The WSB University is an academic university with the right to confer the degree of habilitated doctor and 4 powers to confer the doctor’s degree in the disciplines of education, civil engineering, transport, management and quality science, and security studies.During over 27 years, the University has promoted a total of over 50,000 graduates. Currently, the WSB University educates over 13,000 students, doctoral students, students of postgraduate studies and doctoral seminars. It is a valued and award-winning university. The WSB University has international accreditations and memberships: CEEMAN IQA - one of the most prestigious and respected accreditations in the field of managerial education. In addition, the MA in Management - Financial Management and Accounting (English) programme has been accredited by ACCA (Association of Chartered Certified Accountants) - a prestigious international organization of finance, accounting and management professionals in more than 170 countries worldwide. In the prestigious Ranking of Higher Education Institutions - Perspektywy 2022, WSB University was ranked 3rd in Poland in the Ranking of Non-Public Higher Education Institutions 2021. In the Ranking of Academic Schools 2022 - WSB University was ranked 32nd in Poland among all public and non-public higher education institutions authorized to grant doctoral degrees.
From the very beginning the WSB University Team knew that they wanted to use a marketing automation tool to improve recruitment and enhance their lead generation processes. However, the way to the final choice of the tool was long and took the form of a several-month-long tender competition. The WSB University obtained grant funds, and, to be able to use them to purchase a marketing automation tool, they had to conduct a fully transparent offer competition. Many marketing automation providers joined it. The WSB University Team defined the must have" and "nice to have" functionalities and it turned out that User.com not only scored the most points, but also the representatives of User.com did great at the tool presentation stage and won the jury’s hearts.
We started our cooperation with the implementation and individual training for the WSB University Teams that were going to use User.com on a daily basis. Thanks to being a low-code application, the implementation of a system both at the beginning and the implementation of solutions in further cooperation runs smoothly, without the need of the IT department's involvement
With the support of an expert from User.com, the team set its goals:
One of them was to collect all the information as useful data, and segment users based on interests, answers, to unite with their audience in the most effective way. To be able to direct personalised messages to the user at the right moment, a very important starting point was the development of the data structure. The project team prepared a list of events and data that had to be configured to monitor user activities and the User.com tracking script has been embedded on the WSB University website.
Chatbot turned out to be a great supporter in making visitors non-anonymous. Each new visitor is guided through a special conversation path, and the chatbot tries to obtain data that are sent to User.com. Based on this data, visitors are allocated to the appropriate segment.
The WSB University Team quickly realised that the chatbot is also an invaluable support in the recruitment process. Therefore, they put a lot of work into preparing conversation paths and designing automation workflows. The WSB University has 4 branches in Poland. Using the automation, the chatbot performs the initial qualification of people interested in studying and directs them straight to the appropriate tutor of the field of study or a representative of the recruitment department in the right city. In addition to location, which is the main condition for assigning to an agent, the chatbot collects information about the degree of studies and its field. A special conversation path has been also prepared for foreigners who wish to study at the WSB University. Chatbot redirects those people to the page corresponding to the language they use. The chatbot’s task is also to reactivate a website visitor who, after assigning an agent, did not continue the conversation with him.
The WSB University Team also uses pop-ups. Their aim is to inform about ongoing recruitments and to support marketing and sales of training courses, conferences and other organised events. They also collects leads via pop- up. Each visitor who completed the form receives an e-mail thanking them for their interest and information about the planned contact The WSB University Team has created dozens of automation paths so far. They are designed to support the recruitment process. One of them is rescuing abandoned forms automation. If users have started filling the recruitment form, but have left the page without finishing it, then an email notification is sent to them. The campaign aims to encourage the user to return to the website and go through the recruitment process. All automations are created in the visual drag & drop automation creator, which responds as much as it is possible on the WSB University team needs and allows them to take full advantage of that feature.
In order to be able to keep in touch with their students, the WSB University Team uses multi- channel communication. Messages sent to students are highly personalized and targeted. E-mails are used to send information about the cutrent stage of the recruitment process, conferences, training and other events. The newsletter subscription was already embedded on the website. After integration with User.com, visitors willing to subscribe are automatically added to the appropriate list there. The WSB University Team creates mainly simple, but pretty aesthetic campaigns.They are supported by SMS communication. The Team uses them to send notifications. It is a multi-stage sending- the student receives an e-mail and then an SMS. In the future, the team also wants to send out web push campaigns. Currently, subscriptions are collected through the User.com.
Student’s satisfaction is particularly important for WSB University. In order to be able to constantly develop their offer and services, they conduct evaluation surveys using the User.com form module. One of the chatbot paths has been also specifically designed to collect student feedback. It’s located on a separate, specially prepared landing page, to which the students are directed using QR codes and from sent emails.
The WSB University Team has been very satisfied with the capabilities of the User.com. With such a comprehensive platform and a variety of useful features, they can further improve the quality of the WSB University student service and business results. What is especially pleasing for them is the visible increase in rescued abandoned forms and up to 40% more event participants since their promotion is supported by User.com. The WSB Team analyses and measures the implemented activities in detail in order to be able to optimise them. They increased open rates up to 50% depending on the size and type of segment and the content sent.
