As the era of unchecked growth fades, businesses are shifting toward a sustainable growth approach. Companies that once prioritized rapid expansion, like Salesforce, Facebook, and Amazon, are now focusing on efficiency, realizing that maximizing current resources is key to long-term success.

This new focus on efficiency has sparked a reevaluation of business models, with a heightened emphasis on customer retention and lifetime value. The question on leaders’ minds is: How can we keep our current customers satisfied and foster growth from within?

The answer lies in empowering customers with the right tools and support to continuously derive value from your products. This can be achieved by offering digital learning experiences tailored to the needs of today’s B2B customers, mirroring the personalized approaches that B2C companies have long adopted.

Personalize the Learning Experience

Personalization is a hallmark of B2C companies—whether it’s Amazon recommending products based on past purchases or Netflix suggesting shows based on viewing history. In fact, 80% of buyers agree that personalization improves their purchase experience, making it a must for B2B companies as well.

But personalization shouldn’t stop at the point of purchase. It must extend throughout the customer journey, including product training and education. To meet these expectations, companies must offer content that directly addresses the unique needs of each customer. For instance, when a new customer begins onboarding, they should have access to training materials tailored to their specific goals and use cases.

Customer Success Managers (CSMs) also need to have a deep understanding of each customer’s desired outcomes and customize their support accordingly.

Make Learning Available 24/7/365

The “always-on” mentality, established by the pandemic, has redefined expectations for on-demand services. Customers no longer want to wait—they expect immediate access to solutions, whether it’s learning how to play the guitar on YouTube or refreshing negotiation skills via MasterClass.

For B2B businesses, this expectation extends to customer support and training. Customers no longer have patience for delays or long waits for answers. They want quick, convenient access to the information they need, whenever they need it.

Leading companies are meeting this demand by creating digital learning academies that provide 24/7 access to training resources. To enhance the experience, many are embedding these academies directly into their websites and products, ensuring customers don’t have to jump through hoops to find the content they need.

Fully Embrace Digital

Technology has revolutionized customer interactions, with tools like chatbots enabling real-time communication with businesses. Customers no longer need to wait on hold or send emails—they can get instant support, even from automated systems. Digital learning takes this further, offering self-service support through online courses, quizzes, forums, and other resources.

However, just launching a digital tool is not enough. To truly transform the customer experience, companies must leverage these digital channels effectively. In customer training, this means using data from your digital learning platform to track training engagement, identify where customers struggle, and ensure they are receiving the training they need to succeed.

By continuously monitoring customer interactions with training content, companies can refine and optimize their resources, improving completion rates and satisfaction.

The New Standard is Personal and Always Available

In a world where customers expect immediate, personalized, and continuous support, businesses must elevate their customer-centric approach. This means offering a learning experience that is tailored to each customer’s unique challenges and needs, making resources like blogs, webinars, and video tutorials easily accessible at any time.

By leveraging feedback and insights from customers, businesses can continuously enhance their training offerings and stay ahead of shifting expectations. The companies that embrace this new model now will be poised to thrive in the evolving business landscape.