PERFORMANCE IMPROVEMENT PLAN IN TELEMARKETING SALES BY EF ENGLISH FIRST TELEMARKETING DEPARTMENT

• Main Author: Halim, Mahardika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57609
• Institution: Institut Teknologi Bandung

Education Industry is a critical industry which grows rapidly. During the Covid-19 pandemic, education industry is forced to undergo a radical change, from face-to-face learning into online based learning. After the pandemic, education industry is expected to produce globally competitive learners in a disruptive setting. EF as the world’s biggest children education provider has a core believe in opening the world through education. EF strives for connecting people from around the world, and breaking down the barriers of language, culture, and geography that at times can be divisive. EF Kids & Teens Indonesia focuses on offering the best language journey for its students and offer dynamic and fun environments, nurturing a love for the English language with a curriculum that combines digital media platform with traditional classroom resources. Telemarketing Sales is one of our main Sales and Marketing channels in EF English First which contribute and convert raw sales leads (customers’ data, children’s data, age, domicile, and other demographic data) into sales. Other Sales channels include Referral Sales, Walk-in Sales, Corporate Sales and Retention Sales. During Covid-19 outbreak, while other Marketing channels such as EF Open House, ATL (Above the line ads), BTL (Below the line ads) have declined sharply due to lockdown, safety and health precautions and other government policies, on the other hand, Telemarketing Sales performance has been showing a quality of robustness and resilience of steady sales conversion from Raw Sales Leads – to New Students. Robust and well performing Telemarketing Department is crucial as Telemarketing (TMK) Sales is considered a low-cost and efficient Sales Channel. High quality education requires access point of information for Indonesian parents, students, and potential customers. EF Telemarketing has been playing a pivotal role for the company’s exponential growth in this regard. Not only EF Telemarketing has been conducting traditional Telemarketing roles to Conduct Call-Out, Receive Call-In, Generating Leads and Closing Sales, but also managing to execute Customer Satisfaction Survey, Handling Customer Complaints, and other non-traditional Telemarketing Roles. Future sustainable growth and revenue stream in EF will be more dependent of revamping its Telemarketing capabilities.