Leveraging Customer Testimonials: Your Secret Weapon in Edtech

Customer testimonials are one of THE biggest marketing tools you can have in your kitbag when it comes to selling in the education sector as peer-to-peer advocacy is everything.

 

Here’s why you should ask for them and share them:

1. They build trust.

Testimonials from satisfied customers serve as social proof, building trust and credibility in your brand. Potential customers are more likely to trust the experiences of their peers.

 

2. They help you win new business.

Positive testimonials showcase your product’s value proposition and demonstrate real-world benefits. They can be powerful tools in persuading potential customers to choose your EdTech solution over competitors.

 

3. They help you retain customers.

Happy customers are your best advocates. Sharing their positive experiences not only reinforces their loyalty but also encourages retention by highlighting the value your platform delivers.

If you don’t already, start gathering and sharing customer testimonials to increase brand presence and drive growth.

 

It’s #testimonialtuesday today so why not share one in the comments straight away! 👇

MIS market trends: How satisfied are schools with their current MIS, and what’s most important to them when it comes to looking at alternatives?

The number of schools switching MIS is at an all-time high and this trend looks set to continue (check out this previous blog for the reasons why and the movement we can expect to see in the future).

 

As schools are taking on new MIS all the time, it’s important for all suppliers of all school management software – be that the MIS itself or any one of the hundreds of products which sit alongside it – to understand what’s most important to schools when looking at alternatives.

 

 

In Spring 2021, The Key sent a survey to all primary, secondary, special schools and pupil referral units in England on the subject of MIS which produced some fascinating insights, including (amongst other things):

 

 

The Key sent out a similar survey in Spring 2022 so, using these results, we’ve been able to compare how opinions on MIS have changed and gain some insight into what schools might do in the future.

 

 

 

What it is that schools look for in a new MIS: what’s most important to them?

 

The surveys asked schools across England to prioritise what they felt was the most important factor in terms of price, support, functionality, integration, partnership and reputation when looking for a new supplier. The results are outlined below:

 

 

As you can see, the trend of what’s most important to schools is broadly unchanged but there are a couple of notable things here:

 

  • Even in a world of huge budgetary pressure on schools, price has not scored as highly as last year. It’s still the second most important factor, but it’s interesting to see that functionality has not only remained the most important factor by far, but the percentage has increased too.

 

  • Being a trusted procurement partner has become more important and has (only just!) overtaken reputation in terms of importance. This could well be a reflection of the way in which MATs prefer to work, as they often use trusted procurement partners to help select their school management software and technology. There are also a number of frameworks in place to help schools and MATs through the procurement process e.g. G-cloud, Everything ICT

 

 

 

How satisfied are schools with their MIS compared to last year?

 

In both 2021 and 2022, the survey asked respondents to rate how satisfied they were with their MIS, on a scale of 1-10 with 1 being extremely dissatisfied and 10 being extremely satisfied. This graph shows that there are actually fewer schools towards the ‘Extremely satisfied’ end of the chart, and more are rating their satisfaction at 5 or lower (You can find the full results plus analysis by supplier on The Key’s blog here).

 

 

What could be causing schools to report that they are less satisfied than last year? There are a few possible explanations:

 

  • Given so many schools have moved or are on the move at the moment, it’s likely that a number of respondents are in the MIS transition period which is always the most nerve-wracking time where the least satisfaction is felt.

 

  • It’s possible that schools are feeling unhappy with their existing supplier if the contract and support terms have changed as this often puts them under pressure.

 

But it may be that this is an accurate reflection of how schools are feeling about MIS in the current environment, in which case it’s all suppliers should take note!

 

Ultimately, if schools are citing functionality as the main thing they look for in a new MIS, how confident are MIS suppliers that their functionality is truly meeting the needs of schools? Aside from the basics, what makes one stand out from the other?

 

What do you think users are looking for in their MIS?

 

 

 

Does your MIS give you the right tools for the job?

When asked, the majority of schools say that functionality is most important to them when looking for an MIS. But what does ‘functionality’ actually mean?

 

The idea of functionality means different things to different users. If you’re an experienced MIS/data manager who users the MIS to undertake detailed daily/weekly/termly routines, then complex functionality might be your cup of tea. If you are an occasional MIS user who looks to the solution more for reports and analysis, your idea of perfect functionality is simplicity and intuitiveness.

How you rate the functionality of your MIS is personal to you and will be based on, amongst other things:

  • Experience with systems
  • Role within school
  • Proximity to the system (e.g. a daily super-user v arms-length, occasional use)
  • Previous use of alternate MIS to draw comparisons
  • Understanding of what might be possible in the future within MIS
  • Level of training received

 

Ultimately, different users require their MIS and data to do different things. To understand how effective an MIS is, it’s worth looking at it from the perspective of the user (not the system) and asking:

  • Does the MIS give them the tools to do their job well on an individual level?
  • Does the MIS help them work as part of a team of many people?

 

A recent survey1 of 2,146 schools asked, amongst other things, how effective they felt their MIS was at providing the data they needed to do their job well.  The pie chart below summarises the responses:

 

To examine the findings in more detail, the graph below shows a breakdown of the survey results for the ‘Big 5’ who, between them, they make up 96% of school market share2 (namely Arbor, Bromcom, RM Integris, ScholarPack and SIMS):

 

Over half of respondents scored their MIS positively, saying it was either Very effective or Extremely effective.  This is good to hear, and exactly what MIS solutions are striving to achieve in their functionality and user experience. In addition, only a relatively small percentage, 15.69% in total, scored their MIS negatively, saying it was Not so effective or Not at all effective (it would be interesting to understand what data they need to do their job which their MIS is not providing, it could be a great opportunity to develop something new!)

The survey1 also asked how effective they felt their MIS was at helping them to collaborate with colleagues. The responses to this question tell a different story. As you can see from the pie chart and graph below, a much lower number of respondents scored their MIS positively (Extremely or Very effective) at only 35.51%, and a much higher number scored it negatively (Not so or Not at all effective) 29.76%.  The majority, however, scored their MIS neutrally, as Somewhat effective.

 

  • The cloud-based MIS solutions scored highest across the board for both questions.
  • Where MIS scored highly for collaborative working, cloud-related features such as ease of access are likely to have played a part.
  • Where MIS scored highly for providing the data required to do their job well, a contributing factor is likely to be how well supported and trained the users are on the solution.

 

So what do these findings tell us?

Overall, respondents seem to be fairly happy with the data the MIS gives them to do their job, but less happy with how it helps them work with colleagues. As we move more and more towards using technology to work collaboratively (the pandemic-related lockdowns brought this sharply into focus!), it’s important for MIS to keep pace with its learning counterparts.

Collaboration is a key part of the success of any organisation and schools are no exception. Operational teams, senior leaders and teaching staff all need to be able to collaborate with each other, and also with other establishments. It will be interesting to see how MIS solutions help schools handle this tricky task in the future.

 

 

 

 

1The data was collected by The Key from a survey that went out to all primary, secondary, special schools and pupil referral units in England, by email. It was not sent to independent schools. The survey was completed by Headteachers, Deputy and Assistant Heads, and School Business Managers / Leaders between 29 March and 27 April 2021.

As part of the survey, respondents were asked which MIS they use. The results are outlined below:

 

2Market share statistics are sourced from two excellent blogs: Graham Reed’s Omega Pegasus https://www.omegapegasus.com/mischallenge and Josh Perry’s Bring More Data https://bringmoredata.blogspot.com/

The rise and rise of Multi Academy Trusts: how well do MIS solutions meet their needs?

One of the biggest changes to happen to the world of school MIS was the introduction of academies, starting back in the 2000s under the then Labour government, and becoming widespread following the Conservative/Lib Dem coalition Academies Act in 2010. The concept of schools becoming their own entities as academies and leaving Local Authority control had an effect on their MIS and support choices (which we’ve touched on in a previous blog), but it also created a whole new set of stakeholders: the Multi-Academy Trust (MAT) central team.

MAT central teams need certain things from an MIS which have not really been required before. It’s always been possible to aggregate data through feeds (this happens between schools and LA teams all the time) but MAT leaders need something completely different. They need a complete view of students and staff across the trust to enable collaboration, streamline communication and effectively target resources.

As a result, MIS suppliers have started to build MAT-focused functionality into their solutions and now offer a range of resources and dashboards aimed at making the lives of the MAT central teams easier.

It’s now been more than 10 years since the first MAT was formed so we wanted to explore how well MIS suppliers were meeting the specific needs of MATs.

A recent survey1 asked 92 MAT central teams to rate how satisfied they were with their MIS from 1-10, where 1 is “Extremely dissatisfied” and 10 is “Extremely satisfied”. Their scores are outlined below; you can see that satisfaction is generally pretty good with the majority scoring their MIS a 7, and only a few MATs giving a score of 4 or less.

 

Chart: MAT Satisfaction rating of their MIS from 1-10, where 1 is “Extremely dissatisfied” and 10 is “Extremely satisfied”.

 

The survey asked respondents to briefly explain why they gave that rating, and the running theme amongst those who gave a perfect 10 was ease of use.

 

 

The survey delves into more detail. When asked about how satisfied they were with their MIS’ ability to provide actionable information, which is so crucial to trust central teams, they appear to be largely happy in this area. The biggest group (37.6%) responded saying were satisfied with what their MIS provides. It’s worth noting though that around 19% said they were neither satisfied nor dissatisfied, and a further 26% combined stated they were Dissatisfied or Extremely Satisfied. Would this be a reason for an academy trust to look for alternate solutions in the future? Maybe.

 

Question: How satisfied are you with the extent to which the MIS provides actionable information?

How satisified Trust ability to provide actionable data

 

However, when asked how satisfied they are with the Trust-specific functionality their MIS offers, the results tell a different story. The majority of respondents said that they were Neither Satisfied nor Dissatisfied (28.26%), followed very closely by those saying they were Extremely Dissatisfied (27.17%):

 

 

Question: How satisfied are you with the Trust-specific functionality your MIS offers?

The fact that over a quarter of all respondents said they were Extremely Dissatisfied with trust-focused functionality should set off alarm bells with MIS suppliers. Trust-focused functionality always forms a key part of the requirements when MATs go to tender for an MIS, and it feels like there’s still work to do in this area.

 

In a previous thought leader session Nick recorded with Rowena Hackwood, CEO at Astrea Academy Trust, they discussed this topic in more detail. Rowena’s challenge for all suppliers, not just MIS, is for them to move towards creating solutions that work for a new customer base who need a different point of view:

“Increasingly in the sector, there is a move towards stronger and more sustainable groups of schools, which isn’t a national strategy for every school to be in a MAT, but it is a national strategy for every school to be part of a more sustainable group, as it were. And it’s absolutely critical that, in your thinking, you have that in mind.

The kind of MAT dashboards that I want to be able to share with trustees align academic attainment and attendance data on the one hand, with HR, finance, governance, performance, on the other hand, and I don’t have any means at a MAT level to really draw all of those different elements in together. So my challenge, I think, to you is to move away from a school by school understanding of the English school system towards one where a huge chunk of the customer base needs a different point of view.”

Rowena Hackwood, CEO at Astrea Academy Trust

 

Ultimately, most of the MIS have the ability to offer reporting and insight in one way or another, using tools such as Power BI; it’s more a question of how easy and integrated these systems are, and the extent to which they provide the data the central teams need. It’s the central management issue that MATs would really like to see supported by their MIS providers, and the better they are able to help with this, the more MATs will want to work with suppliers as long-term partners across the trust.

 

What do you see as the main differences between what academies need vs what MAT central teams need? Do you think there’s a need for an MIS which has been built with MAT central teams in mind as the primary user (similar to IMP in creating a finance system)?

 

 

 

 

 

1The data was collected by The Key from a survey that went out to all multi academy trusts (with two or more schools) in England, by email. These surveys were split by trusts that had just one MIS across the group of schools, and trusts that used multiple MIS suppliers. It was not sent to trusts in the independent sector. The survey was completed by central team staff such as CEOs, COOs, CFOs and others involved in MIS operations, between 29 March and 27 April 2021.

What’s most important to schools when looking for an MIS, and how likely are they to move supplier?

What's most important to schools when looking for an MIS, and how likely are they to move supplier

Schools are choosing to move MIS more than they ever have before. There are plenty of options out there ranging from client-based to cloud, multi-phase to age-specific, and outcome-focused to all-in-one solutions.

The reasons schools choose to move in the first place are varied. Many convert to academies and sometimes they join a trust where a different MIS is in use so they switch as part of the joining process. Other times, they’ll use their change of status to academy as an opportunity to look at the MIS options available to them now that they are no longer under LA control.

Maintained schools are switching MIS too. For many, the traditional model of them being able to buy into an LA-purchased and supported MIS is disappearing as councils no longer retain budget or mandate solutions. For some, they never participated in the LA arrangement, choosing to do their own thing and looking at the market on a regular basis anyway.

But what it is that schools look for in a new MIS? What’s most important to them?

 

A recent survey1 of 2,146 schools across England asked them to prioritise what they felt was the most important factor in terms of price, support, functionality, integration, partnership and reputation when looking for a new supplier. The results are outlined below:

Functionality was identified as the most important factor at just over 57%, with price coming second and integration a close third, within a couple of percentage of each other.

 

It makes sense that functionality would come out as the most important factor amongst schools. Ultimately there are certain functions an MIS has to perform to be fit for purpose, such as census which they all do, but there are a huge amount of processes and insights provided by your MIS which schools rely on every day.

 

The fact that the amount of respondents who said that price was the most important factor to them is fairly similar to the number of respondents who said that integration with other products was the most important factor to them tells an interesting story.

Without a doubt, schools are looking for best value when it comes to MIS, but this doesn’t necessarily mean cheapest. Equally, there is a drive to consolidate systems for sure, but schools don’t want this to at the expense of losing something else they might be using which is incredibly valuable to them; they want to be able to use the best of what’s available to them on the market so integration across solutions is important to them.

(It’s interesting as a similar survey was conducted amongst MAT leaders and, in that survey, functionality scored a much higher percentage; they seemed to be even less sensitive to price and gave more weight to how the product worked – presumably as there are specific MIS needs in trusts. We’ll cover this in another blog).

 

So, given that the majority of schools cite functionality as the main thing they’re looking for in a new MIS, the next question is: how happy are they with their existing MIS and how likely are they to move?

The survey asked respondents to rate how satisfied they were with their MIS, on a scale of 1-10 with 1 being extremely dissatisfied and 10 being extremely satisfied. The results are below, and the vast majority of suppliers got an average score of 6 or above:

It also asked how likely respondents are to move in the next 12 months, as outlined in the pie chart below:

Around 64% in total said they were either ‘unlikely’ or ‘very unlikely’ to move MIS in the next 12 months, so it seems almost two-thirds of schools are either happy with what they’ve got, or don’t see moving MIS as a priority in the next 12 months.

That said, 311 respondents, which is just over 14%, said they were either ‘likely’ or ‘very likely’ to move in the next 12 months – if this is a reflection across the whole market then we can expect lots of movement from one MIS to another in the next year or so.

 

Ultimately, if schools are citing functionality as the main thing they look for in a new MIS, how confident are MIS suppliers that their functionality is truly meeting the needs of schools? Aside from the basics, what makes one stand apart from the other?  We’ll be exploring this, amongst other things, in more detail in subsequent posts and would love to hear your views; what do you think users are you looking for in their MIS?

 

 

 

 

1The data was collected by The Key from a survey that went out to all primary, secondary, special schools and pupil referral units in England, by email. It was not sent to independent schools. The survey was completed by Headteachers, Deputy and Assistant Heads, and School Business Managers / Leaders between 29 March and 27 April 2021.

As part of the survey, respondents were asked which MIS they use. The results are outlined below: