Communication with the customer is vital, many training organisations being guilty of focusing on the attendee and failing to keep the customer, i.e. the employer, fully involved. Experience shows that gaining the commitment of the employer or his representative, e.g. the HR manager,generates loyalty, leading to increased repeat business.
Sometimes, there is an assumption that the employer simply decides that an employee needs training, books that training and then forgets about it. Common sense tells one that the reality is different. Sending employees on training is a major expense, an investment and commitment; employers want to know how their person is progressing, their attendance record, any awards gained or other any achievements. Creating this communication link, builds relationships which leads to more business. But how does a busy training manager develop this information based relationship.
There are cases where training organisations may fail to capitalise on the most obvious repeat business, for example where re-fresher training is a mandatory requirement. Manual reminders, diary entries etc are doomed to fail, while a computerised system will generate the reminder and email the employer while you concentrate of less routine activity.
David Evans
www.AccessPlanit.com
