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陳昶安
經營帶狀課程 報名率提升400%、續報率維持85%
經營帶狀課程 報名率提升400%、續報率維持85%
經營帶狀課程 報名率提升400%、續報率維持85%
By
陳昶安
課程產品經理
・
Taoyuan City, Taiwan
Connect
課程經營:報名率提升400%、續報率維持85%
背景說明:此課程一年開4個季度班,截至2023年底已開班超過25季。在2019年以前,僅有實體班、錄影回放,且每季須重新招生
訪談學員改善服務 課程報名率提升400%、續報率維持85%
以增名課程報名數為首要目標,以電話一對一形式進行電話訪談後,作出以下調整:
改用直播滿足遠端學習
:原來的方式為將課程錄影檔上傳至YouTube,僅遠端學習及複習,與實體課程有二天時間差。中南部遠端學員希望能同步上課,避免資訊落差,在2018年直播僅被小範圍運用時期,捨棄錄影改用直播,滿足遠端學員即時學習需求,同時也開發中南部的客群。
(克服困難點:尋找品質穩定的直播設備及平台、教學員如何看直播及回放)
調整招生策略,提升報名人數
:原來每季度須重新招生,僅能將大部份資源放在學員續報上,開發新學員的力道相對弱。接手課程後開始設計半年班、全年班方案,在2018年底時集中資源鎖定舊生續報全年班,每季度改為招收新學員。在資源重新調配後,
課程人數從2018年的30人,在2020年時提升為120人
。
(克服困難點:與財會部門溝通,調整營收成本認列方式)
找到經營學員的槓桿,改善服務品質、協助老師調整教學內容
:在訪談過程中學員回饋有問題(無論是課程內容或客服)不知如何反應,於是從三個方向著手:個人私Line、官方FB私訊、Line@私訊。利用多個管道取得學員對老師教學內容、方式的回饋,協助老師調整;同時也增加客服的便利性,得以持續改善服務。
改善服務流程後,課程續報率至少都維持在85%
。
(克服困難點:與團隊夥伴建立共識,重新調整工作內容維持合理的工作量)
調整經營策略、重新配置招生資源、改善服務,課程報名人數從30人成長至120人、續報率長年維持85%
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陳昶安
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Published: Feb 20th 2024
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