Expertise shortfall, conversion freefall: breaking the cycle in the English language education business

Abstract

The thesis “Expertise Shortfall, Conversation Freefall: Breaking the Cycle in the English Language Education Business” focuses on analyzing the limitations of marketing expertise in the English language education industry, especially in three aspects: lead generation, CRM system management, and telemarketing implementation at Wall Street English. These limitations not only reduce the effectiveness of customer outreach but also lead to a decrease in consulting participation rates, creating a vicious cycle that directly affects business results. Based on the theoretical framework Theory of Constraints, the study identifies and clarifies the core bottlenecks in the marketing process. By combining qualitative and quantitative research methods, the thesis both verifies the practicality of the problem and provides a scientific basis for designing solutions. The research results not only contribute to clarifying core bottlenecks in Wall Street English's customer journey, but also open up directions for developing practical solutions to improve business efficiency in the next phase.