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Training customers: an organizational experience

Juan Llopis (Juan Llopis, Jose Gasco and Reyes Gonzalez are all based in the Department of Business Organization, University of Alicante, Alicante, Spain.)
Jose Gasco (Juan Llopis, Jose Gasco and Reyes Gonzalez are all based in the Department of Business Organization, University of Alicante, Alicante, Spain.)
Reyes Gonzalez (Juan Llopis, Jose Gasco and Reyes Gonzalez are all based in the Department of Business Organization, University of Alicante, Alicante, Spain.)

Industrial and Commercial Training

ISSN: 0019-7858

Article publication date: 1 February 2006

1857

Abstract

Purpose

To analyze, through a case study, the essential premises on the basis of which a training plan for the customers of any given firm can be designed, implemented and evaluated.

Design/methodology/approach

This paper starts with a review of the literature on customer service training, which is followed by a discussion on how a training plan for customers could be elaborated. After that, the case method is applied (mainly through semi‐structured interviews) to a firm that approaches this type of training in an innovative way.

Findings

Concludes that a training plan for the firm's internal staff cannot be extrapolated to customers. Describes how training plans must be modified so as to adapt them to customers.

Research limitations/implications

It will be nesessary to identify other cases and check to what extent the methodology resembles the one we have applied and how successful it is, so that a standard action protocol can be established.

Practical implications

Presents a real case of success at customer training in an industrial firm and provides a model, not only for future research, but also for the direct implementation of these techniques by other firms belonging to any industrial sector.

Originality/value

The accurate description of a training plan for customers made by an industrial firm and its treatment based on the study of a real case. The establishment of action guidelines that will pave the way for further academic research in this field as well as its clear business applicability.

Keywords

Citation

Llopis, J., Gasco, J. and Gonzalez, R. (2006), "Training customers: an organizational experience", Industrial and Commercial Training, Vol. 38 No. 2, pp. 78-85. https://doi.org/10.1108/00197850610653144

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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