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Consumer marketing and corporate learning with an LMS

Consumer marketing and corporate learning with an LMS

I often wonder if corporate marketers are missing a major marketing opportunity and the potential consumer value of a learning management system (LMS) – certainly an LMS that can be fully integrated, via API connectors, into CRM or ERP solutions. 

Over my consumer career, I have purchased hundreds (probably thousands) of items large and small and pondered soon after: ‘I wonder how you…’

I could be alone on this but I diligently fill out the registration forms for warranties and can report I have never had contact of any kind from the organisations in question. So I’m guessing my first proposition could be right.

How well would it work if that product registration form, duly completed, entitled me to enrol on an LMS that delivers a product introduction, installation, training, and ways to use the product or services – to extend its value to me. 

It would make me a committed and future customer (cross-sell, add-ons) with that kind of learning and understanding. It seems to make sense. I wonder how many people change the product they bought, simply because they didn’t utilise or know about all of its features and capabilities.

The example that resonates with me is my car manual. Have your read yours (really)? I’m not saying I could do complex repairs or replacement of parts but how about a training video on the car audio system… or connecting your phone? All the small things the salesperson said it could do. I can’t be the only one with a car clock that is correct for just six months of the year. Some brief piece of content, such as a video, could bring all these features into use.

An easy-to-use LMS that delivers microlearning to the consumer could fix all of this and make additional sales or enhance product loyalty whilst doing so. It’s easy to manage from an organisation’s perspective – with content catalogue, categories and channels based on content type, such as videos, PDFs or Microsoft Office documents.

I suppose that searching YouTube works – but is watching someone levering the thing apart necessary, if you knew where the release catch was?

Organisations may see additional cost as a prohibitive factor. But imagine the returns for happy customers, long-term brand relationships and advocacy.

 

Guest blog by John Driscoll

This is a guest post by John Driscoll from Agylis ANZ, an official Agylia partner in Australia and New Zealand. John regularly writes about learning technologies and practices via his LinkedIn articles

Author: John Driscoll

This article was published by John Driscoll on 30.10.2018. John is founder of Agylis ANZ, an Agylia Official Partner in Australia and New Zealand. John works with corporate, government and educational organisations to modernise their learning experiences.

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