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Learning from Customer Education Evaluation Metrics

By May 12, 2022May 13th, 2022LTEN Bonus Focus

By Swati Sengupta

I was reading an article on common evaluation metrics used in customer education and was struck by both how similar and different these are from the metrics we use in employee training.

Can we borrow from these very insightful customer education metrics and apply them to internal training programs? The answer, for the most part, is YES!

Here are eight examples:

# Customer Education Metric What It Means Can We Use It as Employee Training Metric?
1 Site visits to content by channel How effective are awareness activities at driving new users to learning resources? YES! This is a great metric to measure the success of communication and change management activities for the training.
2 Conversion rate by course How many people that visited the course info page actually registered for it? Not all internal training platforms measure this metric, but if available, YES! This is a useful metric to understand if learning objectives, course duration, user experience, etc. match the learner’s needs and expectations.
3 Customer engagement How is the learner applying what they learned from the course? YES! Of course, this is similar to Level 3 (behavior) and- sometimes- Level 2 metrics in Kirkpatrick’s 4 level training evaluation model.
4 Product adoption rate Are learners engaging with new training resources we might have designed on the same topic? YES! A fantastic metric, keeping training teams accountable to consistently develop content that meets the learner’s needs and expectations so that they keep coming back for more training.
5 Stickiness How often does the learner revisit the same training topic? Standard training platforms may not have this capability, but if available, YES! A great metric to measure the usefulness and impact of training.
6 Retention Are users building enduring habits based on the training? YES! As we all know, this is difficult to measure, but very much significant for employee training, as shown by Level 3 metrics in Kirkpatrick’s evaluation model.
7 Support ticket volume Trends, events, quality of requests for support YES! This metric is often used in employee training programs, especially those for technical training. Both quantitative data (volume of tickets raised) and qualitative data (complexity of support requested) help us measure the usefulness and impact of the associated training.
8 Net Promoter Score (NPS) Will learners recommend the training to others? YES! Over the last few years, NPS has become an established metric of employee training programs.

Do you already use some of these metrics in your employee training programs, or perhaps plan to do so, soon? Would be interesting to discuss!

Swati Sengupta is training lead for Takeda Vaccines Global Medical Office. Email Swati at


About LTEN

The Life Sciences Trainers & Educators Network ( is the only global 501(c)(3) nonprofit organization specializing in meeting the needs of life sciences learning professionals. LTEN shares the knowledge of industry leaders, provides insight into new technologies, offers innovative solutions and communities of practice that grow careers and organizational capabilities. Founded in 1971, LTEN has grown to more than 3,200 individual members who work in pharmaceutical, biotech, medical device and diagnostic companies, and industry partners who support the life sciences training departments.

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