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Linked – What’s the Business Impact of Customer Training?

I’ve been saying this for years, and now I’m also reading it elsewhere.

Probably one of the best reasons to provide training is that your customers are hungry for it, and they will seek it out even if you don’t provide it. They’re likely to use ChatGPT, Google, YouTube, and other resources, to help them find the information you haven’t provided. This can not only lead to customers receiving inaccurate information but can ultimately chip away at the trust your team works so hard to build with them. To put it simply: if a customer pays for your product or service, they don’t want to spend extra time or effort researching their problems externally.

There are many good reasons to provide product training to your customers, and the article below mentions many of them. You’ve probably read many of them. Decreased support tickets, customer loyalty, etc., are good reasons to offer training. In my experience, this is one of the biggest reasons. I’ve seen it repeatedly, a perfectly decent technology hated by the users inside of a customer because they were left to figure it out on their own and never did.

Utter hatred.

I’m not exaggerating. The distaste users had for the software they were forced to use because the organization purchased it was only equaled by how little they knew about how to use it. This is not a coincidence. Poor training or lack of training leaves users figuring out what to do on their own, and they usually miss out on many of the features that could make their jobs easier. Most of them figure out enough to get by.

Those are not going to be loyal customers.


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