Leveraging Video Technology for Effective Product Training
By Bill Skowronski
Friday, October 27, 2023
Becker Aviation is a national stocking distributor for products in the aviation ground fueling industry. Beyond quickly making parts available for customers, Becker Aviation also provides on-site product training for those parts and support in the field. That training typically includes disassembly, inspection, and reassembly of up to 16 parts, which can take several hours. They do it so well, though, that the company developed a strong reputation–and a growing demand–for supporting customers in a way few could after their purchase.
Providing aftermarket support has become an integral part of the Becker Aviation brand. In fact, one of its best known mantras is, “If we sell it, we serve it in the field.” So, every chance it gets, Becker Aviation differentiates by serving its customers above and beyond their expectations. However, the logistical reality involves nationwide travel and industry expertise across a range of technical products. Until recently, this value-added service also required a hands-on component that made fulfilling the rising demand of as many as 30 requests per year—at no cost—a growing challenge.
Becker Aviation and its customers saw incredible value in the service. However, charging a fee for the service didn’t feel right. Neither did cutting back on the number of training sessions Becker Aviation did each year. And, adding staff to support the training program would divert critical resources from other parts of the company.
At its core, the company wanted to increase exposure to product training in order to continue serving its customers and attract new ones.
For its customers to continue receiving outstanding service in the form of product training, Becker Aviation had to change its delivery model. While ground support mechanics often prefer a hands-on experience in which they can touch and feel every part, just as many were open to a self-directed experience in which the training content was available online. Our stakeholder interviews indicated that these technicians would prefer to watch a well-done video over reading through manuals in print or online.
With a catalog of more than 750 products from 16 original equipment manufacturers, Becker Aviation carefully selected Eaton Carter Ground Fueling, one of its most engaged partners, and pitched the idea for a video training series in which it would highlight one of its products at a time.
Eaton Carter not only agreed to allow its products to be featured, but it also jumped into the project with both feet. They offered to collaborate on video production and included two members of its own team (Bobby Sbonek and Bill Moody) as on-screen co-hosts alongside Jeff Griffith from Becker Aviation.
The video training series planning focused initially on five Eaton Carter products: The 60554 Hydrant Valve, the 64250 Heavy Duty Nozzle, the 64200 Light Duty Nozzle, the 44646 Hose Pressure Control Valve, and the 64800 Hydrant Coupler. Each video was professionally scripted, shot, and edited over several weeks. Each included a full transcript as well as links to related service manuals and product literature.
We named the resulting assets the Better with Becker Training Series in Partnership with Eaton Carter. The videos are visually branded and hosted on the Becker Aviation website where they are easily accessible through the main navigation bar as well as on the company’s YouTube channel. As part of its year-round commitment to customer service, the Better with Becker videos are proactively promoted via email, social media, and at industry trade shows.
Originally, the intent was to lessen the logical load on Becker Aviation’s staff, while continuing to provide the same valuable content. During the process, however, it became apparent that customers felt very strongly about in-person service. So, while Becker Aviation has made its training video series available to more people, it has also recommitted itself to prioritizing the personal visits and face-to-face interactions that have become the hallmark of its customer service mantra.
Now, with a strategic partner on board, the series has established a foundation for similar collaboration in the future, all while driving increased brand awareness for Becker Aviation and its customers.