OdjoCase study

Case study · A-Team Academy

One communications system for 11 centres, 1,000+ students, and every enquiry in between.

A-Team Academy is a JCQ-approved tutoring academy teaching 1,000+ students a year across four cities and online. Odjo built it one bespoke platform for every call, email, SMS and web enquiry, on infrastructure A-Team owns.

0+students taught each year
0centres across four cities
0+medicine & dentistry offers
The story

The challenge

Growth created a communications problem.

A parent asking about GCSE tuition. A candidate chasing an exam deadline. An Arabic-speaking family calling from the Gulf. Enquiries arrive by phone, email, form and message, across 11 centres, seven days a week.

Answering them was never the hard part. Knowing who asked, whether it was handled, and who owns the next action was.

The brief
One inboxEvery contact rememberedAnswer more automaticallyBuilt for A-Team

What was fragmented

Every channel worked. They just didn’t work together.

Calls tied to handsets

Important conversations happened by phone, with no automatic record for the rest of the team.

Busy inboxes

Admissions and exam enquiries sat amongst everything else, relying on manual follow-up.

Another inbox on the website

Website forms were one more stream to monitor, not part of one customer record.

No single history

A parent calls, emails, then messages. That looked like three separate enquiries.

The solution

Odjo built A-Team its own communications operating system.

A bespoke web app, open in any browser. Every interaction becomes a structured record instead of vanishing into a handset or an inbox. Student records, attendance and finance stay where they are.

Inbox

One unified inbox

  • Calls, email, SMS and web enquiries in one feed
  • Filter by channel, status, staff member or programme
  • Assign, add notes, mark handled
Contacts

One contact record

  • Every caller, emailer or form submitter becomes a contact
  • Programme, lead source, status and full history
  • A Monday call and a Thursday email are one conversation
Calls

AI answers when the team can't

  • Identifies the caller and reason, handles routine questions
  • Transfers to staff when needed, takes a message otherwise
  • Calls recorded, transcribed and filed in the dashboard
CallsEmailWeb formsWeb chatSMS
Every enquiry lands in the same place

The aim isn’t to stop customers reaching a person. It’s to make sure an unanswered phone never becomes a lost enquiry.

English + Arabic

Two audiences. Two purpose-built agents. One inbox.

A-Team serves UK families and a growing Gulf-region audience. So Odjo built two voice agents, not one run through translation.

The English agent

Built for UK parents and candidates.

  • Answers inbound calls across A-Team's phone operations
  • Handles GCSE, A-Level and exam-entry enquiries
  • Routes to staff with full context
  • Transcripts filed on the contact record
The Arabic agent

Its own greeting, personality and handling.

  • Not the English prompt run through translation
  • Designed for Arabic-speaking and Gulf-region customers
  • Transcripts retained in the original language
  • Feeds the same dashboard as every other channel

A-Team can grow internationally without a second workflow inside the team.

Every channel

Email, web and SMS feed the same record.

Email

Email joins the customer record

  • Email threads against the contact, answered from the dashboard
  • Outbound mail sends from A-Team's own domain
  • Broadcasts to groups like GCSE or A-Level students, unsubscribes handled
Website

The website stops being another place to check

  • Existing enquiry forms feed straight into the system
  • Web chat can answer common questions and take details
  • Every submission becomes a trackable enquiry
SMS

Operational messages, from the same screen

  • Staff send SMS from the dashboard, logged to the contact
  • Cancellations, timetable changes and confirmations to the right group
  • Reminders and follow-ups without switching tools

Automations & reporting

Routine messages send themselves, and communication becomes measurable.

Staff switch each automation on or off and edit the wording themselves. No developer needed.

Automations

Set by A-Team, not hard-coded.

  • Confirmations by text and email, a reminder before the session
  • A rebooking message after a missed trial or session
  • Post-trial onboarding, triggered by staff
  • Broadcasts to a class or programme by SMS, email or both
Reporting

Visibility the team never had.

  • Calls answered and missed, emails awaiting response
  • Enquiries by channel, programme and marketing source
  • Response times and trends over any period
  • CSV export for anything else

Ownership

Built by Odjo. Owned by A-Team.

Not a conventional SaaS rollout. Odjo acted as A-Team’s product and engineering partner, building infrastructure the business keeps developing.

Source code, transferred

The GitHub repository belongs to A-Team, to host, maintain and extend.

Accounts in A-Team's name

Telephony, AI voice, hosting, database and email delivery run through A-Team's accounts.

Documentation supplied

Handover includes documentation, so A-Team's developer can keep building.

Specialist parts, owned whole

Specialist providers sit behind the dashboard. A-Team owns the application built around them.

The impact

One place to run the conversation around every student.

Key benefits

One layer, complete context, still human.

  • Phone, email, web and messaging in one system
  • Every interaction attached to the same contact
  • Routine handled automatically, staff brought in when needed
  • A platform A-Team owns and can extend
Day to day

What changes for the team.

  • No checking several systems for one enquiry
  • A caller's history outlives the call
  • Website enquiries become records the moment they arrive
  • Management sees what's unanswered and outstanding
  • English and Arabic enter the same workflow

About Odjo

Your customers don’t care which channel they used. Neither should your team.

Odjo brings calls, emails, messages and web enquiries into one operating layer: answering what it can, routing what needs a person, keeping a record of everything.

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