I’m excited to have the opportunity to speak with you today about your experience as the head of customer training at Autochartist.
To begin, can you tell me about your experience working at Autochartist? What has been the most rewarding aspect of your role, and what have been some of the biggest challenges you’ve faced?
Robain: I started at the company in 2011 as a developer, then moved into customer support, onboarding, retention, and customer success, so I have worked in almost every part of the company. I have a natural drive to help people, so I find it very rewarding when I work with customers and see their goals and ideas being realized through the implementation of Autochartist products. The biggest challenge is joining the pieces together. There is the technical aspect of the products. Then there is the business side of the products and finding the correct balance between the two to come out with a complete solution that fits technically but also fulfills the business needs and goals.
Can you tell me about Autochartist’s overall goals and vision for the B2B market? How does the customer training program fit into this broader strategy?
Robain: That’s a very interesting question… Autochartist makes technical analysis tools for traders. The tools help them find trades, time the markets, and manage their risk. The interesting part is that we sell these tools to the brokers, not the traders themselves, and from the broker’s perspective, the purpose of the tools becomes very different. What I mean is we are not trying to teach the brokers how to trade, time the markets, etc., but instead, we are showing the brokers how these tools achieve various goals of attracting new customers and engaging and retaining existing customers. So, for the brokers, with a bit of training, they change from tools to trade with into tools that attract, engage and retain clients.
How does Autochartist differentiate itself from other companies in the B2B market, particularly in terms of the customer training program? What are some of the key features or benefits you offer your B2B clients?
Robain: We do this in several ways. After a broker signs up with Autochartist, we have a “Product Value” call, where we review the products the broker has purchased. Not to show them how to trade with them but to go over the product’s “best usage case” and strengths with regard to Lead Generation, Engagement, and Retention. We also highlight which client types they should market each product to get the best value. This gives the broker a good understanding of where to put each product in their business to achieve their goals. Once the integration is completed, we do “Customer Facing” team training, where we teach how to use Autochartist tools in the sales or retention process, giving valuable insights into the strengths of the products to the traders and empowering the broker’s teams to elevate the way they talk to their prospects.
Can you describe the process for developing and delivering customized training programs for your B2B clients? How do you ensure your training materials are tailored to each client’s unique needs and goals?
Robain: During the Product Value call, we offer various ways of using the products the broker has purchased, which leads to a discussion on what the broker wants to achieve. Although the final decision is always left to the broker, we ensure they are armed with the information on how to use each product to achieve results aligned with their goals.
What are some of the key challenges you see for B2B customer training in the trading and investing industry? How is Autochartist adapting to these challenges, and what role does customer training play in this process?
Robain: One of the biggest challenges I have seen is that the people that buy Autochartist, the people that integrate it, and the people that use it are sort of disconnected. The Technical Team integrating it has to learn why the product was bought, but they have to integrate it, so they make everything available to everyone. The Sales and Retention teams see the products available but don’t know how it will help their sales and retention efforts. So we try to address this during the onboarding process with the product value call, our post-integration call, and finally, our internal team training sessions. We record the training sessions and make the videos available to the brokers, so they can provide them to new staff if required.
Looking to the future, what opportunities or trends do you see for Autochartist in the B2B market? How will you capitalize on these opportunities and grow your customer training program?
Robain: We are continuously developing new products and services, and with these products and services, we find new value and use cases that we can pass on to the brokers.
Finally, can you share any success stories or case studies from your experience working with B2B clients? How has your customer training program helped these clients achieve their goals and succeed in the trading and investing industry?
Robain: We had a broker that had incorrectly integrated Autochartist tools. Their site was insecure, and in fact, we found that their content was being stolen by other trading companies. They were paying for the product, and another company benefited by providing it to their customers. We enabled the legitimate broker’s logo as a watermark on the charts that were being stolen. The other company was advertising the legitimate broker’s logo to all their clients for a few days. Needless to say, the other company stopped using the stolen links.
It’s been great to hear your perspective Robain. Before we wrap up, is there anything else you’d like to share about the future vision or goals for the company?
Robain: With every integration, discussion, and call we have with our clients, we learn something new. Sometimes it’s the little things, and sometimes it’s huge, but we learn, nevertheless, and each of these learning experiences helps us to provide even better value and service.