Student retention is one of the most pressing challenges in higher education—and it’s not just about keeping enrollment numbers up. It’s about making sure students feel supported, connected, and confident in their ability to succeed, and engaging them before it’s too late.
Almost a quarter, 22.3%, of first-time, full-time undergraduate freshmen drop out within the first 12 months, while 39% don’t complete their degree within eight years (Education Data Initiative).
Which is why it is imperative for institutions to be taking action to improve student retention. One of the ways they can is by maximizing the technology they have and tapping into the latest solutions available to gain a better view of their students’ journeys and take action to engage when it matters most.
In Sercante’s latest demo, we explored how Salesforce’s connected tech stack—featuring Data Cloud, Marketing Cloud Advanced, and Agentforce can empower institutions to identify and support at-risk students before they fall through the cracks.
In the demo, we followed the journey of Jason Smith, a sophomore whose profile revealed a 77% attrition risk. What followed is a case study in how smarter tech, working harder behind the scenes, can drive real results for both teams and students.
Unifying Student Data for Smarter Insights
Everything begins with data. Using Salesforce Data Cloud, we created a Unified Student Profile by integrating key data sources across systems: academic performance, course engagement, attendance patterns, and more.
This holistic view powered a propensity model that flagged Jason’s risk level at 77%. Instead of relying on gut instinct or outdated reports, the team now had real-time, actionable insight—and a clear signal that it was time to act.
From Insight to Action with Marketing Cloud Advanced
That’s where Marketing Cloud Advanced comes in. Once a student is identified as at-risk, every minute matters. This tool enabled us to build automated, personalized communication journeys, so students like Jason could receive the right message at the right time.
Jason’s message came from Sercante University: a friendly, timely nudge to connect with an advisor. And because it was based on real-time data from his unified profile, it felt relevant, not random.
A Seamless Path to Support with Agentforce
The magic moment? When Jason clicked the link and landed on a scheduling page powered by Agentforce.
Here’s where tech meets empathy. Agentforce’s AI assistant recognized Jason’s concerns about unavailable classes and provided instant, personalized guidance—helping him book an appointment with an advisor in just three clicks or less.
No back-and-forth emails. No waiting. No frustration. Just a frictionless experience that made Jason feel seen, supported, and empowered to move forward.
A Multi-Cloud Solution that Improves Student Retention
What made this work wasn’t just the data or automation—it was how these tools worked together to create a better experience for both students and staff.
- For teams: The heavy lifting was handled behind the scenes. With Data Cloud pulling real-time insights, MC Advanced automating outreach, and Agentforce handling the scheduling, advisors could spend less time triaging and more time supporting.
- For students: It felt easy, human, and personalized. Jason didn’t need to fight for support—it found him, right when he needed it. He got help fast, with minimal effort and instant gratification.
This Agentforce, Data Cloud, and Marketing Cloud Advanced, multi-cloud solution, is an example of when teams use the power of data and AI to engage their students when it matters most, before it’s too late. Intercepting more students like Jason can help institutions improve student retention while creating real connections that last to drive growth for the institution and in Jason’s educational journey.
Final Takeaway
When schools bring together data, automation, and AI, they unlock a more connected, proactive, and student-centered approach to retention.
- Students feel seen, supported, and confident in what to do next
- Teams get relief from manual processes and can focus on what matters most
- Institutions see better outcomes—without burning out their staff
It’s not just about reducing attrition—it’s about building trust, creating moments that matter, and delivering an experience that helps every student thrive.
Want to see the full journey? Watch the demo here.
Looking to implement something similar at your institution? Reach out to the Sercante team.
