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Competencies for Customer Education Professionals in Software-as-a-Service Organizations: A Multi-Phase Analysis

Huprich, Julia
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Abstract

The competencies for instructional design and technology professionals have been welldefined by researchers and professional associations, and a multitude of competency models for training professionals exist. However, much of the research focuses on professionals who conduct employee training (Kang & Ritzhaupt, 2015; Kelly, 2016; Moallem, 1995; Ritzhaupt, Martin, & Daniels, 2010; Sugar et al., 2012), and very little research exists on the requirements for customer education professionals, who often conduct or coordinate external or client-facing training. The purpose of this two-phase qualitative study was to generate a systematic understanding of job requirements for customer education professionals and to provide a foundation for the development of core competencies related to customer education. A multiphase research approach was used to develop the competencies which involved a content analysis of Software-as-a-Service (SaaS) customer education job announcements and a Delphi method for expert feedback. As a result, potential core competencies across three position levels were identified. This should be viewed as the first step in a larger effort to standardize the customer education profession and provides future research opportunities.

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2020-05-15
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Keywords
customer education, competency study
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