Case Study · EdTech
Telephony, WhatsApp and lead ops —
unified in 40 days.
BYJU'S, one of India's largest EdTech companies, migrated 10,000+ team members and 15 crore historical lead records to telecrm — cutting CRM costs by 40% with zero disruption to daily sales operations.
Company background
India's largest EdTech company.
Founded in 2011, BYJU'S is one of India's largest EdTech companies, operating pan-India across multiple verticals with a sales and counselling team of 10,000+ members. The CRM sits at the backbone of the entire revenue operation — managing lead capture, counsellor allocation, telephony, WhatsApp communication and reporting across every vertical.
With a lead database of 15 crore records and a team at this scale, even small inefficiencies compound into serious revenue drag. The platform they were running on was no longer fit for that reality.
- Founded 2011
- India's largest EdTech company
- Pan-India, multi-vertical
- 10,000+ sales & counselling team
- 15 crore+ lead database
- CRM is the backbone of revenue ops
Business challenges
At 10,000 agents and 15 crore leads, small inefficiencies compound into serious revenue drag.
- 1
CRM costs that didn't scale fairly
Per-seat licensing across 10,000+ users had pushed the CRM bill to a disproportionate share of the sales operations budget, with no corresponding gain in flexibility or capability.
- 2
Weeks of waiting for basic changes
Critical workflow updates took weeks to implement. In a high-velocity sales environment, that lag meant leads slipping and counsellors working around broken processes.
- 3
No real implementation support
Enterprise migration at this scale demands a genuine partner — not a ticket queue. The existing vendor offered no dedicated onboarding, no migration planning, and no hands-on support.
- 4
Lead distribution breaking under the load
Routing 15 crore leads across thousands of agents — accounting for availability, hierarchy, geography and skill — was pushing the platform past its limits.
- 5
Three tools doing the job one should
Telephony, WhatsApp and video meetings each lived in separate systems. Counsellors switched between them constantly. Managers had no unified view of what was happening on any lead.
Solutions & implementation
Configured from the ground up around how BYJU'S actually operates.
Unified communication, inside one platform
Calls, WhatsApp automation and Google Meet were brought into a single telecrm-native workflow. Every interaction — call recordings, meeting outcomes, WhatsApp threads — auto-logged against the lead record.
Intelligent lead distribution
Auto-routing was built to account for real-time agent availability, leave schedules, shift changes and team hierarchy. Leads no longer sat unworked because of a gap the system couldn't see.
Role-based access and visibility controls
Permission templates gave each user tier — counsellor, team lead, manager — exactly the access they needed. Shadow hierarchy settings allowed selective cross-team visibility without breaking day-to-day permissions.
Custom actions built for BYJU'S workflows
telecrm engineered purpose-built actions directly on the lead timeline: Payment Actions, Class Actions and Fee Update Actions. Data that previously lived in spreadsheets and side tools moved into the CRM itself.
A 40-day implementation that didn't disrupt a single day of sales
The migration ran in four structured phases — discovery and mapping, data migration, customisation, then rollout and training — executed by a named telecrm team that owned the programme end to end.
Results
A cleaner stack, a better operation, at lower cost.
The most immediate win was financial — telecrm's predictable enterprise pricing replaced an unsustainable per-seat model, delivering a 40% reduction in total CRM spend. Every single one of BYJU'S 10,000+ team members moved onto one unified platform, with 15 crore+ lead records migrated with full historical fidelity and zero data loss.
Operationally, the gains were just as significant. Availability-aware routing eliminated lead leakage — every lead reached an agent who could act on it immediately. Mandatory sales forms standardised data capture across thousands of counsellors, removing the inconsistency that comes with scale.
And through all of it, daily sales operations continued without a single disruption — the entire 40-day migration ran in the background while the team kept selling.
What used to take a quarter, telecrm delivered in six weeks. Their team operated as an extension of ours — not a vendor on a ticket queue.
Conclusion
Enterprise migration done right — in 40 days.
Most enterprise CRM migrations are multi-quarter projects that disrupt operations, drain internal bandwidth and still come in over budget. BYJU'S ran theirs in 40 days — with zero disruption, full data fidelity and a 40% cost reduction on the other side.
That outcome isn't accidental. It's what happens when a CRM is built specifically for the way Indian sales teams operate — and backed by an implementation model that treats deadlines as commitments, not estimates.
If your sales operation has outgrown its current platform, telecrm is built for exactly this moment.
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