Widely used by teaching institutions and self-employed teachers, the Learning Management System (LMS) has gained more and more space in companies, being extremely useful for developing and retaining customers in the B2C and B2B sector . This is due to the great need to seek techniques and tools that contribute to business differentiation — a fundamental aspect to maintain competitiveness in the market.
Basically, the Learning management systems is a platform that promotes the training of customers so that they can fully enjoy all the benefits of the purchased product or service. This feature directly influences the Lifetime Value (LTV) metric , which in Portuguese means ”customer lifetime value”, in other words, the potential revenue that the consumer can generate for the organization from the moment they are loyal.
The more efficient the Learning management systems platform’s processes, the higher the company’s LTV tends to be. Therefore, it is essential to understand this concept and how important it is to build lasting relationships with customers .
The relevance of learning
A loyal customer of Learning management systems is a valuable asset for any company because, in addition to making new purchases, he can also refer you to potential buyers. According to a survey conducted by Opinion Box, 71% of Brazilians recommend a brand to family and friends when they are satisfied with the product and service.
By being trained Learning management systems, service consumers better understand the importance of the provider company. Therefore, they disseminate the benefits they obtained through hiring, which works as a spontaneous marketing to attract more buyers.
A Nielsen study shows that 83% of customers are willing to recommend a company’s services, but only 29% do. Strategies must be adopted to drive word-of-mouth marketing.
In this sense, the Learning management systems plays a crucial role in promoting customer satisfaction. That’s because the platform offers high-quality content, which serves as support and guarantees the consumer’s learning experience, eliminating doubts and difficulties that could keep them away from the business.
Furthermore, the Learning Management System is a trend in the market, as it allows distance training. From this tool, it is possible to have more control over the operations and management of clients, since all information about them is stored in a single place.
It is also economical, since all procedures are performed virtually, eliminating the need for a physical structure, which usually increases costs .
How customer training works
Generally, training has a specific focus, being composed of specific actions, which aim to solve some type of communication failure. This inconsistency may have originated in learning how to use the product or in the customer’s understanding of the company’s internal processes.
Imagine a situation where the company receives 40 service requests a day. If half of these users were able to solve their problems on their own, at the end of the month there would be 400 fewer calls, with more satisfied customers and aligned with the organization’s service.
It can be said that the Learning management systems has a high ROI (Return on Investment). After all, customer education brings savings in the medium term. The initiative also increases the LTV, allowing the consumer to be loyal to the brand for longer and thus contribute to good income for a long period.
Customization with the company’s goals
Training customers helps to keep them interested and engaged with the company after the initial excitement, which usually happens at the time of purchase. This raises the level of satisfaction with the product. Therefore, it is necessary to ensure that they continue to find value in the company providing the service.
In this context, one of the main benefits offered by the LMS is its high customization capacity. There is the possibility to make changes in various points of the platform, adapting it to the needs and objectives of the company, the employees responsible for providing support and, mainly, the customers. In this way, the company’s planning is aligned with the educational activity, which increases the chances of obtaining good results.
The purpose of the trainings is to provide product updates, introduce new offerings, and provide tips on how to maximize the use and potential of the purchased product. These actions are a good start to preserving the relationship with the consumer.