On campuses ranging from tiny community colleges to large four-year universities, having the right customer relationship management (CRM) solution enables better enrollment management outcomes for applicants, students, and admissions leaders alike.
A well-informed CRM strategy allows institutions to craft and deliver action-oriented messages to potential enrollees, taking into account each student’s unique academic profile, demographic background, and real-time status in the application journey. When used effectively, the right CRM provides deeper insights into “the whole applicant,” allowing enrollment management professionals to focus their recruitment efforts on the exact students they hope to attract and who are most likely to succeed.
Comprehensive communications
CRM systems offer numerous benefits that are essential for managing student relationships and admissions processes, including:
- Centralized data management: A CRM system consolidates all student information in one place, allowing admissions teams to access and manage data easily. This centralization is crucial for maintaining accurate and up-to-date records, which is essential for effective communication and decision making.
- Automated processes: CRM systems automate routine tasks, such as email communications, application status updates, and event invitations, freeing up valuable time for admissions staff to engage with students directly. This automation reduces the likelihood of errors and ensures that prospective students receive timely and relevant information.
- Enhanced outreach: CRMs facilitate personalized communication with prospective students. Admissions teams can tailor their messages based on individual student interests and behaviors, fostering stronger connections and improving engagement.
- Robust analytics and reporting: CRM systems provide powerful analytics and reporting tools that help institutions track the effectiveness of their admissions strategies. Institutions can make informed decisions to optimize their recruitment efforts by analyzing data on student interactions and behaviors.
Preparation and planning
The success of your CRM experience starts with thorough planning, which involves defining clear goals and objectives that are directly aligned with new or existing processes. For example, determining whether the CRM will focus exclusively on admissions teams or cover broader functions, such as retention and alumni relations, is a critical step in the process.
The preparation phase should also include a thorough evaluation of the resources your CRM will require, including those related to staffing, budget, and time considerations. Establishing a dedicated project team ensures that the implementation stays on track. That, in turn, makes it easier to adhere to established workflows and identify areas for improvement. It also facilitates your ability to achievable milestones and define what success looks like. This will help manage expectations and provide measurable outcomes.
“But we already have a CRM…”
Not all CRMs are created equal. As with any transformative technology, the pace of innovation means yesterday’s CRM solutions may no longer adequately address your goals.
Antiquated CRMs are typically more difficult to customize, more likely to put a strain on IT and other support staff, and often lack scalability and user-friendly interfaces. They may also require a significant amount of training for new users — a problem that can be exacerbated when employees with extensive knowledge about using a CRM leave your institution. Colleges and universities with more than one siloed legacy CRM also run the risk of conducting redundant communications campaigns if two or more departments reach out to the same students without previous coordination.
A strategic approach to implementation
When considering a new CRM, consider forming a team with representatives from each department that will benefit from the technology, such as individuals from IT, marketing, admissions, faculty, and administration. Team members should work together from the outset to define roles, agree on system requirements, and evaluate potential CRM providers that specialize in systems designed specifically for higher ed. Choosing a provider with an established record of success helping clients manage their data cleansing and migration, such as Liaison, should also be top priority.