How IUMW accelerated student enquiries into enrollments with Leaf CRM.

University Malaya-Wales built a more accountable admission process with Leaf CRM by ensuring every enquiry is contacted while giving the marketing managers real-time visibility on follow-up progress.

Education

50 – 100+ employees

6 salesperson

< 1 hour

Lead follow up rate decreased from days to hours

100%

Lead captured from ads

18.2s

Average minimum time taken to contact new leads

“I no longer have to worry about missing any leads because everything is tracked properly in Leaf CRM. Our consultants finds it easier to check and contact leads using Leaf CRM.”

Amber

Senior Manager of Marketing, Recruitment, and Communication

Client Overview

University of Malaya-Wales (IUMW) runs multiple student recruitment campaigns across Meta Ads, Google, TikTok, student fairs, and open days to drive interest and applications. But with enquiries coming in from so many sources, their team needed a better way to assign leads and improve follow-up rates.

To address the issues they were facing, the team decided to adopt a CRM into their workflow. However, that CRM was not able to capture the leads 100%.

Since adopting Leaf CRM over two years ago, IUMW has been able to centralise all enquiries, monitor follow-ups by their recruitment team, and improve visibility into which campaigns and agents are driving results.

University Malaya-Wales’s Challenges

Manual lead assignment often slowed follow-ups
Enquiries from Meta had to be downloaded and distributed manually, which delays responses and increases the risk of missed leads.

Unclear accountability for counsellors
Counsellors weren’t always consistent in updating lead progress, making it hard to know if a student had been contacted or not. Although policies existed to reassign leads after two days of inactivity, tracking was manual and inefficient, leaving managers without full transparency.

Limited visibility for managers
IUMW needed to know how many leads were new, contacted, and uncontacted in their pipeline. But without a centralised system, these insights were time-consuming to compile and lacked real-time accuracy.

Outcomes

Here’s how Leaf CRM’s rollout worked for Universiti Malaya-Wales:

1.
Automated lead capture & assignment

Leads captured from Meta and their website forms flow directly into Leaf CRM and are immediately assigned to counsellors via round-robin rules.

Each campaign has its own lead source for better segmentation.
Leads from Meta, TikTok, and WordPress website forms now flow directly into Leaf CRM within seconds.
Each lead is automatically assigned to a counsellor via round-robin rules, ensuring fair distribution.
Leads left untouched for 2 days are reassigned to a different salesperson manually.

2.
Follow-up visibility and accountability

Team leads can see which counsellors have contacted their leads and which are still pending.
Marketing manager is able to reassign uncontacted leads based on internal follow-up policy to high-performing counsellors.
Counsellors receive instant mobile notifications when a new lead is assigned.

3.
Campaign tracking by intakes

IUMW creates separate campaigns for different intake levels (foundation, undergraduate, and postgraduate) and for events such as education fairs.

4.
Real-Time visibility for managers

The management team now has:

A live view of which leads are contacted vs uncontacted in each campaign
Transparency on counsellor responsiveness
A way to track and reward high-performing agents

This visibility helps ensure accountability and supports re-assigning leads to more responsive team members where needed.

The Results

Even without prior benchmarks to compare against, University of Malaya-Wales’ student recruitment team saw immediate operational improvements after switching to Leaf CRM:

100% ↑ in lead capture and follow-up

Every lead from ads, forms, and campaigns is now captured and assigned automatically, with full visibility into follow-up progress.

Follow-up speed improved from
Days To Less Than An Hour

Counsellors now receive instant notifications and can respond while the lead is still fresh. The team has observed response times dropping from multiple days to under 1 hour on average.

Fastercampaign launches

The marketing team now has more time and freedom to roll out targeted campaigns as they have less manual work.

What the Team loves

When we spoke to IUMW, the team shared a few standout features that make their workflow easier:

Automatic lead assignment Leads are distributed automatically, even when the team manager is on leave.
Mobile-first CRM Counsellors can follow up via WhatsApp or call without saving the student’s number manually.
Flexible round-robin assignment rules Lead distribution is set up by performance tiers, allowing high-performing counsellors to receive more leads in each cycle.
Spreadsheet upload support The team appreciates being able to upload spreadsheets directly into Leaf CRM, as it is easier to import lead data collected at education fairs and events.

Ongoing Success

Since implementing Leaf CRM, IUMW has successfully captured and assigned over 64,300* enquiries as of September 2025, ensuring 0 missed leads since Leaf implementation in March 2023.

Following consistent improvements in lead management and team accountability, IUMW continues to expand its usage of Leaf CRM across more student recruitment channels.

Recently, the team integrated TikTok Ads into their campaigns, alongside Meta Ads and their website, enabling seamless lead capture and auto-assignment from all major platforms within a single system.

*This includes the offline leads collected and uploaded to Leaf CRM during education fairs.

Interested in closing more leads?

If you’re a business running ads on social media or Google and generating leads through websites, forms, or roadshows, Leaf CRM helps you to:

Capture leads from multiple sources
Distribute them instantly to sales teams
Monitor follow-up activity
Track campaign performance in real-time