Our work — BI Norwegian Business School

BI Norwegian Business School: Transforming the student experience

BI wanted to improve sales, marketing and service performance while establishing a closer relationship with their students. They gained a complete, un-siloed overview of the student relationship with Fluido and Salesforce.


view of the student enabled


support team instead of multiple teams


of student inquiries are resolved during first contact

BI Norwegian Business School is an independent, not-for-profit foundation and the primary provider of research-based knowledge on business and management disciplines in Norway. With campuses in Oslo, Bergen, Stavanger, and Trondheim, they provide research and education for more than 20 000 students and 900 employees.

BI has been ranked Norway’s best business school for six years. The school also achieves solid results in other international rankings; for example, their two Executive MBA programmes are among the 100 best globally.

The need for the student journey transformation

BI Norwegian Business School had significant, costly process inefficiencies limiting their service quality levels and sales and marketing effectiveness. Getting a complete picture of a student was challenging since much of the data was outside their CRM across disparate systems. This was causing inbound sales and service inquiry management difficulties and limiting them to being mainly reactive.

BI sought to improve sales, marketing and service performance while establishing a closer relationship with their students and potential students. They aspired to transform their student journey and connect their campuses and back-office functions with an integrated, digital CX platform to improve the student experience, eliminate inefficiencies, and be more competitive and coherent in a digital landscape.

BI wanted to standardise student request handling independent of the channel used. They wanted to leverage insights and offer students more proactive, targeted, and fact-based communication whilst maintaining GDPR compliance.



The new customer experience platform

With Fluido and Salesforce, BI’s sales, service, marketing, and integration streams worked to establish a new Customer Experience platform with an initial focus on centralising and optimising BI’s internal student-facing capabilities.

Fluido implemented Salesforce Service Cloud and integrated it with BI’s student portal and external-facing websites for managing recruitment and service inquiries via a single point of contact. This was done with seamless second-line escalations functionality to faculties and recruitment. Salesforce Knowledge was implemented for quick access to reference articles.

Existing student records were migrated into the Education Cloud Architecture (EDA), and Salesforce Advisor Link (SAL) was implemented for managing appointments with prospects and students. SIS, the student portal, was integrated with the admissions system. Completing a 360-degree overview of the student, the academic purchase history record data was made available for the different systems.

Salesforce Sales Cloud was implemented to manage effective outbound nurturing campaigns and support student applications. Salesforce Marketing Cloud was taken into use to handle email nurturing campaigns, surveys, and SMS communications and more effectively manage the student journey.

"Our Salesforce solution is the foundation for offering excellent customer experience to our prospects, existing and former students as well as other partners. Fluido has been a strong contributor to our successful launch of Salesforce."

Elin Borrebæk, Chief Digital Officer, BI Norwegian Business School

Students to front and centre

With the integrated data and Salesforce in place, BI Norwegian Business School has a more complete, un-siloed overview of an individual student and the student relationship. Utilising marketing automation, BI can reach students with relevant, personalised communication at the right time and place.

The students have a single point of contact for their questions regardless of the channel they use. The frontline staff have all the necessary information and can collaborate more efficiently digitally. With centralised omnichannel support, they can handle 80% of student inquiries during the first contact.


Photos: BI Norwegian Business School

Next reference

Reference — Miljonlotteriet

Miljonlotteriet: Understanding and reducing customer churn

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