UOL EdTech had the great challenge of integrating its customer relationship channels in several projects, which grew year after year.
With the HubSpot platform as the central point in the relationship, its Contact Center and other channels, such as WhatsApp and SMS, needed to be integrated to the CRM. Not only that: its lead base ran into the millions and required a robust architecture.
It was in this context that the UOL EdTech and NA5 partnership was launched.
NA5 provided an own architecture which, together with Twilio and HubSpot, evolved to process millions of bulk SMS and WhatsApp messages, enabling WhatsApp bots integrated into HubSpot CRM with overflow to +100 call center operators. And much more.
5 million WhatsApp and SMS messages sent, management of over 1 million leads, and zero headaches.
UOL EdTech
UOL EdTech is the largest education technology company in Brazil, and leads the digital transformation of the sector, building a solution ecosystem that connects companies, universities, and students.
Its solutions serve major Brazilian universities with 100% online educational programs. More than 100,000 students have enrolled in 67 postgraduate and MBA courses.
To large companies, UOL EdTech offers corporate education technologies with a focus on Reskilling and Upskilling. 570 courses created for more than 500 customers and partners have already trained millions of professionals.
To students, UOL EdTech offers Passei Direto – the largest online study network in Brazil.
The project
In partnership with PUCRS Online, UOL EdTech has promoted one of its biggest projects in 2021: the free course “Certification in Leadership: ability to learn and resilience”, with Malala Yousafzai, Nobel Peace Prize winner, Leandro Karnal and Flávio Augusto.
To publicize, capture and guarantee free 100% online certification to the greatest number of people, UOL EdTech's robust strategy has integrated ads on major social networks, e-mails, WhatsApp notifications and chatbots, and mass SMS shootings.
Its main challenges were managing, customizing, measuring, and optimizing a large number of Marketing assets and the +100 call center operators accountable for humanizing and relating to leads.
Challenges
- To insert SMS and WhatsApp shootings in the Relationship Rules, which followed the lead in the Customer Journey
- To display the HubSpot Contacts page when a call center operator received a phone call or WhatsApp conversation
- To log WhatsApp interactions in HubSpot CRM
- To automatically trigger millions of bulk SMS
- To search for information and update the HubSpot CRM contact record while interacting with the WhatsApp chatbot
- To create automations according to the behavior of contacts in the WhatsApp chatbot, such as opening tickets in HubSpot's customer service helpdesk
The UOL EdTech, NA5, Twilio and HubSpot partnership ecosystem has allowed the creation of quality digital experiences for millions of people, building an efficient relationship between company and customers.
Outcome
- +4.8 million bulk SMS shootings
- +900,000 WhatsApp message sendings
- +6.3 million messages processed
- Twitter’s Trending Topics for 2 days