Turbocharge Growth and Re-imagine Student Experience for Vedantu by enabling a contextual Learner 360 view


Education Technology/e-Learning & Services

Salesforce Service Cloud & Sales Cloud

About Customer

Vedantu is an Ed-Tech startup based out of Bengaluru, India. It is a leading online tutoring platform, spread across 1000+ cities from 30+ countries, known for creating one of the most sought-after learning apps. It offers tutoring courses to young students from 3 years to 18 years old across various learning segments – K12, competitive exams and verticals like English speaking, reading and coding.

Vedantu’s innovations and contributions to making education accessible and affordable have led to an enhancement in the quality of online education. Vedantu makes a student’s learning experience special and unforgettable.

Vedantu catered to over 200,000 paying students last year, a 300% growth over the previous year. This growth was accompanied by a revenue increase of 4.5x over the previous year, making it the fastest growing online education company in this space and the second-largest company in K-12 overall in terms of revenue and number of students.

Vedantu’s vision is to reimagine and evolve the way teaching and learning have been happening for decades. By combining quality teachers, engaging content and superior technology, Vedantu is able to create a superior learning experience for students and aid in their outcome improvement, which is unlike any offline experience.

The Challenge

Experience is the key to Vedantu’s promise of providing access to quality education to each and every student. As Vedantu’s business model scaled rapidly during pandemic, the student experience processes were unable not keep pace with rapid growth.

When a new student explored Vedantu’s courses, they engaged with the company across multiple touchpoints. The key challenge was to deliver a contextual and engaging experience to students at each and every touchpoint.

With a legacy system and broken processes, there were multiple challenges faced by Vedantu teams. These included:

  • Absence of contextual learner 360: The absence of contextual Learner 360 led to sub-optimal student experience and inability to track student lifetime value (SLV).
  • Lack of real-time reporting capability: The legacy system lacked real time reporting capability thus resulting in inaccurate KPIs for funnel and sales productivity.
  • Omni-Channel Experience: Engage Academic Counsellors, Academic Mentors and Students on the channel of their choice across SMS, WhatsApp, Email & Telephony.
  • Single Source of Truth: Rearchitecting legacy system’s linear functioning and have a single source of truth for the Sales, Service and Academics team.

Our Solution

With these challenges in mind, Vedantu looked at Salesforce to re-imagine student experience across all the touchpoints. These spanned student acquisition, onboarding and service processes. More importantly Vedantu wanted to build a Student 360 view spanning data from multiple touchpoints and bring it all onto Salesforce.

This entailed re-imagining student facing processes and orchestrating a fluid student journey throughout their lifecycle. Some salient features of this design included:

  • Reducing lead leakage by introducing follow-ups, task and event reminders for the Sales Team.
  • Consolidated features of Demo Booking, Payment Requests, Fintech Requests, Quality Audits, KYC, and Payment Requests on CRM Platform.
  • Ability to process various payment modes such as Direct, EMI and integrating with other Fintech providers.
  • Integrated telephony, SMS and whatsapp across inbound and outbound channels. Telephony enabled with predictive dialling capability and centralised reporting using Telephony CTI Connector.
  • Deliver KPI’s and insights across Sales, Service and Student 360 spanning 100+ centralised Dashboards and Reports across organization hierarchy.

Aethereus leveraged Salesforce Customer 360 View for effective student profiling which helped Vedantu to scale and capture various student journey touchpoints spanning multiple systems. Aethereus recommended Salesforce best practices for edtech like Multi Opportunity Model which enabled Cross-Sell and Collaboration across various Lines of Business (LOBs).

Aethereus also partnered with customer to revamp the student acquisition processes and standardize the quality of interactions between counsellors and students. With Service Cloud, Vedantu was able to provide omni-channel service experience to ensure that students were able to engage on the channel of their choice for self-service or assisted service.


Transform Student Experience

The consolidated 360 view of student data across key businesses empowered teams and enabled seamless onboarding, delivering customized content, tracking student engagement and improving the overall student experience across all channels.

Platform for Scale

Creating business architecture for scaling >100% growth annually.

Moving the needle on Sales Metrics

The Salesforce program enabled significant improvement in input and output metrics for sales teams. Simplified UI, personalized recommendations and automated workflows led to significant increase in number of calls per counsellor, thereby increasing conversions.

Improve Student Lifetime Value (SLV)

Significant increase in understanding student preferences, led to increased ability to cross-sell new courses leading to stickiness and improved revenue per student.

Accurate visibility of student experience metrics

With 100+ persona based dashboards across organization, the leadership was able to accurate visibility of Sales, Service and Student 360 metrics . With enhanced visibility of individual, team, cohort, and organization wide sales metrics – business getting an accurate visibility in funnel and sales productivity.

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We partner with our clients to solve their most challenging customer experience problems by leveraging the power of Salesforce with cutting-edge technology and a design-led approach. We have been Salesforce Partner since 2019. 

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