SAP Ariba discovered that, despite all the benefits the cloud brings, most businesses were apprehensive about introducing such a radical change to day-to-day operations. To reduce anxiety, SAP Ariba had to educate its customers with an approach that was comprehensive, global and always-on while not too overwhelming for their external audience to consume and internal marketing team to produce. And, the company needed to maintain the supportive, high-touch customer experience that its users count on.
For a trend as complex and challenging as digital transformation, traditional training materials just wouldn’t cut it. So, SAP Ariba decided that an on-demand webinar strategy offered the perfect balance of in-depth, informative content and self-service, scalable delivery.
First, the company set up its onboarding process using a one-to-one communication tool. But, that approach wasn’t dynamic or flexible enough to give SAP Ariba customers an engaging education process that was personalized for different learning styles and levels. Internal SAP Ariba specialists were constantly running into issues with new customers — they were having to repeat and re-train on topics already covered in previous sessions, potentially ignoring more advanced users and delaying the maturation of the onboarding program.
Then, the team went down the path of one-to-one training and demos through a video solution. However, this was too much of a burden on its internal resources and the customer service team would have to dedicate days to delivering support to clients individually. Conversations were derailed with a lot of questions from customers that prevented the sessions from being productive. Frustration from both SAP Ariba and its clients ensued — rather than helping customers as intended, the one-to-one sessions had the reverse effect, ultimately decreasing customer satisfaction and hindering SAP Ariba’s ultimate goal of customer success. SAP Ariba needed a new solution fast.