Case study

University grows its number of students by 72% thanks to the inConcert Click-To-Call system.

The Universitat Oberta de Catalunya optimizes lead-gen and sales management in their contact center using inConcert's omnichannel solution. This digitization project was recognized at the VII Platinum Contact Center Awards for its technological excellence.

  • Sector
    Education
  • Positions
    30
  • Operations
    Spain and Mexico
72%

Increase in number
of student enrollments

85%

Response rate in less
than 60 seconds

5%

increase in NPS

7%

Reduction in
operational costs

72%

Increase in number
of student enrollments

85%

Response rate in less
than 60 seconds

5%

increase in NPS

7%

Reduction in
operational costs

72%

Increase in number
of student enrollments

85%

Response rate in less
than 60 seconds

5%

increase in NPS
 

7%

Reduction in
operational costs

Let’s hear from the protagonists

Hablan los protagonistas

"InConcert gave us the ability to leverage leading-edge technology for activity tracking and KPI management, which is essential in a product as complex as university education. The Click-to-Call service has allowed us to give an almost immediate telephone response.

One of the key benefits of working with inConcert is the ease of use of the platform, both for advisors and middle managers. With just 2 or 3 hours of training, an advisor is fully trained and ready to to use the application."

Gemma Vilanova,
Call Center Director, UOC

Funcionalidades
  • Omnichannel landing pages
  • Click-To-Call
  • WebForms
  • Predictive Dialer
  • Intelligent distribution
  • Integration with CRM and applications
  • inCollege for agent training
  • Analytics
  • surveys
  • Recording
Soluciones
Funcionalidades
  • Omnichannel landing pages
  • Click-To-Call
  • WebForms
  • Predictive Dialer
  • Intelligent distribution
  • Integration with CRM and applications
  • inCollege for agent training
  • Analytics
  • surveys
  • Recording

The challenge

Before implementing the inConcert technology, the UOC had outsourced their commercial customer service. To directly track prospects and customers, their goal was to create their own Call Center with specialist advisors.

To do this, they needed a solution that unified the different communication channels in one platform, to increase contact-rate and productivity. They needed to respond to potential new students who request more information online through forms. These users want fast, personalized and professional attention from advisors who can guide them to make the best decision for their careers.

UOC's goal was to create its own Call Centre with specialist consultants.
Dstacado
UOC's goal was to create its own Call Centre with specialist consultants.

Solution

inConcert designed a lead generation business model with conversion to sale in the contact center, with a high level of complexity, professionalism and commitment required by the education sector.

100% digital

To start, the business hotline was disabled. Requests for information were collected only through a web form. The reason was that with such a high volume of active students, the hotline became an entry point for students seeking administrative procedures. This would distract the team activity of commercial advisors focused directly on the enrollment of new students.

Click-to-Call

The counterpart of eliminating the hotline in favor of the web form is that it slows down the response time offered. To solve this, inConcert implemented a Click-to-Call service, which allows to give an almost immediate telephone response to those students who request it. They can even freely choose the schedule they wish to be contacted, for their convenience.

The integration between the click on the landing page and the predictive dialer is fully automatic, through an intelligent call distributionintelligent call distribution system. This takes into account the available agents in each time slot and also the skills per agent, to give the most appropriate treatment to each lead.

In turn, a smart calendar was established to coordinate in-depth interviews and advance the purchase cycle.

Automated emails

A responsive email structure was designed with tailored information according to the request of each student. This email is automatically sent to 100% of the leads.

System Integration

The inConcert platform was integrated with the CRM system used by UOC, where all information related to current and potential students is archived. This integration allows both tools to function as a single platform with the same login, automating all possible business processes.

Thus, from the inConcert tool it is possible to import contacts, create batches and access the entire history of interactions and procedures of each student with his or her tutor or with the Secretary's Office.

In addition, the click-to-call system was integrated with the more than 500 products in the UOC's portfolio, allowing personalized advice according to the interests of each student.

These training courses stood out for their agility: after two or three hours, an UOC agent was fully trained to use the tool.

Analytics

inConcert monitoring tools were implemented to audit, in real time, the response time of the request for information, as well as the campaign received by the lead to be managed. In addition, the Recording tool records 100% of interactions to monitor quality.

International scalability

A highlight of the project is that the same technology and server used in Spain serve the Mexican market, where the UOC has a Call Center for Latam. This allows homogenizing the design of the campaign, its execution and the follow-up, saving the efforts that should be made to manage two separate operations.

In this way, the physical distance for the operation is eliminated: it is possible to make live broadcasts, monitor, provide training and follow the campaign results executed by the advisors from the other side of the Atlantic.

Results

The UOC managed to create its own Call Centre and internalize lead management by providing personalized and professional attention through a team of consultants specialized in the different university programs. Thanks to the immediate follow-up of each lead, sales opportunities were maximized.

In turn, implementing inConcert's technology allowed to homogenize the campaigns of its Call Center in Mexico, with saving operating costs and had an almost immediate return on investment.

72%

Increase in number of
student enrollments

85%

responses in less
than 1 minute

95%

responses in less
than 1 minute

95%

responses in less
than 1 minute

Key results
  • 85% of quick responses. Previously, the average response time was 24 to 48 hours.
  • 10% Reduction in second contact requests and 4% fewer complaints due to delayed response (which optimizes the administrative activity in charge of addressing these complaints).
  • 100% of the leads receive immediate contact via email and advice call with personalized content depending on the requested product, Customer Journey in which it is located and the reason for telephone closure.
  • 75,000 telephone interactions and 90,000 email interactions are annually issued on average.
  • Higher enrollment than the industry average.
  • 40% increase in Customer Engagement.
Award-winning case

La Universitat Oberta de Catalunya and inConcert were awarded the VII Platinum Contact Center Award, a prestigious awards in the sector that recognizes the quality of the Customer Experience and technological innovation. The dominance in the development of 100% IP technology led this case to win the Award for the Best IT Project in the Education Sector among a hundred nominations.

80% of students were surprised by the immediacy in which we manage their contacts.
Dstacado
80% of students were surprised by the immediacy in which we manage their contacts.

UOC

The UOC is an innovative university, rooted in Catalonia and open to the world. It was created in 1995 as the first online university in the world, and its educational model is based on the personalization and accompaniment of the student through e-learning. At the same time, he is dedicated to research on the knowledge society.

Today it has more than 70,000 students spread over 70 countries and 80,000 graduates. For its innovative approach, the UOC has won several awards at the Learning Impact Awards.

  •  
    Sector: Education
     
  •  
    Positions: 30
     
  •  
    Operations: Spain and Mexico