2014–2015 state of crm use higher education

Hobsons University – July 2015 Hobsons University – July 2015

2014–2015 State of CRM use Higher Education

Brian Mikesell – VP, Market Engagement Hobsons

Hobsons University – July 2015

Lynn DreesAssociate VP, Student ServicesState College of Florida, Manatee-Sarasota

Jens LarsonManager of Student CommunicationsEastern Washington University

Adam CastroVP, Enrollment ManagementBloomfield College

Panelists


Our goal was to map the current landscape of CRM use among institutions to determine its

Impact on institutional effectiveness


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


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”


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


2 branches

A. Own and use at least one CRMCRM use by institution function CRM and SIS data integrationInstitutional success in using

CRMRoadblocksCRM implementation impactCRM communication methods

B. Do not own or use at least one CRM

Is CRM being considered?

Survey


Most Institutions Use CRM

1


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


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


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.


CRM: Essential Institutional Technology

2


3/4 or more indicated for all departments or functions that their CRM-supported processes are easier & take less time


More than 80% felt these services took

Less time with CRM


Advising

Student Life

Registration

Career Services/Employment

Housing

Alumni/Development

Student Support Service


Recruitment Admissions

More than 20% felt that these services took

More time with CRM


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


Senior Communication Officer

57% 43%yes no


Most Colleges and Universities Believe They Aren’t Using CRM To Its Fullest Potential

3


3/4 indicate that their institution is not maximizing the use of CRM


For Example:Many communication

Methods Available – few used

Texting not used by many even

though its use is more popular than

phone or email

Email most common followed

by paper and telephone


Only 3% reported usingCRM to support the full student lifecycle


59% indicated the perceived level of overall success with their CRM was “Moderately Successful”


62% do not currently have all of the data needed from CRM imported into the SIS for analysis & institutional planning


Common RoadblocksTo Success

4


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.


How InstitutionsCan Maximize CRM

5


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


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


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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http://www.aacrao.org/resources/resources-detail-view/new-survey-explores-impact-of-crms-on-institutional-effectiveness-in-higher-ed-industry