How UK Universities Are Embracing Digital Transformation

*Updated 27 March 2025* 

For UK universities and higher education establishments, the last few years have continued to present challenges and opportunities. Following the disruption of 2020, institutions have had to adapt permanently to hybrid models of working, communicating and delivering student services. With increasing student expectations and fierce competition, many universities have redefined how they engage with students (and their parents), making the most of automation, digital communication channels and data integration. 

In 2023 alone, over 52,000 students found university places through Clearing, and over 30% of all UK 18-year-olds applied through UCAS (UCAS End of Cycle Report 2023). With the number of Clearing participants expected to rise in 2025, universities have had to refine and scale their digital strategies accordingly. 

This article outlines how technology helped one Russell Group institution, Queen Mary University of London, manage Clearing successfully, and explores three other critical areas where digitisation is driving results. 

 

Tackling University Clearing 

Queen Mary University of London has continued to embrace technology in the face of evolving student expectations and operational challenges. As a long-standing customer of Britannic via the G-Cloud framework, Queen Mary benefited from a fully integrated Mitel telephony infrastructure to help manage Clearing and other student-facing operations. 

Their investment in a modernised, cloud-based MiContact Centre meant that when hybrid and remote working became the new standard, Queen Mary could scale without geographic limitations. In both 2023 and 2024, they were able to deploy over 400 remote staff and volunteers to support Clearing, leveraging their unified communications system. 

The secret to their continued success? Embracing an omni-channel strategy using INBOX — a solution fully integrated with Mitel MiContact Centre. It allowed staff to handle student and parent enquiries seamlessly across: 

• WhatsApp 

• Webchat 

• SMS 

• Social media 

• Chatbots 

• Voice calls 

All from a single dashboard view. 

Dr Rachel Bence, CIO at Queen Mary, commented: 
“Digital transformation remains at the heart of our strategy. With the support of Britannic Technologies, we’ve enhanced our MiContact Centre by integrating CRM and smart automation software. This has allowed us to prioritise, categorise and resolve digital interactions more effectively, as well as collect and analyse valuable student data.” 

Notably, WhatsApp has emerged as a particularly popular channel — with Queen Mary handling thousands of interactions during Clearing via the platform in both 2023 and 2024. 

 

3 Key Areas of Digitisation for Universities and Higher Education 

While Clearing is undoubtedly a high-pressure period for UK universities, there are numerous other operational areas that are being transformed through digital technology. Institutions that take a strategic approach to digital innovation are not only improving operational efficiency but also creating a smoother, more engaging experience for students, staff, and stakeholders. Below are three core areas where digitisation is driving tangible impact across the higher education sector. 

1. Communication with International Students

The number of international students coming to the UK continues to climb steadily. UCAS reported a 4.6% year-on-year increase in non-EU undergraduate applications in 2024, and forecasts suggest continued growth heading into 2025. As demand increases, so do expectations — particularly around communication. 

Digital transformation in this area is helping universities to: 

• Bridge language and time zone barriers - Multilingual AI chatbots, like BiziBOT, allow prospective students to interact in their native language, regardless of time zone or location. These bots can handle FAQs on course details, visa requirements, accommodation, scholarships, and more — all without requiring human intervention at first touchpoint. 

• Provide 24/7 support across multiple channels - Applicants expect instant, around-the-clock communication. By integrating platforms like WhatsApp, WeChat, Facebook Messenger, and Instagram DMs, universities can meet students where they already spend their time — and do so at scale. 

• Nurture student relationships earlier in the cycle - With automated workflows and segmentation, universities can personalise nurturing campaigns from the moment an international enquiry is logged. This builds stronger rapport before an application is even submitted, increasing the likelihood of conversion. 

• Reduce reliance on international recruitment agents - Digitisation means institutions can now have direct, consistent contact with applicants, improving data accuracy and reducing commission costs. 

In short, digital communication tools are no longer optional — they are essential for supporting and converting global applicants. 

2. Data Management

Universities generate and process enormous amounts of data — from personal student information and academic records to communications preferences, event attendance, behavioural insights and beyond. Managing that data effectively has become both a compliance necessity and a strategic advantage. 

Here’s how digitisation is making a difference: 

• Single Source of Truth via Integration - Integrating platforms like CRM systems, contact centres (e.g. MiContact Centre), marketing automation tools, and student information systems allows universities to manage data from a central hub. This eliminates duplication, reduces errors, and streamlines updates across departments. 

• Consent and Preference Management - Students today expect control over how they’re contacted. Smart platforms let universities track and honour student preferences in line with GDPR regulations, automatically routing communications via the channels the student prefers — whether that’s email, SMS, WhatsApp, or social. 

• Automated Data Syncing for Real-Time Accuracy - Universities can automate the syncing of data entries — e.g. if a student updates their phone number in one system, it reflects instantly across all touchpoints. This ensures consistency in messaging and avoids confusion, especially during critical communication periods like enrolment or exam results. 

• Data-Driven Personalisation and Reporting - With digitised data management, universities can segment audiences and personalise communications, track student engagement, and generate real-time reports. This supports better decision-making in marketing, student services, and admissions. 

With increasing cyber threats and data regulation tightening, secure and efficient data handling is no longer a backend task — it’s a top-line priority. 

3. Improving Enrolment Efficiencies

Enrolment remains one of the most logistically intense operations for any university. It involves thousands of communications, document submissions, payment processing, ID checks, system logins, and course selections — all typically within a tight time window. 

Digitisation is streamlining this experience in several ways: 

• Automated Response Management - With INBOX, institutions can set up workflows that auto-detect key words or phrases in enquiries (e.g., “visa”, “login”, “timetable”) and trigger templated responses. This saves hours of manual triaging and ensures students get fast, consistent replies. 

• Integrated Enrolment Portals - Universities are investing in self-service platforms where students can upload documents, check enrolment status, and get real-time support via chatbots — all in one place. This reduces email back-and-forth and cuts down on staff burden. 

• Predictive Analytics for Resource Allocation - With the right tools in place, institutions can forecast peak enquiry times or common bottlenecks in the enrolment journey, allowing them to proactively scale support or automate tasks. For instance, if 70% of students get stuck on ID verification, that step can be prioritised or redesigned. 

• Channel Optimisation Based on Student Behaviour - By analysing engagement across digital channels, universities can understand which platforms (e.g., WhatsApp vs. email) get better response rates and shift their strategies accordingly. This leads to higher satisfaction scores and lower dropout rates during enrolment. 

• Accessibility and Inclusion - Digital enrolment journeys also mean students with disabilities or specific access needs can engage more easily — for instance, via screen readers, alternative formats, or live agent support with transcripts. 

The speed, ease, and clarity of the enrolment experience can be a deciding factor in whether a student follows through with attending. 

 

More Digitisation to Come 

From marketing and recruitment to onboarding and retention, the higher education sector is moving beyond digital adaptation and into a period of digital maturity. Universities that invest in scalable, cloud-based, and AI-driven technologies will not only improve operational efficiency — they will shape the next generation’s learning experience.