A few days ago, a friend from the education and training email list industry invited me to dinner. The whole dinner was full of complaints about the company’s current private domain operations, from my first cold dish to my last bowl of soup. This friend's company mainly provides quality education for children and has dozens of stores across the country. They mainly take offline classes, and the unit price per customer is about 15,000 to 30,000. The cost of acquiring customers is extremely high, and they have not been impacted by the policy yet. A year ago, the leaders of the group headquarters proposed to reform and invest heavily in the private sector.
The confrontation between the two operating modes email list Doing a private domain is essentially doing user operations. Such a traditional offline education and training industry is itself an operation-heavy industry and has its own inherent operating model. The two modes have to be together, either to transform and merge, or to replace them. Let's first take a look at what their traditional operating model looks like: First, the marketing department obtains the contact information of the intended users through offline and offline channels, and then the telemarketing department contacts the users, invites them to the store, and assigns the users to sales consultants. After the user comes to the door, they conduct consultation and experience, and complete the sales conversion.
Finally, the training department provides teaching services, and the school management department provides supervision services, and is responsible for the extension and renewal of courses for later students. This is a very classic operating model for offline training institutions. In different enterprises, the department names and division of labor may be slightly different, but in general this is the process. In fact, we can find that this model itself is a kind of "private domain". When users become leads, they enter the enterprise's data pool, and are connected with sales consultants for long-term maintenance until conversion and repurchase.