Total Customer Solution – Redefining

Customer Experience:
BYJU’S The Learning App

Submitted by:
Group 8
Introduction
● BYJU’S started as a firm that helped college students and professionals prepare for
competitive entrance exams in India.
● In July 2015, after four years of intensive research and development, it launched a
smartphone app for the K-12 segment.
● The app quickly gained traction and in less than a year emerged as India’s most popular
app, with about 300,000 annual paid subscribers.
● Two months later, Raveendran announced plans to develop world-class learning
products for the U.S. and other English-speaking international markets.
● BYJU’S mission was to make learning effective for all students. To do this, BYJU’S
focused on individualizing learning experiences by designing content in multiple
formats: written, visual, numeric, and algebraic.
Sources of customer bonding for BYJU’S The Learning App-

● Engaging videos, animations, and interactive simulations and assessments

● A personal mentor

● A companion app

● Two versions of each course: an online only version and an SD (memory) card version.
Lower cost of education for students
● Convenient
● Flexible
● Online education at your doorstep
● Lighter on pocket
● Cheaper than a private tutor
Higher performance for students
● The graph represents
improvement in student’s
performance
● Repeated Tests
● Active monitoring
● Dedicated employee for
every student.
US K - 12 market Vs Indian Market-
•In India 250 million students enrolled in about 1.5 million schools.
•India had a shortage of 500,000 teachers, and another 660,000 teachers lacked proper training.
•only 47% of grade 5 students in rural India were able to read a grade 2 textbook, and only 30% of students
completed grade 12.
•Only 40% of fourth grade students were proficient in math.
•Government expenditure per primary student in 2012, India is $ 129.7 and USA $10,421.
•Government expenditure per secondary student in constant in India $216.8 and USA is $11561.8
•Trend was driven by parents’ willingness to make huge sacrifices to ensure that their children attended top schools.
•In India, learning is mostly exam focused.
•In USA, The tutoring market was largely focused on remedial education.
•75% of parents spent between $15 and $45 monthly on tutoring for a primary level child, monitoring market was
largely focused on remedial education.
•26 % of parents paying for private tutoring in USA.
Likely means/ sources of bonding?
● Addressing the need of students- This need remains the same irrespective
of geography.
● Standardization of tests are not a mark of child's learning potential.
● Putting content in vernacular language.
● The focus remains on integrating technology into products.
Conclusion
Byju’s does have opportunities in the US market even when there are existing
players. With it’s differentiation of making learning fun, it has provided top
notch animated resources and interactive classes and with walt disney and
licenses acquired, Byju’s can make these classes more engaging. US has a
demand for better learning and hence such interactive quality content and
resources will help Byju’s with it’s expansion strategy, apart from that digital
payments and subscriptions are common in USA adding to Byju’s advantage.
Though Byju’s will need to modify it’s content based on the new market while
maintaining the top notch quality.