To answer the question of why develop eLearning targeted for your customers, I'll ask another question:
How did one company get a 380% increase in upgrades?
Wishbone developed an on-demand training hub designed for customers and prospective customers to learn how to use the product. "The majority of SaaS companies have gotten customer success all wrong" reports on Thinkific's research into Saas companies like Wishbone that are using customer on-demand learning to reduce churn and grow revenue.
It's all about providing an online experience to "every single new customer - hundreds and even thousands of times over, without the need for 1 on 1 resources." (Miranda Lievers, Thinkific)
Customer-focused eLearning takes customer success activities like knowledge base, forums, and help desk activities that are reactively pulled by customers when they hit a wall or have a problem and goes a step further to proactively push learning to customers to help with their success. This kind of content can turn customers into loyal advocates for your program.
The investment in this type of eLearning may be less than you think. Compare that cost to the potential savings in time and money spent wooing and training customers, and the question isn't why eLearning for customers; it's why not?