Spring CEdMA Training Leadership Conference Notes
Maximizing Long-Term Success with an Orchestrated Onboarding Journey
Donna Weber started with a quote I love and had heard before from Tara-Nicholle Nelson, author of The Transformational Consumer: "Most companies are very focused on getting new companies into their funnel. It's...unsustainable as a business model to spend so much money generating new disengaged customers." Donna reports that well-trained customers have a higher NPS and are 20% more likely to renew, among other benefits, but that many companies are using hope as a strategy instead of creating an orchestrated post-sales journey. She says that great content is not enough, you need to connect the dots for the customer and set expectations about where sales, marketing, training and professional services fit. Instead of existing in separate silos, combine assets and frameworks to make it as simple as possible for customers to be successful.
A Customer Success Executive Perspective on the Role of Education Services
This panel discussion included:
Best Practices to Impact Corporate Success: Key Findings of the 2018 Business Survey Results
Dick Braune, Director Education Development for BMC Software and CEdMA Services Trustee, reported the findings of the 2018 CEdMA Business Survey. Respondents included 70 member companies, with insight into several areas of how different aspects of education are being handled by different companies, such as profit and loss vs. cost center business models, education operating margins, and the role played in Customer Success organizations. As expected, self-paced content is driving additional education revenues at higher percentages than in previous years. The impact of education again shows that customers with training renew more frequently and churn less often.
Onboarding through Continued Education: Leveraging Learning Paths for Long Term Success
Lynn Marie Viduya and Veronica Ruff, both of BlackLine, explained how they have leveraged learning paths to support various training programs in both freemium and premium training for customers, partners and employees. BlackLine U learning paths include general (freemium), premium training, certification, and employee learning paths. The free eLearning includes two learning paths (for user and admin), while the premium training leverages eLearning for CPE and unlimited custom learning paths. After implementing the new learning paths, BlackLine saw an exponential increase in customers taking eLearning on BlackLine U, as well as over 200 partners certified on the product via self-study.
Innovation Award: A 100% Secure Cloud-based Certification Model
Okta presented their certification solution, which won the CEdMA innovation award. The core of their innovation is the Discrete Option Multiple Choice (DOMC) methodology, which is patented by Dave Foster, PhD and Chairman and CEO of Caveon. Using DOMC in their certification testing provided several benefits, including:
How to Build a Scalable Engine for Content Creation
Alyce Gershenson explained how Talend leverages front-line experts for knowledge base content creation. Everyday, they have new articles that are available immediately to an internal audience. Articles recommended for external audiences have an additional process for publishing to ensure quality. Talend learned some difficult lessons about rewarding contributors and eventually found the balance of motivating contributors for quality content. Ultimately, KB articles don't replace the "official" documentation - they provide more flexible information like use cases. But these articles are seen as a good alternative to training in some cases.
Dynamic Partner Enablement Strategies
Jillian Alexander, VP of Knowledge Services and Delivery at Kinaxis, explained how they implemented their partner enablement vision to provide a scalable and complete continuous learning program that drives early adoption and easy access to knowledge, skills and certification globally. In phase one, they found that the solution they built was not being accepted. They took their lessons learned to improve their offerings in phase two, which resulted in an increase in partner certifications, course completions and total reach.
Certification: All Business, no games?
Zarogina Azocar, Certification Program Manager of Alfresco, provided some tips on how they used games in a certification exam preparation setting. Accepting that they couldn't cover all of the content required for preparing for the certification exam, they instead implemented a workshop aimed at serious attendees who were responsible for gaining knowledge on their own time. The workshop included a few games to provide an engaging exam preparation experience.
Integrating Skilljar with Skytap to Manage Hands-On Labs
Darryl Quinn, Director of Global Education Services for Alfresco, discussed some of the challenges they had with virtual machine (VM) environments for student hands-on labs. They built an integrated, automated solution even though their new learning management system (LMS) didn't natively support managing the VMs. The new solution includes auto-expiration of VM sessions with region-based VMs that integrate back into the LMS.
Emerging Trends in Education Services: New Roles, Accelerated Delivery
How do you remain relevant? Danielle Campbell, head of Americas Digital Learning Services for Adobe, and Natasa Koledin, Senior Director, Global Education of Pivotal Software, Inc., described new terminology and practices for training and education to survive in today's marketplace. By fine tuning internal partnerships, you can leverage work that has already been done and be comfortable with the fact that enablement happens with various other groups throughout a company, too. They discussed ways to scale by using industry partnerships with marketplaces like Lynda.com and Udacity. They also talked about ways that metrics being measured are also evolving.
Maximizing the Impact of Video
Ryan Kershner, Senior Manager of PTC University User Experience, shared some fun new videos they recently launched. Using a story-based approach that focuses on high-level concepts rather than specific tasks that may change with each software update, he showed how PTC has created easier engagement with more video consumption that is now a new source of revenue. Their customers love it. PTC University incorporated green screen videos combined with screencasts and used machine transcription to create closed caption files and an interactive transcript.
The Fall 2018 is scheduled October 17-18 at Babson College. The board also made an announcement that membership prices will be increasing and starting in 2019, CEdMA will move to a once-a-year conference.