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Every organisation understands the need to train their employees.

The benefits are clearly visible. You need to boost the skills of your employees, and the employees will boost your position in the market.

But what about training your customers? Is training the customers beneficial? 

Almost 50 % of companies across the globe have realised the need for customer training. Your customers wish to gain knowledge about your organisation and your products. 

What is customer training?

Extended enterprise is a branch of eLearning that focuses on training people external to the organisation. These external people can be business partners, resellers, and customers. Customer training is a part of the extended enterprise. 

Customer training programs are created to help clients know your product better.

There are three methods to provide customer training, i.e. guided, self-paced, and a hybrid of both. All three ways focus on providing information to the clients that adds value to their business and objectives. 

Customer training is popular with software companies nowadays, product training being the most popular form. Apart from a support team, software companies now have a dedicated training team that looks after the product training for customers. 

Technologies such as chatbots can also be utilized to assist customers through the sales process, which is known as guided selling.

Benefits of customer training

Gaining product knowledge is a visible benefit of customer training. Although some indirect benefits of customer training are described below. 

1. Customer loyalty

You invest your time and effort while training your customers which clearly shows you are concerned about their success. This creates a cycle of regular interactions with the customers whenever he faces any difficulty.

Meaningful training sessions with the help of a customer training LMS are likely to turn a one-time customer into a loyal customer. 

2. Maximum gain

Your customers have invested in your product. You can build a good customer relationship from the beginning by providing meaningful training sessions.

Once the customer gains basic knowledge, you can go for micro-learning sessions and sessions on new releases, making sure that your customers get the most out of their product. 

3. Marketing along with training

If you’re involved in a training session, the quality of the course also serves as marketing.

For example, if you show a cool hack to your customer, he’ll is likely to be impressed by your trick. Training sessions ensure high customer engagement, eventually serving as product marketing. 

4. Decrease in customer service requests

Good product training means that your customers will be able to use your product efficiently and will need minimal guidance and support.

This means that the workload on your customer support team will be reduced drastically. 

5. Indirect increase in revenue

It is a known fact that acquiring a new customer is way more complicated than retaining one. The estimated cost of acquiring a new customer is 5 to 25 times more than that of retaining an older customer.

Well-executed customer training sessions can increase your value as a company which results in better customer engagement and loyalty.

This will be converted into increased revenue as existing customers are more likely to renew their contracts. 

6. Increase in cross-selling of products

Training sessions build the product’s and your company’s brand value.

If your customer trusts one of your products, it will be easier to sell another product of yours as he already trusts your company. 

7. Indirect feedback

Training provides valuable input on how your customers use your product and which feature is difficult for them to understand. You can then improve those features and include new functionalities to improve customer experience

8. Word of mouth marketing

Word of mouth is still one of the best forms of marketing. Referrals increase the chances of people purchasing if referred by a trusted person. Same happens when your customer refers your product to others.


Offering training to customers is a multi-purpose tool. Training is just a way to get more opportunities for creating your brand value and building market value.