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Informing Science InSITE- “Where Parallels Intersect ” June 2003 Applications of Customer.pdf

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Informing Science InSITE- “Where Parallels Intersect ” June 2003 Applications of Customer

Informing Science InSITE - “Where Parallels Intersect” June 2003 Paper Accepted as a Short Paper Applications of Customer Focused E-Learning Corinne Montandon and Marianne Zentriegen University of Bern, Bern, Switzerland corinne.montandon@iwi.unibe.ch marianne.zentriegen@iwi.unibe.ch Abstract This paper provides information on customer focused e- learning (CFEL). It is an overview on the appli- cation area of CFEL and the potential of its business applications. Training of customers holds some un- discovered potential. CFEL is a new concept and little technical literature is available yet. In the major- ity of cases a differentiation is made between the category groups e-learning as business segment (pri- vate training) and e- learning as marketing instrument (educommerce). In this paper product training is considered as a third type of CFEL. For the illustration of possible applications of CFEL, numerous practical examples are given. This paper then goes on to develop these ideas in a practical way through case studies of the e- learning provision of three Swiss companies. This paper refers solely to corporate e-learning, whereas employee and supplier training is not considered. Especially in the sectors of com- puter science, financial services, staffing and employment service, and health care, the odds for an early breakthrough of CFEL are promising. Keywords: E-Learning, Customer Focused E-Learning, Private Training, Educommerce, Product Train- ing, Corporate E-Learning Introduction Customer focused e- learning (CFEL) is customer training with computer-based technology. The idea of customer training is not new. But traditional classroom-learning does not meet all expectations of to- day’s requirements. In contrast, e- learning is scalable and achievable from any location 24 hours a day. Training courses can be offered to a larger group of learners without raising the costs proportionally to the number of participants. E- learning is becomi