Back to Case studyAn Edtech Enterprise Providing a Large Bouquet of Professional Courses Adopts TTBS Smartflo to Power its Lead Generation Program
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The institution is an edtech company offering professional courses in finance & accounting, business analytics, human resource management, marketing & advertising, data engineering, and cybersecurity. Students choose their preferred courses and disciplines from more than 70 universities and autonomous colleges in the institution’s network.
To provide leading vocational programs to individuals and corporate employees, it partners with renowned certification bodies including CFA Institute, CPA Australia and IIM Lucknow. In addition to its 20+ centres in India, the organisation also operates from the United States and the Middle East.
In its endeavours to set up productive marketing tools for lead generation, the organisation had already taken Smartflo WhatsApp Business Platform from Tata Tele Business Services (TTBS). The returns from the messaging service were good and the team wanted to further enhance it by deploying its own architecture for contact centre as a service (CCaaS).
The TTBS solutions team gave an online demonstration of Smartflo – our cloud communication suite – to the marketing managers. They liked its user-friendly interface and the fact that agents could log in to their accounts from any device. The built-in features for security were also better than those offered by some other products that the team had considered. After due approvals from senior business leaders, the marketing team signed up for Smartflo implementation.
Business Challenges
To give an omni-channel communication experience to customers, businesses use a mix of email, chat, SMS and voice solutions. The edtech company too wanted to use these tools formally for sending important updates to its students and generate new leads with targeted messages.
Upgrading to a cloud-based contact centre was essential to get over the limitations of its legacy telephony setup. The company required a digital voice solution for outbound and inbound calling. The shift to a virtual system was also impelled by the need to save the costs of maintaining call centres underpinned by expensive hardware and cabling.
The particular attributes that the edtech organisation wanted in its CCaaS solution were:
- IVR setup to route queries for admissions and specific courses to concerned counsellors
- Ease of recording calls for quality monitoring and giving feedback to agents
- Click-to-call options for sending fee reminders and expediting lead generation campaigns to spur more admissions
For the team leader it was important to keep a track of the calls received and dialled out daily for calculating productivity of the marketing unit. Moreover, the complete setup had to be enabled with end-to-end encryption to keep the communications secure.
TTBS Solution
Our solution architect deployed Smartflo for the enterprise with a number of channels that could support its inbound and outbound call volumes. We also integrated Smartflo’s software with LeadSquared – the lead generation app used by the team. Leveraging the inbuilt dialler, the team could call on multiple numbers back-to-back.
The agents could login to their Smartflo IDs from any device connected to the internet and use softphones to start making and receiving calls. There was no need to attach bulky phone sets for conversations and this in turn helped to save on maintenance costs for the call centre.
With TTBS cloud communication suite, the organisation got an array of inbound and outbound call management features for optimum user experience:
- When someone placed a call, they were greeted with a pre-recorded message and could then choose to use self-service or get directed to a counsellor as per the menu options.
- With Smartflo it was easy for supervisors to barge into and record calls directly from their laptop – they could save the audio clips locally or on the cloud to play them back for feedback and training
- As all information for existing students was already updated in the CRM database linked to Smartflo, the outbound team could easily access necessary details while talking to concerned individuals.
Smartflo’s dashboard provided detailed data including the numbers to which calls were made and the ones from which calls were received, the call duration, the login-logout time, and the break reports for all agents.
Thanks to multifactor authentication, only authorised users could login to Smartflo and the communications were encrypted with 128-bit AES protocol. TTBS also provided the solution under a comprehensive SLA under which we maintain an uptime of 99.5%.
Benefits
- More successful lead generation with dialler support and click-to-call features
- Multiple security layers for logins only by authorised personnel and to keep communications encrypted
- Feasibility of workfrom-anywhere as agents do not need legacy equipment for inbound and outbound calling
- Flexible scaling of cloud contact centre as per changing business needs
- Insightful business analytics to understand the productivity of campaigns and know where resources must be applied
