Online School: How to Maintain LTV while Scaling Fast and Not Drive Customers Crazy
Wazzup integration case close up
One of the most pressing problems for businesses in the field of education is the huge amount of correspondence. A client approached us for WhatsApp integration for his online school. The school has 80 employees from 9 departments: 5 sales departments by area, support, account management, teaching staff, personal consultants and each of them is involved in communication with the client. All managers of the company use WhatsApp with one phone number. In addition to communication in chats general chats with students, the client can communicate additionally in private messages with his mentor on the current course, a support employee about some access to materials, a sales manager who sold him a course, and another manager dealing with additional sales, which often grows into confusion and clutter within one chat.
If at a low volume of sales this issue was not so acute and managers could calmly build correct communication with customers at the volume of 30-40 sales per month, when scaling to 100 sales per month, the current solutions were not enough, as a result, a drop in the average LTV of the client by 30%, and conversion to primary sales dropped by 10%.
If at a low volume of sales this issue was not so acute and managers could calmly build correct communication with customers at the volume of 30-40 sales per month, when scaling to 100 sales per month, the current solutions were not enough, as a result, a drop in the average LTV of the client by 30%, and conversion to primary sales dropped by 10%.
SOLUTION
Optimizing the sales force
The main mistake in scaling was the lack of structure in the company departments, so the first thing we did was to connect a separate number for each of them so that the user can separate chats for different needs and not get lost in communication between them. The client retains "his" managers' contacts for different categories of issues, communicates with them simultaneously and does not get confused. If something breaks, contact the technical support - it does not matter which of the employees will answer, the chat with support will be only one. Similarly, communicates with the teaching staff and the rest of the department.
Automating business processes
There are steps in the work of each department that can be automated by implementing auto-responders, general mailings, and message templates. Specifically in this case, we implemented an auto-funnel for sales managers at the stage of qualifying the lead, which immediately directed the customer to the appropriate sales department depending on the product that interests him. In addition we added message templates, which helped managers to save a huge amount of their time when answering the customer's introductory questions, and also added auto-answers to some of them, as well as in case if a customer writes after-hours or the manager was unable to take his call.
Optimization of sales management
Due to the fact that all communications with the customer are carried out within the CRM, sales head spends much less time to analyze the deal with a single customer and evaluate the effectiveness of a single sales person, and clearly see and control the conversion at each stage, the correctness of the success of transactions, which increases the overall efficiency of the department, and sales head can manage more employees.
RESULT
Three months after implementation of the new tools and work on optimizing the funnel for them, the client managed not only to return to the previous sales conversion rates and LTV, but also to increase them. Thanks to the well-established communication with the client, the average LTV of the client increased by 10% compared to the indicator before scaling.
At the moment, the company has suspended its marketing ramp-up, as the need to expand its faculty has arisen as it reaches new figures. However, once they have resolved that issue, the client plans to continue scaling again. We wish them great success and know they will achieve it with Wazzup!
At the moment, the company has suspended its marketing ramp-up, as the need to expand its faculty has arisen as it reaches new figures. However, once they have resolved that issue, the client plans to continue scaling again. We wish them great success and know they will achieve it with Wazzup!
