How do I improve the customer journey in my education business?

How do I improve the customer journey in my education business?

The customer journey in any business is important and is something that will always need to be revisited. What worked before may not work now and what you wanted to try before but couldn’t, may now be possible. Trends in customer habits also change and it’s important to keep up to date with those.

In education business, your customer is going to be one of three people; a teacher, a school business manager, or a parent and each of their needs are different. A teacher is going to want access to your product fast, they want it to it fit into their routine as easily as possible. Parents will want things made clear; they don’t want to have to sift through loads of ‘teacher jargon’ to understand your product. School business managers need to be able to get the product to the right staff as quickly and as easily possible; they don’t want loads of extra admin adding to their to-do list. And that is just a snapshot of thoughts each of these customers will be having before they start on their customer journey with you.

So how can you make sure you create the ideal customer journey? First, are you making it your job to look at other businesses and take note of their customer journey? If not, then you should be. Do you go on a website and notice how the products are laid out? Is it easy for a customer to find what they are looking for? Is it easy to make a payment or do you get sent around the houses? You can learn a lot from observing how other businesses operate. Pay attention what brings you joy when you shop and what causes you friction and see what you can replicate in your education business.

Furthermore, you need to make it your business to experience your journey from the point of view of your customer. It’s easy to fix a problem a customer has brought to your attention by skipping a few steps – because you know the process. But it’s important to come at it from their point of view. Go through the process and find out if it is clunky, smooth, hard, easy, long, short, engaging, dull, repetitive, or intuitive. Going through it with the eyes of the customer will help you see what cracks need fixing.

It's not just about getting them in either, how are you going to keep them? Do you just send them a ‘thank you’ email and forget about them or do you regularly contact them? What do the companies you love do and what keeps you going back for more?

The final thing to consider is what your company can do right now. Of course, we all want to have the perfect set up, but you can only work within the limits of your business as it is right now. In the future you may be able to work with more experienced people or more expensive tools to create the customer journey you want, but for now you must work with what you have. In the future, you might decide that what you do now wasn’t the best idea and that is fine. As long as you are doing your best with the tools and information you have right now, then no decision is wrong.  

If you’re feeling overwhelmed by the idea of delving into your customer journey, my advice is to just start. Write down a list of thoughts, feelings and questions potential customers may have and work through each in turn. For example, a question could be ‘is it easy to create an account?'. Go onto your site and find out just that. I talk about the customer journey in my podcast. If you want to listen and learn more, then you can do that here.

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