Transitions to internal sales model to ensure more accurate customer identification, clearer communication and to guard against miss-selling
INDIA: BYJU’S, the world’s leading EdTech company with over 150 million registered learners, has rolled out a 4-tier tech-driven internal sales process replacing its existing direct sales process. The newly introduced sales model is far more rigorous, entirely remote, and includes a centralized tech-driven audit process that ensures all sales are triple-checked.
The 4-tier process begins with educating an incoming lead about BYJU’S product portfolio and its new refund policy over a live Zoom session that is recorded for future audit. The company has introduced multiple checks to verify customers’ intent and consent to purchase. In the first step, the interested customers have to give their consent after reading the terms and conditions on the customer consent screen on a custom mobile app. The order verification team then revalidates the consent and double-checks if the customer agrees to make the purchase. The customer gives another consent on this app upon which the sale is closed.
In order to assist students who require financial support, where requested, BYJU’S facilitates connecting the parents/guardians of such students to reputed third-party banks/ financial institutions. The financing options, if acceptable to the parents, are concluded between the parent and the third-party banks/ financial institutions, and the approvals are done by these banks/institutions as per the mandated guidelines.
Commenting on the new sales model, Mrinal Mohit, CEO, of BYJU’S India said, “The emergence of the post-pandemic world required us to give a fresh look at how we engage with our customers in the initial stages of a potentially lifelong relationship. BYJU’S is fully committed to a transparent sales mechanism, and our tech-driven, 4-tier approach enhances communication and precludes potential/rare mis-spelling. Students are at the center of everything we do, and their interest is paramount to us. We are constantly striving to improve our customer experience and we believe that this new approach will make the initial stages of the sales process more efficient, clear, and empathetic, and will help us establish a strong foundation for a long-term relationship.”
Within the renewed 4-tier sales process, the company has introduced an affordability test for all potential customers. A threshold family income of Rs. 25,000 per month is necessary to move forward with the purchase. Families with an income of less than Rupees 25,000 per month automatically qualify for the BYJU’S Education For All (EFA) program, where they receive access to BYJU’S content for their child’s grade level free of cost. There are more than 55 lakh children from underserved families who have been provided free learning content along with a free digital tablet from BYJU’S under EFA. BYJU’S has a stated goal of expanding EFA to at least 1 crore children by 2025
