Companies Turn to Customer Training to Drive Growth

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Thought Industries
February 27, 2019

New Report Finds 87% of Respondents Expect Customer Training Programs to Increase Over Next Five Years

BOSTON, MA – A new study released by Thought Industries found that 87% of respondents expect their company’s customer training program to increase over the next five years. The 2019 Customer Training Trends Report predicts companies will embrace customer training to strengthen onboarding programs, reduce customer churn, and drive business growth.

76% of the 140 participants surveyed, identified that the amount of customer training their companies offer has increased in the last five years. Additionally, 69.5% of respondents identified that they now view customer training as an “extremely important” component to their overall customers’ success program.

“Our 2019 inaugural report highlights how important it is for companies, particularly software providers, to implement a customer training program. Results show businesses are investing more time and resources in training and educating their customers as a means to quickly demonstrate value, increase product adoption, and reduce customer churn,” explains Barry Kelly, CEO of Thought Industries and co-author of the report.

In addition to the business objectives outlined by Kelly above, survey participants also identified onboarding (53%), and engaging customers (39%) on how to use a product or service as the biggest challenges their companies look to address through their training and education programs.

This report, which was published in partnership with corporate learning and performance management technology expert Claire Schooley, serves as a benchmark for customer training industry.

“While the customer training industry is poised for growth, only 11% of respondents claimed their customers get enough training to use their products well,” noted Schooley. “As the industry evolves, it will be interesting to monitor how companies track and evaluate the effectiveness of their customer education programs moving forward.”

To download the full copy of the report visit 2019 Customer Training Trends Report.

Survey Methodology

All information included in the  2019 Customer Training Trends Report was collected from an online survey from December 6, 2018 to January 10, 2019. The questions were  designed to uncover the attitudes, challenges, and training plans of learning and development and customer success professionals. Thought Industries collected responses from 140 participants. Among those surveyed, 76 percent were professionals with Learning and Development or Customer Success experience.

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About Thought Industries

Thought Industries powers the business of learning with the Learning Business Platform™ and Customer Learning Platform. Two comprehensive suites of enterprise-level learning delivery and monetization tools enable businesses and organizations to deliver engaging and fully-branded learning experiences to their business and consumer audiences.

From creating online courses to managing an online learning business, Thought Industries features a library of powerful, easy-to-use tools that enable organizations to cost-effectively go-to-market and engage with customers across their entire lifecycle. Follow us on TwitterLinkedIn, and Facebook.

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