Introduction
I started writing about the importance of comprehensive and continuous CRM Training in 1998. Over a five-year period, my previous firm trained over 10,000 people on the use and maintenance of CRM software. Although there has been considerable technology related advancements on how training is provided, specifically web based training, classroom training is still an important component of a successful training program.

Companies who are implementing CRM solutions have the ability to design a training program to meet their specific requirements using a combination of training methods that are described below.

Types of Training
You have a variety of options as you determine the best way to train your sales, marketing, and customer service personnel on the use of your CRM System. They include web based training, instructor led web based training, CD Based Training and Classroom Training. Each type of training meets a different need for your organization.

• Web Based Training (eLearning) - This type of training is available via the web and is usually self-paced and allows the end-user to participate in training anywhere, as long as they have an Internet connection. The training can be designed to include testing and provide progress reports to management on each participant. eLearning can be an excellent way to provide consistent training to remote users and a way to provide continuous product enhancement training. The disadvantage is that the courses tend to be rigid and very expensive to develop. It can also be used as a supplement to other training methods including a prerequisite course before a classroom session or a CRM system update, without having to organize a classroom training session.
  
  
• Instructor Led Web Based Training - This is a very good way to provide training for remote users led by an instructor via the internet and telephone conference at predetermined times. This allows the participants to take training at whatever location is convenient; all they need is an Internet connection and telephone. This type of training does allow interaction between the participants and trainer. This is the next best thing to classroom training, allowing for interaction and discussion between the participants. We recently provided a 3-hour training session for a Woburn based client with a national sales team located in six major cities around the country. Although the interaction between participants would have been better if we were face-to-face, the cost of running this session was a fraction of what it would have cost to bring in everyone from around the country.
  
  
• CD Based Training - This method of training provides the material on a CD. The advantages include self-paced training on your own individual computer without the need for Internet connectivity. The initial development cost for this sort of training is very expensive and will require updating as you make modifications to your system. It can be used as a supplemental training method for entry-level users.
  
  
• Classroom Training - Although the cost of having all of your personnel at a centralized training location can be expensive, I still believe that the human interaction and discussion is as important as the technical aspects of learning a new system. We recommend that your company provide a CRM advocate to participate in each training session to share best practices and build excitement and momentum for your system. It can also be used as an opportunity to gather request and requirements for the next phase of developing, enhancing, and deploying your system.

Summary
You need to do a cost analysis and determine the results of each method of training, but I am still a proponent of classroom training. It is impossible to duplicate the interaction between the attendees of a classroom and the instructor. It allows each person within your firm to participate in questions and discussion and work through process and technical issues that come up in a classroom environment. One question can generate another question, resulting in discussions and the development and fine-tuning of processes and procedures on how a system will be used.

Without a doubt, the other types of training provide an organization with important alternatives but there is still value in the human interaction of a classroom setting.

About the Author
Sidney C. Lejfer is President of Harvest Solutions, a Customer Relationship Management Consulting and Training Organization. He is a featured writer and speaker on the benefits of Customer Relationship Management Technology. For further information, call 781-530-3736, (delete extra space) email at slejfer@harvestsolutions.net, or visit his firm's website at www.harvestsolutions.net.