A LearnUpon survey identifies the key trends, challenges, and strategies that customer experience leaders are using to drive impact.
Based on global insights from customer experience leadership and practitioners across the United States, UK, New Zealand, and Australia, the survey report reveals that while customer education is growing, there is still room for organizations to improve their programs from just being “good enough” to great.
“Customer education has evolved from a support add-on to a strategic imperative,” says Brendan Noud, CEO and co-founder of LearnUpon. “This research confirms what we’ve long believed; that well-designed learning experiences not only improve customer satisfaction, but also drive long-term loyalty and business growth. As more organizations invest in education, the opportunity now is to shift from reactive programs to scalable, strategic initiatives that truly make an impact on customers and businesses.”
Key takeaways:
- 92% of organizations plan to grow their programs again in 2025.
- 36% of respondents say education is playing a critical role in scaling support efficiently as customer bases rapidly expand.
- Customer satisfaction alone is not enough to drive a customer education program. Retention matters too.
- Only one in six (17%) companies say their customer education program has reached true maturity.
- Customer education is still evolving, and organizations are facing barriers to scale. 35% said one of their biggest challenges is difficulty measuring impact or ROI.
- In the past year alone, organizations have shown that they’re serious about these programs, with 93% reporting that they increased their investment in customer education. Looking ahead, 92% expect their programs to continue to grow.
- This movement presents a significant strategic shift. A third (33%) of organizations have significantly increased their investment, while nearly half (45%) report a moderate rise. Even those taking a more cautious approach (16% who reported a slight increase) are moving in the same direction.
- Today, 44% of companies say customer support is a key driver of their education programs. Additionally, more than four in ten (41%) organizations prioritize customer retention through education, with that number rising to 53% for companies with over 500 employees.
- For over one-third (36%) of organizations, customer education is still a reactive, scrappy effort. These teams are extracting content from different sources, relying on makeshift tools, and managing responsibilities across departments.
- Adoption of dedicated customer education platforms is still low (25%). Instead of utilizing structured learning platforms like an LMS, many businesses could still be depending on more generic tools.
