NEOMA Business School
NEOMA Business School maintains quality business relationships and monitors its students using data that is qualified by DQE the moment it is input into Microsoft Dynamics 365.
NEOMA Business School stands out as an innovator among prestigious French graduate schools (Grandes Écoles). At its campuses in Reims, Rouen, and Paris, it offers a large selection of programs to its 10,000 students, from bachelor’s degrees, to the Grande École program, and up to Executive Education. NEOMA aims to continue its path of transformation into an institution that serves young people, helping them meet the great challenges of the future, and providing them with a strong foundation for them to take their place among tomorrow’s leaders.
Using DQE, we keep duplicate records out of our Microsoft Dynamics 365 customer database. We have a consolidated view of our contacts and our B2B accounts. It is a reliable support to maintaining our relationships with businesses, and for student tracking.
Géraldine Marie
Director of the CRM and Relational Marketing, NEOMA Business School
Use case
Issues
NEOMA Business School is a prestigious French Grande École business school, founded in 2013 when Reims Management School and Rouen Business School merged. Its mission is to train students, executive management, and entrepreneurs, and to create know-how for building the future for businesses and society in a sustainable and connected world.
Connecting the business world with the training it needs, NEOMA can ensure careful follow-up for its various contacts. This includes, on the one hand, B2C data providing identification information for prospects, candidates, and students. On the other hand, it includes B2B data from the entire ecosystem of companies partnered with the school for internships, work-study programs (alternance) and various information used for promoting the school. All of this is collected in an omnichannel system. The main source of data is via downloads of brochures from the NEOMA website. The campaigns carried out by the Digital division, registration forms for events (open house events, webinars), participation in conventions or forums, as well as information request forms on the partner sites for generating leads, all of these round out the data collection efforts.
B2C data is essential for following up with contacts, and with students for progress in their training programs. As for B2B data, its role includes two essential areas: “This data is used for collecting the apprenticeship tax. Also, the internship and apprenticeship service uses this data to create general terms and conditions for internship and apprenticeship agreements. This B2B data has to be structured in the CRM system so that the people managing relationships with companies can follow up on how they are doing,” explained Géraldine Marie, Director of the CRM and Relational Marketing Division of NEOMA Business School. “We wanted a consolidated view of our contacts.”
In 2018, the deployment of Microsoft Dynamics 365 gave the school an opportunity to integrate data quality processing into the contact data.
Connecting the business world with the training it needs, NEOMA can ensure careful follow-up for its various contacts. This includes, on the one hand, B2C data providing identification information for prospects, candidates, and students. On the other hand, it includes B2B data from the entire ecosystem of companies partnered with the school for internships, work-study programs (alternance) and various information used for promoting the school. All of this is collected in an omnichannel system. The main source of data is via downloads of brochures from the NEOMA website. The campaigns carried out by the Digital division, registration forms for events (open house events, webinars), participation in conventions or forums, as well as information request forms on the partner sites for generating leads, all of these round out the data collection efforts.
B2C data is essential for following up with contacts, and with students for progress in their training programs. As for B2B data, its role includes two essential areas: “This data is used for collecting the apprenticeship tax. Also, the internship and apprenticeship service uses this data to create general terms and conditions for internship and apprenticeship agreements. This B2B data has to be structured in the CRM system so that the people managing relationships with companies can follow up on how they are doing,” explained Géraldine Marie, Director of the CRM and Relational Marketing Division of NEOMA Business School. “We wanted a consolidated view of our contacts.”
In 2018, the deployment of Microsoft Dynamics 365 gave the school an opportunity to integrate data quality processing into the contact data.
Solutions
As part of its CRM project, NEOMA’s data quality priority was to use email data as the key data element for deduplicating the database, as well as a method of improving email campaign deliverability. B2B data represented another challenge, in order to simplify managing company partnerships. Lastly, we had to make mobile phone data more reliable in order to develop text message campaigns.
NEOMA decided to integrate DQE into its Microsoft Dynamics 365 CRM system. Reviewing data during the project helped cleanse and deduplicate the records. NEOMA also chose DQE solutions for real-time qualification of name, email, mobile telephone, and B2B data. Since then, autocomplete of fields, along with real-time verification of input data, helped to ensure that the database was built with exact and reliable data in the CRM system.
“We appreciate DQE’s guidance, which continues today, helping us to investigate other capacities that could be of interest to NEOMA. As an example, we can mention data quality in the international sphere for our students who go abroad for an internship, or in terms of connectors to other platforms of the NEOMA ecosystem, such as NEOMA’s website, and our admissions platform,” added Géraldine Marie.
NEOMA decided to integrate DQE into its Microsoft Dynamics 365 CRM system. Reviewing data during the project helped cleanse and deduplicate the records. NEOMA also chose DQE solutions for real-time qualification of name, email, mobile telephone, and B2B data. Since then, autocomplete of fields, along with real-time verification of input data, helped to ensure that the database was built with exact and reliable data in the CRM system.
“We appreciate DQE’s guidance, which continues today, helping us to investigate other capacities that could be of interest to NEOMA. As an example, we can mention data quality in the international sphere for our students who go abroad for an internship, or in terms of connectors to other platforms of the NEOMA ecosystem, such as NEOMA’s website, and our admissions platform,” added Géraldine Marie.
Results
B2B data standardized and enriched
For the teams in charge of the CRM system and relationships with companies, input help and real-time verification of data makes filling out B2B forms go more quickly. Only the company registration number is required to automatically fill in the other data fields. “With input help, we are assured that the information describing a business is verified. DQE autofilling the fields also helps us enrich our B2B accounts, in turn saving time when inputting data,” explained Géraldine Marie.
This enriched and verified business data makes up a database of 32,000 B2B accounts. Within these accounts are companies that are linked to creating an internship agreement. “An internship agreement is a legal document, and as such has a standard form. With DQE, we can produce internship agreements that have data that is verified and compliant. It is very important for our service that manages internships,” added Géraldine Marie.
Consolidated 360-degree view of accounts and contacts
Data that is made more reliable by DQE also helps avoid quality problems related to NEOMA’s omnichannel data collection method. Their method automates data flow between the source and the CRM database as much as possible. However, the risk of duplicate records persists for data that is not input correctly, as well as for flows that have not been automated.
As well, NEOMA uses deduplication tools offered by DQE, and uses the email address of its contacts as the deduplication key. “With DQE, our customer database in Microsoft Dynamics 365 is safe from duplicate records. We have a consolidated view of our contacts and our B2B accounts. It provides strong support for maintaining our relationships with companies, and for student tracking,” said Géraldine Marie.
Targeted email campaigns with a 97% delivery rate
NEOMA has more than 100,000 unique contacts in its database. These include a variety of different contacts – prospects, applicants, students, tutors, parents, and companies. Each type has its challenges, and the school aims to personalize its communication with high granularity for its average annual volume of 800,000 outgoing emails. The consolidated view of each contact in the CRM system plays an important role in this.
Additionally, since DQE has been used to qualify data that has been entered, reachability of the contacts has improved, starting with email addresses. “Before, our deliverability rate for email campaigns did not meet our expectations. With DQE we keep the rate between 97 and 99%, which optimizes our communication,” noted Géraldine Marie. Now, NEOMA can also rely on mobile phone data for its text message campaigns, a prevalent communications channel that the school is using more and more.
SECTOR
Education
CHALLENGES
- Verifying and enriching B2B data
- Eliminating duplicates in an omnichannel setting
- Increasing the deliverability rate of email campaigns
BENEFITS
B2B data standardized and enriched
Consolidated 360° view of contacts
Targeted email campaigns with a 97% delivery rate
