Presenter: Lyla LIN

}  Founded in 2004, Panda Chinese is a Shanghai-based mandarin teaching centre with more than 8 years of teaching experience, 4 campuses and over 5000 satisfied graduates

}  It offers courses for both companies and individual learners

}  Besides, it regularly offers free/low-charge parties and events for students and their families/friends, such as tea party on Mid-Autumn Festival, picking peaches in the orchard, etc.

}  To drive business results, ◦  How to attract new students ◦  How to retain current students ◦  What kind of clients are most willing to spend

money? Can we get more

}  To differentiate from others, ◦  What in particular makes current students stay with

us for a long time? Dig them out for improvement ◦  Can we expand the scope of business by doing

something different? What are those potential areas

}  Demographic information }  Warm calls, cold calls }  Attrition rate and reasons why }  Evaluation of teachers }  Sales performance of each stuff }  Sales result analysis }  Etc.

Insight Action to be taken Among consideration factors for course registration, a teacher’s performance in the first trial lesson plays a far more important role than price itself

Train the teachers Make the teachers sell themselves better by training them how to conduct a both beneficial and interesting course

While western clients prefer a more casual and less stressful class atmosphere, Japanese and Korean students are more demanding on themselves for progress

Tailor teachers to clients’ needs Some teachers might be humorous and good at vitalizing the class, and some do well in teaching for teaching’s purpose

Nearly one-third of existing individual clients are recommended by their friends/colleagues/acquaintances

Improve on customer service Carry out regular calls/emails/face-to-face talks that won’t make them loathe, know their real needs and likes to increase efficiency

Senior/Top management staff in companies form the most willing and generous group in learning mandarin

Friend them and their families Improve up-sell and cross-sell opportunities by inviting their kids/spouses to come for the activities and try free lessons

Most clients show a strong interest in traditional Chinese culture, such as Confucianism, Daoism, Taichi, gongfu, etc

Let clients try more Offer such diversified experiences on a weekly or monthly basis at a low charge to arouse their interest and enhance their loyalty; update frequently based on clients’ feedback and preference

}  All data-mining projects should align with business strategies and objectives

}  Commonly, the result can be measured by financial results – how many deals are signed through which channels, how much cost is saved on year-on-year basis

}  In addition, intangible results can not be quantified such as professionalism, effectiveness and efficiency, etc.