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LineLeader offers best in class centralised enrolment solutions that super charge lead conversion at scale
Jason Roberts
Aug 27, 2024
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LineLeader, the early childhood education and care (ECEC) sector’s most used childcare CRM and lead management software provider, has continued to evolve and innovate its platform to support approved providers to optimise lead conversion at scale.
As revealed in its 10th annual benchmark report, which details key insights gathered from surveys of nearly 5,000 ECEC professionals and provides an analysis of data harvested from its 63,000 strong monthly user base, centralising enrolment growth, particular for services operating at scale, can lead to stronger, and more consistent, conversion rates.
“Over the course of the last several months we have observed a gradual pull back in the volumes of new enquiries feeding into ECEC services in Australia relative to the same period last year,” Lineleader CEO Brett Neller said.
“Although it is unclear what is driving this trend, what we do know is that as lead numbers fall the importance of lead conversion increases dramatically.”
Against this backdrop the Lineleader team have been working hard to reiterate the importance of delivering positive family experiences during enrolment to combat more muted enquiry activity.
To meet enrolment goals consistent positive family experiences must be embedded
As highlighted in the Group’s benchmarking report, a top priority for ECEC leaders was creating consistency of experiences for enquiring families as rising competition places a greater premium on reputation and loyalty in a bid to retain existing families and attract new ones.
This dynamic becomes all the more important as enquiry pools begin to contract and centre managers are forced to compete more openly for enrolments.
Best practice in this area pointed to organisations who had embraced a degree of standardisation across key areas of parent interaction, including communication templates, consistent branding across digital destinations and automated marketing campaigns.
“With so much activity occurring in the digital realm, it is absolutely essential that ECEC organisations do their best to ensure brand consistency across each location,” Mr Neller said.
“LineLeader's CRM helps our users embrace a degree of standardisation, both in terms of process and communications that lends itself to creating streamlined family experiences that materially increase the probabilities of conversion.”
Centralise enrolment with an airtight system to improve conversion, particularly at scale
In LineLeader’s experience, as an organisation grows to having five centres or more, better conversion rates overall can be achieved through rolling out a centralised enrolment model with a dedicated team of enrolment officers, a strategy Young Academics Early Learning Centres has adopted.
Lauren Watson, Head of Customer Experience at Young Academics utilises LineLeader’s Enrolment Teams functionality to manage incoming leads and has built out their processes to ensure that the enrolments officer is able to act as an advisor to families, contributing to greater conversion success.
“The centre that they might inquire for might not actually suit their needs. Having real time conversations where you can say, ‘What about this centre down the road? It has availability for your child's needs, small class sizes, etc’ creates a more effective customer experience,” Ms Watson said.
“Once we started utilizing the system more efficiently, our communication improved. We were more thorough. There were less questions coming through from our families,” she continued. “Our enrollment team operates much more efficiently than previous years. There are no missed opportunities.”
To learn more about LineLeader’s best in class CRM and lead management solutions visit their website here or to receive this year’s “Scaling for Success: Uniting Teams for Greater Profitability” report please click here.
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