Frédéric Naudin is the General Manager of INES CRM in France. He joined the company in 2018 in order to design and deploy an ambitious growth strategy. One of his main objectives as a GM was to reduce the churn rate of existing clients. His initial audit of the company highlighted the need to completely reinvent the way INES was training clients (onboarding and continuous training) leveraging digital learning. He set the requirements for this new training strategy:
INES CRM solutions are continuously evolving. Clients need to be continuously trained on new features. In fact, one of the churn drivers is the lack of product usage in the long run.
2. Collaborative and State-of-the-art audit
INES CRM clients are used to being trained in in-person sessions. The new digital training strategy should not jeopardize client experience and should, therefore, be highly interactive and in line with state-of-the-art digital UX.
One of the key rationales for digital content is the ability to significantly increase productivity for support and customer success teams. The new training strategy must improve agility, speed of content creation and distribution while reducing workload for teams.