The Parent Experience: Your Key to Enrolment Success

Data-driven industry insights and recommendations.

 

 

2022 Building Blocks for Success Report

The Parent Experience: Your Key to Enrolment Success

Data-driven childcare industry insights and recommendations for optimising the parent experience to grow your business. Learn more about the current parent demographic, what tools you need to optimise the parent journey and how COVID-19 has affected the childcare industry.

Click here to receive your free copy of the 2022 Building Blocks for Success Report.

The Challenges With Today's Parent Experience

The parent experience defines the journey a parent takes from initial enquiry to retention, including key conversion points along the way. Today’s parent experience is often a series of starts and stops that can take several months. It is inconvenient, time-consuming, and full of obstacles that cause families to choose another childcare centre altogether. A recent ChildcareCRM enterprise customer explains, “Our families have indicated dissatisfaction with the current enrolment process. Families told us that our process for enrolment was lengthy, painful, incorrect, information was lost, and lacked customer service satisfaction.”

What You Need To Know About Today's Parent Demographic

Millennials make up 80% of today’s parents to children under the age of 12; meaning a convenient experience is more important than ever. Millennials are one of the first generations to grow up in the digital age, and they use social media, texting, and their mobile devices more than any other parent demographic has in the past. Millennial parents want streamlined, digital experiences for everything from shopping and banking to childcare services.

• 21% of Millenial's day is spent on a mobile phone
• 42% of Millenials don't own a printer
• 73% of Millennials say that valuing their time is important

 

 

 

Five Key Takeaways to Optimise the Parent Journey

Based on our research, we’ve identified five key takeaways to improve the parent experience—the key factor in enrolment success.

Offer Easy Ways for Parents to Enquire Online

With 67% of Millennial parents shopping online, having an effective website and digital marketing strategy is essential to generating leads. ChildcareCRM found that 51% of new leads came from online sources and the best converters completed tours with those new leads within 24-hours.

Enable Parents to Self-Serve

Because 40% of Millennial parents prefer self-service to human contact with businesses, successful centres give parents options to express interest, schedule tours, and complete enrolment forms online. ChildcareCRM found that the best converters provide these options and convert on average 77% of their new leads to ‘waitlisted’ or ‘registered’.

Communicate the Way Parents Want

With 60% of Millennials preferring text messaging when communicating with businesses, it’s important to use text messaging throughout the enrolment journey. ChildcareCRM found that the best converters send 13x as many individual text messages and 76x as many group text messages compared to the worst converters.

Guide parents through the journey.

More than 70% of Millennials say valuing their time is the most important thing businesses can do to increase satisfaction, making convenience critical. ChildcareCRM found that 5-10 workflow automations is the ideal number to guide families through to enrolment, saving staff more than 40 hours of work every month.

 

Download the Guide

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