The University of Leicester, a leading institution in education and research, sought to modernise student interactions, improve administrative efficiency and enhance staff productivity.
To achieve this, the university partnered with Microsoft, implementing Microsoft Dynamics 365.
This transformation resulted in faster response times, a reduced workload, better oversight and enhanced student engagement. In one task alone, the use of templates is estimated to save 312 hours per year.
“This implementation of Dynamics marked a major technological shift for us. We aren’t just adopting new tools – we are transforming the way we work to be more efficient and sustainable.”
Alison Curtis, Agile Scrum Master and Coach, University of Leicester
The University of Leicester, a leading UK university, is known for its innovative approach to education and research. Committed to transforming lives through learning, the institution was named Daily Mail University of the Year 2025 in recognition of its excellence.
The University of Leicester has long been at the forefront of education, pioneering innovative teaching and research methods. Now, the institution is setting its sights on digital leadership, recognising technology as a key enabler of student success and operational excellence.
The university has set out on a digital transformation journey with Microsoft as a key partner in driving innovation. Leicester has adopted a range of Microsoft solutions to modernise its infrastructure, streamline processes and create a smarter, more connected campus.
“Our digital strategy is to become sector leading in our use of digital capability,” says Alison Phillips, Director of Digital Services at University of Leicester. “We want to ensure that we provide the best possible experience.”
The university is committed to leveraging digital tools to enhance learning, streamline processes and create new opportunities for students and staff alike. One of the first areas of focus for digital transformation was the student application process to ensure a smoother, more consistent experience.
“Applying to university can be stressful,” says Kathy Thompson, Deputy Director of the Future Students Office at the University of Leicester. “We want to make the process as seamless as possible.”
The university recognises the need for new communication channels to enhance response times and strengthen student support. With over 30,000 student queries to manage in 2024, ensuring timely and effective communication is a priority.
“Previously, students had limited options for reaching us, with email being the primary channel,” explains Kathy Thompson. “We want to offer more flexible ways to connect with us and deliver the outstanding service that makes Leicester the right choice for students.”
To achieve its digital transformation goals, the University of Leicester turned to a trusted partner: Microsoft. This decision was rooted in a strong, ongoing relationship that had already delivered impactful results.
During the global pandemic in 2020, the university partnered with Microsoft to enable remote learning for 20,000 students. The success of this collaboration highlighted the power of Microsoft Teams and Microsoft Azure, reinforcing Microsoft as the ideal partner for future innovation.
Now, to transform student recruitment and engagement, the university has deployed a CRM system powered by Microsoft Dynamics 365.
“Microsoft is the right choice for us,” emphasises Kathy Thompson. “With Dynamics 365, which we use for enquiry management, we get the tools to efficiently create a truly personalised student experience.”
With Microsoft Dynamics 365 at the core of its admissions operations, the University of Leicester has transformed how staff manage student enquiries – improving efficiency, reducing workload complexity and delivering better support at scale.
Previously, staff had to juggle multiple systems just to process a single enquiry. With Dynamics 365, they can now manage queries seamlessly from one platform.
“One of the biggest advantages for my team is having a complete, 360-degree view of every enquirer and applicant,” says Kylie Cracknell, Enquiries Officer at the University of Leicester. “Having everything in one system has been a gamechanger. Our use of Dynamics has streamlined our services, eliminated unnecessary administrative tasks and allowed us to handle workloads far more efficiently.”
This improved efficiency has been crucial for managing a dramatic increase in student enquiries. The university saw a near fourfold increase between 2023 and 2024 – with submissions rising from 8,000 in 2023 to almost 30,000 in 2024.
“Despite this massive jump in volume, our team hasn’t been slowed down. In fact, we’re delivering a better, more responsive service than ever before,” notes Kylie Cracknell. “Dynamics 365 has empowered us to keep up with demand without sacrificing quality.”
“Having everything in one system has been a gamechanger. Our use of Dynamics has streamlined our services, eliminated unnecessary administrative tasks and allowed us to handle workloads far more efficiently.”
Kylie Cracknell, Enquiries Officer, University of Leicester
The team continues to innovate with its use of Dynamics 365 to enhance operational efficiency. Templates have been a major improvement for the enquiries team.
“We handle a high volume of repetitive enquiries – students frequently ask about scholarships, course eligibility, and applications,” shares Kylie Cracknell. “Previously, we had to manually copy and paste responses, which was time consuming. Now, with built-in templates in Dynamics, what used to take two to three minutes can be completed in just 30 seconds.”
The university estimates that through its use of templates in Dynamics, it has halved the time of processing enquiries and will save approximately 312 hours per year on this one task alone. Using Dynamics also makes it easier to manage enquiry forms. The system automatically organises enquiries into cases, giving staff a clear, structured view of each applicant and a chance to anticipate further questions.
“Now, we have all that information instantly, which means we can provide a more tailored response,” explains Kylie Cracknell. “If a student asks how to apply, we can immediately provide details about their course, fees, placement opportunities and scholarships – offering a proactive, more personalised service.”
By using Dynamics 365 to automate routine processes and make critical information readily accessible, the University of Leicester will deliver a significant efficiency gain that allows staff to focus on delivering an even higher standard of support.
By unifying interactions across departments, including postgraduate and distance learning admissions, staff can provide a more consistent, seamless support experience.
“The impact has been incredible – not just for my team but for the students we assist,” shares Kylie Cracknell. “We’re supporting more applicants than ever while maintaining the same high standards of service for which Leicester is known.”
Staff now have more autonomy, flexibility and control over their daily work, and this leads to higher job satisfaction and improved performance management.
“Previously, staff would often find themselves handling the same type of enquiries all day, whether it was enquiry forms or emails, which wasn’t always engaging,” explains Kylie Cracknell. “Now, with everything integrated in Dynamics, staff have the flexibility to structure their workload. They can choose to handle cases in the morning, switch to emails in the afternoon and, later, move to WhatsApp chats. The flexibility of Dynamics helps the team to stay engaged and productive.”
The team’s use of Dynamics also facilitates enhanced performance tracking, making it easier to measure productivity and identify areas for improvement.
“Previously, I had no way of knowing how many emails were sent each day or how many enquiries were handled weekly,” shares Kylie Cracknell. “Now, I have complete visibility of team performance, which helps me to ensure efficiency and balance workloads effectively.”
“Everyone can see their own progress, which creates a sense of accountability and even a bit of healthy competition, encouraging the team to stay productive,” continues Kylie Cracknell. “Dynamics has taken a huge weight off my shoulders. I can easily check in on productivity, provide support when needed and trust my team to manage their work effectively – without the need for constant in-person oversight.”
To implement Microsoft Dynamics 365 so successfully, the University of Leicester adopted a structured approach, ensuring a smooth transition while maximising the benefits of new technology.
“We initially engaged with Microsoft to support us through the implementation phase,” explains Alison Curtis, Agile Scrum Master and Coach at University of Leicester. “Dynamics was new to our team in Digital Services, so having expert guidance was key.”
The team followed an agile methodology, defining user stories to gather requirements and break the project into multiple phased releases. The first phase prioritised omnichannel capabilities and case management, improving how the enquiries team handled student interactions.
“This implementation of Dynamics marked a major technological shift for us,” adds Alison Curtis. “We aren’t just adopting new tools – we are transforming the way we work to be more efficient and sustainable.”
Security is at the forefront of the University’s digital strategy. By fully leveraging Microsoft 365, the university ensures a robust, secure and well-governed digital infrastructure.
“We are using Microsoft Defender as part of our Enterprise agreement and that has made a really big difference for us,” explains Alison Phillips. “The integration of Microsoft’s enterprise-grade security tools helps us to ensure that every innovation is built on a foundation of trust and resilience.”
To achieve strategic objectives and accelerate success more rapidly, the University of Leicester leveraged direct support of Microsoft Unified. By aligning with the Microsoft Unified pillars for higher education, which include teaching and learning innovation, secure and connected campus and operational efficiency – the university has strengthened its ability to meet critical educational outcomes.
Working closely with Microsoft’s Enhanced Designated Engineers (EDEs), the university received expert guidance, technical oversight and strategic direction to ensure a seamless and scalable deployment of Microsoft Dynamics 365, Microsoft Power Platform, Microsoft 365 and Microsoft 365 Copilot, accelerating key projects and maximising investments.
“Our EDEs have been an invaluable resource,” reports Alison Curtis. “Microsoft helped us make sure we’re implementing Dynamics 365 and Power Platform the right way, thinking ahead and structuring the system in a way that prevents technical debt. It’s also been incredibly helpful to have a peer review process, allowing us to soundboard ideas and validate our approach.”
The Microsoft Unified team proactively focused on driving value, holding regular stand-ups to align each solution with strategic goals, tackle critical challenges and accelerate project delivery. Furthermore, the partnership was instrumental in fostering AI innovation, laying solid foundations while maintaining a clear, forward-looking vision.
“We see Unified as a partnership,” says Alison Curtis. “They helped us get off the blocks, to understand what good looks like and ensure we’re thinking ahead.”
Having transformed interactions with students through the deployment of Microsoft Dynamics 365, the University of Leicester is now taking innovation a step further with Microsoft Copilot Studio.
The university has developed a digital coach and AI-powered agent which provides instant access to key university information. It reduces staff workload and ensures students get the support they need, whenever they need it.
The AI agent initially supported staff by answering FAQs during student welcome periods. Following successful internal testing, it was branded as “Citizen” and rolled out to students. Now, with 24/7 availability, Citizen provides round-the-clock support, ensuring that students receive instant responses even outside office hours – a crucial advantage during peak periods like student onboarding.
“We’re continuously expanding Citizen’s capabilities to personalise the experience. Students can now check timetables, find buildings with route guidance, view food outlet information,” explains Alison Phillips. “Whilst we are at home and enjoying our evening, our Citizen AI agents are still answering questions from our students and prospective students!”
During Welcome Week, Citizen handled over 6,000 student queries – a significant workload that, if managed manually, would have taken staff hundreds of hours to process. By automating these routine enquiries, the AI agent ensures that students receive fast, consistent and accurate information while freeing up staff to focus on high-value, personalised support.
30,000+ student queries handled efficiently
The response to Citizen has been overwhelmingly positive, with students actively requesting more features. The university is actively collecting real-time feedback from students using Citizen. It automatically asks users whether their question was answered, allowing the team to identify gaps, refine FAQs and expand the agent’s knowledgebase.
The university has embraced a creative approach to engagement. “We made Citizen relatable: branding it, creating life-size cutouts and even dressing it up for seasonal events like snowfall,” explains Alison Phillips. “The technology is becoming an integral and engaging part of student life.”
The University of Leicester is keen to share the learnings from its innovation with other academic institutions. The team is committed to actively sharing insights and best practice.
“We believe in giving back,” says Alison Phillips. “We presented at a Microsoft Education Community Workshop about our journey with Dynamics 365 and other capabilities. The response was incredible. We’ve worked with six other universities to exchange ideas and overcome common challenges.”
She continues, “The support from Microsoft and the wider education community has been invaluable. It makes tackling complex transformations much easier when you know you’re not alone.”
The University of Leicester continues to build on its success in partnering with Microsoft and advance its digital evolution. With a clear ambition to become a data-driven institution, the university is now expanding AI initiatives and scaling Microsoft solutions to accelerate innovation.
As part of its AI strategy, the university is piloting Microsoft 365 Copilot, providing academic researchers and professional services teams with licences.
Alison Phillips explains, “We’re testing how Copilot can automate tasks like recording meetings, summarising actions and streamlining workflows.”
Leicester is also expanding its use of Microsoft Power Platform, leveraging Power Apps and Power Automate to develop custom applications and automation that enhance efficiency across student services and operations.
To scale these innovations further, the university has already established a Microsoft Centre of Excellence (CoE), ensuring governance, best practices and structured adoption. With a strong foundation in place, Leicester plans to broaden use of the Power Platform, and empower more teams to leverage AI-infused technologies.
As the university continues to push boundaries, one thing is clear: the University of Leicester is leading the way in its use of digital solutions that enhance education and student experiences.
Alison Phillips concludes, “This is what drives our ambition to become a sector leader – standing at the forefront of innovation, embracing new technologies and setting a benchmark for the future of higher education.”
“The impact has been incredible – not just for my team but for the students we assist. We’re supporting more applicants than ever while maintaining the same high standards of service for which Leicester is known.”
Kylie Cracknell, Enquiries Officer, University of Leicester
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