Discover The Benefits Of Integrating An Enterprise Video Platform For Customer Training
Today’s enterprise clients demand an effective customer training solution. An enterprise video platform built for customer training optimizes for learning at the speed of search, meeting client needs anywhere in the world with just-in-time content delivery.
With the abundance of information available for any given product, customer education leaders must provide their clients the necessary knowledge and tools in a way that promotes easy accessibility to ensure engagement, retention and ultimately, profitability. After all, for every $1 a company spends on customer training, they generate an additional $12 in new sales, according to Tom Clancy, CLO at Content Raven and former CLO at EMC.
However, there is no such thing as a one-size-fits-all customer training program. People learn in different ways, at different speeds. With that in mind, it is necessary to provide clients with a way to access, engage and retain information that best suits their learning needs.
Video training is a powerful strategy that facilitates learning at the speed of search. According to Clancy, within the next five years, most companies will have video capability as a key part of their business strategy. Similar to the widely adopted use of email today, video training will become just as an important trend.
Video Training Is On The Rise
With the amount of learning technologies available, the way companies train and communicate with customers is constantly changing. Although email remains the dominant method of communication, businesses are realizing the positive impact video learning has on corporate training. Research shows that the brain processes visuals 60k times faster than it does the written word. People are more drawn to, and engage with visuals, than text on a page.
According to Gartner research, enterprise organizations stream more than 16 hours of video per employee each month, resulting in employees watching 45 minutes of video daily. It is clear that video training is emerging as the most effective and efficient way to communicate and educate the global workforce, and the way companies train their customers should be no different.
Benefits Of Customer Video Training
In addition to being the most effective training method for customer education, video is undeniably the most cost-efficient solution due to its global scalability and its ability to increase productivity and customer engagement, and lower training costs.
Oftentimes, instructor-led training can be costly and time consuming. By transitioning to a self-paced, blended learning approach with a video platform, customer training costs can be significantly reduced.
According to Cisco, video will account for 90% of all internet traffic by 2017. Ideal for corporate training and communication due to its global scalability, an enterprise video learning platform streamlines executive communication and promotes social learning.
With efficient time to market capability, executives can adopt a video learning platform to provide customers with instant access to specific information and encourage a self-paced, blended learning approach.
What Are The Benefits Of Using An Enterprise Video Platform For Customer Training?
1. End-User Curation In Customer Video Training.
Curation in video learning is revolutionizing how users learn and retain information. Leading training organizations have recognized the benefits of allowing end users to upload (i.e., “curate”) their self-created videos and other content, enabling employees to learn from subject matter experts in their particular field.
However, imagine if external users (e.g., customers), also enjoyed the privilege of content curation. The ability for a company like EMC, for example, to allow its most knowledgeable customer(s) to train his/her colleagues on EMC’s product would free up resources, lower training costs, and lead to a happier, better trained, and “stickier” customer.
Moreover, curation for customer training would also allow greater customization and personalization. For example, the way Customer A uses an EMC product may be very different than the way Customer B uses it. From a resource standpoint, it is not in the best interest for EMC to create multiple versions of their customer training. With content curation, they can put the power of training in the hands of their most knowledgeable customers, who are best equipped to tailor the training to their unique needs.
2. Security In Customer Video Training.
Securing digital training content, especially when it’s being shared outside of the company, is a huge concern for most companies. In an environment with increasing digital capabilities, organizations must make it a priority to safeguard their intellectual property and create a security awareness culture. Video-hosting platforms, like YouTube, carry the risk of valuable, confidential data being leaked or stolen.
While most learning solutions offer some level of content security for internal sharing, global enterprise companies are finding that these solutions lack the same security when it comes to sharing content for customer training.
With a secure customer training platform like Content Raven, businesses are able to enforce security features like access control -disabling the ability to share or download videos and other content- and dynamic watermarking, digital stamps that will change depending on who is viewing the video or file. Such security features are essential in safeguarding a company’s intellectual property and deterring unauthorized sharing of content.
3. Monetization In Customer Video Training.
Enforcing robust security for external video sharing is ultimately what allows companies to monetize their customer training. If they cannot secure proprietary content, and training videos are shared without any restrictions, customers will not see the need to pay for training.
On the other hand, if the customer training is verifiably secured, a company’s customers will have no choice but to pay up. This is precisely what happened in the case of one of Content Raven’s large enterprise customers. Realizing that its clients were ripping off their DVDs and copying/distributing them, the company put Content Raven into place and successfully deterred any piracy, which resulted in millions of dollars saved. The need to secure digital content, which is even more susceptible to unauthorized sharing, is critical for businesses to run their training as a profit center.
4. Analytics In Customer Video Training.
With any learning initiative, it is imperative to adopt a measurement strategy before delivering the training program to track customer progress. An effective video learning platform measures user interaction and engagement, course assessment and completion scores, and reveals which videos are resonating with viewers and which have high drop-off rates.
By analyzing video metrics and its impact on performance, learning and development professionals can use these valuable insights as a guide to create more effective video content in the future. Analytics provides management with quantitative information that better facilitates content planning.
Analytics also go hand-in-hand with security. Enterprise organizations need to be able to control who can view, share and download their content. By giving administrators of the platform the ability to know who’s looking at a particular video, on what device and where they are accessing specific information, analytics can ensure that a company’s intellectual property is secure.
5. Rapid Search In Customer Video Training.
Today’s customer- and really anyone who wants to learn something - is all about “Googling” it. Customers are learning at the speed of search and want to consume educational/training content that is personalized, accessible wherever and whenever they want it, and is relevant to their needs.
A video learning platform with rapid search capabilities provides users with easy and instant access to the specific information they are looking for. An effective video platform includes a searchable database that is easy to upload videos, tag them appropriately, add metadata and organize them by topic or properties.
Summary
As more organizations recognize the impact video learning provides, the need to adopt a video learning platform to enable effective customer communication and training on a global scale, will significantly transform how business is conducted. An enterprise video platform is the way of the future. Content Raven’s all-in-one video learning platform securely distributes all types of eLearning content including video, manuals, and html5-based content to anywhere in the world with customization, analytics and seamless integration capabilities.
It’s time to implement video in your customer training strategy to get the most out of your training investment.
Want to find out how you can implement an effective video learning strategy for your customer training? Contact a Content Raven solutions specialist or download our eBook Transform Your Video Strategy.
