In my four years of working at EvaluNet, and visiting literally hundreds of schools across the country, I often come across schools that have spent tens of thousands of rands on educational software and hardware that was promised to be of immense value but turned out to be a massively useless white elephant.

The problem lies not in the actual tool or resource being purchased. The problem lies in the phrase “aggressive marketing tactics” combined with the phrase “lack of aftersales support and training”.

The reality is that many companies have popped up over the years offering educational software and hardware tools that in many cases are actually very good at doing what they were designed to do.

Interactive whiteboards (IWB’s) as an example, are an excellent means to engage learners in a stimulating manner. A Science teacher for example, is able to use the software tools loaded on an IWB to create exciting, interactive presentations of molecules and atoms moving around. Instead of showing learners drawings of an atomic model, the teacher is able to literally show the learners exactly how the atoms move on the IWB, which is infinitely more interesting than looking at a black chalk board.

I don’t think there is anyone who could argue against the benefits that a tool such as an IWB has to offer. It’s obvious that in this day an age, anything that can capture a child’s attention is something that should be expanded upon.

However, the sad reality is that when I visit schools who have previously purchased IWB’s, I am given account after account of how the IWB is hardly used by any of the teachers. Many schools are sitting with IWB’s that cost anything from R10,000 – R25,000 per board. If not used, then certainly a BIG white elephant. The number one reason given: the teachers don’t know what to do with the board.

The example of the ‘redundant interactive white board’ can be applied to many other products that ruthless educational vendors irresponsibly market to schools. From curriculum-based software to skills development tools, anything that a school buys and then doesn’t use is a waste of precious school funds.

Blame the school! The teachers are lazy.

This is one of the first excuses an educational vendor will give you when asked why some schools buy their products and then hardly use them. Another one of my favourite excuses are: the teachers are not willing to learn anything new.

If you’re selling something, the probabilty is that you think it is the best thing since sliced bread. What you must remember, is that educational vendors have convinced themselves that their product is going to benefit anyone who purchases it. They love their product. They’re passionate about it. They see the value and they know EXACTLY how they would implement it if they were you (the customer).

At the end of the day, the bottom line for the vendor is their profit. This is understandble – they’re running a business, not a charity. And that’s OKAY. You shouldn’t point fingers at them.

However, it is grossly irresponsible to sell a product to a school when you know that the product requires ongoing training and support , and you cannot afford to offer that ongoing training and support. To sell a product to a school, and expect them to implement it on their own without assistance, is just not cricket.

There is probably nothing a principal hates more than being romanced into a sale through a well delivered sales pitch, only to discover that the product they purchased actually requires ongoing support that the vendor is just not willing to give.

Beware of: The Box Droppers

Many good educational software and hardware products on the market require ongoing support from the supplier. Beware of vendors who sell you their products and then disappear, only to resurface some time later with another “amazing” product that is going to cost more money and “solve all your problems”.

If you are the one signing that quotation, make sure that the vendor is willing to put in writing that (a) the product is so easy to use that it requires absolutely no training or support, OR (2) the product does in fact require training and support and that the vendor is, firstly, capable and willing to train you to use the product and, secondly, will help you implement it at your school.

Beware of: The Trainers

Most good educational software and hardware vendors do offer training on the use of their products. “Great!” you may say. Yes sure, I agree with you, but put it this way:

You’re learning to drive for the first time. You hire a driving instructor to teach you how to drive. He shows you which pedals to push, how to use the indicators, where to put the fuel and how to start the engine. And then he leaves and sends you an invoice for a few hundred rands.

What he has failed to do is help you get into the car and make it move forward. And he could only have done this by giving you the keys and putting you in the drivers seat, guiding you and instructing you as you go.

Many vendors train teachers where to click. Few train then how to implement.

Do you think that a teacher knows exactly how to implement an interactive white board after a 60-minute point and click training session? I don’t think so.

Try and find: The Customer Service-orientated Gems

As a school making a decision about what educational software or hardware to purchase, you should ask yourself: “Does this vendor care about my school?”

Vendors who offer service and implementation plans – in writing – are the vendors you can normally count on to deliver on their promises and the expectations set during their sales pitch.

Service and implementation plans are relatively unheard of in South Africa. However it’s a simple concept where a company promises to deliver ‘product implementation’ as opposed to simple ‘product training’. And the implementation plan should obviously always be shown in writing.

Where does the buck end?

There is an ongoing debate as to who is ultimately responsible to ensure that a product is properly used by a school.

Some will say that it is entirely up to the teacher to use a product to it’s maximum benefit. So what they’ll do is train the teacher where to click, and then expect the teacher to come up with a plan of implementation, i.e. you’ve had your training, now it’s up to you.

Others say that it is the responsibility of the Department of Education to ensure that teachers are well versed in the use of products made available to them. The problem is that there are thousands of educational software and hardware products available to teachers, so how is the department expected to keep up with it all while trying to deal with other issues of their own?

I say that it is entirely the responsibility of the educational vendor to ensure that schools use their products effectively. As the vendor, you should know your product inside out, and more importantly, you should know exactly how to implement it and make ongoing use of it. Vendors should be legally required to share this knowledge and provide product implementation plans to school customers.

Vendors should use their initiative and setup workshops, user groups, online resources and in every way possible make sure that their school customers are shown the respect that they deserve.

Vendors should stop selling to schools, and rather start investing in them. Schools – hold vendors accountable. You are, after all, the customer.

What do you think? Add your comments below.