Be Ready for the Unique Aspects of Customer Training

By Claude Werder, Vice President/Research Operations and Principal HCM Analyst, Brandon Hall Group

When corporate learning professionals and analysts (like me) discuss training, we often speak of it as a single entity. But training comes in many forms: compliance training, sales training, onboarding, leadership training — and one of the fastest growing and most important categories, customer training.

Customer training is often lumped with extended enterprise training, which includes field-support teams, sales-channel partners, value-added resellers, manufacturers, distributors and franchisees. But customer training has unique elements that benefit from dedicated technology that fits the mission.

At Brandon Hall Group, we believe customer training and its enabling technology needs a brighter spotlight, so we partnered with Thought Industries for a complimentary webinar, Customer Training Requires the Right Technology Fit. Join Thought Industries CEO Barry Kelly and me at 1pm on Tuesday, Oct. 2, to understand how to get the most from your customer training.

About one-third of organizations believe they need to have daily  learning contact with customers, according to our research. In comparison, only one-quarter of companies target field customer-support teams for daily contact and one-fifth expect daily learning contact with the sales team.

Regular customer contact is important because the top business priority for organizations is improving the customer experience, another Brandon Hall Group study shows. And improving customer experience involves:

  • Building a stronger relationship after the sale.
  • Meeting the needs of the increasingly savvy and knowledgeable consumer.
  • And limiting the need for customers to solve problems through customer support.

A standard LMS cannot meet all of an organization’s needs around customer relationships. In the webinar, Barry Kelly will explain in detail the types of software that create a complete customer learning and customer success experience, including:

  • Training and behavior-change delivery
  • Customer lifecycle and success management
  • Customer communication

I hope you will join us Oct. 2 for Customer Training Requires the Right Technology Fit.

—Claude Werder, Vice President/Research Operations and Principal HCM Analyst, Brandon Hall Group

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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.

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