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George Mason U Boosts CRM with Intelliworks

George Mason University's School of Management Executive Program has implemented relationship management and marketing software from Intelliworks to help it compete for prospective executive development students. This type of education program provides an alternative for people who must maintain their jobs but also want to enhance their management skills.

"Our goal in selecting a CRM platform was to increase our level of customer service to ensure our prospects feel like they have an advocate at the school," said Roy Hinton, associate dean, Executive Programs. "The Intelliworks platform allowed us to create a personalized relationship with our constituents."

The university, based in Fairfax, VA, deployed the application in January 2009. Besides the core constituent relationship management (CRM) product, it has also implemented Intelliworks' modules for program admissions and marketing automation. Program admissions allows for online application processing, course registration, and billing and invoicing. Marketing automation allows the institution to run automated communications plans that target prospects based on their interests and previous interactions with the institution.

"We'll be able to capture and respond to inquiries faster, track students through the system and increase staff productivity," said Hinton.

About the Author

Dian Schaffhauser is a writer who covers technology and business for a number of publications. Contact her at dian@dischaffhauser.com.

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