“Whoever is careless with the truth in small matters cannot be trusted with important matters” – Albert Einstein
Building trust among the public is a crucial factor for the success of any platform. The COVID-19 pandemic has accelerated the adoption of online learning, but it has also heightened concerns about data privacy, cybersecurity, and the effectiveness of virtual learning. With technology constantly changing and evolving, it can be difficult for people to know what to expect from an Edtech platform and if it is the right choice for their educational needs. This uncertainty can lead to hesitance and mistrust, which can be detrimental to the success of an Edtech platform. Edtech platforms can use some of these strategies to build trust and overcome the uncertainty surrounding the use of technology in education.
- Emphasise data privacy and security
Data privacy and security are among the top concerns for Edtech users, particularly when it comes to the handling of personal and sensitive information. Edtech platforms should prioritise data security and adopt strict security measures, such as encryption, multi-factor authentication, and regular security audits. Additionally, they should be transparent about their data collection and usage policies and communicate their security measures to users.
2. Focus on user experience
To build trust in an Edtech platform, user experience is key. Edtech companies should prioritise user-centred design, ensuring that their products are intuitive, user-friendly, and accessible to all users, regardless of their abilities. It is important to make sure that the platform is easy to navigate, provides clear and concise information, and creates engaging experiences. The way users interact with the platform is crucial in determining how they feel about the brand and its products.Personalised and adaptive learning are essential components of a user-focused design. Personalised learning involves designing educational experiences that cater to the unique interests and needs of individual learners. By gathering data on users' learning preferences, interests, and abilities, an Edtech platform can tailor the learning experience to suit their specific needs. Adaptive learning uses technology to adjust the learning experience based on a user's performance and progress. Edtech platforms can use adaptive learning algorithms to analyse learning data and provide customised content, resources, and assessments to optimise the user's learning experience. This approach allows learners to learn at their own pace without being constrained by a one-size-fits-all curriculum. Therefore, Edtech companies should aim to create a platform that is not only easy to use and accessible to all but also offers customised learning experiences that are tailored to each user's unique needs and interests.
3. Advocate counselling not selling
The first step in building trust is to ensure that the platform provides high-quality education and is aligned to the learning objective. Teaching is considered a noble profession, and the Edtech companies’ message should be clear enough that they are carrying forward the legacy of the education sector. The platform can be digital, but the objective is the same. By counselling students, edtech companies can help them better understand the services they offer and how to best use them to achieve their goals. This can lead to improved student outcomes, such as higher grades or better job packages, which can in turn drive positive engagement and increased demand. The aim should be to increase learning engagement and ensure to achieve the maximum possible passing ratio.
4. Clear marketing, advertising and communication
In a 2022 survey by the Advertising Standards Council of India (ASCI), as many as 33 percent of “objectionable or misleading” ads monitored were found to be from the education sector, primarily pertaining to edtech enterprises. It is crucial for edtech companies to be transparent and honest in their marketing and advertising to build trust. Reliable marketing is so effective because it appeals to the values and beliefs of the audience. You may quickly become more appealing to clients who hold similar beliefs by putting your brand values into action.
5. Prioritising Value Creation over Valuation: The Key to Long-term Success:
The focus of Edtech companies should be on creating value for learners rather than solely on valuation. It is essential to prioritise the needs and interests of learners and provide them with an exceptional learning experience that is tailored to their unique needs and learning styles. With this, we can build a great learner base that sees the benefits of our platform and services. This, in turn, can lead to increased engagement, retention, and referrals, all of which can positively impact the long-term valuation of the company. It is important to understand that our success is not solely dependent on financial metrics, such as revenue or valuation, but also on the positive impact we have on learners' lives. Our primary goal should be to provide high-quality educational experiences that empower them to learn and grow. By creating value for our learners, we can build a sustainable business model that benefits everyone involved.
6. Foster transparency and open communication
Transparency and open communication are essential for building trust in Edtech platforms. Edtech platforms should be transparent about their business practices and communicate openly and honestly with users. This includes providing clear and concise information about the platform and its capabilities, how student data is collected, stored, and used, responding promptly to user inquiries, and addressing any concerns in a timely and professional manner.
Building trust among the public is a crucial factor for the success of Edtech platforms, especially amid the uncertainty surrounding the use of technology in education. Customer relationships and trust can go a long way in becoming key differentiators for the players in the sector. This way they will encounter better and more improved competitors virtually daily, but if you are committed to your customers, you have the key to success.
About the author: Ms. Ranjita Raman is an accomplished education industry leader with 14 years of experience, culminating in her current position as CEO at Jaro Education. A graduate of the esteemed Indian Institute Of Management - Ahmedabad, she attributes her success to her drive, commitment, leadership, core values, and persistence. Ms. Raman is passionate about upskilling working executives to achieve professional growth in today's corporate world. Her proven ability to set and achieve targets, optimise workflow, and improve staff efficiency has earned her numerous awards, including "Business Leader Of The Year Award - 2021," "Woman Icon Awards - 2020," and "Young Achiever Award 2015."