What is Customer Experience and why is it important?
At its core, Customer Experience is the lasting perception that customers have of your organization, as a result of every interaction they have had with your business.
Customer Experience, or CX, is a top priority for many small to medium-sized organizations as it is a key differentiator in today’s competitive business landscape.
While larger businesses may have more established products and greater resources, smaller organizations often have the ability to provide better customer experiences, as they can better respond to individual customers' needs.
Brandon Hall’s HCM Outlook Study 2018 highlights that CX is a top priority for small to medium businesses in 2019. And so it should be.
Research by Salesforce shows that 76% of customers believe it’s easier than ever to take their business elsewhere if they are not satisfied with a current provider. The same figure also expects companies to understand their customers' needs and expectations. This puts an enormous amount of pressure on businesses to monitor their customer satisfaction ratings.
How can organizations use online training to improve Experience?
A great customer experience starts with great employee training programs.
All-in-one online training platforms such as Coassemble allow organizations to easily create bite-size digestible training content for employees. They can deliver training to their teams at the push of a button and track their progress.
The online training you create will vary depending on the type of customer (internal/external), and the type of offering (product/service).
An internal training use case is when an organization uses online training to train their staff internally.
Here's an example:
If Tom managed a multi-site retail business, he could create video content showing his team how he wanted to greet customers and how products should be gift wrapped. He could also create procedures outlined in word documents. He may then want to create some content about scenarios such as customer complaints to help educate his team on the best way to handle them.
Tom could use a platform like Coassemble to create training materials, embed his videos, upload his documents, and use a branching scenarios template to map out a series of challenges, choices, and consequences for when conflict scenarios arise. Tom could create a quiz to ensure that everything in his lessons had been retained by his team.
Once the training and quizzes were created, Tom could then enroll all his staff in the training via email. The team could finish their training online wherever they were located. He would then be able to review his team's results and identify any areas where team members needed to improve. He could then work with them further to ensure that the company upheld its quality standard in terms of customer service.
By using online training, Tom ensures he was able to provide his customers with a consistent and positive experience across all locations.
On the flip side, an external use case is when an individual or a company uses online training for customers regarding the organization's product/service. For example, you may use online training for a customer to inform them how to use a product that may be complex. This is particularly useful for organizations that offer a service that is an online product, as it may involve more in-depth instructions for use as opposed to standard product/service offerings.
Think about the Learner First
Realistically, organizations won’t have time to create training for each customer/employee individually. Our Learner-First Training Model explains how you can structure your training by creating learner personas. Using learner personas will allow your organization to identify groups of learners and create training around their learning requirements.
For example, you may be training an internal staff member about the key benefits of your organization’s offering. This is particularly useful as it increases your staff’s knowledge so that they can provide accurate and consistent product information, like Tom above.
By creating learner persona’s, you are able to create tailored content that will resonate with your learner type and their learning requirements.
Here’s a basic example of a learner persona template so you can create your own!
To Sum It Up
Whether you are training your customers on your organization’s product offering or educating your team on internal business requirements, ensuring you place your customer at the heart of what you do has never been easier than with online training.
Online training allows your organization to interact with your internal and external customers in a new and meaningful way. Your organization’s customers will be impressed by the level of support available, adding value to your organization’s product and increasing the level of professionalism associated with your brand’s image.
Coassemble has recently been listed among The Best 20 Customer Training Learning Management Systems 2019 curated by eLearning Industry.
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