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Streaming Video as a Part of Customer and Partner Training - How Does Your Industry Stack Up?

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on Unified Communications & Collaboration


Streaming Video as a Part of Customer and Partner Training - How Does Your Industry Stack Up?

By: -
20 Apr 2017

On-demand and live video are becoming much more commonplace in corporate learning, and that includes extended enterprise training – the training of customers and partners. Earlier this year, I published a research note based on a survey of over 1,800 respondents across a variety of organizations (employees from business, education and government sectors).  A total of 90% of survey respondents find streaming video effective for communicating work-related information, and the percentage of those in agreement rises to 96% when we segment the data for those who work at organizations that have deployed video learning.

Frequent viewers of video for partner or customer training

In the same survey, we also asked about customer and partner training. We found that 41% of employees at businesses frequently watch video for training. By frequently, we mean viewing a recorded or live video at least weekly or daily.  A total of 24% and 17% view video weekly and daily, respectively. 

Frequent viewers of video for partner or customer training by industry

Looking at the data by vertical markets, we see that 62% of Telecom employees and 61% of High Technology employees watch video daily or weekly, as shown in the chart above.  This makes me wonder why the regular usage in these market segments are 20% higher than the average and 30%+ higher than industries like Retail and Health Care?

This is something we’ve seen before. We have years of data on technology adoption, and tech oriented firms such as telecom and hardware and software vendors tend to invest in new technology much faster than companies in other segments. We’ve seen this in most every area of collaborative technologies, such as web conferencing, video conferencing, Instant Messaging, and even VoIP.   

Tech companies seek a competitive advantage with technology, and that’s something companies in other industries should consider, simply for the fact that so many employees agree that video is an effective way to communicate.  It is easy to imagine how video learning might provide benefits. Take a typical large retail establishment, for example. It has hundreds if not thousands of products, and there is no way an associate can keep up with all of them. It seems to be an ideal situation for a video learning solution, for both just-in-time information (customer asks about a product) or dedicated product training time. The vendor of the product can push out a new video when there is a change or a promotion, and associates can watch the updates on their phones, a store- supplied tablet, or PC. How could your company use video learning with your partners?

To gain an even larger advantage with your channel, you may want to consider broadening your approach to provide a more comprehensive learning solution. Networking & communications platform provider Cisco took a holistic approach to sales enablement by building a learning platform that had social and mobile in addition to video capabilities. The results were impressive – partners that used the platform sold anywhere from two to seven times more than partners that did not. Cisco built out much of this platform several years ago, but now, Saba and a few other LMS vendors include the same modern learning capabilities (social, mobile, video) in their extended enterprise solutions. Companies in any industry can implement a modern partner enablement solution for what is likely a fraction of what Cisco invested.

On Tuesday, May 2, Jim Everidge, President of RapidLD, will join me in presenting in the webinar 7 for 7: Increase Channel Sales 7x with Modern Learning.  We’ll break down partner enablement into seven areas you should consider. We’ll also illustrate each with examples from successful deployments in High Tech and other industries, including Insurance and Hospitality. If you cannot attend, webinar sponsor Saba will send you a link to the recording.