GoStudent was facing a growing number of inactive tutors (users). The company needed a strategic, data-driven approach to re-engage them and improve retention across its global platform.
Working with the Global Strategy team, we mapped the entire tutor engagement journey, clustered tutors based on behavioral data, and built lifecycle communication strategies tailored to different engagement levels.
I co-led the engagement mapping workshops, collaborated with the Data Team to build a Tableau dashboard, and helped create a CRM-based communication strategy targeting drop-off moments. I also supported the rollout of a redesigned Rewards Scheme that improved tutor motivation.
Within two quarters, we reduced Sleeper tutors from 17% to 8% and Inactive tutors from 9% to 3%. The NPS score improved as 6% of tutors moved from ‘Passive’ to ‘Promoter’ category, thanks to better engagement and lifecycle alignment.