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Customer Training & Development Centers--The Coming Wave?

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Lately we're seeing an increasing interest in providing customer education.  Many of our own customers are taking a subset of their training catalog and delivering it to their customer audience through online training centers.

The customer training center movement usually takes on either of two flavors (and often times both):

  1. Customer Training & Resource Centers--these are primarily online sites that serve the universal customer audience.  These site typically feature fee-based models and content that's a "scrubbed" subset of an existing distribution channel curriculum.
  2. Branded Customer Training & Resource Centers-- these online sites are part of a "value added" strategy and oftentimes incorporated into a proposal to a major customer.  For example, a company attempting to make a major sale of capital equipment to a key customer might include in the proposal the availability of a training center branded and customized to the needs of that specific customer.

The goal of these centers, whether branded or generic, is to build customer loyalty, gain customer feedback through online interactions, and to grow after market sales throughout the lifecycle of the customer's products.

These sites are often ecommerce enabled and some, or all courses and curriculums have a price.  Thus the site can often generate significant revenue and pay for itself.  In some cases, these sites can even function as a profit center for the manufacturer.

When contemplating one of these sites please remember that you don't want to disrupt your channel sales and service relationships.  This is a risk because these sites can bypass the distribution channel and route the customer...and related sales...directly back to the manufacturer.

If properly planned and executed these sites can deliver on the promise of  building customer loyalty, enabling customer feedback, and growing after market sales throughout the lifecycle of the products you've sold to your customer.

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Creating and managing channels in challenging times

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A new paradigm

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Small business certainly has its challenges in today's unprecedented economic times.  Uncertainty abounds.  You can't pick up a newspaper or listen to a news analyst predicting doom and gloom for the foreseeable future.   But as a leader of a small business that has survived the tumultuous first 5 years (we're working on our 7th year), I am more optimistic and excited about the days ahead than ever before.  Why?  Well, for starters, this nation and the capitalism that has contributed to its success has been driven by innovation.  Duress is a friend of innovation - it fuels it.  Under duress, people will try new things. They'll give new ways of reaching their goals a chance.  If the old way of doing things are just going to drive old results, then why do them?  When given a fraction of the resources but expected to achieve breakthrough results, taking  a careful look at other methods is now a more sound course of action than ever before.   Duress creates the environment for leaders to emerge and drive their organizations to success despite the challenges that they face.  These organizations will be the winners in these trying times. 

In our business, we offer new ways of achieving breakthrough results.  For years its been a tough sell.  To date, even though we've proven that some of the world's most established companies have adopted our technology and approach to solving big business problems works, many other people who have taken a look at what we have to offer simply didn't think it would work in their organizations.  However, it's different today.  

So, I'm excited about the times that lie ahead for us.  We live in a time in which the context of each day is "change".   Most people are naturally opposed to change, however change is in vogue these days politically and in the business world.  The context of change brings with it a new willingness to listen to new, proven approaches - deciding if the approach would work "here".  People are actually more receptive to listening to our approach than ever before.

This blog will be a record of experiences we are having with our customers and partners who are driving breakthrough results through the innovative use of new technology and processes.  It's also a recording of work and lessons learned we are involved with in partnership with new customers and partners.   It will not be an advertisement for what we do - see the rest of our web site for that.  Rather, it's a space in the virtual world where we will share our wisdom, and welcome yours.  What are you doing in your organization to innovatively drive results in trying times?  Share your stories along with ours!  Challenge anything written here, for it is the feedback from you that steers our strategy.  We welcome your views! - John

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