A reputable B2B company recently received feedback indicating widespread customer concern it was not helping its customers remain on the cutting edge of their own industries. The company was so focused on trying to sell that it lost sight of helping its customers stay informed about their new applications, new techniques for product use, and more.

In an effort to resolve the issue, the company then implemented a “hardwire learning” initiative that included daily posts of “The Stall Street Journal” that were strategically placed within bathroom stalls located in its customer training center. The initiative also included seeking ways that contact centers could become major sources of customer learning.

Traditionally, the company’s call center operators ended their customer calls with the question: “Is there anything else I can help you with today?” Even though the ever-shortened calls lowered the company’s first contact resolution rates, this familiar closing question signaled to customers that the operator was simply eager to reduce call handle time. As a result, the company still suffered from unsatisfied customers—yet continued the practice.

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