Why Every Company Should Invest In Customer Training

Picture of Rishabh Pugalia
Rishabh Pugalia

June 11, 2024


Customers are the lifeblood of a company. Without them, the company would not exist. As a B2B business, you are responsible for informing them, training them, and looking after them.

According to the Salesforce Report 2022, balancing speed and quality has become more challenging, with 78% of service agents finding it a struggle, a significant increase from 63% in 2020.

Some companies hesitate to offer customer training, fearing it may annoy customers or make their product seem complex. This cautious view misses how good training can make the product more accessible.

Rest assured that customers always want to learn new things about the brand, the products, and the values of the company they are doing business with. Thus, the training helps you build lasting relationships by adding value beyond just selling a product.

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    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Why Should a B2B Business Invest in Customer Training?

    A customer training program is an excellent way to get your customers to learn about your company and make them feel confident about doing business with you.

    1. What is B2B Customer Training?

    Companies that offer software-as-a-service products constantly face the challenge of engaging with their customers. Educating Customers helps them learn how to use a product or service.

    Training for customers is usually offered to:

    • New customers to help them learn how to use the software.
    • Existing customers who may need help using the product.
    • Current customers who are at a different level of knowledge than their peers.
    • Customer support service reps so that they can tell customers how to solve their problems.

    Investing in training for customers is just one piece of the puzzle for building a holistic training ecosystem within your B2B company. Another critical component that shouldn’t be overlooked is employee training videos. Well-trained employees are better equipped to offer superior customer service, thereby enhancing the overall customer experience.

    Takeaway: Customer training can help a company connect and engage with its customers.

    2. Should B2B Businesses Invest in Customer Training?

    Many B2B businesses think they do not need to invest in a customer education program because they have a great product that will sell itself.

    To run a successful business, a company should care for its customers. A dedicated customer service team is no longer a privilege but a necessity.

    However, only some people you hire are born with a natural talent for customer service.
    Everybody needs training: Customers need to learn how to use the product, while agents should be skilled in addressing product questions and resolving technical problems.

    Therefore, a customer education program can come in handy:

    • To train customers on how to use the product to solve a business problem.
    • To train customer support agents to look after the customers.

    Takeaway: Customer training programs offer twin advantages: They enable customer service reps to do their job well and keep customers happy and returning for more.

    We know how to sell your story using your product UI

    What Medium is Best Suited for B2B Customer Training?

    Customer training is a key component of B2B companies’ operations, but varying customer needs and preferences require different forms of training. Determining what medium will best suit your training needs can be challenging.

    B2B customers are the ones who will use your software, but they might require additional assistance if they find your interface intimidating.

    That is why it is essential to choose an appropriate medium for training customers, and there is one that has proven itself repeatedly: video.

    Here is an example of a training video created by Content Beta for Apex.

    Making a video for B2B & SaaS products needs a different mindset.

    Takeaway: A B2B company can use product explainer/demo videos, onboarding videos, and video courses for customer education.

    Let us look at how product videos and other customer support videos can help with customer education:

    1. Product-Related Videos

    Marketers in the B2B sector often need help to generate a positive ROI because they are not familiar with how products work.

    Product explainer videos can help customers understand complex software. But there is a catch; the videos must be short and precise yet explain the product and its functionality. The video should provide enough context for the viewers to grasp the value proposition.

    An example of a product demo video created by Content Beta for Later.

    Making a video for B2B & SaaS products needs a different mindset.

    Moreover, videos with a customer-centric approach tend to be more successful.

    Takeaway: Customers who can use the product well are likely to do more business and recommend it to others.

    2. Customer-Related Videos

    Customer service training helps employees learn how to deal with customers. These videos can save your business money by helping your employees become efficient. Video courses can help customers and customer service reps gain proficiency with the product or reinforce their learning.

    Customer onboarding videos can help users familiarize themselves with the product and get the best out of it.

    Takeaway: Customer support videos provide a personal touch and help build trust in your brand.

    Here is an example of a customer support video created by Content Beta for ManyChat:

    Making a video for B2B & SaaS products needs a different mindset.

    How do Customer Training Videos help B2B Businesses?

    Customer training videos come in various forms. In this section, we will talk in detail about the benefits videos offer to B2B companies:

    1. They Can Help B2B Companies Retain Customers

    As a B2B business, you want to make sure that you do everything you can to retain your customers. Retaining the existing customers is more important than earning new ones. Winning new business comes with a substantial cost toward marketing campaigns.

    Therefore, B2B companies must pay attention to retaining existing customers, which will help reduce customer attrition rates.

    Customer onboarding videos, for example, are an excellent way for companies to ensure customer satisfaction and retention.

    A well-produced customer training video can help companies engage with existing customers and convince them that the company is open and clear about what it offers and expects from its customers.

    In addition, videos can make customers:

    • Better informed, increasing the likelihood of staying¬†loyal to the company.
    • Feel more valued, appreciated, and¬†connected to the business.
    • Have¬†more confidence¬†in the company and its products and services.
    • Feel they are¬†well-equipped¬†to solve their business problems.

    Here is an example video created by Content Beta for Raken:

    Making a video for B2B & SaaS products needs a different mindset.

    2. They Can Help B2B Companies Retain Employees

    A good product won’t amount to much if the customers are clueless about how to use it. So, it makes sense to invest in a customer training experience team to take on the responsibility.

    Customer support training videos, often developed by specialized training video production companies, can help customer service agents to:

    • Understand how the company’s products and services work.
    • Learn how to use the products and services efficiently.
    • Use their training and industry knowledge to serve their customers’ needs.
    • Be in the right frame of mind to serve the customers better.
    • Have job satisfaction by being more productive.
    • Feel valued because they are learning new skills.

    Takeaway: The cost of looking after existing employees well (and it is the right thing to do, too!) is much less than the cost of hiring new employees.

    Here is an example video created by Content Beta for TapCart:

    Making a video for B2B & SaaS products needs a different mindset.

    3. They Can Help B2B Companies Grow Their Customer Base

    A large customer base is vital to a B2B software business’ health. Therefore, a company’s survival depends on retaining and expanding its influence.

    Product explainers and training videos are excellent ways to help customers know how to use your products and services more effectively. This, in turn, will result in customers buying more and making more referrals.

    It is possible to improve customer satisfaction levels further by training customer service agents to complement the explainer videos.

    A B2B business can use customer training videos to make their staff:

    • Knowledgeable about the company‚Äôs products and services.
    • Proficient in providing customers with the correct information.
    • Develop a positive attitude in dealing with customers.
    • Show a¬†sense of urgency¬†to serve customers.

    Takeaway: The trick to getting your customers to buy more from you lies in letting your customers know more about your business.

    Here is an example video created by Content Beta for TapClicks:

    Making a video for B2B & SaaS products needs a different mindset.

    4. They Can Help B2B Companies Gather Feedback

    B2B companies can create feedback videos to gather valuable feedback from two important sources: Customers and employees.

    i. Customer Feedback

    The days of companies operating behind closed doors are long gone. Customers expect their voices to be heard and their needs to be met.

    All successful companies listen to their customers and take on board how customers feel about their products. It helps them identify areas for improvement, guiding their focus towards developing effective customer training materials.

    The company can start a feedback campaign using customer feedback videos.

    ii. Employee Feedback

    When companies went through explosive growth, they focused on developing their product. Now, they are beginning to focus on employee satisfaction.

    Building an efficient customer support team is a challenging task. Making customer service reps stick with the company can only be achieved if they feel valued.

    You can start a feedback campaign using employee feedback videos or employee testimonial videos. Circulate a video asking your employees about how you can improve their work environments.

    Takeaway: A video can better connect with the viewers and stands a better chance of evoking a candid response.

    Here is an example video that talks about what questions to ask the customers:

    5. They Can Help B2B Companies Improve Profitability

    Most businesses believe that they generate revenue only from sales. However, sales alone cannot guarantee profitability.

    Customer training may be a big investment for companies, but timely, high-quality training can affect customer retention.

    The not-so-obvious benefit of customer education is its ability to improve profitability by better positioning your offering, improving customer service, and making your company a more profitable investment.

    Customer onboarding videos address an often neglected aspect of the sales process. They help your customers get comfortable with your software. Training customers enables companies to build valuable relationships with their customers, which is key to driving revenue, loyalty, and ROI.

    Incorporating training into your business strategy doesn’t just improve customer satisfaction; it directly impacts your ROI. Using onboarding videos saves time and money on customer support and helps to improve video ROI. Happy customers come back and recommend your brand, increasing your revenue.

    Takeaway: The secret to increased revenue and profitability is customer training done right.

    6. They Can Help B2B Companies Promote Business Growth

    Customer education is a way to help your customers grow their business and find new customers. Your customers are going to have questions about your product. A manual may not be the best answer.

    Another option is for companies to¬†convert their brochures and manuals, basically written content, into videos. It makes them more practical for training customers. Here is an article on¬†content repurposing¬†for your reference ‚Äď

    Product explainer videos can help companies to:

    • Showcase their brand in a new light.
    • Market the products or services affordably.
    • They not only talk about the benefits of the products but also share stories about how they made it better for their customers.
    • Demonstrate the product-creation process, the types of customers they serve, and what makes them unique.

    Takeaway: The best growth hack using videos is to use specific examples of how your products have helped customers or other companies.

    We know how to sell your story using your product UI

    How Should B2B Companies Approach Customer Training?

    When it comes to training customers, it is important to keep in mind the customer’s knowledge level.

    • If a customer starts with your software product, having them go through a basic introductory course would be best.
    • If the customer has been using the software product for a while, having them go through an intermediate course would be better. This course could be designed for people who are familiar with the software and want to learn more advanced features.
    • If the customer is an expert, they should go through a higher-level course. This course could be designed for people who have been using the software product for a while but could do with a refresher course on the latest features.

    Takeaway: Customers are not a homogeneous entity. So, the correct information in the right amounts, depending on their level of expertise, is the right way to go.

    An Example of a Customer Training Video

    Content Beta created the below video for Chirotouch:

    Making a video for B2B & SaaS products needs a different mindset.

    This video by Content Beta focuses on drafting a claim in the context of Chirotouch software. This short video is under 2 minutes and gives us a quick overview of how to draft a claim in Chirotouch. The UI animation, voiceover, and typography make this video easy to watch.

    The entire process is clearly showcased in the video in simple language, which makes it easy for anyone to understand.

    What are the Benefits of Customer Training?

    Customer education is a way for B2B businesses to help their customers learn about their products and services.

    It can help you create a better customer service experience, and the customer will be more likely to return to your business.

    With a sound customer education strategy, they can:

    • Give customers the best customer service experience by¬†going the extra mile.
    • Help customers understand the services they are buying and what they can expect from a product they are buying.
    • Get feedback from your customers and¬†identify the problems¬†customers are facing.
    • Thank customers for their business and show them that you care about them.
    • Retain customers and increase customer loyalty.
    • Help¬†reduce customer churn.
    • Cut down on customer support tickets.

    You can further optimize customer support by using how-to videos, a valuable resource for resolving customer issues efficiently. By creating these videos beforehand, they can watch them instead of raising multiple tickets for each query they may have.

    Takeaway: Customer training is a win-win for both the customer and the business.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    What are the Common Misconceptions About Customer Training?

    The training process is often considered unnecessary, especially because of the training video cost. However, this could not be further from the truth. It is one of the most critical aspects of the sales process.

    Without good customer training, your sales team is either unprepared, helpless, or wasting their customers’ time without benefiting them. Many B2B businesses assume that their customers already know what they need to know and that training is not necessary.

    We list some of the more common misconceptions here:

    • Training is too hard.
    • Training is too expensive.
    • Training is not necessary.
    • Training will not help me generate revenue.
    • Training is no longer needed.
    • Training is not helpful for my B2B.

    However, customers often require assistance with the products or services they purchase or want to buy. Inadequate support from the companies could lead to frustration and lost sales.

    Having a series of training videos increases the quality of service businesses can offer. When combined with a skilled customer service team, it also contributes to reducing costs over time.

    Takeaway: A company must make certain that its employees are knowledgeable about organizational policies and are adequately trained to meet customer demands.

    Why Choose Content Beta?

    Our customers are our top priority, and we’ve had the privilege of partnering with esteemed companies like Kissflow, OAG, Pipeline, and many others. They all commend us for their operational efficiency. Our specialized video and design team is committed to meeting all your needs.

    In terms of pricing, Content Beta provides flexible options. Choose a monthly plan or a quarterly package according to your needs. The highlight? We offer a roll-over feature for any unused credit hours, ensuring maximum value for your investment.

    Don’t hesitate to experience our services firsthand. Book a call with us today.


    Let us recap why videos can help with customer training:

    • Traditional, uninspired marketing campaigns with cookie-cutter sales materials no longer resonate.
    • Today, B2B customers do not want to just buy the product. They expect the companies to provide quality customer service and training.
    • Realizing the power of the medium, many B2B companies turn to videos for their training needs.

    The customer education videos can simplify complex topics, making it easier for customers to understand and use the product effectively.

    As a result, well-executed training videos can increase customer satisfaction and loyalty. Furthermore, videos are easily accessible and can be referred to multiple times, giving customers the freedom to learn at their own pace. This makes videos a cost-effective and efficient tool for meeting your training objectives.

    Frequently Asked Questions (FAQs)

    Training videos for customers are a good investment because they explain how to use a product and get the best out of it. Videos are cost-effective and do not demand the company’s time. It’s primarily about what you want the customer to learn and not how you want them to know it.

    B2B companies should invest in training because customers will be able to watch the training videos at their convenience, allowing them to have control over their learning process. Also, they will better understand the product if they watch a video rather than reading instructions on a PDF file.

    A B2B company’s investment in customer training helps the customer service team to become skilled and knowledgeable. Software apps can be rough to handle because they are periodically updated. Customer support agents need to keep pace with the changes to be able to solve customers’ problems.

    A B2B company investing in customer training can improve profitability by improving conversion rates and making customers feel more confident about using the product. A well-designed training can make the users more likely to find answers independently, reducing customer support costs.

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

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