The digital age presents both opportunities and problems for companies. It compounds the importance of great customer support and customer education as customers are so easily able to move to competitor's offerings. This slide deck covers the content that was given in a talk at Customer Contact Expo 2014 by Fraser and Scott at Nickelled, (www.nickelled.com).

1. Customer Education in the Digital Age
@nickelledapp #ccexpo14

2. About us...
Fraser Deans (@fraserdeans)
User Interface/Experience Design
Designed customer support systems that allows online
retailers to deliver orders in under 15 minutes
Scott Collen (@shiftyhorse)
Customer Discovery
Marketer, believes in customer inclusive approach to
product changes and engagement strategies

3. “In the world of Internet Customer
Service, it’s important to remember your
competitor is only one mouse click away.”
Doug Warner
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4. Customer education is...
Activity ●
which teaches someone
how to get more value out of
your product or service
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5. Digital products and services will
always need customer education
●
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6. Mental models are...
Internal ●
representations of the world
surrounding us
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7. Designers build products for
common mental models.
●
This leads to a “required mental
model” to use the product.
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8. Separation causes problems
A B “Required mental model” for product
Customer’s mental model
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9. Separation causes problems
A B “Required mental model” for product
Customer’s mental model
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10. Separation causes problems
A “Required mental model” for product
B Customer’s mental model
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11. Benefits of customer education...
● Customers understand how to use your digital service
● Increase customer lifetime value
● Increase average order value
● Increase conversion
● Reduce support costs
● Reduce churn
● Your customers love you more because you’ve made their lives
easier
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12. Who’s responsible for it?
Designers/Developers Marketers Customer support
Digital Experience Team #ccexpo14

13. Natwest
● Social networking app
Vine
● Vine let’s users create
6 second video clips
● Natwest created
helpful videos to
explain their online
banking
● Not omnichannel
● Helps a specific
demographic
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14. Gumtree
● Using Nickelled
● Educate their customers on the same
code they use on their app
● No need to translate between different
mediums
● Break the steps down into digestible
contextual chunks
● Gathering data to improve
● Serving 27,000+ guides a month
● 88% user satisfaction

15. Amazon
● Improved eCommerce design to
lower the knowledge barrier
● Reduce what the customer needs
to know
● Reduce the steps where confusion
could stem from
● Make it even easier for customers
to achieve their goals

16. MailChimp
● MailChimp: SaaS email provider
● Animated gifs via email in
advance
● Explain new design to maintain
engagement
● Ensure customers know how to make the most of new features
● Using omnichannel technology
● Trusted advisor in their field
More info: https://blog.mailchimp.com/showing-vs-telling-with-gifs/ #ccexpo14

17. Best practices
Educate your customers...
● Across all the devices your service is accessible
● With omnichannel techniques
● Empower customers with great self-service tools
● Showing vs Telling
● Creatively
Bonus tip:
Think of your support channels as distribution channels.
Education = marketing + customer service
#ccexpo14

18. Developing your CE strategy
Use the best techniques Measure and iterate
to get your message
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across
Understand your
customers

19. ●
Any Questions?
Come see us after to chat more
Nickelled, stand H25
@NickelledApp
#ccexpo14