Research and talk about eLearning for a variety of solutions in a variety of environments MAPE project Marketing background
The objectives are: Opportunities for customer eLearning • Online customer training examples • Strategies for implementing customer training in your organization • Design, development and implementation considerations Do a poll to determine what people want to talk about most
Are you doing customer learning? Thumbs up/Thumbs down About 25% of organization train customers
Have you taken customer learning/elearning? Use chat to describe any customer learning experiences as a customer. Help in software Product directions User manual Customer forums Location map Any time that you wished you had customer learning/elearning? Also in chat. Restaurant Grocery store / Home store What is customer learning/elearning?
What is customer learning/elearning? Creating opportunities for formal and informal learning to impact customer purchases, attitude and ongoing sales opportunities. Decision (push or pull) Use (configuring, beginning use, advanced use) Service (repair, complaint, return) Relationship (referrals, sales) Technology enables more frequent and easier contact with customers. So, we’ll be focusing mainly today on computer-based customer eLearning strategies
Show picture of home depot
Providing training to customers on products or services is a growing area Customer Training Outpacing Employee Training Expertus and Training Industry, Inc., released findings from their joint study, &quot;Optimizing Customer Training.&quot; Forty-eight percent of survey respondents believe customer training budgets will go up in 2009, compared with 32 percent of respondents who believe employee training budgets will go up next year. Further, 41 percent believe customer training budgets will increase by more than 10 percent, with as many as 19 percent expecting it to rise more than 20 percent. Is this happening in your organization? (Rhetorical)
Show example – Adobe, Microsoft How could you do this in your organization? – At end Micropayments & part of product purchase 46% of organizations that offer customer training, sell it versus simply providing it. Adobe https://store1.adobe.com/cfusion/store/index.cfm?store=OLS-US&storeRegion=US&storeregion=us&nr=0#catOID=27212&loc=en_us&view=ols_cat&store=OLS-US&catID=TRAINING Pratt & Whitney http://www.pwcustomertraining.com/MaestroC/ Thomson Reuters – Accounting and Tax Training http://find.support.rg.thomsonreuters.com/training/LearningOptions.asp Motorola Networks https://motorola.vuepoint.com/moto/portal/courses/mycourses/guestcoursescatalog.asp?Wait_ses=false&course_ses=&event_ses=&vch_search_str=&searchsubmit=&fb_expand_59=1&fb_expand_16=0&fb_expand_12=0&fb_expand_25=0&fb_expand_8=0&fb_expand_9=0&fb_expand_48=0&fb_expand_71=0&fb_expand_67=0&fb_expand_10=0&fb_expand_15=0&fb_expand_32=0&fb_expand_29=0&fb_expand_70=0&fb_expand_11=0&fb_expand_14=0&fb_expand_13=0
Show examples PetSmart Tell fish story Utility companies to learn how to save energy PPL http://www.pplelectric.com/e-power/video+center/ Financial institutions have online programs to help you understand finance Liberty Mutual https://lm.cyberu.com/client/libertymutual/DefaultLP.aspx
Show example – help, forums experienced online learning as a way to figure out our cell phones, AT&T Device Simulator http://att.deviceanywhere.com/freenav.seam?deviceId=636&cid=1736970#g Amazon.com – other customer reviews http://www.amazon.com/E-Learning-Strategies-Delivering-Knowledge-Digital/dp/0071362681/ref=pd_bxgy_b_img_b#
Customers talking anyway, why not be part of the conversation Show stats on happy customer, versus unhappy customer – how many people they will tell Customer Service Forums http://forums.worldofwarcraft.com/board.html?forumId=11112 Dell, Microsoft, Adobe all have customer service forums Show example – product idea generation InfusionSoft http://ideas.infusionsoft.com/pages/3978-infusionsoft-product-ideas Dell Idea Storm http://www.pcmag.com/article2/0,2817,2096798,00.asp Windows 7 Was My Idea http://www.youtube.com/watch?v=LFYW14tW3IU United Breaks Guitars http://www.youtube.com/watch?v=5YGc4zOqozo
Show example – safety Caterpillar http://safety.cat.com/ + purchase safety products
Show example – williams n sonoma – cooking classes CommonCraft - http://www.youtube.com/watch?v=ddO9idmax0o How could you do this in your organization?
Show example – Add-ons
Use the whiteboard to share ideas Increase Training Revenue Improve Customer Satisfaction Reduce Support Calls Increase Customer Retention Reduce Litigation Generate New Customers Increase Existing Customer Revenue
Strategies for implementing customer training in your organization. How do you get started? Data | Revenue | Product | Competition Training as an internal consultant. Get a seat at the table by thinking like you’re at the table Use the data – sales are down, complaints are up, etc. Business looking for new revenue sources New product launch – consider customer training as part of the launch Perhaps your organization is ready to consider training for your customers in an effort to stand out from the competition.
Decision (push or pull) Use (configuring, beginning use, advanced use) Service (repair, complaint, return) Relationship (referrals, sales) Technical support involves supporting learners and customers with set-up tasks, installation, etc. These can be Help desk agents, software wizards, on-site support, manuals, quick reference cards, screen demonstrations, and other tools. Learning Support – more traditional learning approach Performance Support – training at the time of need
Design, development and implementation considerations Business Plan (needs analysis) Partnerships Repurpose Team Technology Quality Expectations (Relection of the Brand, not just communication) Business Plan: How many of you have a business plan for your training department? (thumbs up / thumbs down) Needs analysis should be more than instructional – what will the business model be? What will be free, what will cost? Establish a goal so that you know whether or not you’re successful. Micropayments or part of product purchase Who are your customers? Do you want lots of capable customers or a few experts? Assessment of learners Evaluation of training Certification program? Partnerships: Traning Become part of the product team (partner with Product Management, Sales, and Marketing) Repurpose: re-purposing existing materials Technology: New opportunities or new constraints Customers are not behind your firewall. Customers are not on a standard system. All kinds of technology options: Webinars, Second Life, Podcasts, YouTube videos, and so on Opportunity to try new technologies and techniques that could impact your employee training Team: Existing team?, new additions?, new team?, outsourcing? Learning design team include others from Communication, Marketing? Quality Expectations: These are your customers – what are your expectations? What are their expectations? Learning is a reflection of your brand What are your competitors offering – offer something better Keep content up-to-date It is still learning . . . Not communication If they don’t get what they pay for, the results can be severely damaging to the long term business relationship. Create standards – writing and visual / technical Different tools were used to create each learning product, which resulted in conflicting or confusing information, versioning issues, and changes in tone or language, style, and access points, as well as a myriad of other barriers.
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Customer eLearning Central PA ASTD Tuesday, November 10, 2009 Congratulations on Your New Fish