amp designed a slide for the Sales team that pitches the values of Culture Amp Training and explains how it helps customers learn the platform and the science behind it at their own pace. The Sales team is also able to click into Culture Amp Training during demos to show how education fits into the flow of work.
3. Training as an expansion driver
In January 2019, Culture Amp acquired a performance management platform called Zugata, providing a natural opportunity to introduce a new product (and the accompanying People Science) to the company’s existing customers. One of Culture Amp’s People Scientists created a new survey template that helped customers learn more about the strengths and opportunities of their approach to performance management. To turn this into an expansion campaign, the education team partnered with the People Scientist who authored the template to build a course about the survey template and how best to use it. The company’s customer marketing team then sent out customer emails about the new template and connected customers to the course.
4. Training as a driver for customer health
Since launching its on-demand training program, Culture Amp has found that customers are not only deepening their product adoption and utilization, they are also becoming healthier customers. By examining “account mood” for customers engaged with training, Culture Amp found that nearly 60 percent of “healthy mood” customers have registered for a Culture Amp training course, while only 37 percent of “at-risk” mood customers have done the same. Culture Amp has seen similar correlations with renewals and expansions demonstrating that training is correlated with customer health.