Customer Education Statistics [2022 Update]

by Sarah Bedrick May 10th, 2022

While organizations have been educating customers on products for years, a significant number of businesses have joined the movement within the last decade.

Why? The impact on business is profound.

According to a Forrester report commissioned by Intellum, 90% of companies have seen a positive return on their customer education investments.

Customer education statistics are showing us that now, more than ever, companies need to ensure they're providing education that is in line with the needs of their customer.

Statistics you'll find below:


Impact on the Business


Team Growth Statistics

  • The 2022 Customer Education Council Report found, 63% reported that their customer education teams will grow this year (Customer Education Council Report, CustomerEducation.org, 2022)
  • 90% of Customer Education programs grew last year, with more than 60% of respondents increasing their investments by more than 30%. (The State of Customer Education, Thought Industries, 2021)


Team Maturity & Organization Structure

  • Customer Education is a relatively new function, with 30% of the teams surveyed new within the last 12 months. (The State of Customer Education, Thought Industries, 2021)
  • 12% of customer education teams have their own department. (The State of Customer Education, Thought Industries, 2021)


Data Analytics & Reporting

  • 43% of companies don’t yet have a clear process in place for measuring the impact of their education. (The State of Customer Education, Thought Industries, 2021)
  • During the “Consumption Analytics and Education Services” session at TSIA Interact 2020, only 11% of respondents said they’ve analyzed how learning content consumption impacts product subscription renewal. (The State of Education Services, TSIA, 2021)


Process & Company Integration


Learner Success Statistics


Monetization

  • 50% of respondents don't charge for their education offerings, 45% monetize in some way, and 17% plan to monetize. (Customer Education Council Report, CustomerEducation.org, 2022)


Outsourcing / Hiring External Expertise


Reports & Data Sources

The 2022 Customer Education Council Report: https://docs.google.com/presentation/d/1RmH3jP9EkxHmnWqJnW8c9dbuRx2m2wPqYnm6kZCPYbg/edit#slide=id.g35f391192_00

The State of Customer Education 2021: https://info.thoughtindustries.com/webinars/the-state-of-customer-education-2021-ondemand

The State of Education Services 2021: https://www.tsia.com/resources/the-state-of-education-services-2021

Intellum with Forrester Report: Customer Education Leads To Revenue and Retention (2019): https://www.intellum.com/forrester-report

Educational Content Impacts Brand Affinity, Trust… and Conversion, Conductor, 2021: https://www.conductor.com/blog/2017/07/winning-customers-educational-content/

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