On-demand and live video are becoming much more commonplace in corporate learning, and that includes extended enterprise training – the training of customers and channel partners.
Is streaming video effective for work communication?
Earlier this year, we at Wainhouse Research published a research note based on a survey of more than 1,800 respondents across a variety of organizations (employees from business, education and government sectors). A total of 90 percent of respondents find streaming video effective for communicating work-related information, and the percentage of those in agreement rises to 96 percent when we segment the data for those who work at organizations that have deployed video learning.
Streaming video training continues to increase in popularity
In the same survey, we also asked about customer and partner training. We found that 41 percent of employees at businesses frequently watch video for training. By frequently, we mean viewing a recorded or live video at least weekly. A total of 24 percent and 17 percent view video weekly and daily, respectively.
Looking at the data by vertical markets, we see that 62 percent of Telecom employees and 61 percent of High Technology employees watch video daily or weekly, as shown in the chart above. This makes me wonder why the regular usage in these market segments are 20 percent higher than the average and 30 percent-plus higher than industries such as Retail and Healthcare?
Tech companies adopt new technology faster
This is something we’ve seen before here at Wainhouse Research. We have years of data on technology adoption, and tech-oriented firms such as Telecom and Hardware and Software vendors tend to invest in new technology much faster than companies in other segments. We’ve seen this in most every area of collaborative technologies, such as web conferencing, video conferencing, Instant Messaging, and even VoIP.
Tech companies seek a competitive advantage with technology, and that’s something companies in other industries should consider, simply for the fact that 90 percent of employees agree that video is an effective way to communicate. It is easy to imagine how video learning might provide benefits.
Take a typical large retail establishment, for example. It has hundreds if not thousands of products, and there is no way an associate can keep up with all of them. It seems to be an ideal situation for a video learning solution, for both just-in-time information (customer asks about a product) or dedicated product training time. The vendor of the product can push a new video out when there is a change or a promotion, and associates can watch the updates on their phones, a store-supplied tablet, or PC. How could your company use video learning with your partners?
Getting competitive with learning
To gain an even larger advantage with your channel, you may want to consider broadening your approach to provide a more comprehensive learning solution. Networking and communications platform provider Cisco took a holistic approach to partner enablement by building a learning platform that had social and mobile in addition to video capabilities. The results were impressive – partners that used the platform sold anywhere from two to seven times more than partners that did not. Cisco built out much of this platform several years ago, but now, Saba and a few other LMS vendors include the same modern learning capabilities (social, mobile, video) in their extended enterprise solutions. Companies in any industry can implement a modern partner enablement solution for what is likely a fraction of what Cisco invested.
On Tuesday, May 2, Jim Everidge, President of RapidLD, will join me in presenting in the webinar "7 for 7: Increase Channel Sales 7x with Modern Learning." We’ll break down partner enablement into seven areas you should consider. We’ll also illustrate each with examples from successful deployments in High Tech, and other industries, including Insurance, Manufacturing and Hospitality. We hope to see you there!