Technology is core to KLAY in a number of ways.
“We are in a high-, fixed-cost industry where profitability is driven by utilisation,” points out Krishnan. “When we were smaller, we could use excel-based systems to measure business metrics, but as we scaled, we needed an automated solution that could scale with us.”
When they looked around for a solution that provided daily metrics, as well as predictive tools for situations such as backfilling to balance out student withdrawals, the KLAY team found that Salesforce offered much of what they needed.
KLAY uses Sales Cloud across their B2B and B2C customer segments for lead management. The entire lead flow from lead generation to enrolment, and the contact-to-contract process is now automated on the solution.
For their corporate customers, Sales Cloud captures the different variables that define KLAY’s corporate relationships, including enrolment processes, reimbursement policies and on-site centres, as part of the customer 360.
When it comes to parent-customers, leads generated from walk-ins, open houses, events, digital programmes and other customer touchpoints are captured and consolidated on Sales Cloud. Sales Cloud objects like tasks, calls and events are also used extensively to schedule and track parent visits.
This kind of automation of the lead management process has boosted conversion rates by 40-50 percent.
KLAY also uses Sales Cloud to manage the revenue process. “Invoicing, collecting and receipting are integrated with Salesforce and we use the platform to track cash flows,” says Vidya Venkat, Head - Information Systems at KLAY.
This streamlining of day-to-day processes has helped KLAY achieve a 30-40 percent rise in the efficiency of invoicing and collection.
Sales Cloud further functions as a student data repository, and has become the single source of all data relating to the enrolled children.