Improving the learning experience within a company can help develop a culture of customer experience. The Mobile learning would it be at the service of this objective?
From the learning experience to the customer experience
The customer experience is at the crossroads of the total quality approach and the generalization of digital technology. Total quality wants to generalize the customer-supplier relationship to all professional exchanges, both external and internal: an employee is potentially a customer and supplier to other collaborators at the same time. For its part, digital technology is part of our daily lives and digital media are generally the first devices with which consumers interact.
The customer experience therefore comes from total quality and digital technology. However, working on this experience is complex because it is not simply about interactions between the consumer and digital media (websites, smartphones, connected objects, augmented reality glasses).
To succeed, it is necessary to streamline and make coherent all consumer interactions with the company, at the virtual level (digital media) and real level (field contact). Thus, a consumer who has had a good experience will have a great chance of coming back, lowering their acquisition costs and becoming a brand ambassador (by sharing on social networks for example). On the other hand, a consumer who has had a bad user experience will not come back.
But then what is the role of Mobile learning ?
Apply the principles of customer experience to the learning experience, through mobile learning
After having worked on the experience in the direction of consumers, it was normal for managers and training departments to end up taking up the concept to apply it to internal resources. The objective is to transpose the customer experience to the field of activity of employees: a learner is in a way a consumer with interactions with digital technology (digital educational content, training portal, Mobile Learning, etc.).
It is therefore necessary to unify the virtual and the real through training in Blended (mixing face-to-face and virtual training such as mobile learning). The concept of learning experience therefore finds its source in the customer experience.
Putting mobile learning at the service of the customer experience
Putting the learner at the center of the company's strategy makes it possible to develop corporate culture. However, it is this culture that the employee must then transmit to customers in order to optimize the customer experience as best as possible. It is in this context that mobile learning intervenes, by making it possible to boost consumer satisfaction and loyalty by transforming employees into customer relationship experts.
Teams need continuous training using mobile learning:
- To welcome consumers with the right speech and the right reflexes;
- To be able to advise on the products and services offered;
- To align with the image and values of the brand.
Once customer experience and learning experience goals are aligned, it is possible to transform mobile learning actions into sales boosters. Several functionalities are then used in mobile learning applications:
- An “Advice” add-on. It allows you to advise your customer directly with a quick diagnosis of their needs and the selection of corresponding products.
- An interactive brand catalog, presenting each of the products in detail, the arguments for talking about them, an aid to approach the product in the presence of a customer, and above all additional sales recommendations reference by reference.
