One of the keys to the ultimate success of the ChildCareCRM system in your organization is to make the system become part of your usual routine. Having a consistent review process in place with your directors on a weekly, or at least monthly, basis of your sales pipeline and potential opportunities is critical to creating a sense of CRM importance among your staff. Working the system the way it was intended to be used by utilizing the built in best business sales processes will reap tremendous benefits to you and your organization.
The following are suggested reports to run that can be utilized for understanding how well your staff is using the system, if critical information is being captured, if follow up tasks are being created or completed in a timely manner and who is the most successful at giving tours. Additional key reports to understand how your business is doing include where your leads are coming from, why and when you are losing business, what your conversion success rates are and how your business is trending with respect to sales and marketing metrics.
When running the below reports, leave all selection criteria as defaulted unless specifically mentioned. You may certainly add selection criteria and define date ranges, but it is not necessary for the discussion below. Suggested uses for each report and how to analyze the data are noted along with goals.
#1 Reports>Administrative>Staff Usage:
Click View, Select Export
This report will allow you to see how many and what percentage of leads do not have a follow up task assigned alerting you to situations where there are a lot of leads that may fall through the cracks.
While your goal should be 100%, a good number is above 80%.
It shows you how many and what percentage of the tasks set up that are past due.
Your goal should be 0%, but there are always reasons why some may be past due so a good number is less than 20% as long as they are not concentrated in one location.
It lets you know what percentage of children have expected start dates noted on their record.
Your goal should be above 80% for at least those that are past the New Lead status. The larger the percent, the better and the more help it will give you in identifying your most urgent opportunities so you don’t miss them.
It alerts you to the number and percentage of children in your database that are past their desired start date. And, it breaks it down based on the current sales stage they are in.
Your goal should be 0%. Once they have past their desired start date, there is a much greater chance that you have missed that opportunity.
It provides you a count of leads received in the last 60 days, tasks added against those leads and events done (phone calls, emails, tours, meetings) on those leads. Ratios are provided to show you the average number of tasks and events per lead that occurred in the last 60 days.
These ratios should be a minimum of 4 or 5 for tasks and 7 or 8 for events, especially since a number of tasks and events are done by the system through the business rules.
It provides you a count and percentage of leads where the lead source is unknown. Having a known lead source is an important part of understanding where your business is coming from.
A good goal should be below 20% with unknown sources.
It takes the average person an average of 7 contacts to act on something if they are involved in purchasing a significant product or service. That is why the ratios noted above are important to monitor. An example of some of these contacts in a child care situation might be the following:
1. Inquiry thank you email
2. Follow up phone call, leaving an informational message if no answer
3. Follow up email with additional information
4. Phone call scheduling a tour
5. Tour confirmation email
6. A tour of your center
7. Tour thank you email
8. Phone follow up after tour
Many organizations also add additional pre-tour and post-tour email incentive campaigns that consist of two or three emails that are automatically stopped if they reach the next stage of the sales cycle by scheduling a tour or registering.
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#2 Reports>Administrative>Staff Tour Results:
Select a Location, Report Type=Summary by Numbers or Percentages
This report will provide you a list of all staff who have given tours, the number of tours given and the results of those tours with respect to registrations, enrollments and lost opportunities. It allows you to identify staff who are more successful with their tours than others which, in turn, identifies staff in need of training on their touring and closing skills. Improving the conversion success rate of tours will add significant revenue to your organization.
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#3 Reports>Opportunities>Current Opportunities:
Select a Location, Report Type=Detail
This report will provide you with a list of current opportunities organized by where they sit in the sales cycle. When running the detailed version of this report, select a specific location so the data displayed is not too long. If you run the summary version to get an overall picture, you can select the corporate level. The key columns to look at on this report are the last two columns. These show the Lead Next Contact Date and the Child’s Expected Start Date.
Review these columns. There should be a Next Contact Date (a Task) set up for each Lead and any Lead that contains a Child should have an Expected Start Date for that Child. As you get later in the sales cycle, there should be a higher percentage of children with Expected Start Dates filled in. A good goal is 100% of those at Registered status, 90% of those at Tour Completed, 80% at Tour Scheduled and 70% at Contacted.
Leads without a follow up Task have a much greater chance of falling through the cracks and having that opportunity being lost to a competitor who does a better job following up. Clicking on any lead in this screen will open the lead in a new tab. This allows you to review information that might explain what task should be next or why there is not a task set up for the future.
Children without an Expected Start Date make it very difficult to focus on those opportunities which are the most urgent. Having this information helps identify that urgency, alerts you to your most current enrollment opportunities and makes sure you don’t miss them.
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#4 Reports>Children>Child Starts:
Select a Location, Report Type=Detail, Select the End Date as Today or a few weeks in the future
Running this report with an End Date of today will alert you to all those children that wanted to start on or before today. These are now potential missed opportunities and you want to immediately contact them and determine their status.
Running this report with an End Date a few weeks in the future will alert you to those children that are the most likely prospects to enroll in your center now versus later and help insure that you don’t miss those opportunities.
Including the option that shows “Children with No Start Date” also alerts you to those opportunities where you need to obtain this information from the parents. Otherwise, it is very difficult to focus on your most important opportunities.
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#5 Reports>Marketing>Source of Leads:
Select the Organization, Report Type=Summary by Lead Source (either numbers or percentages)
This report will provide a summary of your total leads during the date range specified in the selection criteria and where your prospects heard about you. This is a great tool for managing your marketing efforts and dollars.
Work towards a goal of not having more than 20% of your leads with an Unknown lead source. If you have any Lead Sources over time that are 0%, you might want to stop funding them and update your pick list to not include them as well.
Select a Location, Report Type=Summary by Status (numbers)
This report will show the quality of each lead source by showing how many opportunities made it through the various stages of the sales cycle. It is best to run this report by one location at a time as running it for multiple locations at once has a lot of data in it.
Traditional measures of success for a particular lead source are based on the number of leads it generates. A better measure is based on the amount of business it generates you. This is what this version of the report provides. Having 40 leads from a particular source that results in zero enrollments is not a successful campaign, no matter how many leads it generates.
Similar versions of these reports are available by Marketing Campaign for more specific analysis.
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#6 Reports>Opportunities>Lost Opportunities:
Select the Organization, Report Type=Summary by Reason (Numbers)
This report will tell you why you are losing business so you can proactively act on any of the reasons that you can control.
Reviewing the detailed version of this report by selecting specific lost opportunity reasons can help give you the information you need to alter strategies to win new business or to gain back some lost business.
Select the Organization, Report Type=Summary by Status (Percentages)
This report will help you understand where in the sales cycle you are losing business. Is it before or after the tour? Is it because you cannot get in contact with them in the first place?
Analyzing this information, and especially comparing results from multiple locations if you have them, can help identify where staff training is needed to help convert more inquiries into enrollments.
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#7 Reports>Statistics>Conversion Success:
Select the Organization, The Date Range of the Opportunities to analyze, Report Type=Percentages
This report will provide you with the total number of opportunities during the date range specified and what percentage of those opportunities made it to each stage of the sales cycle. You can analyze conversion rates from different stages of the sales cycle by selecting the “Converted From Status”.
Goals for conversion rates may differ significantly based on the organization, location of the centers, whether they have current openings and other factors. General industry consensus has targets at converting 50% of leads into tours, 50% of tours into enrollments and thus 25% of leads into enrollments. Again, the real key to your success is just improving on the numbers that you are currently experiencing and Child Care CRM can help you track those results.
Other versions of this report may be run to measure success based on how people were contacting you (phone, walk-in and web) and how they heard about you (lead source or marketing campaign).
You may also measure these statistics based on opportunities (children) or leads (families) by checking or unchecking the “Calculate Using Leads Only” check box at the bottom right of the screen.
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#8 Reports>Statistics>Trend Tracking:
Select a Location, Select a Beginning Date, Number of Periods, Time Period, Report Type=Summary
This report will provide you a trend analysis for a location showing such things as the number of new leads, tours, registrations and enrollments month by month over time. You can also select a specific Status and run it at the Organization level to compare trends across locations.
This information can be invaluable when analyzing how well you are doing over time, identifying trends that indicate a need for additional marketing during slow periods of leads or tours and comparing the results across multiple locations if you have them.
Options for this report include the ability to chart trends for the success of certain lead sources or marketing campaigns over time.
A great use of this report is to measure the success of changing or altering marketing campaigns looking at numbers before and after the change to see if there was an affect.
Select the same options as above, but change the “Track Trends For” to Inquiry Type.
This report will now allow you to view the trend of leads received by web, phone or walk-in to help identify whether it is reasonable that all the phone and walk-in leads are being recorded in the system.
Not putting in walk-ins because they tour and immediately register, for instance, will lower your closing ratios and distort other reporting. Not putting in phone leads that have limited interest, for example, limits your ability to market to them in the future, hurts your ability to understand the success of certain marketing campaigns and also distorts your reporting. And, if a lead is not getting into the system for any reason, they most likely are not being followed up and you will miss that revenue opportunity.