Global University Systems #PowerUp with Pracedo
Global University Systems (GUS) works to engage new students from the application process to enrolment at a number of partner universities. As well as working directly with applicants, they work closely with in-country agents to facilitate guided applications and use intelligent insights to improve the process for everyone.
The GUS International Business Development Team wanted to improve the process by which partner agents were on-boarded and supported in submitting applications on behalf of students. The process to date had been very reliant on multiple documents being completed on paper or via email. This resulted in a slower process for partners to be verified, track applications submitted and calculate commission for their partners at the end of each intake.
Communications with Agents were adhoc and it was challenging for the IBD Marketing team to share resources about the partner universities. This resulted in low engagement from the agents, who wanted to find out more about the universities and learn via GUS.
‘It is essential to always thread the needle between what’s possible and what’s achievable. Especially on the Salesforce platform, there are so many opportunities to better your business, it can be difficult to ensure your project remains on track and in scope as you identify more and more places where improvements can be made. On our project, we were spoiled for choice in terms of how many directions we could go with it, and Pracedo’s support and guidance was essential in helping us to find MVP in the sea of amazing development choices available.’Kayla Briel (GUS Associate Director, Business & Innovation)
GUS was already using Salesforce products across both the B2B and B2C teams but was looking to implement Salesforce Community and Pardot for their B2B IBD Team. In order to do this, Pracedo supported in mapping out a B2B process for agents to be verified as partners. Once verified, they would then have access to the GUS community and be able to create new student leads and applications based on internal business rules.
Offer letters and contracts to support the application process were issued via Salesforce by DocuSign, one of Pracedo’s partners. Here, it was important to consider the B2C process also, as student applications were managed by a separate team. An integration with GUS’s application management system was required to streamline the process and clear access permissions in Salesforce to ensure that members of staff at GUS were able to access the right information, at the right time.
The Pardot implementation was unique to GUS as it had previously been used by the B2C team and the intended purpose for the B2B team would be very different. We then worked with the GUS IBD Marketing team to set up a new Business Unit which would specifically be used to communicate with partner agents. This would be used both to support the onboarding process and continue educational and marketing content throughout the partnership. As part of the implementation, Enablement Training was offered to the whole team, as well as a number of ‘build with me’ sessions which powered them up to use Pardot to its full potential.
GUS has successfully onboarded the first trial group of their partner agents and is coaching them through using the portal. The marketing team have created two Engagement Journeys which they are using to share information about both transactional and educational content. This is training the agents and allowing the team to review content before adding more agents to the journeys.
Beyond onboarding the 30 agents and 8 brands, they have also completely transformed their customer service team, by implementing live chat and cases for commission and application support for their partners. Guaranteeing resolution within 48 hours!
‘This is the single most transformational project undertaken at our organization, as it has profound impacts on our internal operations and our global network of partners. This project brought us pipeline oversight, onboarding automation, and an overall enhanced serviceability we can provide to help our partners grow their businesses. This project also set us up for the next 10 projects around automating our processes and leveraging these insights into further efficiencies.’Kayla Briel (GUS Associate Director, Business & Innovation)
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