01
Connected lead capture
Website and form enquiries arrive in the CRM with structured source and campaign information.
← Selected work
Higher education
Connecting a high-volume admissions workflow
Connecting lead capture, communication channels, CRM and an academic platform for an admissions operation handling more than 30,000 leads a year.
- Industry
- Higher education
- Role
- CRM and integration developer
- Scope
- Lead management, communications and platform integration
- Status
- Production workflow
- Client
- Confidential
01 / Context & challenge
Understanding the operational problem
A high-volume admissions team receives enquiries through different websites and communication channels. Without a connected workflow, lead source, conversations and student information can become fragmented across platforms.
The project needed to support the operational team as well as marketing: enquiries had to reach the CRM with useful context, communications needed to remain visible and relevant information had to move between the CRM and the academic platform.
02 / My role
Where I was responsible
- Zoho CRM configuration and workflow development.
- Integration of web forms and customer communication channels.
- Technical coordination between CRM and the academic platform.
- Automation of lead source and channel information.
- Support for analytics, troubleshooting and ongoing improvements.
03 / Solution
Building a maintainable system
02
Unified communication
Customer conversations across channels are associated with the relevant CRM records and operational context.
03
CRM workflow
Automation helps the admissions team progress, assign and review enquiries consistently.
04
Platform connection
Relevant information moves between the CRM and academic systems without turning either platform into an isolated data store.
04 / System view
How the main parts connect
Simplified to protect confidential technical and commercial information.
Websites & forms
Zoho CRM
Academic platform
05 / Outcome
What changed
- A more consistent path from enquiry to admissions activity.
- Less manual entry of source and channel information.
- Better visibility of customer interactions inside the CRM.
- More reliable exchange of information between operational platforms.
Technology
- Zoho CRM
- Web forms
- WhatsApp Business
- REST APIs
- Analytics
The client has been anonymised, and selected implementation details have been omitted for confidentiality.
Facing a similar challenge?