Customer satisfaction is always a top priority for businesses, and the global pandemic has only served to make it even more critical. When asked to assess their outlook on 2022 and beyond, organizations responding to Brandon Hall Group’s HCM Outlook Survey named customer satisfaction as their number two priority, right behind generating revenue. And it is pretty clear that high customer satisfaction results in more revenue.
Given its importance, organizations should be putting everything they have into the customer experience. Yet, quite often, delivering training to customers is not included in those efforts. Customer education is seen as an add-on to products, or a way to meet compliance requirements. In many cases, it is managed by anybody except the learning and development team. It falls instead to operations, sales, or others. The product team may be the ultimate subject matter experts, but they likely don’t know what goes into an engaging learning experience. Marketing may know how to engage an audience, but they probably do not understand the mechanics of learning.