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[MAD LABZ] Taking enquiries from transaction to conversation ft. Carly Puncher
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[MAD LABZ] Taking enquiries from transaction to conversation ft. Carly Puncher
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One in four parents who enquire with a school never get a reply - and the schools have no idea it's happening. In this MAD LABZ episode, James and Nik chat to Carly Puncher from Edified about her research into the parent enquiry experience, and why the moment a family reaches out is the moment most schools quietly lose them.
Drawing on the first year of the Enquiry Experience Tracker, in which real parents enquired with 56 international schools and scored what came back, Carly unpacks what actually keeps families engaged: warmth over speed, asking questions instead of just answering them, taking the time to respond to everything they asked, and following up properly. Fast responses don't win parents. Human ones do.
A perfect listen for admissions teams, marketers, and school leaders who want to turn inquiries into conversations - with small, practical changes you can make before the next enquiry lands.