The team
The academy, based in India, runs several programmes, each in more than one variant (level, format or timing) with its own fee. Telecallers make first contact, counsellors take students through to enrolment, a manager oversees the team, and the owners watch two numbers above all: enquiries that become enrolments, and fees actually collected.
Most enquiries come from Meta Lead Ads, run across several campaigns with separate lead forms for different programmes. The rest are walk-ins, referrals, website enquiries and incoming calls. Almost every conversation happens on counsellors' own Android phones.
What they needed
- One place where every enquiry lands with the programme it is about, instead of lead-form downloads and shared spreadsheets.
- A clear record of which programme and variant each student enrolled in, because the fee depends on it.
- Instalment fees that are tracked, reminded and collected without a separate due-date sheet.
- Follow-ups that belong to a named person, so no enquiry is left untouched.
- A way for managers to see calls, collections and conversions without asking the team for updates.
How we set up their operations on Xale
Workspace and pipeline. The workspace started from Xale's Academy template. It seeds its own roles (Super Admin, Admin, Manager, Counsellor and Telecaller) and lead sources (Walk-in, Referral, Website, Incoming and Manual). It also seeds a three-stage pipeline: Inquiry, Qualify and Enrollment. Statuses include Contacting (with attempt-by-attempt sub-statuses), Not Reachable, Interested, Follow-up and Qualified. Enrollment has an Enrolled status (with sub-statuses such as Batch assigned and LMS access given), Deferred for a student moving to the next batch, and Dropped. The template seeds no deal stage (its stages are lead-level out of the box), so before programme variants, payments or EMI plans could be used, an admin set up the Qualify and Enrollment stages to hold deals. Any of it can be renamed or reordered.
Programmes and variants. Programmes live on the Programs page, each with its variants. A variant holds its own course fee, the discount allowed and the advance, so every counsellor quotes from the same catalogue. When a student settles on a programme, the counsellor opens a deal for it, and each deal is linked to exactly one programme variant. A student who takes two programmes has two deals, each with its own stage, owner and payments. The lead list filters by programme or variant.
Meta Lead Ads. The academy's Facebook Pages and ad accounts were connected once. Leads from every active lead form sync into the pipeline automatically every 15 minutes, each tagged with the campaign and form it came from. Form questions are mapped to custom fields, so answers such as a preferred timing land in structured fields instead of a notes box. A daily Meta ad-spend sync puts cost per lead next to each campaign.
Roles and ownership. Telecallers and counsellors work the leads assigned to them, the manager sees the leads in their branch and admins see the whole organisation. Each role can have only one active owner on a lead or deal, and reassignments keep the full ownership history.
Follow-ups. Follow-ups are role-based. The telecaller and the counsellor on the same student each keep their own follow-up, so one person closing theirs never clears the other's. Stage and status rules decide where a follow-up is expected. The dashboard splits them into Overdue, Today and Later on India calendar days, and due reminders arrive as a web popup, a mobile push notification and an inbox alert.
Fees and payments. At enrolment the deal gets an EMI instalment plan, and part payments, credits and foreclosure are handled on the plan itself. The deal's owner gets a reminder before each due date, another on the day, and one every day while an instalment stays overdue. Counsellors send a Razorpay payment link from the deal by WhatsApp or email. When the student pays, the payment is recorded on the deal automatically.
Calls. The Xale Android app syncs every counsellor call from the phone's call log to the right lead, with direction, duration and outcome, even when the app is closed. Call logging is off by default and switched on per role, and admin accounts are never captured. Counsellors on iPhone can record through TeleCMI cloud telephony.
Dashboard and reports. The dashboard's KPI strip includes a Total revenue tile and a Payments widget. The Revenue report keeps cash collected in a period separate from what is still owed today, with ageing. The source and campaign reports show leads, conversions and cost per lead, and any number opens the exact list of leads behind it.
How the team works day to day
Telecallers start the day in their follow-ups, clearing Overdue before moving on to Today. New Meta enquiries are already in the pipeline with their campaign, form and programme attached. Calls made from counsellors' phones appear on the lead without anyone typing them in.
When a student is ready, the counsellor moves them to Enrollment and confirms the programme variant on the deal. The counsellor then sets up the instalment plan and sends the first payment link. After that, reminders flag who needs a nudge, and paid links record themselves.
The manager uses the mobile app's Reports tab, which has Lead Overview and Call Analytics, to see who is calling and where enquiries are stuck. The owners open the web dashboard to check collections against receivables.
Why it matters for teams like theirs
For an academy, the enquiry is half the job and the fee is the other half, yet the two usually live apart. With programmes, enquiries, instalments and calls on one record, the team always knows who to call today and why, and the owners get one view of money collected and money still due.
See the full Academy template, how role-based follow-ups keep every enquiry owned, how call logging and recording work on counsellors' Android phones, how reports trace every number back to its leads, and lead management for Meta, website and walk-in enquiries.