Training customers: an organizational experience

Abstract

Purpose – To analyze, through a case study, the essential premises on the basis of which a training plan for the customers of any given firm can be designed, implemented and evaluated. Design/methodology/approach – This paper starts with a review of the literature on customer service training, which is followed by a discussion on how a training plan for customers could be elaborated. After that, the case method is applied (mainly through semi-structured interviews) to a firm that approaches this type of training in an innovative way. Findings – Concludes that a training plan for the firm's internal staff cannot be extrapolated to customers. Describes how training plans must be modified so as to adapt them to customers. Research limitations/implications – It will be necessary to identify other cases and check to what extent the methodology resembles the one we have applied and how successful it is, so that a standard action protocol can be established. Practical implications – Presents a real case of success at customer training in an industrial firm and provides a model, not only for future research, but also for the direct implementation of these techniques by other firms belonging to any industrial sector. Originality/value – The accurate description of a training plan for customers made by an industrial firm and its treatment based on the study of a real case. The establishment of action guidelines that will pave the way for further academic research in this field as well as its clear business applicability.