In the fast-paced world of education, effective communication and streamlined operations are essential for success. WRITERS AT WORK, an English and writing enrichment chain with nine branches across Singapore, recognised this need and sought a solution to enhance customer interactions and efficiency. They found their answer in Omnichat, a comprehensive AI chat commerce platform that has revolutionised how they connect with their clientele.
WRITERS AT WORK: A Legacy of Excellence in English Education
Established in 2012, WRITERS AT WORK has become a prominent force in Singapore’s educational landscape, leaving a lasting impact on over 25,000 students and parents with its innovative STORYBANKING® curriculum, which is designed to facilitate mastery of the English language.
The centre’s unwavering dedication to student success has fueled its expansion to 9 centres nationwide. Driven by ambition and a commitment to educational excellence, WRITERS AT WORK has set its sights on further expansion in the years to come, aiming to empower even more students with effective English language and writing skills.
Today, with nine centres across Singapore and more than 2,000 students enrolled, WRITERS AT WORK is expanding rapidly, adding seven new classrooms across three locations in 2025. But along with success came a growing challenge: managing communications across multiple branches while ensuring consistent, high-quality engagement with parents.
“We were facing what we call a ‘happy problem’—so many students, so many parents, but no centralised way to communicate efficiently,” shared Ang Kai Ning, HR & Finance Director of WRITERS AT WORK. “Each branch handled its own messages and customer data, which made it hard to maintain a unified brand experience.”
That’s when the WRITERS AT WORK team turned to Omnichat and the WhatsApp Business Platform to streamline their communication, marketing, and operations.
The Challenge: Managing Communication Across Multiple Channels and Locations
Before partnering with Omnichat, WRITERS AT WORK’s communications were largely manual and fragmented. Each centre stored customer data independently, making it difficult for the head office to gain visibility or enforce standardised communication practices. Class updates and parent inquiries were often handled differently from one centre to another, which risked inconsistencies in customer experience.
“We take pride in our approach to education, so it was important for us to keep that connection alive even as we scale,” said Kai Ning. “But when you have nine branches and over 20 admin staff responding to parents, it becomes hard to ensure that every message aligns with our brand voice and values.”
Additionally, WRITERS AT WORK relied on traditional channels like email for announcements and webinar invitations, which had low open and click-through rates. The team needed a faster, more engaging way to reach parents where they already were—on their phones..
To address these pressing issues and support their continued growth, WRITERS AT WORK recognised the urgent need for a comprehensive solution that would enable them to centralise their communications, streamline workflows, and maintain consistently high service standards across all their locations. By consolidating their communication channels and customer data, they aimed to gain a holistic view of customer interactions, optimise their operational processes, and deliver a superior customer experience that would set them apart in the competitive landscape.
The Solution: Omnichat as the Centralised Communication Hub
Omnichat’s WhatsApp Business Platform integration provided WRITERS AT WORK with the perfect solution to enhance parent engagement and close operational gaps. WhatsApp is now their primary communication channel for everything from appointment and inquiry management to promotional messages and announcements.
With Omnichat’s shared inbox, WRITERS AT WORK streamlines communications by combining conversations from various platforms, including Instagram, Facebook Messenger, website live chat, and paid ads, into a single dashboard view. This improves collaboration across different branches and minimises repetitive tasks while giving the head office greater visibility and control.
“Omnichat helped us centralise our customer engagement, which has been a game changer,” said Kai Ning. “Now, all our teams—from Bishan to Tampines—are aligned in speaking with our parents. We’re faster, more consistent, and much more responsive.
Besides that, WRITERS AT WORK has streamlined everyday communication flows through WhatsApp templates, such as class confirmations, schedule changes, payment instructions, and promotional messages. Team members simply select the relevant template, personalise it with tags, and send it out, saving hours of manual typing and reducing human error.
The Impact: Higher Read Rates, More Engagement, and Stronger Parent Relationships
Since adopting Omnichat, WRITERS AT WORK has seen remarkable improvements in communication efficiency and parent engagement. By leveraging WhatsApp Broadcast, the team can easily send targeted messages to parents and prospects, achieving higher open rates and more meaningful interactions. Key results include:
- 📈 77.71% read rate for WhatsApp broadcast messages, compared to just 11.85% via email
- 🎯 90% attendance rate for events promoted through WhatsApp
- 💬 Over 75,000 WhatsApp messages handled annually through the platform
- 🔄 Broadcast automation through customer segmentation and scheduling, ensuring timely and relevant outreach
Parents are noticeably more engaged and better informed, resulting in stronger trust and satisfaction. Real-time chat features and live agent support ensure that existing and prospective customers receive prompt, personalised responses to their queries.
“Parents today expect real-time communication, and Omnichat helped us meet that expectation. Instead of waiting for an email reply, they now get instant updates and answers via WhatsApp, which makes a big difference in building confidence,” said Kai Ning
Key Benefits and Features
- Centralised Communication: Omnichat enabled WRITERS AT WORK to combine conversations from various channels, including WhatsApp, Facebook Messenger, and Instagram, into one unified platform. This eliminated the complexities of managing multiple inboxes and ensured no customer inquiry was missed.
- Enhanced Efficiency: The platform’s seamless workflow allowed for easy delegation of inquiries to different team members, and WhatsApp templates streamlined communication processes, ensuring consistency across all centres.
- Improved Customer Service: Omnichat empowered WRITERS AT WORK to provide quick responses, personalised consultations through chatbots, and timely updates to parents and students. Features like tagging and notes helped the customer service team collaborate effectively and maintain a high level of service.
- Effective Marketing and Promotion: WRITERS AT WORK used Omnichat to send promotional messages, invites to webinars, and capture social media leads.
- Data Management: Omnichat securely stores customer data at the organisational level, providing WRITERS AT WORK with valuable insights and enabling data-driven decision-making.
Looking Ahead: Future Initiatives with Omnichat
WRITERS AT WORK is committed to continuous improvement and plans to leverage Omnichat’s capabilities further. Future initiatives include implementing WhatsApp coupons for referral programs, increasing WhatsApp broadcasts to drive centre traffic, creating more WhatsApp templates for sales engagement, integrating TikTok, and enhancing customer experience through chatbot automation.
Omnichat has proven to be an invaluable asset for WRITERS AT WORK, transforming customer engagement, streamlining operations, and supporting growth. By embracing innovative communication solutions, WRITERS AT WORK continues strengthening its position as a leader in English enrichment, providing exceptional service and fostering a strong community of learners.
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