Client Engagement Team
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      đź“Ś What are Activation Criteria?

      Activation Criteria are a strategic approach designed to ensure learners are prepared and fully committed to engaging with EnGen’s program. While learners have access to coaching services from Day 1, Coaches will proactively initiate outreach only after learners meet the activation criteria, which, for most accounts, require completing 10 activities - (4 lessons) within the first 14 days of enrollment. 

      • Note #1: The activation criteria described above don’t apply to Guild, Amazon, Penn Foster or CAEL accounts
      • Note #2: AC = 10 activities (equivalent to 4 lessons), which will take the learner approximately 30-60 minutes to complete.

      đź“Ś Why is this important?

      Data consistently shows that learners who don’t engage within the first two weeks after enrollment are less likely to actively participate or succeed in the program later. By implementing activation criteria, we focus on learners who demonstrate readiness, maximizing outcomes for both learners and clients, and ensuring that clients are not paying for licenses that are not being used.

      In addition, our own internal metrics demonstrate that learners who have NOT achieved activation criteria do not respond to coach intervention. In other words, coach outreach does not result in learners engaging in the platform if they have not already begun engaging in the platform.

      đź’¬ What CSMs should communicate to Clients

      🎯 Activation Criteria Benefits:

      1. Cost Efficiency:
          • EnGen will only bill for learners who meet the activation criteria, ensuring you only invest in engaged participants. For accounts that are paid up front, we will only count a license as “consumed” if the learners achieve the activation criteria.
      2. Re-engagement Opportunities:
        • Learners who do not meet the activation criteria will be deactivated. However, they have the flexibility to reapply when they are ready to fully commit to the program. The protocol for reapplication should be established with the CSM and the client (e.g., learners could reach out to their coaches, their admins, or the enrollment advisors).
      3. Seat Reallocation:
          • Seats for deactivated learners are quickly made available for new learners, ensuring your program slots are filled by participants who are prepared and enthusiastic to learn.
      4. Higher Program Success Rates:
        • By focusing on committed learners, the overall engagement and satisfaction rates of the program are significantly improved.

      ❓Potential Answers to Clients’ Questions

      🚀  What opportunities do learners have from day one to hit activation criteria?

      1. Proactive Scheduling & Automated Communications:
        • Learners are invited from the start of the program to schedule a one-on-one meeting with their Coaches or join an Open Coaching Hours (OCH) session.
        • Automated communications are sent starting on Day 1, emphasizing the importance of completing the activation criteria to ensure their success in the program
      2. When are learners introduced to their Coaches?
              Introduction to Coaches:
      • All learners, regardless of activation status, are introduced to their assigned Coaches on Day 3 after enrollment.
      • Note #3: Learners who schedule and attend a session with their Coach or participate in an OCH session within the first 2 weeks are significantly more likely to meet the activation criteria.

      📢 Recommendations CSMs should provide to Clients during Onboarding

      1. Encourage Early Engagement:
        • Motivate learners to participate from Day 1 by highlighting the importance of scheduling and attending at least one session with their Coach or joining an OCH session within the first two weeks. 
        • Actionable Tips:
          - Share the Open Coaching Hours Calendar with your learners
          - Highlight how early engagement sets the foundation for their learning journey and significantly increases their likelihood of meeting the program’s goals
      2.      Recruited Committed Learners for Success:
        • Selecting learners who are ready and committed to the program is essential for driving successful outcomes and maximizing the impact of your investment.
      3.       Promote Readiness:
          • Before Admins enroll learners and throughout the enrollment process, it’s crucial to communicate the importance of readiness. Help learners understand the commitment, time, and effort required to succeed in the program. Setting clear expectations upfront ensures learners are prepared to engage fully, increasing their chances of success and optimizing program resources
          • Clearly outline the time and effort required to benefit from the program and stress how their active participation will directly contribute to their personal and professional growth.
      4.       Leverage Communication Channels:
          • If available use email, messaging apps, or internal systems to send a reminder to learners during the critical first 14 days.
      5.        Provide Internal Support:
        • Designate a point of contact within your organization to motivate learners and address questions during the activation period and throughout the program 

      đź“‹ Activation Criteria Instructions for CSMs & Account Directors

      Next Steps

      For current and future coaching clients in the onboarding stage:

      1. Add a new slide to the onboarding deck to educate your client on Enrollment Services (if applicable) 
      2. Add a new slide to the onboarding deck to educate your client on Coaching services (if applicable) 

      3. Add a new slide to the onboarding deck to educate your client about the activation criteria, including the benefits, requirements, and expectations. 


      4. Ensure the above information is communicated before entering the "Onboarding Completion Date" in HubSpot.

      ⚠️ For clients who were not informed about the activation criteria during the onboarding process:

      1. Set up a check-in with your client to review the Activation Criteria slide, highlighting the benefits and setting the new expectations with them.
      2. Provide data on the number of learners who have not engaged and are scheduled for deactivation.

      Consistent deactivation of learners:

      1. CSMs/Account Directors, please block daily 10-15 minutes to complete the deactivation process.
      2. Use the provided Activation Criteria Channel to identify all learners who need to be deactivated.
      3. Follow THESE INSTRUCTIONS when completing the deactivation process. Here is Adam’s Loom video that shows you how to complete bulk deactivations

      When/if there is a VALID REASON not to deactivate a learner, or if your client insists on keeping learners on the platform:

      1. Clear the Type of Support field for learners who did not meet the activation criteria so it is blank and does not appear on coaching reports.
      2. Reassign the learner to have Ops (Maria Soto) as the Contact Owner.

      For Reporting

      • Report only on learners who have met the activation criteria
      • Consistently provide your client with the percentage of enrollees that month who did not hit the activation criteria (and who were/should be deactivated). This could be included on the automated Admin email that is about to launch

      🔄 Deactivation Of Learners - Ownership

      • Clients w/ enrollment services —> EAs
      • Clients w/ coaching (no enrollment services) but have AM —> CSMs
      • Clients with neither enrollment services nor AM (including channel) —> Ops

      Last Update: January 4th/2024

      Owner:
      Adriana Wetzel