Researchers Nicod, Llosa, & Bowen’s study on customer education in the retail industry sought to answer the question: should training be provided for customers proactively, or after a “critical situation?” And, most importantly for retailers, how does the timing of this training impact the bottom line? Their findings indicate that proactive training early in the customers’ journeys led to an increase in sales per customer.
Proactively offering training to increase customers’ understanding of your products and services can positively impact their willingness to spend money.
Nicod, Llosa, & Bowen (2020). Customer Proactive Training vs. Reactive Customer Training in Retail Store Settings: Effects on Script Proficiency, Customer Satisfaction, and Sales Volume, Journal of Retailing and Consumer Services.
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