Utilization of needs‐based customer training

Abstract

Purpose

The purpose of this paper is to look at how customer input was used in a front‐end needs assessment to formulate a training package that covered the necessary elements of product use, and how the training material was presented in a manner best suited for the trainees and their perceived needs.

Design/methodology/approach

A quasi‐experimental study was designed to compare the number of help desk calls for groups trained using the needs‐based training approach with the number of help desk calls from the most recent training groups that were trained with the standard training package.

Findings

Groups trained using a training package developed around their initial perceived needs had significantly fewer help desk calls than those who received the standard training. The number of help desk calls was reduced by over 75 percent from previous training sessions.

Research limitations/implications

Verification of transfer of training in other applications, with other products and other learner groups, would further validate that the needs‐based training approach is more effective.

Practical implications

All reasonable effort that can lead to more effective training will improve the customer's overall perception of the organization and will contribute to customer retention. Both customer satisfaction and retention are critical elements in the ongoing success of any company.

Originality/value

The demonstration of effectiveness and the utilization of assessment data for continuous improvement may have both practical and legal implications for the future; including enhancing customer satisfaction and retention, and reducing the likelihood of successful legal claims for negligence, particularly negligent training.

Citation

Chow, A., Woodford, K.C. and Showers‐Chow, J. (2008), "Utilization of needs‐based customer training", Industrial and Commercial Training, Vol. 40 No. 6, pp. 320-327. https://doi.org/10.1108/00197850810900084