What is a customer-driven training strategy?
Derek Blackburn, manager of the award-winning Sidona group, looks at how you can use your customers to provide input to your training needs analysis, strategy, design and measurement of success.
- What were their expectations at the different stages of their interaction with your company
- What they valued most from each of these stages
- Customer perceptions of people's strengths and areas for development in skills, attitude and behaviour
- What their perception of your competitors is compared to the experience you deliver
- How they feel about your organisation, why they feel this way and how this has impacted on their loyalty towards your organisation
- Design a training programme that equips the delegates with the knowledge and skills to meet the specified needs of the customers
- Identify the behaviours that customers want to see and experience when interacting with you so you can focus the training on developing those behaviours
- Identify changes to processes that the organisation could make so that those processes became more efficient, customer-focussed and valued by customers
- Enable delegates to see the power of customer feedback and became more open to asking for feedback in the interactions they have with customers. This promotes continual improvement across the organisation
- Show delegates how the learning outcomes for the training have been arrived at. They can also see how their job would become easier and their customers would be happier and the business would benefit if they implemented the skills learned in the training
- Gain senior management buy-in to the training because your customers have been involved in the design of it
- An increase in customers trusting the organisation to deliver their needs
- An increase in customers feeling valued after positive interactions with the company
- Customers seeing improvements in; the relationships with company employees, better communications, greater understanding of their expectations and a more pro-active approach to meeting their needs
- A perception that the company trains and looks after its staff well
- Increases in repeat sales, new business, new partnerships and noticeable improvement in profitability
- Credibility for the HR department in adding significant value to the business!
Undertake customer research
Share the learning
Develop a learning strategy that demonstrates benefits to learners, customers and the business
Undertake post training customer research
Derek Blackburn is managing director of the Sidona Group. Sidona Group specialises in enabling companies to enhance their customer experience resulting in improved customer acquisition, increased profitability and customer loyalty. Sidona Group was recently honoured at the National Training Awards 2010 for their outstanding contribution and commitment to in-depth customer research and customer management training