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
For information on Brandon Hall Group’s research and how we can assist your organization, please visit www.brandonhall.com
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