British University Vietnam (BUV) - Digital Transformation Journey in Enhancing Experiences with Salesforce CRM and Marketing Automation

Challenges in Data Management and Optimization

Although BUV has achieved significant success in building its reputation and educational quality, it still faces major challenges in managing and optimizing data. With the growing amount of student and partner information, BUV requires a comprehensive system solution to manage and automate marketing activities, personalize experiences, synchronize data from various sources, and optimize workflow processes.

Comprehensive Solution with Salesforce CRM, Marketing Automation, and AI

1. Salesforce CRM - Building Personalized Relationships and Efficient Information Management

To address challenges in data management and interaction, BUV has implemented Salesforce CRM with the following key features:

• Managing Student and Parent Information: Salesforce CRM enables BUV to store and manage detailed information about students and parents from the admission process to graduation. All interactions, communication history, and personal information are stored centrally, making them easily accessible and manageable.
• Managing the Admission Process: With Salesforce CRM, BUV can effectively manage the entire admission process, from reaching out to prospective students, sending consultation information, to recording interview results and admitting new students. This process is digitized and automated, reducing manual work and enhancing operational efficiency.
• Information Synchronization: Salesforce CRM integrates with other platforms at BUV, such as the Learning Management System (LMS), payment systems, and social media platforms. This ensures all information and data are synchronized, updated in real-time, and accurate, making management and decision-making easier.

2. Marketing Automation and Personalized Campaigns

BUV has implemented marketing automation on Salesforce Marketing Cloud, following best practices provided by OMN1 Solution, a model that has been deployed in over 20 educational institutions both domestically and internationally.

• Campaign Automation: BUV can automate marketing campaigns based on customer behavior and interactions. The system automatically sends emails, SMS messages, or makes calls at each stage of the engagement process, from attracting potential students to nurturing current students.
• Tracking and Analyzing Customer Data: Marketing Cloud allows BUV to track and analyze detailed data from marketing campaigns, helping to better understand the needs and behaviors of students. This data is used to personalize messaging and optimize outreach campaigns.
• Enhancing Campaign Performance: Thanks to automation and personalization, BUV's marketing campaigns become more effective, achieving better results with lower costs while minimizing manual intervention.

3. AI - Enhancing Predictive Capabilities and Intelligent Decision-Making

Salesforce CRM is also integrated with AI technology, helping BUV make the most of its data and make decisions based on intelligent analysis:

• Data Analysis and Trend Forecasting: AI in Salesforce CRM helps analyze large volumes of data from various sources, forecast trends and student behaviors, and suggest optimal next steps.
• Optimizing Outreach Strategies: With its ability to learn from data and recommend improvements, AI helps BUV continuously optimize its strategies for engaging and interacting with students and parents, enhancing the experience and improving campaign effectiveness.

After implementing Salesforce, BUV's admissions process has been significantly improved thanks to the powerful automation that the system provides. In addition to the key steps in the admissions process, Salesforce stands out by offering seamless integration with various other systems such as SMS, Call Centers, and other communication platforms. This allows BUV's advisory team to connect and interact with students more easily and effectively. Furthermore, managers at all levels can monitor and manage the advisory team's work through the comprehensive Reports and Dashboards that Salesforce provides.

Sustainable Development and Enhancing Customer Experience

BUV is highly satisfied with the level of automation that Salesforce CRM offers, especially the ability to visualize data through multi-dimensional charts. After implementing Salesforce CRM, BUV's admissions process has seen substantial improvements due to the powerful automation capabilities of the system. In addition to key steps in the admissions process, Salesforce has helped BUV stand out by seamlessly integrating with various other systems such as SMS, Call Centers, and other communication platforms, making it easier and more efficient for the advisory team to connect with and engage students. Additionally, managers can oversee and manage the advisory team's work through the visual Reports and Dashboards that Salesforce provides.

Throughout the collaboration, OMN1 Solution and BUV have always prioritized trust and harmony. Both sides have supported each other in their work, aiming towards a common goal of building an efficient, user-friendly system that enhances the experience and ensures sustainable growth in the future.