The various changes in recent years have caused the education and training industry to encounter unprecedented pressure. Faced with such a dilemma, how should the survival path of the vast number of educational and training institutions take?
As the saying goes: Crisis and vitality coexist, challenges and opportunities coexist. The opportunity of educational institutions is the digital transformation of sales! This old-fashioned education and training group that has been established for more than 30 years has set a successful demonstration.
Xinhua Education Group
Xinhua Education Group was established in 1988 and has successfully created seven major vocational education brands, including Xinhua Computer Education, New Oriental Cooking Education, Wantong Automobile Education, Huaxin Zhiyuan, Omic Western Cuisine Education, and is one of the most influential vocational education groups in China.
As a large education group with business throughout the country, Xinhua Education Group currently opens 231 colleges and universities in 30 provinces and Hong Kong, with more than 2,000 sales staff. Although Xinhua Education has laid a solid enough foundation in the professional field. However, this company has also faced the following difficulties due to traditional management methods:
① In terms of enrollment and customer acquisition, has been scattered due to the dispersed channels for customer acquisition in the education and training industry, from online online promotion, social advertising, content marketing, to offline promotion, cooperative promotion... It is difficult to measure the input and output of different channels.
②In terms of campus management, Xinhua Education Group has more than 2,000 sales in more than 200 campuses across the country. Some campuses have extensive management, uneven levels of consultants in different campuses, and unscientific follow-up, which seriously affects the efficiency of enrollment conversion.
③In campus operations, is unable to provide students with high-quality standardized services in a concentrated and effective manner due to the decentralized operation of enrollment in each campus, which has an adverse impact on Xinhua's overall brand image and subsequent reprints.
In addition, for Xinhua's management, since the enrollment and operation data are scattered in various campuses across the country, the collection and feedback of information is not efficient, and managers often find it difficult to accurately and timely grasp first-hand business information, and there is no basis for decision-making. In the long run, this will affect the speed of the company's response and hinder the development of the group.
In order to solve the above problems, Xinhua Education Group began to seek digital transformation. hopes to take advantage of the opportunities brought by technological development, focus on customer growth, and improve operational and management efficiency by refining customer operations.
After screening, Xinhua Education Group finally chose to cooperate with EC, which has been leading the market in the SCRM field for three consecutive years. has established a social operation management system with the help of EC SCRM, and has achieved the efficiency of customer acquisition, student conversion, operation services, and multi-campus management.
gathers multi-channel clues to accelerate business opportunity conversion
EC SCRM is a social SCRM system that connects WeChat, phone, QQ, mini programs, social advertising and other tools to realize multi-channel business opportunity management, help enterprises to manage customers uniformly, and intelligently improve sales conversion efficiency.
In terms of enrollment, EC SCRM helps Xinhua Education gather business opportunities across the entire network in the system, and allocate advertising clues such as Tencent/Baidu/Touyin/Toutiao are fully connected, and business opportunities are uniformly managed and allocated. At the same time, sales follow-up is notified as soon as possible, and each follow-up action is recorded simultaneously. The process is visible and controllable, greatly improving the efficiency of business opportunities follow-up. It also provides real-time updated marketing reports, and the ROI of each enrollment channel is clearly visible.
At the same time, the system also provides marketing material toolkits including H5 microforms, posters, articles, business cards, etc., empowering sales to directly spread among potential customer groups through social networks, form influence, and bring about customer fission.
At present, more than 2,000 teachers in Xinhua Education are using EC for enrollment management. The online and offline enrollment conversion process and ROI are displayed in real time, and the management efficiency of business opportunities has been greatly improved.
operation management is intelligent, and the orderly promotion of transactions is promoted
In the process of following up customers, EC equips consultants with sales tools covering the entire customer communication process, such as smart telemarketing tools, SMS marketing tools, etc., to empower consultants to improve follow-up efficiency and transaction rate. At the same time, customer information and follow-up records (such as telephone recordings/chat records, etc.) obtained by each channel can be recorded in real time by the system and a complete sales follow-up chain is generated, eliminating the lengthy data entry process of traditional CRM and greatly improving the effective working time of consultants.
In the subsequent course repurchase, through the connection with the enterprise WeChat, EC helped Xinhua Education gradually deposit student information on the enterprise WeChat and build an exclusive private domain traffic pool. Through marketing materials, students are provided with targeted course introductions, videos and preferential activities to further explore demand and improve the repurchase rate.
After following up with customers, , as the management layer, can clearly understand the operation status of each campus through the intelligent report of the system background, discover problems in a timely manner and solve them, and help the campus provide good services. It not only solves the problem of information separation between departments before, but also realizes data sharing between headquarters and branches and multiple departments, optimizes business processes and efficient collaboration, reduces management costs and improves work efficiency.
Through digital transformation of the management link, using systems to replace manpower, and batch and intelligently promote enrollment transformation and campus management. Xinhua Education has now truly achieved a national game and improved operation and management efficiency in all aspects; and the connection with the enterprise WeChat also allows Xinhua Education to serve students with a professional and unified image, which is more standardized, and greatly improves academic satisfaction with professional brands and standardized services.
As the industry is reshuffled, the strong people who can seize the opportunity will become stronger and stronger. Only by keeping up with the pace of the technology era and keeping pace with the times can enterprises develop better and faster. I hope that Xinhua Education Group's successful practice can give companies that are still seeking digital transformation more ideas.
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