Educated Consumers
Not too long ago, a colleague asked me why we invest so heavily in consumer education. We have made a conscious decision to spend marketing dollars on consumer education for a very simple reason. Educated consumers are simply better customers.
Lets take a closer look at why educated consumers are better customers.
Less Technical Support.
1.) Educated consumers require less technical support. The reduced technical support results in lower overhead costs. Often educated consumers can further reduce the support burden by assisting or educating other customers or potential customers in forums, newsgroups, user groups or elsewhere in an industry community.
Often users with a strong technical background or understanding will often assist in the forums and provide users technical support. The result: an educated consumer is a happy and helpful customer.
Easier Sales.
2.) Generally speaking educated consumers have a better understanding of the technology, how it can be used and how it will benefit them. A customers understanding that an application will result in saved time, can easily justify the software’s...
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