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The AFS Customer Journey

To substantially improve the customer experience, AFS created an application process using Salesforce Community Cloud. The application journey is now staggered and only takes minutes to complete. At initial inquiry, students create an account and provide basic information, which enables AFS staff to assess which programs they qualify for.

Only if a student is pre-selected, are they invited to apply for specific programs.

Only if a student is pre-selected, are they invited to apply for specific programs.

 Successful students rapidly move through to acceptance and can use their application as a way of staying in touch with AFS throughout their program participation, for example, by receiving inviting pre-travel information and in-country support.

Successful students rapidly move through to acceptance and can use their application as a way of staying in touch with AFS throughout their program participation, for example, by receiving inviting pre-travel information and in-country support.

 Using Pardot Engagement Studio, we also deliver Marketing Campaigns with targeted and adaptive content based on real-time behavior. We use insights based on clicks and interest to deliver entertaining and informative destination content, benefits of studying abroad, discounts, webinars invitations and other ways to re-engage and convert the leads to the next stage.

Using Pardot Engagement Studio, we also deliver Marketing Campaigns with targeted and adaptive content based on real-time behavior. We use insights based on clicks and interest to deliver entertaining and informative destination content, benefits of studying abroad, discounts, webinars invitations and other ways to re-engage and convert the leads to the next stage.

 The lead receives reminders and notices notifications, for example, if they are qualified for a scholarship, how much time they have left to submit a document, or on-boarding information when is time to Go Abroad.

The lead receives reminders and notices notifications, for example, if they are qualified for a scholarship, how much time they have left to submit a document, or on-boarding information when is time to Go Abroad.

Based on this staged approach we selected a Salesforce Product Suite to deliver each component of the experience for both, our customer and our staff.

Based on this staged approach we selected a Salesforce Product Suite to deliver each component of the experience for both, our customer and our staff.

Our CRM is Salesforce Sales Cloud, our marketing messages are delivered by Pardot and our Program Application process, is delivered by Salesforce Community Cloud.

The staff experience was incredibly improved...

The staff experience was incredibly improved...

And it mirrors our customer journey. Staff can log communications and find critical information about them in one place.

The new process has built in self-qualifying criteria that advances the lead through it and scores them based on the information they provided, and based on their engagement with our marketing campaigns.

Demonstrated Success!

Demonstrated Success!

In beta, AFS received almost five times as many applications as under the old system, in one-third of the time. Specifically, 7,271 students started an application and 1,615 students completed the process generating a 22% conversion rate, compared to 1,500 leads and an inconclusive conversion rate last year.

AFS processes are far less complicated for both staff and customers. These tools are integrated & scalable and the marketing content is consistent & automated based on customer activity.

 Presenting AFS Case Study: The Fundamentals for Engaging with Impact Salesforce World Tour New York 2018 event. 200+ attended the session.

Presenting AFS Case Study: The Fundamentals for Engaging with Impact Salesforce World Tour New York 2018 event. 200+ attended the session.