RMIT English Program
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The document is a customer retention proposal from Pixel Media Agency dated January 11, 2016 for RMIT Vietnam's English program. It outlines retention objectives to keep 30 new students enrolled by June 2016 and reduce the loss rate from 20% to 10% by May 2016. The proposal recommends a customer satisfaction program including keeping promises, setting service standards, and training employees. It also recommends a customer loyalty program with rewards for repeat purchases and referrals to generate revenues. An evaluation plan and budget/timeline are provided to implement the satisfaction and loyalty programs between December 2015-June 2016 with a total budget of 11.9 million VND.
RMIT English Program
- 1. RMIT ENGLISH PROGRAM Customer Retention Proposal by Pixel Media Agency Dated January 11th 2016
- 2. Vu Quynh Chau Creative Director at Pixel Media Agency Profile Client: RMIT Vietnam Location: Hanoi Campus Program: English for University Category: Education Duration: 2016 RMIT electronic submission of work for assessment I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the Assessment declaration. Nguyen Khanh Quan Account Manager at Pixel Media
- 3. List of Contents 1. Retention Objectives 2. Customer Care Program 3. 4Rs in Client Management 4. Evaluation 5. Budget + Timeline
- 5. WE ARE HERE January 2016 30 new intakes already acquired Without a Customer Retention Program (CRP), we are losing customers possibly lost May 2016 Loss Rate: 20% newly acquired May 2016 low chance eventually kept June 2016 decreased CURRENT SITUATION:
- 6. (SMART) RETENTION OBJECTIVES 1. By June 2016, RMIT English Program will keep 30 new intakes in total for the Summer semester enrollment. 1. By May 2016, RMIT English Program will newly acquire 3 intakes referred by current students. 1. By May 2016, RMIT English Program will bring its loss rate from 20% to 10%. January 2016 30 new intakes already acquired possibly lost May 2016 Loss Rate: 10% = 3 customers newly acquired May 2016 3 students eventually kept June 2016 30 new intakes With a Customer Retention Program (CRP): We are keeping money but not spending too much money on an Customer Acquisition planning. We also earn more brand loyalty among existing customers.
- 7. BRAND STRATEGY 1. Customer Satisfaction 2. 4Rs in Client Management: - Reward Loyalty - Repeat Purchases - Referral - Revenues VALUE PROPOSITION GuidanceCompanionship Empowerment Inspiration REWARD REPEAT REFERRAL REVENUE
- 8. 1 CUSTOMER SATISFACTION PROGRAM2
- 9. Satisfaction leads to Retention Dissatisfaction leads to Decline Customer Care Program improves Customer Satisfaction Why Customer Satisfaction Program? Have we achieved what the customers expected of us since the beginning?
- 10. Keep Promises Set Service Standards Easy, fast access to all platforms (website, mobile, tablet, etc.) that your customers can see you as a promise-keeper kind. State/ Write specific values you can deliver to customers (7.5 IELTS score, Bachelor Degree, Skill Acquisition) Train your employees about your values; Ensure they understand their role in satisfying customers; Reward them of good customer care performance
- 11. State/ Write specific values you can deliver to customers (7.5 IELTS score, Bachelor Degree, Skill Acquisition) Add the COMMITMENT column to RMIT English Program landing page: “After the course, we promise our students will probably achieve either (or all) of these values below: - 7.5 IELTS score or High Distinction score at Bachelor Degree Placement Test - Students get 75% more chance of moving to our Bachelor Degree program at either Hanoi, Saigon, or Melbourne campus. - Students master at least one of these academic skills: researching, presentation, proofreading, referencing, etc.”
- 12. Easy, fast access to all platforms (website, mobile, tablet, etc.) that your customers can see you as a promise-keeper kind. Shortcut to RMIT English Page landing page on “Sinh vien tuong lai” Facebook page Put more staffs to be in charge of RMIT Hotline Build Live Chat-box and put staffs to be in charge of chatting with Page viewers online Improve the technical quality and maintenance of all Internet platform
- 13. Train your employees about your values; Ensure they understand their role in satisfying customers; Reward them of good customer care performance Send out an official document that clarifies what values RMIT English promises to deliver to prospective students among all internal staffs Ensure all student advisors and receptionists state those values when answering to students/prospective customers Deliver them to the parents/students at Info Sessions via speech, presentation slides, brochures and other means. Offers promotion/ rewards for “Staff of the Year” which has the best customer care performance Give commissions to staffs that successfully advises parents/ students into enrolment.
- 14. Keep contact Encourage Feedbacks Make it easy for customer to contact you (give them a specific name, answer phone calls & emails promptly) Make it easy for customers to send feedbacks; encourage them to feel that their opinions matter Take a proactive role in connecting with customers (personalize emails, give them useful information, keep records of everything)
- 15. Make it easy for customers to send feedbacks; encourage them to feel that their opinions matter Have attached feedback link on every platform: (https://docs.google.com/forms/d/1x0n5APKzLhoRWKEozSnH7siLNbehCYszlpUIZh1eKA4/viewform) Online: Landing Page, Subscription Email; Facebook,... After Online Enrolment; After Course Completion;... Offline: reception desk, student center, classroom, library,.. After Info Session; After Parents Meeting;... Have an official procedure among staffs to respond to feedbacks (both compliments/ complaints): - Always send an automatic email to confirm and congratulate customers for online feedback completion - Delegate authority to customer-facing employees to allow them to make decisions and resolve problems. - Have a weekly/bi-weekly Department meeting to revise all feedbacks from customers.
- 16. Make it easy for customer to contact you (give them a specific name, answer phone calls & emails promptly) Assign specific staffs to consult specific prospective customers Attach a name (with email/ phone number) on Landing Page so that in case of crisis/ problems, customers can contact immediately Take a proactive role in connecting with customers (personalize emails, give them useful information, keep records of everything) Train the staffs with customer care manners: - Know their lifestyle, habits, goals. Demonstrate your knowing in emails and integrate these with the course’s capability to change/ better their life. - Use your own voice (don’t sound like a machine). Speak in first name if the customers feel comfortable. Schedule to send to emails/ publish to social platforms useful tips that customers might be attracted to.
- 17. 1 CUSTOMER LOYALTY PROGRAM3
- 18. Why Loyalty Program? Rewards motivate Good Behaviours Good Behaviours contain Repeat & Referral Good Behaviours qualify Loyal Customers Loyal Customers bring Revenues REWARD REPEAT REFERRAL REVENUE
- 19. Rewards LOYALTY PROGRAM - Welcome Offer - Anniversary - VIP Offer - Exclusive Offer - Welcome Back Reward People leave because they are unhappy. We make people happy so that they stay. Repeat Referral
- 20. Offer free vouchers of IELTS mock-up tests when customers subscribe to the weekly news the first time. 20% tuition fee discount for siblings of current/ former students Committed Parents are invited to Fundraising & Networking Events of RMIT and partners. When customers invite their friends to Info Session, they get 5% tuition in return Lucky online survey-taker receives a free IELTS learning ebook.
- 21. 1 EVALUATION4
- 22. Use SocialHeat to monitor your interaction with the customers Numbers of survey takers Numbers of email subscribers Numbers of Facebook likes Increased rate in Website visit
- 23. 1 TIMELINE + BUDGET5
- 24. Goals Dec - Jan Jan - Feb Feb - Mar Mar - Apr Apr - May May - Jun Budget Add the COMMITMENT column to RMIT English Program landing page 200.000 VND Build Shortcut to RMIT English Page landing page on “Sinh vien tuong lai” Facebook page. Build Live Chat-box and put staffs to be in charge of chatting with Page viewers online. Send out an official document that clarifies what values RMIT English promises to deliver to prospective students among all internal staffs. 100.000 VND Deliver these values to the parents/students at Info Sessions via speech, presentation slides, brochures and other means. 500.000 VND TIMELINE: Customer Satisfaction
- 25. Goals Dec - Jan Jan - Feb Feb - Mar Mar - Apr Apr - May May - Jun Budget Officialize the rule of giving commissions to staffs that successfully advises parents/ students into enrolment. 2.000.000 VND Offers promotion/ rewards for “Staff of the Year” which has the best customer care performance 500.000 VND Have attached feedback link on every platform. 100.000 VND Train the staffs with customer care manners. 100.000 VND Schedule to send to emails/ publish to social platforms useful tips that customers might be attracted to. 1.000.000 VND TIMELINE: Customer Satisfaction
- 26. Goals Dec - Jan Jan - Feb Feb - Mar Mar - Apr Apr - May May - Jun Budget Offer free vouchers of IELTS mock-up tests when customers subscribe to the weekly news the first time. 600.000 VND Committed Parents are invited to Fundraising & Networking Events of RMIT and partners. 500.000 VND Lucky online survey-taker receives a free IELTS learning ebook. 200.000 VND When customers invite their friends to Info Session, they get 5% tuition in return 2.000.000 VND 20% tuition fee discount for siblings of current/ former students 5.000.000 VND TIMELINE: Customer Loyalty
- 27. THE END