Download - 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
Hobsons University – July 2015
Our goal was to map the current landscape of CRM use among institutions to determine its
Impact on institutional effectiveness
Hobsons University – July 2015
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
Hobsons University – July 2015
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”
Hobsons University – July 2015
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
Hobsons University – July 2015
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
Hobsons University – July 2015
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
Hobsons University – July 2015
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
Hobsons University – July 2015
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.
Hobsons University – July 2015
3/4 or more indicated for all departments or functions that their CRM-supported processes are easier & take less time
Hobsons University – July 2015
Advising
Student Life
Registration
Career Services/Employment
Housing
Alumni/Development
Student Support Service
Hobsons University – July 2015
Recruitment Admissions
More than 20% felt that these services took
More time with CRM
Hobsons University – July 2015
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
Hobsons University – July 2015
Most Colleges and Universities Believe They Aren’t Using CRM To Its Fullest Potential
3
Hobsons University – July 2015
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
Hobsons University – July 2015
59% indicated the perceived level of overall success with their CRM was “Moderately Successful”
Hobsons University – July 2015
62% do not currently have all of the data needed from CRM imported into the SIS for analysis & institutional planning
Hobsons University – July 2015
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.
Hobsons University – July 2015
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
Hobsons University – July 2015
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
Hobsons University – July 2015
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.