Recently I authored an online survey in collaboration with Thought Industries’ CEO, Barry Kelly to determine the present state of customer learning. If you work for a product company, customer learning is a must! Not only does the company create a closer relationship with its customers, but customers remain more loyal since the company is helping them be more successful with the product(s) they purchased, which often leads to repeat purchases, upselling, and more success in a competitive market. I don’t mean training on the basics of how to use the product or online help resources and videos. They are essential but I’m referring to more in-depth learning opportunities to help customers get more value, see additional ways of using the product, develop a partnership with you as the vendor, and help the company incubate ideas for future product development.
Here are some of the survey data results around what’s happening today, the challenges, and the benefits: