A+ early adoption of data and AI strengthens student connections at QUT

Imagine a prospective university student overwhelmed by study choices. What if they could speak with someone who understands their unique needs and can provide essential information right away, from adjusting to a new city to discovering unexpected courses?

In the competitive higher education sector, universities face challenges in attracting new students, as students feel overwhelmed with choices. Queensland University of Technology (QUT), a top 200 global university, aims to engage and inspire learners on one platform from initial interest through to post-degree education.

In a first for higher education, QUT and Accenture have launched a next-gen customer engagement platform focused on personalized experiences for students using Salesforce's Data Cloud and Einstein AI. This collaboration has resulted in an 84% boost in proactive student engagement, helping QUT retain students who might otherwise choose alternative pathways. And the 69% decrease in response times means staff can answer enquiries from future students sooner.

'Real world' student connections

Working together since 2021, we have built a strong digital foundation at QUT, starting with a sophisticated customer relationship management (CRM) platform powered by Salesforce's Education Data Architecture, which captures a complete view of student interactions. This system allows staff to actively connect with students from initial inquiry through to enrolment and alumni engagement. Furthermore, Salesforce's Data Cloud and Einstein AI have enhanced QUT’s service capabilities with AI technology, meeting the increasing demand for timely and personalized experiences.

For example, QUT student advisors are armed with insights and relevant guidance, so students get precisely what they need, whether it is about study choices, student life or living in Brisbane. Lifelong learners now benefit from a streamlined registration process, allowing them to enroll in professional education without repeatedly entering data across multiple systems.

Powering productivity and growth

Employee experience is top of mind. By reducing administrative tasks through process automation and integration, QUT staff can now focus more on building relationships with students to support their learning goals. For instance, QUT staff increased proactive student outreaches by 8,000 compared to 2023, and service staff conducted 17 additional domestic outreach call campaigns. The university now contacts prospective students quicker and easier.

Already seeing results, QUT acknowledged it could do more and has recently introduced Data Cloud and Einstein AI for enquiry management and personalization. This enhancement can help cut response times by a further 10% and reduce student follow-ups by 50%.

This program signifies innovation and growth at QUT. To ensure success, QUT prioritized change management, aligning it with its core values and purpose. The team has facilitated this by providing training, tailored support, and targeted communications about the changes and their business impact.

QUT gets top marks for infusing its service ecosystem with data and AI smarts. Together with Salesforce, we have helped QUT’s employees deliver a more personalized, efficient and differentiated experience for students, enhancing satisfaction and productivity across the board —with more to come.

This innovative approach was recognized with the Salesforce 2024 Partner Innovation Award for Education, underscoring QUT's success in leveraging AI and data to set a new standard for student engagement.

Queensland University of Technology at Dreamforce 2024

Watch James Rail, Program Director at QUT, and Alex Calder, ANZ Salesforce Education Lead at Accenture, present “Connected Campus – Embracing AI, CRM & Service for Enquiries” at Dreamforce 2024.