Training Dramatically Improves Customer Satisfaction

How important is customer satisfaction? Important enough that a global pandemic could not shake it as a top priority. If anything, it has become even more critical.  

As organizations work their way through the COVID-19 pandemic, customer satisfaction remains the number-one business strategy, cited by 93% of companies in Brandon Hall Group’s HCM Outlook 2021 study as important or critical. It ranks higher than revenue generation, return-to-work strategies and managing ongoing change.

The Learning function within organizations can play a much larger role than it already does in improving customer satisfaction. Beyond training employees on managing customer relationships, L&D can have a direct impact with customer training. 

In some cases, customer training is handled by other parts of the business, such as Marketing, Sales, Customer Success or Operations, but these groups don’t necessarily have the right skill sets to create an engaging learning experience. The tools and technology they have are likely not purpose-built for training, either. This is where Learning needs to step in and either partner with the groups accountable for customer training or take control. L&D teams, equipped with the right technology, are aptly positioned for onboarding (new customers) upskilling (new products) and reskilling (product updates).

Customer education is not a one-off token for someone who purchased a product. It represents an opportunity to strengthen and deepen the customer relationship, improve satisfaction and create repeat clients. By delivering engaging, effective experiences, customer training can enhance the use of the product and cut customer support needs. That means a happier customer as well as reduce costs for the support desk.

Brandon Hall Group Platinum Preferred Provider Adobe has a robust set of customer education tools within their Adobe Captivate Prime solution. It allows companies to offer their customers the same immersive, engaging experiences they provide their workforce. Because customers represent a much more diverse audience than employees, Captivate Prime gives companies the flexibility to personalize the learning experiences for different groups. And while many companies struggle with tracking their customer education efforts, Prime keeps track of consumption and in-depth activities as well via xAPI. Marketing and sales outreach can be triggered based on how customers are interacting with the training. An Integration with Marketo Engage makes it possible for learning teams to leverage the latest marketing tools to help drive learner engagement as well. 

For a more in-depth look at the challenges and benefits of customer training, download the eBook here.

David Wentworth, Principal Learning Analyst, Brandon Hall Group @davidmwentworth

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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.