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L&D at the service of customer retention
In an increasingly competitive market, businesses are constantly looking for innovative solutions to improve customer satisfaction and retain them.
Learning & Development (L&D), traditionally reserved for internal training, is proving to be a strategic lever for achieving this objective. By combining digital platforms like Experquiz with the activities of sales and marketing teams, businesses can transform their approach to customer relationships.
Why is L&D essential for customer retention?
Improving customer satisfaction and loyalty
Customer satisfaction (which can in particular be measured objectively thanks to NPS) is essential for any business that wants to keep its customers and increase its turnover.
Whether in BtoC or BtoB, customer satisfaction is largely based on the ability of sales teams and customer support teams to offer relevant and personalized interactions.
This is where a solid and scalable training program for teams in contact with customers becomes essential:
- For better control of products and services: customers expect accurate and reliable answers to their questions. A well-trained team inspires trust and reinforces satisfaction.
- For advanced communication skills: a clear and empathetic interaction meets expectations and creates a positive customer experience.
The training program can be divided into 2 stages:
- The onboarding of newcomers: This stage should allow recently arrived employees to master the products and services marketed by the company, to have a clear vision of the organization's strategy and missions, to know the internal processes and operations (What services does what and when), to master computer tools but also to have language elements allowing to communicate directly with customers.
- Continuing education: Throughout the career of each employee, it is essential that they be able to have the latest information, whether it is about new products, new ambitions of the company, on new practices and on new tools. Even more so for employees in direct contact with customers, it is crucial that they master each of these aspects in order to be able to respond effectively to the needs of customers and prospects.
Reducing the turnover of customer-facing teams through L&D
Teams in contact with customers play a key role in the image and performance of a company. However, these positions are often marked by a high turnover rate. Employee changes have a direct impact on the quality of service, generate high recruitment and training costs, not to mention the customer dissatisfaction that this can cause. Employees in training cannot fulfill their missions and cannot participate in the efficiency of their service, which implies teams that are less reactive to different requests.
By offering adapted training, clear career paths and opportunities to increase skills, the company shows that it invests in the development of its employees. This reinforces long-term commitment and motivation, which has a direct impact on the interactions that employees can have with customers and significantly reduces turnover.
The cost of turnover is much higher than that of setting up an effective training approach. By reducing departures and improving employee satisfaction, L&D ensures quality customer service, better talent retention and a more attractive employer brand.
Customer education: L&D for customers
L&D can also be used directly with customers, especially in a BtoB environment! We then talk about Customer Education Or of Customer Training, an approach that aims to train customers to get the most out of a company's products or services
Traditionally, L&D for customers was mainly carried out in person or even by telephone, but thanks to digital technologies, it can now take several forms: from simple guides or tutorials to real training in elearning. Customer training can even go as far as gamification and the issuance of certifications and diplomas: Google applies this strategy to its own products.
Customer training offers several advantages:
- Improving the customer experience: a well-trained customer understands the product better and uses it more effectively, thus exploiting its full potential.
- Reducing the customer service burden: fewer recurring questions and better customer autonomy allow customer service to focus on tasks with higher added value.
- Boosting adoption and Upsell : A customer who is familiar with a product is more likely to explore other features and services.
- Brand image: a company that offers a genuine training program on its products or services enhances its image and expertise.
Customer training has an important influence on customer loyalty and satisfaction and can make them true brand ambassadors!
Learning & Development, supported by innovative digital solutions such as ExperQuiz, is a strategic investment for any company wishing to optimize customer satisfaction and loyalty. By training their teams and customers on an ongoing basis, businesses can meet customer expectations, anticipate their needs and build lasting and profitable relationships.
In a world in constant evolution, placing L&D at the heart of commercial and marketing strategy is more essential than ever.