What can the customer experience tell us about the learner experience?
- Both learners and customers start with a need and are lead on a journey to satisfy that need
- It is crucial, in both a learning and selling context, to manage the right kind of interactions between the user and the vendor/trainer. This will take place over time and is rarely an immediate exchange. Some consumerisation principles apply to those of learning, such as services on-demand, available anywhere at any time on any device
- Key for their satisfaction and engagement, users should have choice. They will constantly ask ‘what’s in it for me?’ and wish to adapt content to suit their preferences. For the user, this means adapting the frequency and modality of their interactions as well the service (e.g. features, price, etc.)
- The ability to manage and deliver smart online/live interactions throughout the user experience, while capturing the user’s data, relies more and more on technology. Today, technologies like social networks, AI, bots and big data deliver services and information at the point of need and are thus influencing the way customers consume and learners learn. Data is central to this process and is used to make the experience easier, more engaging, personalised and more flexible
- Developed through a series of touchpoints using different influencing techniques, such as emotions (surprise, curiosity, etc.), feedback, encouragement and competition. Because of the increasing flow of information, the average attention span is shrinking, so several touchpoints along the journey are needed to maintain that engagement
- Whilst a customer gets some benefit from a product or service, it is ultimately the vendor who wins. Conversely, the main beneficiary of the learner experience should always be the learner
- Learning requires considerable effort on behalf of the learner, whereas consumers only pay cash in exchange for goods/services, which requires minimum effort
- Too much consumerisation of learning kills curiosity and motivation. It devalues the essential human element and negatively impacts the potential for personal liberation and development
Get in touch with a Performance Learning Partner from Cegos Asia Pacific to discuss your L&D needs today!