The Open University of Catalonia internalizes lead and sales management in the contact center using Inconcert's Inconnect software. This digitalization project was awarded at the VII Platinum Contact Center Awards for its technological excellence.
The number of students is growing
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Spain and Mexico
Before implementing Inconcert technology, the UOC had outsourced its commercial telephone service. To follow up directly with prospects and customers, their goal was to create their own Call Center with specialized advisors.
To do this, they needed a solution that would unify the different channels on one platform, to increase contactability and productivity. They needed to respond to potential new students who request more information online using forms. These users want agile, personalized and professional attention from advisors to guide them to make the best decision for their careers.
Inconcert designed a business model for lead generation with conversion to sales in the contact center, with the high level of complexity, professionalism and commitment required by the education sector.
When implementing Inconnect, it was decided to establish specific contact channels for the recruitment of new students.
First of all, the business service phone has been removed. Requests for information were collected only through web form. The reason was that with such a high volume of active students, the business telephone could become a point of entry for students for administrative tasks. This would distort the activity of the team of commercial advisors focused directly on the enrollment of new revenues.
The counterpart of eliminating the telephone number in favor of the web form is that the response time offered is slowed down. To resolve this, Inconcert implemented a Click-to-Call service, which makes it possible to give a almost immediate telephone response to those students who request it. They can even freely choose the time they want to be contacted, for their convenience.
First of all, the business service phone has been removed. Requests for information were collected only through web form. The reason was that with such a high volume of active students, the business telephone could become a point of entry for students for administrative tasks. This would distort the activity of the team of commercial advisors focused directly on the enrollment of new revenues.
The integration between the click on the landing page and the predictive bookmark is fully automatic, using a system of intelligent call distribution.
This takes into account the agents available in each time slot and also the skills per agent, to give the most appropriate treatment to each lead.
In turn, an intelligent agenda was set up to coordinate in-depth interviews and advance the buying cycle.
A responsive email structure was designed with personalized information according to each student's request. This email is sent automatically to 100% of the leads.
The Inconcert platform integrated with the CRM system used by UOC, where all information relating to current and potential students is archived. This integration allows both tools work 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 their tutor or with the Secretariat.
In addition, the click-to-call system was integrated with the more than 500 products in the UOC portfolio, allowing personalized advice according to the interests of each student.
Training agents in the use of the Inconnect platform is key to ensuring the success of the project. Through Academia Inconcert, Inconcert's eLearning platform, classes and workshops were offered for agents, supervisors and platform coordinators, both for initial levels and for advanced management.
These trainings stood out for their agility: in two or three hours, a UOC agent is fully qualified to use the tool.
They implemented the monitoring tools of Inconcert 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 tool of Recording records 100% of interactions to monitor quality.
A notable point of the project is that the The same technology and server used in Spain are used for the Mexican market, where the UOC has a Call Center for Latam. This allows homogenize the design of the campaign, its execution and monitoring, saving the efforts they would have to make to manage two separate operations.
In this way, the physical distance for the operation is eliminated: it is possible to listen live, monitor, provide training and follow up to the minute the results of the campaign carried out by advisors from across the Atlantic.
Inconcert made it easier for us to internalize the telephone service and, consequently, to monitor the activity much more directly, which is essential in a product as complex as university education. The Click-to-Call service has allowed us to provide an almost immediate telephone response. One of the advantages is the ease of the system, both for advisors and middle managers. With 2 or 3 hours of training, an advisor is fully qualified to use the tool. - Gemma Vilanova, Call Center Director, UOC
