For Whitehat Jr how do you improve the connect between the candidates and tutors after the first call?
Comprehend the Situation
What : The conversion rate after the demo call is below satisfactory levels
The children are not happy with the tutor The parents are not happy with the tutor
What’s the duration of the demo?
Whats the structure?
Is there interaction?
Is there an internet connectivity issue?
What does the tutor focus on merely showcasing knowledge or building rapport?
Identify the Customer
Customer: Parents of young children - since they are ones paying.
Note: The purist in me wants to say the child/learner is the customer, I would like to take a different path and want the reviewers to expound on the merits or lack thereof of this approach of identifying the customer. *
Also, in principle should the customer be the one using the product or the one paying for it(when they are different)? Example in the case of B2B product etc?
Report the CX’s Needs
Assumption: the parent would assess whether the below objectives are met in the demo session by the tutor as far as the child is concerned.
- Is well behaved - polite and patient
- Knowledgeable and able to transfer that knowledge according to age, inclination and aptitude of the child
- Keeps the child engaged - through interaction
- Enjoys and has fun interacting with the kids and vice-versa
- Ensures learning is happening - through retention and recall
Cut, through prioritization
Enjoys and has fun interacting with the kids and vice-versa
If the child is having fun,
It will stay engaged and it will learn. It will continue to do so for long periods of time consistently. Also, it becomes a pull where the child learns without any sense of conscious effort and is therefore likely to want to learn more and remain interested much longer than otherwise.
Next thing would be,
Is well behaved - polite and patient
Knowledgeable and able to transfer that knowledge according to age, inclination and aptitude of the child
List All Solutions
- Educate the tutors about learning pedagogy and on nuances of interacting with and educating kids
- Seek feedback from those who didn’t sing-up on why they did not with open ended questions
- Improve on those and iterate
- Keep an initial rapport building or get to know your customer session where the child and parent can share what they want and tailor the demo accordingly
- Work towards making the tutors more kind and compassionate human beings and distill the wisdom on why its good,
- Incentivize the tutors for genuine interaction and not merely for closing the sale. Provide them autonomy and flexibility on how they want to do it and for how long. Encourage them to be collaborators and not competitors by sharing their learning and experience from interacting with other prospects.
- Improve the quality of leads and prospects, thereby investing effort in client that are more likely to convert
- Allow tutors to be open and honest about the limitations of their platform and service - parents are able to see through promises that are too good to be true
- Provide time for parents to voice their concerns or queries and educate tutors on how to address them
Given enough resources (funding, time) and pain tolerance - ability to withstand temporary setback
I would recommend solution 6.
Incentivize the tutors for genuine interaction and not merely for closing the sale. Provide them autonomy and flexibility on how they want to do it and for how long. Encourage them to be collaborators and not competitors by sharing their learning and experience from interacting with other prospects.
Summarize your recommendation
With the core vision of transforming the online education landscape and not just making a quick buck, one can see a much deeper concern that can be addressed using the above problem statement as a starting point.
Which is to enjoy the process of learning and being able to have fun while doing it.
With that in mind, I would recommend incentivizing the tutors (possibly through equity ownership or ESOP) to build relationships and not approach the process with a transactional mindset