Recently at EdSmart, we’ve put our customer service or customer experience (CX) ‘under the microscope’ to see how we can better meet the evolving demands of individual schools and school networks internationally. This has been a huge undertaking for the EdSmart team – a priority undertaking too – and one that is intended to create a best-practice model that others in the EdTech space will want to follow.
Overseeing this transition has been Courtney Turner, Director Product and Engineering at EdSmart since May 2023, who describes this dedication to improving customer experience as “going beyond just our product”.
EdSmart is one of the few Australian EdTechs holding the ISO 27001 certification, so to create a CX that matches the company’s unique position in the global market for functional approach, data handling capabilities and an exciting EdSmart Enterprise roadmap has been paramount to crafting a 360-degree gold-standard experience.
Not every technology that undergoes assessment is eligible for this Product Badge. Being able to attach the badge to our single schools’ platform serves as further recognition for our security, privacy and functionality achievements across the past year in dutifully serving our school communities.
"It’s about creating a partnership with our users, understanding their unique challenges, and working together to find solutions that drive meaningful impact,” explains Courtney. “We believe that by truly listening to and collaborating with our customers, we can not only meet but exceed their expectations, setting a new benchmark for excellence in EdTech.”
Here’s more of what Courtney had to say about redefining CX.
What are the realities of the customer experience with many EdTech companies today?
Courtney Turner: “Many schools find themselves navigating a complex landscape of fragmented EdTech solutions. Often, these solutions don’t seamlessly integrate with existing systems, leading to an overwhelming administrative burden. Schools may experience inconsistent user interfaces, limited customer support and a lack of customisation options that fail to meet their specific needs.”
“Ideally, schools should experience an intuitive, integrated platform that simplifies communication and administrative tasks, providing a cohesive, user-friendly experience that adapts to their unique requirements and reduces overall complexity. That’s what we’re staying focused on.”
What’s stopping many EdTech companies from providing better customer experience?
“Several factors contribute to the current gaps in customer experience within the EdTech industry,” says Courtney Turner.
“Many companies struggle with legacy systems that are difficult to update or integrate with newer technologies. Additionally, there can be a lack of alignment between product development and real-world school operational needs, leading to solutions that are not fully practical or user-centric. Limited resources and prioritisation challenges can also hinder the ability to offer robust customer support and continuous improvement.”
“These issues can collectively prevent EdTech companies from delivering the seamless, efficient experiences that schools are looking for.”
How is EdSmart, in particular, approaching CX processes?
Courtney says: “We’re undertaking a renewed focus on enhancing UX by adopting a user-centric approach to our product development strategic initiative.”
“We’ve intentionally structured our teams, processes and ways of working to remove silos and ensure the way we work, and the way we’re structured, aligns with delivering streamlined customer excellence through the entire customer lifecycle of product adoption and usage. This includes a streamlined customer intake through our Product Operations support team, a clear handover to our product management and user design team, and then similarly through to our product development and delivery teams, all of which are now part of the same strategic pillar.”
“We also actively engage with educators and administrative staff to understand their pain-points and incorporate their feedback into our solutions.”
“I’m proud to say our team is dedicated to continuous improvement, leveraging agile methodologies to iterate on our products and ensure they meet the evolving needs of schools. We’ve also invested in our Product Operations team to enhance our processes, skills and abilities, so we can deliver customer support and training resources that really empowers our users.”
“This commitment to customer experience is reflected in our collaborative, responsive team culture, and our ongoing efforts to streamline and enhance our platform. Our focus is on providing solutions for today’s school operational pain points and use cases.”
Where can we see the future of CX heading at EdSmart? How are we setting an example for others to follow?
Courtney says: “Looking ahead, the future of CX at EdSmart involves even greater personalisation and integration of our solutions. So, we’re focusing on leveraging advanced data analytics and AI to offer predictive insights and tailored recommendations that anticipate our users’ needs. We’re embedding AI practices into our own ways of working – our Product Operations team, for example, has a GPT of our knowledge base.”
“Our vision is to solve the biggest operational problems in schools – as a digital workflow, communications and data integration platform specifically designed for K-12 schools and education groups. By prioritising user feedback and fostering a culture of innovation, our goal is to keep students safe and enable better student outcomes by reducing harm during activities like camps and excursions.”
If you’d like to speak with Courtney about any aspect of EdSmart’s CX, email [email protected]. You’re always welcome to reach out.
