With the rise of the subscription-based model of selling business software, consumption has become a major issue for both software vendors and their channel partners. It is impossible to sell a set of productivity tools and forget about that customer for two or three years when it is time to sell a newer version. Business needs and workloads evolve dynamically, and software vendors roll out changes to their apps on a monthly or even weekly basis. All these factors require channel partners to deliver persistent training to drive consumption of their services. However, end users are often frustrated with their training experience, and consumption levels stay relatively low. Here are the top 3 reasons for why this is happening.
Reason 1: Video-only training
Video-only training still dominates the market despite some degree of decline – 72% of businesses used video-only solutions in 2015 vs. 74% in 2014. However, video training can be frustrating for the end users as it is a one-way communication tool and it doesn’t allow users to practice new skills right away. On average, YouTube viewers engage with a typical entertaining video for only 15-20 seconds, and we doubt engagement is substantially better for corporate clips.
Reason 2: Set it and forget it training
It is not enough to provide just the initial training when introducing new software to the customer. The Software as a Service (SaaS) approach has resulted in new features rolling out nearly every month. Users are unable to keep with the updates unless the training experience is constantly up to date with the latest version of the technology. Moreover, new people join organizations and providing them with relevant information about the technology is crucial for successful onboarding.The “aha” moment
Reason 3: One size fits all training
Delivering the same content to different users is a recipe for training failure. Also, this approach results in making more experienced users go through the basics again instead of providing them with the opportunity to further develop their skills. Connecting employees’ work needs with specific software features is the only way to keep them engaged during training and ensure they will leverage the technology.
There are obviously more potential reasons of unsuccessful training and low consumption levels. We have only discussed the most widespread issues but the good news is that interactive training can solve them easily. It is worth noting that sometimes providing end users with engaging and personalized training experience may not immediately solve the consumption issues – but it is still a necessary and often times effective foundation.