orla tumelty increasing the full-time conversion rate through customer engagement
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Orla Tumelty
Increasing the Full-Time Conversion Rate through Customer Engagement
Presentation Outline
Project Outline
Research Methods Used
Research Findings
Available Options
Resources Required
Benefits of the Project
Pros Verses Cons
Risk of not undertaking the Project
Questions and Answers
Project OutlineAim
The overall aim of the project is to identify the current conversion rate of full-time courses from applications to enrolment and increase this rate through effective customer engagement.
Scope
Identify the current conversion rate and conducting research to identify ways of increasing the number of enrolments.
Objectives
To increase the conversion rate of full-time courses by 2%
To increase the number of young protestant males enrolling
Reduce the number of course related queries received by 5%
Justification
“The costs of attracting a new customer have been found to be up to six times higher than the costs of retaining old ones”
Jobber (2004).
Year Applications Enrolments Conversion Rate
2012/13 8023 3774 42.05%
2013/14 7526 3831 50.9%
2014/15 8075 4137 51.23%
Research Methods
Quantitative Research
Previous years conversion rates
GIS data showing the spread of applications verses enrolments
Percentage of enrolments from deprivation areas
Qualitative Research
Telephone interviews with 5 applicants who applied but did not enrol
Telephone interview with Careers Teacher at Bangor Academy as this school has a large intake of young protestant males
Large concentration of enrolments from within catchment areaNotable number of non enrolments from outside catchment area e.g. Derry and Fermanagh
Enrolments by Deprivation Area
Deprivation Group (1
most deprived)
% by Deprivation Group
Applications EnrolmentsNon-Converted
Applications
1 10.9% 8.8% 12.5%
2 15.8% 15.9% 14.2%
3 19.0% 19.4% 17.8%
4 24.1% 23.2% 23.2%
5 30.3% 32.7% 32.3%
Telephone Interview Findings
Interview with applicants
Reasons varied
Want to know more about the course and support
80% preferred to be contacted via email
Interview with Careers Teacher
Careers Teachers need to encourage students
School Partnership is key in transition to FE
There is a need for role models especially with males
1
• Do Nothing• No impact on workload• FLU targets will not be met
2
• Deliver e-communication by subject area• Increase engagement/meet customer needs/VFM• Not fully segmented/reliance on e-Author to develop the online
enrolment system
3
• Deliver fully segmented Communications Plan• Engage fully with customers/increase advocacy• Need attentional resources/increase cost by using several
communication channels
Resources RequiredMarketing Department
Collate text for 212 individual full-time PDFs
Proof read each PDF once designed
Develop text and video content for additional emails
Review relevance of PDF annually and create new PDFs when needed
MILT Department
Design 212 full-time PDFs
Develop technology to send automatic emails to applicants
Cost Benefits of the Project
A conversion rate of 53% on 8075 applications equates to 4279 enrolments, an increase of 142
Additional FLU Income of £482,800
Reduce marketing spend from £4.35 per enrolment to £4.20 per enrolment
Pros V Cons
Benefits
Meet FLU targets
Increase income
Reduce queries
Build trust in SERC brand
Disadvantages
Requires input from two Departments
Time consuming
Requires constant development
Risk of Project not Proceeding
College may struggle to meet FLU targets
Missed opportunity to increase income during a time of budget cuts
May not meet DEL targets (Widening Access and Participation Agenda)
Customer Services having to employ additional staff to deal with customer queries
Any Questions?
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