One of the most valuable functions a service provider can perform for its customers is education. High-level education about industry and technology trends is generally not part of any contract, but as odd as that may seem, keeping customers apprised of important industry trends can help them make wiser choices in the selection of products, the direction of projects and initiatives, and the consideration of long-term commitments to emerging technologies.
Communicating non-commercial educational information can be a tricky proposition, as it is important for any company to avoid the constant barrage of self-serving marketeering messages that clog other communications channels. Customers have become impatient with texting and bulk email — and even video, to a lesser degree — as marketing devices. The business customer is suffering from sensory overload. Valuable information has no value if it’s not received.