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Обучение клиентов на рынке высокотехнологичных продуктов: анализ зарубежных исследований
Customer training is a prominent practice in corporate settings and is becoming increasingly relevant due to the digital transformation of businesses and the increase in the number of technologically advanced products. In this context, high-tech companies are placing greater emphasis on customer education as a tool for marketing and sales. Understanding the impact of customer education and pinpointing effective educational formats is crucial for shaping marketing strategies and product development. This review explores the effects of implementing customer training in high-tech companies and examines various customer training formats. It reveals a positive impact of training on the company's financial performance, including customer retention, lifetime value, consumption of services, sales, product and service adoption, and a reduction in technical support calls. The review also demonstrates changes in clients' subjective experiences as a result of training, such as increased satisfaction, loyalty, and trust in the company. Additionally, it highlights the limitations of existing research, such as a scarcity of experimental studies, challenges in attributing training effects to financial indicators, and insufficient attention to the effects of different educational formats. Finally, based on the identified benefits and limitations of customer training, the review discusses promising avenues for future research.