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Read more Oliver Craddock

Deputy CEO

Mind Tools

Meet the new

'Consumer Learners'

Brands are always looking for ways to

make their customers' lives that little bit

easier and technology plays a huge role

in making this happen.

With everything available at the touch of a

button, customers no longer have to brace

the elements or travel far and wide to get what

they want. Who doesn't prefer to have their

Christmas presents delivered straight to their

doorstep, or browse the latest winter sun

deals on their drizzly morning commute?

Having information available at our fingertips

has not only impacted how we respond to

brands but also how we respond to learning.

This consumer mindset means we are now

faced with a new type of learner: the

'consumer learner.'

Who Is the consumer learner?

The term 'consumer learner' usually

describes millennials who have grown up with

advanced technology such as mobile

devices, social media, online shopping, WiFi

and on-demand TV. But it also includes older

generations who have embraced this digital


Research by Bersin by Deloitte shows that

employees look at their smartphones an

average of nine times an hour. Unfortunately,

easy access to information has made people

demanding and time-poor. People know what

they want and they want to access it quickly

and with ease.

Why should you care?

People now look to their employers to provide

greater learning opportunities and the

consumer mindset means that we can expect

significantly increased demand for accessible,

relevant and impactful learning.

If you don't keep up with the demands of your

learners it's likely they'll move to another

organisation that is willing to fulfil their needs,

costing your company dearly. Bersin by

Deloitte calculated the cost of voluntary

turnover to be $109,673 per lost employee

when combining recruitment costs, training

and lost productivity.

In order to keep your people happy and

engaged, you need to embrace this digital

change and make your learning strategy

more accessible. Research by Gallup shows

that organisations with a high level of

employee engagement report increases in

productivity of 22 percent. 'How can we drive

engagement?' I hear you ask.


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