On this page
Key takeaways
- Forrester surveyed 300 customer education decision makers for Intellum in early 2024, and 96% had at least broken even on their programs.
- 86% of the customer education decision makers in the Forrester study reported a positive return on investment.
- The average education program in the Forrester study saw a 38.3% increase in adoption of products targeted by training.
- Average lifetime value per trainee rose 35% and customer satisfaction improved 26.2% across the programs Forrester surveyed.
- Forrester respondents reported 28.9% higher win rates for new customers and 15.5% lower support costs for trainees.
What business metrics does customer education impact?
What’s the value of customer education to an organization?
Those are the questions the 2024 Customer Education Benchmarks, Trends, and Total Economic Impact Report sought to answer.
In early 2024, Intellum commissioned Forrester to conduct a study of 300 customer education decision makers (director-level and above).
These are the headline findings from Intellum's 2024 Forrester study — a snapshot for anyone building a business case for customer education, not a framework for choosing what to measure in your own program. For guidance on selecting and tracking the right metrics for your program, see our customer education metrics guide.
- 96% of respondents have at least broken even on their programs
- 86% have seen a positive return on investment
In addition, it found that the average education program surveyed led to a:
- 38.3% increase in adoption of products targeted by training
- 26.2% improvement in customer satisfaction
- 35% increase in average lifetime value per trainee
- 7.6% increase in revenue of products targeted by training
- 15.5% decrease in customer support costs for trainees
- 28.9% increase in win rates for new customers
- 8.1% reduction in sales cycle length
Dig Into the Data
Get more insights on the growth and trajectory of customer education, the economic impact of customer education as a function, the most popular and effective methods of educating customers, and how high-performing customer education teams think about resourcing when you download the report.
