Challenge
The language school was facing a serious student retention problem. As many as 30% of students did not continue their studies after the first year, which generated significant financial losses. In addition, students rarely chose more than one course.
The school constantly had to spend large amounts of money on acquiring new students instead of focusing on retaining existing ones. It therefore decided to implement a loyalty program to encourage students to become more engaged.
Action
- Creation of a loyalty program
With the help of iPresso, the language school developed a points-based loyalty program. For example, users received 10 points for registering for a course, 5 points for downloading additional educational materials, and as many as 30 points for choosing more than one course. - Automatic information about collected points
Course participants were sent regular messages about how many points they had collected and how many points could be exchanged for prizes and educational materials. The iPresso system tailored the form of communication to the user's preferences, sending information by email, SMS, or mobile push notifications. - Awarding discounts for activity
The language school sent personalized messages to all students who had accumulated more than 50 points. The iPresso system generated a pool of discount codes, so that each participant received a unique code for their next course.
Results
- Student retention increased by 20%.
- 13% more students registered for more than one course.
- Student engagement increased by 18%.
- In NPS surveys, 14% more students indicated that they would recommend the language school and want to take advantage of its offers in the future.
