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Implementing E-Learning by Lance Dublin, Jay Cross

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Keeping Your E-Learning Customers

If you want to keep your e-learning customers, take some lessons from the retailing industry. Few businesses are as unforgiving as retailing. Retailers invest massive amounts of money in stores, information systems, advertising, catalogs, and payroll to sell products to a fickle public. A retailer can be first class in every other aspect, but if it fails at customer service, the company could fail.

If you are interested in some service pointers that you might use in your e-learning marketing and implementation plan, heed the advice of Leonard Berry (1999):

  • Value and price do not mean the same thing to customers.

  • When senior managers and employees share the same guiding principles and the same organizational values, ...

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