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Customer Experience in the Indian Ed-Tech Industry Post-COVID Era

The COVID-19 pandemic has significantly changed the education sector, with a significant shift towards online learning. It led to a surge in the demand for ed-tech platforms in India, making it one of the fastest-growing markets in the world. With this rapid growth, the focus on customer experience has become more crucial than ever before. This article will explore the current customer experience in the Indian ed-tech industry and how it has evolved in the post-Covid era.

The Importance of Customer Experience in Ed-Tech

Customer experience has always been a critical aspect of any business, and the ed-tech industry is no exception. Providing a seamless and satisfactory customer experience can be a crucial differentiator for ed-tech companies in the highly competitive online education market. A positive customer experience leads to customer satisfaction and helps build brand loyalty and attract new customers through positive word-of-mouth.

Customer feedback is an invaluable resource for any business; the ed-tech industry is no exception. It provides insights into what customers like and dislike about a company’s products or services, which can be used to make necessary improvements. Capturing, analyzing, and actionizing feedback remains one of the most vital areas of improvement for organizations. And ed-tech companies should actively seek customer feedback and use it to enhance their offerings and improve the overall customer experience.

The Current State of Customer Experience in Indian Ed-Tech Industry

The Indian ed-tech industry has witnessed a significant transformation in the past few years, with the emergence of new players and the adoption of advanced technologies. However, when it comes to customer experience, there is still much room for improvement. Let’s look closer at the current customer experience in the Indian ed-tech industry.

Lack of Personalization

One of the significant challenges faced by the Indian ed-tech industry is the lack of personalization in the customer experience. Many ed-tech platforms offer a one-size-fits-all approach, which may not cater to students’ needs and learning styles. This can lead to a subpar learning experience.

Technical Glitches and Poor User Experience

Another common issue faced by customers in the Indian ed-tech industry is technical glitches and poor user experience. With the sudden surge in demand for online learning, many ed-tech platforms needed to be equipped to handle the increased traffic, resulting in frequent crashes and slow loading times. 

Lack of Communication and Support

In the traditional education system, students can easily access teachers and mentors for guidance and support. However, this personal touch must often be added to the online learning environment. Many ed-tech platforms need more effective communication channels and support systems, making it challenging for students to resolve their queries promptly. 

Inadequate Customer Education

Another challenge faced by the Indian ed-tech industry is inadequate customer education. Many customers need to be fully aware of how to use the platform or its features and benefits. The lack of this can lead to confusion and frustration, negatively impacting the customer experience.

How Has Customer Experience Evolved in the Post-Covid Era?

The COVID-19 pandemic has forced the ed-tech industry to adapt and evolve, which has had a significant impact on customer experience. Let’s look at some of the changes that have taken place in the post-Covid era.

Emphasis on Personalization

With the increased competition in the ed-tech industry, companies are now focusing on providing their customers with a more personalized learning experience. This includes offering customized learning paths, personalized recommendations, and one-on-one support from mentors. Indian ed-tech firm Toppr uses adaptive learning algorithms to customize each student’s content and difficulty level based on their performance and progress. This improves the customer experience and leads to better learning outcomes for students.

Adoption of Advanced Technologies

To address poor user experience, many ed-tech companies have started investing in advanced technologies such as virtual and augmented reality, providing a more immersive and engaging learning experience. There are companies such as XRGuru, an immersive learning hub that offers VR learning by using curated content on multiple subjects and various topics. 

Improved Communication and Support

In the post-Covid era, ed-tech companies have realized the importance of effective customer communication and support systems. Many platforms have introduced live chat support, dedicated helplines, and community forums to ensure students can resolve their queries quickly. These features have significantly improved the overall customer experience and helped build a sense of community among students.

CX consulting firm, Mantra Labs partnered with a leading digital education provider to design, develop, and deliver their customer digital portal.

Increased Focus on Customer Education

Many companies have started offering tutorials, webinars, and other educational resources to help customers understand how to use the platform and its features effectively.

This helps improve the customer experience and enables customers to make the most of the platform and achieve their learning goals.

Best Practices for Improving Customer Experience in Indian Ed-Tech Industry

To stay ahead in the highly competitive ed-tech market, companies need to prioritize customer experience and continuously work towards improving it. Here are some best practices that can help ed-tech companies enhance their customer experience in India.

Conduct Regular Surveys and Gather Feedback

One of the most effective ways to understand the needs and expectations of customers is by conducting regular surveys and gathering feedback. This will not only help in identifying areas for improvement but also make customers feel valued and heard.

Data from marketing surveys on web and mobile applications will also help understand customer pain points and channel effectiveness. 

Leverage Data and Analytics

Data and analytics can provide valuable insights into customer behavior and preferences. Ed-tech companies can leverage this data to personalize the learning experience and improve customer satisfaction. 

Mantra Labs has helped several companies create analytics dashboards that leverage the power of advanced analytics and modern design enabling its sales, marketing, and product teams to understand and use the insights easily. 

Implement a Customer-Centric Culture

A customer-centric culture is crucial for delivering a superior customer experience. Ed-tech companies should create a culture that prioritizes customer needs and expectations and encourages employees to go the extra mile to deliver an exceptional customer experience.

Mantra Labs enabled India’s leading ed-tech organization to build its mobile application for an enhanced customer experience. 

Use Advanced Technologies to Enhance the Customer Experience

Advanced technologies such as artificial intelligence, machine learning, virtual reality, and augmented reality can significantly enhance the customer experience in the ed-tech industry. These technologies can provide a more personalized, immersive, and engaging learning experience, increasing customer satisfaction and loyalty.

For example, Sunbird, India’s largest open-source learning management infrastructure, is being leveraged by companies in the ed-tech industry for efficient learning tools and platforms. Its advanced tech modules help companies tackle common challenges such as language barriers, data visualization, customer support, etc. 


In conclusion, customer experience has become a crucial aspect of the Indian ed-tech industry, especially in the post-Covid era. With the increasing competition and changing customer expectations, companies must prioritize customer experience to stay ahead in the market. By adopting best practices and leveraging advanced technologies, ed-tech companies can provide their customers with a seamless and personalized learning experience, leading to increased customer satisfaction and loyalty.

Moreover, a superior customer experience can also contribute to the growth and success of the company by increasing customer retention and attracting new customers. Therefore, ed-tech companies should continuously strive to enhance their customer experience and adapt to their customers’ changing needs and expectations.


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