Setting The Right Foundation for Campaign Success
This April marks one year since we introduced a range of customer success-focused initiatives within our Client Services team for our non-UK university partners.
It’s been a great year of learning, growth, and most importantly discovering new ways to deliver greater value throughout our clients’ campaign journeys.
To mark the occasion, I thought I would reflect upon the past 12 months of initiatives, what we learnt, and what’s next.
Setting up a positive foundation leads to a successful campaign
One of the biggest changes we made was holding an onboarding meeting within the first month of a package campaign going live.
These meetings included a full introduction to the full advertising package, detailing where each product sits on the website, and going over any early recommendations for optimisation.
As it turned out, onboarding meetings proved to be just as useful for us as much as the client: sometimes we would cover early feedback or changes to adverts, or go through any questions clients may not have raised otherwise.
Onboarding ensures we start every campaign aligned with the same objectives, vision, and strategy, ensuring a focused effort to achieve the best performance possible.
Using check-ins to demonstrate value
The other main feature of our customer success initiatives was introducing regular, structured meetings throughout the campaign cycle.
These sessions include short, data-led presentations covering the previous 2–3 months of activity. We share insights such as:
- What users are searching for
- Which countries are most engaged
- How campaigns are performing across products
These check-ins meant the client had up-to-date user traffic and data, so they could re-pivot their campaign focus, or explore options for further advertising to hone in on a particular audience, such as a Spotlight Email or Targeted Display banner.
Did it work?
There were a couple of ways for us to gauge if our customer success measures were working. Following onboarding sessions, we surveyed clients:
- 36 responses from 94 onboarded accounts
- 100% positive feedback
Some of the comments included:
- “Clear presentation and availability for questions or doubts. Thank you!”
- “It was insightful and super clear. We got a list of to-do's for both ends, which gives me clarity and consistency.”
- “The onboarding session was very clear and provided a useful insight into the profile and course listings products.”
Additionally, we also tracked how many clients purchased additional advertising who had been part of our customer success initiatives. 12% purchased additional products to promote their campaigns. We feel this was the benefit of the check-in meetings, in that we were able to highlight value to clients at the right moment of their campaign lifecycle.
What’s next?
As we move through 2026, we want to continue to develop our customer success initiatives further.
A key priority is monitoring the ‘health’ of our accounts a lot more closely, so we can ensure that no account goes neglected. We want to re-engage customers and keep them invested in their campaign with us. By introducing triggers and flags for accounts who appear inactive, we can make sure every account is given consistent support and campaign performance is maximised.
Want to get more from your campaign?
If you’re a non-UK university partner and start advertising with us, you will be automatically enrolled into our customer success cycle. If you haven’t had a recent campaign check-in, we’d love to meet with you to help you get the most out of your activity.
Get in touch with your Account Manager to book your session today. Or to find out about our packages visit our website or send us an enquiry below.