Let’s be honest—behaviour doesn’t change in classrooms; it changes on the job. That’s why clients are no longer paying for training events—they’re demanding real, measurable impact beyond the session. Today, the question clients ask me most often is “What happens after the training?” so I decided to focus this month’s article on a critical tool of post training reinforcement: Coaching on the job, which in my experience paves the future for truly transformative customer experi