For Education & Training

Every course enquiry becomes a counselling session

Students shortlist three institutes and enrol where someone answered first. BM CRM replies in seconds with the right course details, qualifies programme fit, and books the counselling call, while your competitors are still checking their inbox.

First to answer, every time Programme fit qualified Counselling calls booked
WhatsApp · 8:15 PMAI · replies 24/7
Lead from Ad: “MBA intake”
Do you have a part-time MBA? When does it start?
We do, with evening classes. Shall I book a call with an advisor?
Yes please, tomorrow evening.
Counselling call booked
What it looks like

A course enquiry at 8:30pm, a counselling slot on Wednesday

Fees, intake dates and prerequisites answered from your own programme information, the student’s goal captured, and a counsellor’s slot booked — in one conversation.

WhatsApp · 08:12, Monday 31 AugustAI · from the course catalogue you loaded
Bank holiday in Wales. Not in Scotland.
Missed my firm offer by a grade. Is there anything left in Computer Science — and is anyone even in today?
In Cardiff, no: that campus is shut for the bank holiday. Glasgow is open — Scotland took its summer one on 3 August — and admissions there still have places on Computer Science. I can hold you an interview this morning.
Glasgow works, I'd move for it. Can my mum sit in? And what's the deposit?
Yes, I'll add her as a second contact on your record. The accommodation deposit is £250.00 and the deadline is Friday; both are in the catalogue. The tuition figure isn't, so I'm not going to invent one — the admissions tutor will have it in front of her at 10:20.
10:20 then.
Interview held, and two people now sit on one application · a STOP from either ends that thread, on that channel only
The gap, in your world

Enrolment closes in nine days. The enquiry came in last night

None of this is an admissions problem. It is a response-time problem, and enrolment windows are exactly when it costs the most.

  1. 8:30 PMA parent asks about fees and the next intake for the diploma programme.
  2. 8:35 PMThey ask two other institutes the same thing. The one that answers becomes the one they trust.
  3. 9:00 AMA counsellor at another institute is already on a call with them.
  4. 11:20 AMYour team reaches the enquiry. The family has already paid a deposit somewhere else.
How it works for an institute

From the enquiry to a counselling session

  1. 01The enquiry arrives with its campaign.From an ad, a website form, a WhatsApp message or a walk-in QR code — tagged with the programme and campaign it came from.
  2. 02The AI answers what families ask.Fees, schedules, prerequisites and intake dates from your own programme information, in the family’s language, at the hour they asked.
  3. 03It books the counselling session.Real slots from your counsellors’ calendars, confirmed in the chat with a reminder — and a full conversation history for whoever takes the meeting.
Clearing form · 08:12, bank holiday Mondayfilled in before the desk opened
Applicant
Rhys T., 18 — he filled this in himself
Results
One grade under his firm offer
Course wanted
BSc Computer Science, year one
Nearest campus
Cardiff — where he lives
Subscriber type (custom field)
Blank. Nothing in here guesses it
Second contact
His mum, on her own number
Tagged to the Clearing campaign · individual or corporate is a field you set, and a blank one still sends
What it changes

Three things the institute feels this intake

Counsellors meeting prepared prospects

By the time a family reaches a counsellor, the programme, the budget expectation and the intended start date are already captured — in conversation, not on a form nobody filled. The session starts with a discussion about fit rather than twenty minutes of basic questions.

Clearing interviews · Monday 31 Augustone campus working, two shut
Glasgow admissions · Cardiff and Belfast closed
08:40Clearing desk opens — four on the rota
09:20Interview · BSc Computer Science
10:20Interview · Rhys T., travelling up from Cardiff
11:00
11:40Offers signed off before the Belfast team are back tomorrow
13:15Interview · applicant in Belfast, joining from home
One rota, three nations, two bank-holiday calendars — Scotland's fell four weeks ago, on 3 August

Intake campaigns to people who already asked

When a new intake or schedule opens, broadcast it to the opted-in enquirers who did not enrol last time, with an approved template. The warmest list an institute has is the one that asked last term, and it is usually the one nobody messages.

Enrolments your ads can learn from

Qualified applicants and enrolments report back to Meta and TikTok matched to the campaign that produced them, so spend moves toward the campaigns that fill seats rather than the ones that collect enquiries.

How to compare

What to look for in a CRM for education

Ask these of any vendor, us included. Admissions runs in windows, and the differences show up inside them.

  1. Does it answer outside office hours?Families research in the evening. Ask what reaches an enquiry at 9pm and how fast — the answer decides who they are already talking to by morning.
  2. Where do fees and dates come from?Ask which document the answers are drawn from and what happens when something is not in it. A wrong fee is a refund conversation.
  3. Does it book into counsellors’ calendars?Ask which calendar it writes to, whether it can reschedule, and who is reminded before the session.
  4. Can you see enrolments by campaign?Ask for enquiries, qualified applicants and enrolments broken out by programme and campaign — that is the report an intake is judged on.
  5. Whose enquiry list is it?Ask whose number the conversations live on and what you can export at the end of the year.
What you can count on

Guarantees, not good intentions

Each of these is enforced in the product, on every enquiry, whatever anyone configures.

Fees come from your own informationFees, schedules and prerequisites are answered from what you loaded. Anything missing is flagged to your team rather than estimated to a parent.
A booked session is in the calendarNothing is confirmed to a family that is not written into the counsellor’s connected calendar first.
Intake campaigns respect consentBroadcasts reach only people who opted in, using approved templates, and an opt-out is honoured the moment it arrives.
Every enquiry has an ownerA lead assigns itself and the owner is notified, so no enquiry sits in a shared pile during the week that decides your intake.
FAQ

Questions people ask before they buy

Can it handle many courses?

Yes, the knowledge base holds your full course catalogue per campaign, and the AI answers from it precisely.

What about parents asking for children?

Conversations are natural, whoever writes gets clear answers, and your team sees the full thread when they take over.

Can we message past enquirers for a new intake?

Yes, broadcasts go to your opted-in list with approved templates, tracked per campaign.

Does it work during evenings and weekends?

That is the point, enquiries arrive after class hours, and the AI answers in seconds around the clock.

Can it answer fees and intake dates?

Yes, from your own programme information, in the family's language, at the hour they ask.

Does it book counselling sessions?

Yes — real slots from your counsellors' calendars, confirmed in chat with a reminder, and the full conversation ready for the session.

Can we message last term's enquiries?

Yes, with an approved template, to the people who opted in — usually the warmest list an institute has.

Can we see enrolments by campaign?

Yes. Enquiries, qualified applicants and enrolments break out by programme and campaign, and report back to your ad platforms.

Stop losing customers while you sleep.

Switch on BM CRM and turn every enquiry, from every channel you run, into a booked appointment, starting today.

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