#illuminateByMeritto | Webinar Recap
The biggest opportunity to improve enrollment performance is helping every counselor read the right student signals at the right time. And that’s entirely achievable.
Mio AI Coach is an AI-powered counseling assistant embedded inside Meritto CRM that automatically reads every lead’s engagement history, scores conversion risk across six behavioral dimensions, and recommends the exact next action for each counselor. It replicates the pre-call preparation of your best performer and makes it available to every counselor on your team.
What the #illuminateByMeritto webinar set out to answer
In our latest #illuminateByMeritto session, How You Can Use AI to Build a High-Performing Sales and Counseling Team, our product experts spent 45 minutes unpacking a question most enrollment and sales leaders sense but rarely name out loud: why does effort stop producing equal outcomes once a team grows past a handful of people?
Two counselors. Same hours. Same leads. Same process. Completely different conversion numbers.
The answer the session uncovered had nothing to do with hiring better people or training harder. It had everything to do with what happens in the few minutes before the call.
The Counselor Interpretation Gap: why effort stops producing equal results
Picture an average day for a counselor. Fifty to a hundred leads sitting in their queue. Each one with its own call history, WhatsApp thread, email opens, stage changes, maybe a payment stuck halfway through. Before they can have a single good conversation, they have to read all of that, decide what it means, and figure out who deserves the next ten minutes of their day.
Multiply that across 100 leads, every single day, and the math stops being about willingness. It becomes about bandwidth.
The session named this clearly: enrollment outcomes depend on a chain of small decisions made before the interaction, not just during it. Speed, context, signal-reading, knowing the next action, and doing all of this consistently across the whole team. Break one link in that chain and the lead still gets called. It just does not get moved forward.
“The gap between a star performer and a new hire is not a calling-skill gap. It is an interpretation gap.“
Your best counselor glances at a lead’s timeline and immediately knows where the hesitation is. They sense urgency before it becomes obvious. They adapt mid-conversation because they already understand the context going in.
A newer team member, looking at the exact same data, often cannot see any of that yet. So they default to the script, miss the buried signal, and lean on their manager for direction. Same information. Completely different read.
That gap is hard to coach because it is not really about training. It is about experience that has not been built yet. And in enrollment, experience takes time the business does not always have.
The 5 pre-call steps that determine whether a lead converts
Before any high-performing counselor picks up the phone, they are quietly running through five steps. This is the workflow that separates a call that moves a lead forward from one that simply checks a box.
- Read the lead’s full history: Every prior call, WhatsApp exchange, email open, document submission, and payment status, taken together, not in isolation.
- Interpret what the history actually means: Identify real intent versus polite disengagement. Find the hesitation point. Spot the signal buried under two weeks of silence.
- Prioritize urgency accurately: Decide how immediately this lead needs attention relative to every other lead in the queue, not by recency alone but by risk.
- Choose the right action and channel: Is this a call, a WhatsApp message, or an email? Morning or evening? Today or within 48 hours?
- Personalize what you say: Arrive at the conversation with a specific angle based on everything now known about this lead, not a generic script.
Here is the question worth asking your own team: where do counselors actually slow down in this workflow? Most enrollment teams find the same answer. The bottleneck is never talking. It sits in the thinking that happens before it.
AI-assisted vs manual enrollment counseling: what actually changes
| Pre-call task | Manual approach | With Mio AI Coach |
| Reading lead history | Counselor scrolls the CRM timeline before every call | Automatically surfaced as a scored summary before the call |
| Prioritizing the queue | Based on recency or manager guidance | Risk-ranked by urgency across six behavioral dimensions |
| Spotting hesitation signals | Depends on individual experience and pattern recognition | Flagged automatically: silence duration, pending payments, drop in engagement |
| Choosing channel and timing | Counselor’s best guess based on gut feel | Recommended based on the lead’s actual engagement history |
| New counselor ramp-up | Months of experience required to build instinct | Pre-call preparation is consistent from day one |
Inside Mio AI Coach: how it replicates your top counselor’s instinct at scale
Mio AI Coach is the counselor co-pilot inside Meritto (the Operating System for Student Enrollments, used by 1,000+ educational institutions). It sits directly inside every lead profile in Meritto CRM and works through three coaching layers.
Diagnostic coaching: Lead scoring before the call begins
Diagnostic coaching gives every lead a score and a risk level built from six dimensions: progression stage, multi-channel engagement, recency of interaction, signal quality, consistency of engagement, and building risk factors. All processed automatically, with zero manual digging, before the counselor picks up the phone.
Engagement coaching: The right channel, at the right time
Engagement coaching tells counselors not just who to reach out to, but how and when to do it. It analyzes a lead’s actual engagement patterns across channels and recommends the best outreach strategy for that individual. One lead may consistently read and reply to WhatsApp messages between 6 PM and 8 PM. Another may open emails every morning between 9 AM and 11 AM. A third may be most responsive to calls between 11 AM and 1 PM. Instead of relying on guesswork or recent activity alone, engagement coaching uses historical engagement behavior to guide every interaction.
Signal coaching: What is working and what is quietly failing
Signal coaching surfaces what matters directly instead of making the counselor scroll a timeline. A WhatsApp reply, a four-minute call, three opened emails on one side. Two weeks of silence, three unanswered calls, and a payment sitting pending for over a week on the other. The picture arrives.
Action coaching: A specific next step, ranked by urgency
Action coaching delivers one ranked, specific instruction per lead. Call this person within 24 hours because they have gone quiet for two weeks, and try WhatsApp first since that is when they engage. Email this one within 48 hours because they open messages every morning. Not a generic task list. Specific guidance, for specific people, at the right moment.
Making your best counselor’s instinct everyone’s starting point
The bigger shift here is not about adding a new tool to someone’s day. It is about repeatability.
When the same pre-call logic applies to every counselor on the team, newer hires stop needing months to build instinct because the reading is already done for them. The practices that used to live only in your top performer’s head start showing up in everyone’s daily workflow, every time, for every lead.
AI here is not replacing a counselor’s judgment. It is making sure that judgment shows up fully informed, every single time. Most of what separates an average outcome from a great one happens in the minutes before the conversation starts: the reading, the interpreting, the deciding. Hand that work to AI and your team’s attention goes back to where it actually creates value: the conversation itself.
If your best counselor’s instinct could be available to every counselor on your team from day one, what would that do to your enrollment numbers? That is the question Mio AI Coach is built to answer.
Watch the full session
About Meritto
Meritto is the Operating System for Student Enrollments. It is a unified, AI-powered, modular and automated platform purpose built for educational organizations enabling them to attract, engage, and enroll students. With it, educational organizations can automate the entire enquiry to enrollment process.
About Collexo
Collexo is a vertical SaaS-based embedded payments platform which operates as a unified suite for fee collections and payments. It has been built to automate and streamline the entire fee collection process, from fee payments to reconciliation and invoicing. It is integrated with payment gateways as a software provider on top of licensed payment partners. We empower educational organizations to build various workflows, receipts, automations, and student journeys.
About Mio AI:
Mio AI acts as the core layer that powers both student engagement and team performance, with a suite of purpose-built intelligent agents embedded across the platform. With it, your students get faster, smarter engagement, and your teams get an AI-powered co-pilot that makes every hour more productive.
Mio AI Guide acts as an always-on, multilingual chat agent that assists students with instant, context-aware responses across your website and enrollment portals, from program queries to application support. Mio AI Voice takes it further with autonomous, human-like calling that qualifies inbound leads, re-engages dormant inquiries, and moves students forward, saving your counseling team hours of manual outreach.
About #illuminateByMeritto:
#illuminateByMeritto is Meritto’s product webinar series designed to bring you closer to what we’re building and how it works in real scenarios. From new feature launches to deep dives into workflows, each session focuses on helping teams understand, adopt, and get more value from the platform.
Built for our growing B2B community of 50,000+ education professionals, these sessions are designed to simplify complexity, showcase practical use cases, and help you drive more effective student engagement and enrollment outcomes.
Frequently Asked Questions
Get answers to frequently asked questions about everything we do.An AI coach for enrollment counselors is an AI tool embedded inside a CRM that automatically reads each lead’s engagement history, scores conversion likelihood, and recommends the next best action. It gives every counselor on the team the same prepared instinct as the top performer, without requiring months of experience to develop it.
The gap is rarely a calling-skill gap. It is a reading gap. Top counselors spot behavioral signals, identify hesitation patterns, and adapt their approach before the call begins. Newer counselors looking at the same data miss those signals and default to scripts. The difference shows up in conversion numbers, not in hours worked.
AI improves enrollment conversion by automating the pre-call preparation that top counselors do manually. It reads lead history, scores risk, surfaces behavioral signals, and recommends the right next action at the right time. Instead of relying on individual experience to catch the right moment, AI surfaces that preparation consistently across every counselor on the team.
Mio AI Coach sits inside every lead profile in Meritto’s Education CRM and works through three layers. Diagnostic coaching scores each lead across six behavioral dimensions before the call starts. Signal coaching surfaces what is working and what is at risk of killing the conversion. Action coaching recommends a specific next step ranked by urgency, with the right channel and timing for each lead.
You scale top counselor performance by extracting the pre-call reasoning process and making it available to every team member automatically. The reading, signal-spotting, and prioritizing that used to live only in your star performer’s head gets replicated at scale through AI coaching tools embedded directly in the CRM, so new counselors do not need months of experience to perform at that level.
The bottleneck is not the conversation itself. It is the thinking work that happens before it. With 50 to 100 leads in a daily queue, counselors spend significant time reading history, deciding who to prioritize, and figuring out what to say. AI solves this by doing that preparation automatically, so every counselor arrives at every call already informed and ready to move the lead forward.
Recommended Reads
- How to use AI Coaching to scale your best enrollment counselor’s performance across your entire team
- Data Security, Privacy, and Compliance in CRM Platforms for Education
- Which Admission Platform Can You Actually Trust With Student Data? A Security Evaluation Guide
- What to Look for in a CRM That Supports and Trains Your Admission Team Beyond Go-Live
- What is a Lead Score in Admission CRM and How Does It Work?
