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2019 Customer Training Trends Report


Training Report-mockupAs software, technology, and subscription-based businesses continue to invest in improving their customer success programs, forward-thinking companies like Hubspot, Salesforce, and Onshape have developed online customer training platforms.

By embracing a customer education model, these industry leaders are forging a new path and uncovering new ways to attract, engage, and retain customers at every stage of the customer lifecycle.

To gain a better understanding of the growing impact Customer Training is having on the subscription economy, Claire Schooley, the former lead learning analyst at Forrester, and Barry Kelly the CEO at Thought Industries conducted a survey in the Winter of 2018.

The results of this this survey provide the foundation of the 2019 Customer Training Trends Report.

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Respondents At a Glance


Robust participation from the computer software industry accounted for 54% of the responses. The consulting and business services sector provided 14% of responses; and financial services had a 4% response.

91% of all companies responding provided some customer training.

In non-computer software companies only 49% of respondents had customer training responsibilities.

This study attracted companies with 1000 or less employees (82%). Mid-size and large companies (1001 to 9,999) accounted for 13% of responses and a 5% response came from very large companies of 10,000 or more employees.

Computer software companies emphasize customer training with 84% of respondents responsible for customer training.  

Most respondents’ responsibilities were in learning and development (L&D) (48%) or customer success (26%) departments.

About The Authors


Barry @3x-100

Barry Kelly

Barry is a passionate and energetic leader and innovator with a proven track record in web and mobile product development and extensive experience in e-Learning, Internet and social media marketing, and creative digital strategy.  An entrepreneurial thinker who can move from idea to market and build a business.  Strong financial and business skills in budgeting, forecasting, and P&Ls. Experienced communicator and public speaker.


Claire Schooley

Claire is an expert in corporate learning, recruiting, and performance management technology. Claire Schooley Consulting helps companies find, nurture, and develop talent. Previously, as a principal analyst, Claire led Forrester Research Inc.’s strategic HR practice worldwide in the areas of employee development and selection. This work included research, writing, and speaking engagements.