Presentation prepared by Quan Nguyen for Client Management course at RMIT Vietnam

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

4. 1 RETENTION OBJECTIVES1

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