The AN INVESTIGATION ON BUSINESS DECISION MAKING AND CUSTOMER ANALYTICS AT KINGS LEARNING PRIVATE LIMITED, INDIA

Abstract

In this digitalized era, effective business decision making is becoming highly challenging and looking at the current startup culture in India, data driven business decisions are becoming more popular and in the recent past there has been a rapid growth in the Education Technology (EdTech) industry. The major challenge faced by majority of these data driven startups and for those in digitalized platform is customer retention. This study aims at studying how various analytical tools are used in customer retention efforts, specifically in the case of Kings Learning Pvt. Ltd, an EdTech industry. The objective of the study was to understand how effective the application is and to analyze what are the existing analytical tools used by kings learning. This is a mix method study whereby structured interview technique was used to collect data from 2 Information Technology and  Marketing staff at Kings Learning where permission to conduct interview was taken beforehand and 50 questionnaires was distributed to Kings Learning’s clients. The collected responses, analyzed using content analysis method and spss- statistical tests showed that Content Quality and User Experience has a higher influence on customer retention as users feel these are really
important for their longer usage of the application and though kings learning uses few analytical tools, they are only moderately effective, Thus, this research attempted to answer the question on how impactful is the existing analytical tools used by Kings Learning Pvt. Ltd in their customer Retention and was found that it was only moderately effective and there was a gap found in the analytical tools being used currently by the company with that of new industry tools, for which, the researcher recommended a recent tool – Predictive analytic model in order to enhance their existing retention practices. Therefore, with the help of these
findings, now Kings learning can do more enhanced retention practices in the area focused by users, i.e, content quality and user experience with the adoption and implementation of latest analytical tool – Predictive Analytics Model.