2014-2015 state of crm use in higher education
TRANSCRIPT
AACRAO SEM 2014 – Los Angeles Session ID: 3742
2014–2015 State of CRM
use Higher Education
Wendy Kilgore – AACRAO Director of Research
and Managing Consultant
Brian Mikesell – VP Solutions Hobsons
Mary Docken – VP Partnerships Hobsons
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Our goal was to map the current landscape of CRM use among institutions to determine its
Impact on institutional effectiveness
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Full student lifecycle engagement
“The ways in which learning providers organize their
connections with students over the lifetime of their
association.”
Ideal CRM Use
Source: Joint Information Systems Committee (JISC) http://www.jisc.ac.uk/media/documents/programmes/jos/slrm_report.pdf
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Strategic use of Data
“The linkage between constituent relationship
management (CRM) and student information systems
(SIS) is becoming increasingly important in the higher
education market, moving from a nice to have
capability to a must have one.”
Ideal CRM Use
Source: 2010 OVUM “Industry solutions guide: Selecting a CRM vendor in the higher education market”
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Ranged from
1,000 to more
than 20,000
students
Various
institution types
– mostly
Associate’s,
Bachelor’s and
Masters
Primarily U.S.
institutions
Variety of
affiliations –
mostly state,
independent
non-profit and
religious
Respondents
AACRAO SEM 2014 – Los Angeles Session ID: 3742
2 branches
A. Own and use at least one CRM CRM use by institution function
CRM and SIS data integration
Institutional success in using CRM
Roadblocks
CRM implementation impact
CRM communication methods
B. Do not own or use at least one
CRM Is CRM being considered?
Survey
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Most Institutions Use CRM
1
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Respondent CRM Use
36% no
Of those who said no,
42% are considering one
64% yes
Of those who said yes,
62% own more than one
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Institutions use CRM to manage
their many day-to-day functions
56% of institutions
use CRM for
recruitment &
admissions
Career Services
was the least likely to
be supported by CRM
AACRAO SEM 2014 – Los Angeles Session ID: 3742
CRM Data Use
Enrollment Planning
Evaluation of Communication Plans
Budgeting
Effectiveness of Development
Mgmt. of Class Schedule/Course Catalog
Other
217
183
57
18
42
49
Note. These numbers represent the number of participants who selected each option. This
question was asked only of those who have a CRM and was optional. Participants were able to
select more than one response.
AACRAO SEM 2014 – Los Angeles Session ID: 3742
CRM: Essential Institutional
Technology
2
AACRAO SEM 2014 – Los Angeles Session ID: 3742
3/4 or more indicated for all departments or
functions that their CRM-supported processes are easier & take less time
AACRAO SEM 2014 – Los Angeles Session ID: 3742
More than 80% felt these services took
Less time with CRM
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Advising
Student Life
Registration
Career Services/Employment
Housing
Alumni/Development
Student Support Service
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Recruitment Admissions
More than 20% felt that these services took
More time with CRM
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Impact on
Staffing and Policy
20% indicated change in policy as
a result of implementing CRM
59% had a change in staffing
associated with functions supported
by CRM
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Senior Communication Officer
57% 43% yes no
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Most Colleges and Universities Believe
They Aren’t Using CRM To Its Fullest Potential
3
AACRAO SEM 2014 – Los Angeles Session ID: 3742
3/4 indicate that
their institution is not maximizing the use of CRM
AACRAO SEM 2014 – Los Angeles Session ID: 3742
For Example:
Many communication
Methods Available – few used
Text not used by many even though
its use is more popular than
phone or email
Email most common followed
by paper and telephone
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Only 3% reported using
CRM to support the full student lifecycle
AACRAO SEM 2014 – Los Angeles Session ID: 3742
59% indicated the perceived level of overall
success with their CRM was “Moderately
Successful”
AACRAO SEM 2014 – Los Angeles Session ID: 3742
62% do not currently have
all of the data needed from
CRM imported into the SIS for
analysis & institutional
planning
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Common Roadblocks
To Success
4
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Roadblocks to Maximizing Use of CRM
Time to learn & implement
People to do the work
Product expertise
Product limitations
Lack of financial resources
Buy-in from other parts of the institution
Vendor/Provider support
Other
183
151
127
87
90
62
42
94
Note. These numbers represent the number of participants who selected each option. This
question was asked only of those who have a CRM and was optional. Participants were able to
select more than one response.
AACRAO SEM 2014 – Los Angeles Session ID: ###
How Institutions
Can Maximize CRM
5
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Strategic Context: Clarify how CRM fits into the overall business
strategy.
CRM Selection and
Implementation
Guidance
Capabilities Assessment: Conduct a current CRM needs and
capabilities assessment.
Business Case Development: Establish a reason for implementing CRM.
Implementation Plan: Create a plan with manageable goals,
actionable steps and execute as planned.
Senior Champion: Assign an Executive Sponsor to be
responsible for the success of the project.
Source: Nguyen, T.U., Sherif, J.S., & Newby, M. (2007). Strategies for successful CRM implementation. Information Management & Computer Security, 15(2), 102-115. https://vwcrmhandbook.pbworks.com/w/page/52081662/Good%20Practice%20in%20Customer%20Relationship%20Management
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Successful CRM use takes strong institutional leadership,
comprehensive change management, perseverance, and a
willingness to let go of old business practices.
Moving from limited use to Strategic
CRM is used across all business units; informs strategic
management of relationships and is fully integrated with other
institutional systems.
Cultivate CRM culture after implementation through team
building exercises and training.
Sources: Shum, P., Bove, L., & Auh, S. (2008). Employees’ affective commitment to change: The key to successful CRM implementation. European Journal of Marketing, 42(11/12), 1346-1371. https://vwcrmhandbook.pbworks.com/w/page/52117394/CRM%20Maturity 17
AACRAO SEM 2014 – Los Angeles Session ID: 3742
Full Report available at http://www.aacrao.org/resources/resources-detail-view/new-survey-explores-impact-
of-crms-on-institutional-effectiveness-in-higher-ed-industry
American Association of Collegiate Registrars and Admissions Officers @2014 American Association of Collegiate Registrars and Admissions Officers. All rights reserved. No part of this report may be reproduced in any form without permission in writing from AACRAO.
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