There is no EdTech sales playbook that outlines customer journeys from gaining their attention to becoming a paying customer. There will be a set of customer journeys that lead to positive and negative outcomes. The touchpoints will vary as will the time between touchpoints. Armed with this information, you will be able to improve and optimize the sales pipeline. What you discover will likely impact the who, when, and what of your marketing and potentially the prioritization of features.
Many EdTech users’ usage falls off after an initial period of interest. The product was likely used in conjunction with a pilot lesson plan but didn’t punch through to daily usage across lesson plans. Engagement touchpoints are based on user behavior data. What is the journey of the most loyal users? What is the journey of people who abandon the product?
Realized value can be thought of as the value on the first day of usage. Perceived value would be the change since purchase and can be positive or negative. Examples of positive perceptions include discovering a valuable feature, saving time, connecting with other users, and other favorable experiences. Examples of negative perceptions include the product not discovering missing features, counterintuitive UI/UX, encountering bugs, a decline in usage, and a falloff of usage by fellow users. Gathering this change in perception can be done by in-app micro feedback. Check the favorableness of features over time or directly ask if they feel the product’s usefulness has gone up, down, or stayed the same.
