Client Background

• Client name or descriptor:ÌýUniversity of Melbourne
• Industry:ÌýHigher Education
• Products or services used:ÌýCRM Strategy, Education Cloud, Experience Cloud, Marketing Cloud
• Geography or areas of operations:ÌýAustralia
• Number of customers:ÌýApprox. 60,000 students
• Total annual revenue:ÌýAUD2.5bn

Challenge

For years, different divisions of the university built their own systems to keep track and engage with students, prospects, and other constituents. This led to multiple standalone systems, with varying degrees of data quality and disjointed messaging being sent to students, donors, and alumni. 

To solve these challenges, the university began their OneCRM initiative to transform their legacy system and improve their digital experiences. University staff needed a unified platform that could capture all relevant constituent data, send marketing communications, and track the success of these campaigns. The institution also determined that its student-onboarding experience would be more effective if provided through a mobile app.

The university needed to partner with an organization that could accomplish a series of vital tasks:Ìý

• Deliver a foundational CRM core and progressively add value across domains year over year. 
• Provide an iterative solution with the goal of managing business disruptions. 
• Improve customer journeys that would positively affect business outcomes. 
• Restructure parallel workstreams to drive efficiency and consistency. 
• Enable common capabilities to be shared across the university (single vs. siloed). 
• Initiate a program mobilization phase that would ensure business readiness and program operating maturity.

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In what was expected to be a three- to five-year project, the university chose 91¿ì»îÁÖ to lead the initiative due to our experience in implementing Salesforce education architecture globally and our strong local presence in Australia.

As part of the long-term partnership, 91¿ì»îÁÖ delivered a number of major solutions, all based on Salesforce Education Cloud. Our initial 12-week strategy engagement defined the program for the next 3 years and the benefits we’d deliver to the OneCRM program. After the project was underway, our team performed a series of migrations:Ìý

• The first major task was migrating the university’s older Salesforce system to the Salesforce Education Data Architecture (EDA) platform. This provided the core foundations for growth over the next few years.
• We also led the migration of the customer enquiry processes for the Professional Education school into OneCRM. This involved handling website enquiries, web-live chats, and email and phone enquiries. 
• The university’s Research Innovation and Commercialization (RIC) team migrated from a standalone CRM system into the OneCRM system, ensuring that staff would have an integrated up-to-date system, with all student, staff, and research contacts in one place.
• The rest of the professional education team transitioned onto the OneCRM platform, allowing the end-to-end process of publishing courses, accepting registrations and bookings, and inquiry management to be on a single platform. This process was integrated into the finance system, so rekeying payment details and customer details was no longer required, freeing up hours each week. 

In addition to the Salesforce transformations, 91¿ì»îÁÖ developed a student onboarding mobile app, known as the Student Life app, or my.uniLife. As part of a university-wide transformation program, the student services team needed a new mobile app for new undergraduate students. In 12 weeks, our team delivered a highly customized app that enabled new students to have a seamless platform for completing their onboarding activities. This was achieved using a combination of Experience Cloud, Mobile Publisher, the university’s existing Salesforce system, and custom UI/UX functions.

The final main go-live was the migration of the student recruitment and marketing team’s systems from a legacy platform that was heavily customized and unable to meet the current business needs. Moving to the OneCRM system enables users to be on a single system, with no need to reenter data across systems or log in to multiple systems to access required information. This unified system was also connected to Marketing Cloud, which meant that all communications could be sent and managed from a single centralized location. This enabled the university to monitor all communications being sent to prospects, ensuring no one was receiving unnecessary information, and that all messages were on brand.

Business Impact

The university now benefits from better success metrics of its marketing activities, improved insights into qualified leads for prospective applicants, and streamlined processes for staff and faculty. With our delivery of a single platform, the institution has a holistic view of their constituents and the ability to deliver seamless omnichannel engagements to each target audience.

After go-live, the my.uniLife app has been downloaded over 10,000 times and has over 9,000 active members, allowing the students to engage with the university like never before. 

In addition, our solution enabled the university to hold a virtual Open Day event, which enabled prospective students to learn about the campus and curriculum by interacting with students and faculty. For the event, the team sent out over 270,000 emails, had over 10,000 registrations, and conducted over 350 sessions virtually. The Open Day website attracted nearly one million page views over the course of the event. 

Our work with the University of Melbourne also led to our team winning the Salesforce.org FY21 APAC Sales Partner of the Year Award for Education. In this ongoing relationship, we plan to continue delivering further Salesforce benefits for the full range of the university’s digital constituents to ensure that the finalization of the OneCRM initiative fulfills their operational and digital experience goals.