BECKER PROFESSI ONAL EDUCATI ON

TERI WHEATON
Growing the Intensive Courses
Defining the Problem
Becker has seen a fluctuation in revenue and bodies enrolled in its spring and fall Intensive courses. Steps need to be taken
to increase and stabilize earnings and participation.
Objectives: 1) Increase marketing efforts by reaching out to as many international students as possible; 2)Improve internal
corporate communications to minimize confusion and inaccuracies when relaying information to students and placing
orders; 3) Maintain high level of customer service to keep students satisfied and referring the program to others.
2
Spring and Fall enrollment
numbers have decreased
over the past three years
Fall enrollment numbers are
historically lower than the
spring numbers
Benefits lost at host hotel
Partner countries off-limits
when it comes to marketing
CPA Exam offered in some
middle eastern countries in
August 2011
Exam offered in Brazil in
February 2012

Revenues for the fall classes
are historically average 19%
lower than the spring
revenues
Revenues began a steeper
decline in 2010
Average 10% decrease per
year since 2009



Instructions unclear to
students registering online
Student orders cancelled and
rebilled
Financing option made
available to students without
prior knowledge of customer
service staff
Internal
communication
and systems
hindering the
registration
process
Decline in
revenue for the
international
Intensive CPA
Exam Review
Course
Decline in
number of
students
enrolled
Decline in
number of
countries
represented
Addressing the Problem
3
Submitted regional email requests
with international contacts

Maintained and utilized personal
contact list, sending personal
emails to interested parties

Scheduled notices on social media
with Marketing department

Completed Informational PDF for
spring 2012 in December 2011 for
timely posting on website

Contracted with one host hotel
and promoted them to my
students

Encouraged students to allow me
to place their orders

Returned phone calls and
answered emails in a timely
manner

Provided specialized support to
students while in Atlanta

Contacted hotel on students
behalf when necessary

Processed orders and changes as
needed in a timely manner,
eliminating need to call 800 #


Remained in contact with customer
service supervisors when incurring
technical problems

Responded to customer service
questions when necessary
regarding student accounts

Submitted web requests when
corrections were needed on
website

Reached out to customer service
and billing departments for
information and procedural help




Analyzing the Results
4
0 100 200 300
2008
2009
2010
2011
2012
3%
72
%
Increased
Enrollment and Revenues

Total 2012 revenues increased by 3%
from 2011

Fall 2012 revenues increased 72% from
spring 2012

Enrollment increase of 35% from 2011 to
2012
70
80
90
100
110
2008 2009 2010 2011 2012
N
o
.

o
f

S
t
u
d
e
n
t
s

Annual Intensive Enrollment
$ thousands
Spring Fall
Annual Intensive Revenues
Improved Customer Service

Personally placed 80% of enrollment
orders, minimizing errors

Seven students already enrolled for
Spring 2013
Learning for the Future
5
Pre-planning is key: A
checklist must be made
involving all vital steps
in preparing for Spring
and Fall 2013.
Survey current students
to find out common
needs and wants and
determine what can be
provided.
Contact Billing and
Receivables
department for any
updates on student
offerings and payment
plans .
Contact E-commerce
team for
updates/corrections
made to ordering
system.
Update informational
PDF and registration
form and send to
Marketing and
Compliance
departments in
October and May
while current classes
are still running
Submit requests to have
all approved paperwork
for next course added to
website as soon as
possible. Request links to
future schedules be added
to Intensive webpage.
Potential Challenges:

Responses to my
requests delayed from
other departments
Technical fixes not put
into place before next
registration period
Marketing
responsibilities no
longer mine

These things may hinder
my futures steps because I
have no direct influence
on these departments.
One suggesting is to begin
the preparation for the
next sessions as soon as
possible to avoid delays
and address concerns
within other departments.