How Training Providers Can Attract and Retain Customers with CRM

The education and training industry has evolved significantly in the digital age. Not just in the realm of institutional higher education. Commercial and vocational training have taken significant steps forward, too.

Many courses which historically have been delivered in physical classrooms are now offered through distance learning. Yet before a series of classes start, and after they finish, CRM software helps training providers better understand their customers and students. Further, it automates and augments many of the manual administrative functions related to training.

Here are five key benefits of CRM software for training providers:

Marketing Campaigns: Attracting Prospects, Retaining Customers

Whether a learning services provider has been educating students for decades or is just getting started, driving course enrollment is critical. Email, snail mail, or call-out campaign lists from class alumni, prospects from tradeshows, and from online lead magnets can be curated and parsed to ensure the right messaging is delivered.

Contact center solutions from a provider like 8x8 offer powerful tools for capturing and monitoring inbound and outbound calls and digital communications. If you are looking for enhanced marketing campaign functionality, integration with a comprehensive CRM platform like or Microsoft Dynamics may be in order.

Self-Service Registration and Course Feedback: Empowering Users, Educating Visitors

In today’s world, to succeed in a career like application development, sales, or marketing communications, it’s essential that you keep your skills sharp and up-to-date. Individuals who need retraining due to a recent layoff or who are at a crossroads in their career may want to register for training on the weekend or after business hours.

Self-service web portals are an ideal channel for reviewing course catalogs, registering for a class, or providing post-training feedback on a variety of devices. Salesforce and Dynamics 365 have native and partner portal options which offer real-time access and input of student data. These integrations allow students to see when classes start, end, and how many spots are available. CRM applications can also track licenses for training materials.

Course Content Management: Keeping Content Available

Digital libraries of ebooks and white papers, video recordings of previous classes, certification records, exams—all this content can be stored and associated with entities like students or classes. Many training providers store this content in CRM software and make it accessible through their self-service portal.

Others email files to customers manually and capture records of that correspondence against leads, opportunities, contacts, and accounts.

Analytics and Forecasting: Understanding Demand, Organizing Classes More Effectively

The analytics engines in CRM applications are vital to understanding historical trends and current circumstances, which help to predict the future. If a specific series of classes is underperforming in terms of enrollment and student satisfaction, it might be time to drop it from the curriculum.

Conversely, if reports show that certain classes consistently have high enrollment and rave reviews, then that class should be scheduled more often or across multiple locations. Or maybe a distance learning alternative or advanced class could be developed.

CRM forecasts are effective for training providers to understand how the sales funnel is looking from a revenue perspective and also helps to schedule trainers, classrooms, and materials based on demand.

Automated Workflows: Increasing Productivity, Eliminating Manual Tasks

Class reminder emails and post-training customer satisfaction follow-ups are all examples of messages which could be sent by a training provider’s administrative staff, but CRMs have powerful workflow and calendaring functionality to automatically do it for them. Should a student cancel, workflows can alert the sales team or even send an email to waiting list attendees.

These workflows can all be configured with CRM applications. Instead of having empty seats or overbooking physical classes, CRM software automates the process and eliminates human error.

Drive Better Results with CRM Software for Training Providers

Are you looking to drive better results from your educational programs in the physical and/or digital realms? CRM software for training providers increases profitability, optimizes resource utilization, and automates tedious manual tasks. It also allows you to visualize past performance trends, better plan for the future with rich insights and comprehensive reports, more effectively understand your customers' learning needs and increase your campaign ROI.

Your cloud provider and available features set directly affects your relationships with your clients, which directly affect your business' bottom line. Choose a superior cloud system and ensure that this effect is for the better. Fill out our online form today or call us at 1-866-879-8647 to request a no-obligation quote from an 8x8 Product Specialist.

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