Topic: Other

Training Formats For Specific Customer Segments

Posted by Anonymous on 250 Points
I am trying to gather opinions and/or locate research centered around this question: What are the best formats for learning (training) delivery based on customer segments? In other words, is there a preferred format for delivering a learning experience to a customer trying to discover what your product can do versus a customer who is ready to buy and comparing specific features versus an existing customer who needs to explore a new version of the product they currently have? I started this query by looking for research on this in the learning professions, but most suggested I look instead at marketing.

In your work, have you viewed any research that addressed this question? If so, would you be able to point me to that research or perhaps someone you know to be a subject matter expert on something akin to this topic? Do you have suggestions based on your experience?

A sincere thank you for taking the time to respond to this question and best wishes.
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  • Posted by mgoodman on Accepted
    There are at least three considerations in addressing your question.

    The first is copywriting/content creation. The tone will need to address the [different] issues facing each of the customer groups. A one-size-fits-all approach will obviously be sub-optimal for everyone.

    The second is delivery medium. Where will the content appear, and what presentation format/medium is best suited to each of your audience segments? Outdoor might be right to generate brand awareness, but probably won't be ideal for point-by-point comparison of product features and benefits.

    Third, segmentation criteria. You've suggested segmentation based on where a prospect is in their journey. Maybe that isn't the best (or only) criterion to use. Maybe it's family size, or age, or education or income level. Perhaps the best approach is to develop a way to customize the presentation of your information for whatever is important for the individual, not for a segment.

    Yes, this sounds like a familiar marketing situation. The best approach is usually to begin by answering the question, "Which approach is best for the individual customer?" Often the answers to that question will lead to an answer to your segmentation request.
  • Posted by Peter (henna gaijin) on Accepted
    I see the content changing based on the differences in where they are in the buying life cycle, but I am not sure you will find one learning format works for each (or any) stage in the buying cycle.

    People have many different ways of learning. Some need to read about it, some need to see it, some need to hear it, some need to do it, etc. I think each stages of the buying life cycle would need to provide multiple different formats for each stage to allow for those different ways people learn.

    Details on different learning styles:

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