How Skymark Education moved every branch, student and application onto Xale CRM

The team

Skymark Education is a study abroad consultancy with branches across Kerala. Telecallers make the first contact and counsellors own the student and the university shortlist. Behind them sit specialist teams for applications, SOPs, education loans, interview preparation, visa documentation and visas. Branch heads run the branches, and regional managers and country heads look after their territories and destinations. Students apply to the UK, Ireland, Germany, France and the rest of Europe, Canada, Australia, New Zealand and the USA.

What they needed

• Their whole history brought across from the CRM they had been using, without a gap on the day they switched.
• One record per student, with each university application tracked on its own.
• Clear ownership when several teams work the same student, each with its own next step.
• Access by branch for branch heads and by destination for counsellors and country heads.
• Meta leads, WhatsApp and counsellor calls on the lead, not in separate tools.

Moving off the old CRM

We ran the migration in the order the data depends on itself. The university and course catalogue went first, then users, roles, branches and each person's country access, then lead sources, campaigns and forms. Only then did the students move, with each application as its own deal and every piece of history attached: notes, follow-ups, documents, activity, call logs and the team's internal chats.

The old system's statuses did not map one to one onto a clean pipeline, so each one was mapped deliberately to a stage and status in Xale. While the team moved across, a live bridge kept copying new changes, Meta leads and Wati messages from the old system, so the team could start working in Xale before the old CRM was switched off. The migration was complete in June 2026, and the bridge was retired with it.

How the workspace runs

Every enquiry lands in one pipeline from Enquiry to Enrolled. A student's applications are deals of their own, each linked to its university and course, so one student can hold several applications at different stages. Loan, SOP and interview preparation run as tracks beside the pipeline, each with its own owner and follow-up.

Access follows the way Skymark is organised. A branch head sees the branch, country heads and regional managers see their territory, and each counsellor sees the destinations they handle. The same country field drives distribution: a new enquiry gets a branch and a destination and is shared among the counsellors who handle that country.

Each role keeps its own follow-up on the student, so the telecaller's callback, the counsellor's shortlist call and the visa team's document chase never overwrite each other. That is the part of Xale we describe on the follow-up management page.

Meta, WhatsApp and calls in one place

Enquiries from their Facebook Pages and ad accounts arrive through one Meta source, and the campaign reports show the ad spend next to the leads it bought. WhatsApp runs through Wati: a welcome goes to every new enquiry, an out-of-hours reply gives the branch contact, and approved templates go out from automations. Counsellors' calls, with their recordings, are logged on the lead from their Android phones, so a manager can hear the conversation behind a status change.