In this IT Consultis case study, you can learn about how our Social CRM strategy helped EHL reshape its student recruitment process in China.
EHL is a top hospitality management university with a long history dating back over 125 years and a globally recognized reputation.
Particularly, it offers a variety of educational programs, ranging from apprenticeships, Undergraduate, Graduate, and Executive MBA in Hospitality & Tourism degrees to professional courses.
In 2022, the university has over 3,700 enrolled students on all 3 campuses in Switzerland and Singapore. And, many of these students come from China.
Therefore, aside from the existing global website, EHL has also specifically set up a WeChat Subscription Account to better connect with their Chinese current and future students.
Although the school has gone the right direction by establishing a WeChat Official Account, there were still several challenges to overcome, including:
Therefore, to re-establish its presence in China, the main objectives consist of:
By understanding the brand's pain points, IT Consultis (ITC) has come up with fully-optimized strategic solutions using Social CRM (SCRM) tools.
First, we set up a new WeChat Service Account (instead of using a Subscription Account) and migrated all of the followers over to the new one. The Service Official Account would give EHL a wider range of business functions, including:
In addition, EHL could also gain more visibility thanks to the enabled Push Notifications and appearance as a regular friend on the Chat display. On the other hand, WeChat Subscription Accounts are all shoved into the Subscription tab instead.
Secondly, we plugged the new Service Official Account with Jing Social, an SCRM tool, for lead nurturing strategies & implementation. Particularly, these strategies include:
Moreover, this tool allows EHL to create informative monthly reports to analyze and monitor the performance.
And, on top of all that, we also created pre/during/post event management strategies to further boost user engagement with the Account.
Functionality aside, visually, ITC has helped EHL redefine the look for its new WeChat Official Account, especially the Landing Page, which forms the first impression for many users.
As a result, with our SCRM strategies and bespoke UX/UI design for EHL Service Account, IT Consultis successfully: