Increasingly complex products and services, as well as the continuing trend of customer participation in service creation processes, reinforce the need for companies to provide customers with the necessary stimulus, knowledge and skills so that they can obtain and/or use said products and services in a value-adding manner. This is where the customer education approach starts. This paper outlines the challenges of customer education and its implementation: We present a discussion from an organizational and from an information systems perspective, with a particular focus on the potential implementation of chatbots.