Achieving long-term success in edtech: An exploration of customer success strategy for Eduten

Abstract

This study aims to study what Eduten needs to do to build a customer success strategy to achieve long–term success in the edtech market. Objectives were to raise the importance of developing a customer success strategy and determine the elements of a customer success strategy for Eduten.

The theory part of the study includes; edtech trends, strategy, and strategy process, customer success strategy, and the essential elements of a customer success strategy. The main focus is strategy design and, more precisely, on the elements of customer success strategy. The study introduces the seven pillars of customer success as a process and tool for the strategy.

The research was conducted using a qualitative approach. The data was collected through semi-structured interviews. The interviews were done with two groups of partners in Thailand and India, the CEO, the Head of Product, and the Head of Partnership of Eduten. The total number of participants in the two group interviews was eight people. The total number of individual interviews was three. Thematic analysis was used to identify patterns and themes related to education technology, customer success strategies, customer value, customer satisfaction, and the role of leadership.

The findings suggest that customer success strategy is vital and can significantly impact Eduten users' usage, value delivery, retention, customer satisfaction, fighting churn, driving customer loyalty, and ultimately growing annual recurring revenue. Based on the explored elements, a customer success strategy framework was recommended for Eduten to start building its strategy. The elements include making strategic choice, defining objectives and goals of the customer success strategy, assigning the right people, creating processes, building school communication channel, and creating tools for school success management.

Overall, this study contributes to understanding customer success strategies in the edtech industry and provides insight for any startups and edtech startups seeking to build customer success strategies. The study suggests developing the strategy based on the recommended elements, implementing, measuring, and redefining to improve the strategy for better practice.