CUSTOMER SERVICE AUTOMATION AND FOLLOW-UP AS A FACTOR IN INCREASING CONVERSION RATES IN EDUCATIONAL SALES

Abstract

The increasing digitalization of the educational sector has driven profound changes in student recruitment and relationship processes, making service automation and structured follow-up decisive factors for increasing enrollment conversion rates. This study aims to analyze how these tools contribute to the efficiency of commercial processes in educational institutions, highlighting their impact on recruitment, retention, and strategic management. Through bibliographic analysis, it was found that automation, integrated with CRM systems and artificial intelligence, enhances productivity, enables large-scale personalization, and strengthens student trust in the decision-making process. Follow-up, in turn, proved to be essential to maintain engagement, reduce withdrawals, and consolidate long-term bonds with students. It is concluded that the combination of technology and continuous follow-up constitutes an essential element for strengthening institutions in an increasingly competitive market.