Many software publishers focus on closing deals and securing contracts but often overlook the critical phase afterward, which is post-contract education. Once customers have signed on, publishers should continue supporting them by sharing best practices, optimizing license usage, and guiding them toward successful software adoption. Unfortunately, that’s not always happening. Here’s a look at what publishers are currently doing, where they fall short, and what they need to start doing to ensure long-term value for both parties.

What Publishers Are Doing

Compliance-Focused Check-Ins

• Publishers tend to schedule occasional reviews aimed primarily at verifying license compliance rather than helping customers understand new features or refine usage.
• These touchpoints are often reactive, triggered by an event (e.g., increased usage, reduction in support, etc.) rather than part of a proactive strategy.

Limited Training & Resources

• While many publishers offer knowledge bases or FAQ documents, they seldom provide structured, ongoing training after the initial onboarding.
• Customers are often left to navigate upgrades, feature changes, and best practices on their own.

Infrequent Customer Engagement—Especially in SMBs

• Post-contract interactions often come at renewal time or when issues arise. This is particularly noticeable among SMB customers, who typically have fewer internal resources and often hear from their provider only when a renewal or new sale is due.
• This gap in consistent follow-up can hinder product adoption, optimization, and, ultimately, a long-term, strong relationship between the publisher and the customer.

What Publishers Should Be Doing

• Establish a Post-Contract Education Program
• Develop a structured roadmap for ongoing training and engagement, including webinars, self-paced courses, and interactive workshops.
• Focus on real-world use cases and role-based learning to help various teams within the customer organization maximize the software’s potential.

Proactive Account Check-Ins

• Move beyond compliance-focused audits to consultative, forward-looking sessions.
• Schedule regular check-ins (monthly or quarterly) to discuss new features, address usage challenges, and share best practices for evolving business needs.

Tailored Resources & Content

• Offer resource libraries, user guides, and targeted content aligned with each customer’s industry, use case, or maturity level.
• Curate personalized learning paths that show how to leverage advanced functionalities to solve real business problems.

Promote Collaboration & Community

• Create user groups and online forums where customers can share success stories, discuss challenges, and learn from one another’s experiences.
• Encourage direct feedback loops; use customer insights to continuously refine the product and the post-contract education program.

Measure & Share Value

• Track customer engagement metrics (e.g., attendance at training sessions, feature adoption rates, support ticket volume) and translate that data into actionable insights.
• Share quarterly or semi-annual reports that highlight how the software is driving tangible outcomes—whether cost savings, productivity gains, or compliance improvements.

Why This Matters

• Stronger Customer Relationships By providing consistent support and education, publishers build trust and encourage long-term partnerships. This is especially critical for SMBs, which often require more guidance yet receive less attention post-sale.
• Reduced Licensing Risks A well-informed user base is more likely to use the software correctly and minimize compliance headaches for the licensee and publisher.
• Improved Product Adoption & ROI Educated customers see faster time-to-value, ultimately boosting renewals, upsells, and overall satisfaction.
• Ongoing Innovation Feedback Continuous education sessions open a dialogue that helps publishers refine their offerings based on real-world usage and customer feedback.

Post-contract education isn’t just an afterthought. It’s a strategic opportunity for both publishers and customers to extract the maximum value from a software investment. By prioritizing ongoing proactive engagement and customer education, publishers can transform new sales into long-term, mutually beneficial relationships. For SMBs, in particular, consistent follow-up and education can be the difference between a one-time sale and a loyal, thriving partnership.

Remember: the contract might mark the end of the sales cycle, but it should also be the start of a well-planned journey toward greater adoption, innovation, and success for everyone involved.

From Compliance Checkpoint to Strategic Advantage

At Connor, we believe that a software audit is far more than a compliance checkpoint. It is an opportunity to leverage data-driven insights, enhance governance, and strengthen the bonds between publishers and their customers. By adopting a proactive and transparent approach, audits can become catalysts for operational excellence, strategic innovation, and genuine partnership.

For more insights on structuring a collaborative, value-oriented audit strategy, contact Connor Consulting. Let’s work together to seize the abundant opportunities these events present and lay the groundwork for lasting success in software compliance and customer satisfaction.

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