Tuesday
Feb192002
229 - CRM and Call Centers Next for LEARNING ROLE
February 19, 2002
#229- - - Feb. 19, 2002 - - - 42,987 Readers
*** Elliott Masie's TechLearn TRENDS ***
Training, e-Learning and Collaboration Updates
Published by The MASIE Center www.masie.com
Host of: Business of Learning Conference - April
CRM and Call Centers Next for LEARNING ROLE
Last week, I attended the Call Center and CRM Conference in Las Vegas. It
was fascinating to walk around and talk with the operation managers of
major call centers and the coordinators of Customer Relationship
Management (CRM) efforts. For the most part, they did NOT see a natural
connection between their missions and the e-Learning field.
However, as we met and talked about the role of Learning with Customers, I
found some of the most enthusiastic responses that I have ever had with a
group. Here is the idea that we were creating:
The Call Center as a natural dispensing point for a wide range of customer
Learning resources! At the end of every call from a customer to a call
center, whether it is for technical assistance, transaction support or
other requirements, there is an opportunity for DISPENSING e-Learning.
Right now, the bulk of the dialogue occurs verbally, with an occasional
follow-up by email or to a link on the web.
But, what if the Call Center Representative could LAUNCH an e-Learning
module to the customer? So, instead of being "walked thru" a procedure,
the user would have a step by step learning module, that could linger and
be used for future support. These modules could either be procedural or
conceptual, and would walk the talk of that proverb:
"Better to teach you how to fish rather than give you a fish!"
In addition, the CRM field also is a perfect point to integrate learning
resources. The sales rep or sales center can use e-Learning or
Collaborative technologies to extend the relationship with the customer.
The MASIE Center believes the CUSTOMER LEARNING is a strong part of the
future of how learning serves the need of organizations. While we have
seen the bulk of e-Learning action focused on the training of employees,
there is a parallel and often larger opportunity to supply learning to
customers.
When I met later with a group of the Vendors in the CRM and Call Center
field, they were very excited about extending their products and services
into this area. Some key players are already developing major efforts and
building the infrastructure for Customer Learning.
I would love to hear from readers of TRENDS about your experience or
thoughts re: CUSTOMER LEARNING. You will see a major focus on CUSTOMER
LEARNING at TechLearn 2002 and in this newsletter. Send me a note to
emasie@masie.com
*** Elliott Masie's TechLearn TRENDS ***
Training, e-Learning and Collaboration Updates
Published by The MASIE Center www.masie.com
Host of: Business of Learning Conference - April
CRM and Call Centers Next for LEARNING ROLE
Last week, I attended the Call Center and CRM Conference in Las Vegas. It
was fascinating to walk around and talk with the operation managers of
major call centers and the coordinators of Customer Relationship
Management (CRM) efforts. For the most part, they did NOT see a natural
connection between their missions and the e-Learning field.
However, as we met and talked about the role of Learning with Customers, I
found some of the most enthusiastic responses that I have ever had with a
group. Here is the idea that we were creating:
The Call Center as a natural dispensing point for a wide range of customer
Learning resources! At the end of every call from a customer to a call
center, whether it is for technical assistance, transaction support or
other requirements, there is an opportunity for DISPENSING e-Learning.
Right now, the bulk of the dialogue occurs verbally, with an occasional
follow-up by email or to a link on the web.
But, what if the Call Center Representative could LAUNCH an e-Learning
module to the customer? So, instead of being "walked thru" a procedure,
the user would have a step by step learning module, that could linger and
be used for future support. These modules could either be procedural or
conceptual, and would walk the talk of that proverb:
"Better to teach you how to fish rather than give you a fish!"
In addition, the CRM field also is a perfect point to integrate learning
resources. The sales rep or sales center can use e-Learning or
Collaborative technologies to extend the relationship with the customer.
The MASIE Center believes the CUSTOMER LEARNING is a strong part of the
future of how learning serves the need of organizations. While we have
seen the bulk of e-Learning action focused on the training of employees,
there is a parallel and often larger opportunity to supply learning to
customers.
When I met later with a group of the Vendors in the CRM and Call Center
field, they were very excited about extending their products and services
into this area. Some key players are already developing major efforts and
building the infrastructure for Customer Learning.
I would love to hear from readers of TRENDS about your experience or
thoughts re: CUSTOMER LEARNING. You will see a major focus on CUSTOMER
LEARNING at TechLearn 2002 and in this newsletter. Send me a note to
emasie@masie.com
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