While Constituent Relationship Management (CRM) software is practically ubiquitous in the business world, high education institutions are starting to recognize the value of these systems. They help colleges and universities make better use of their data and forge a solid relationship with students throughout their lifecycle with the institution, from initial recruitment through to alumni status.
It can be a significant challenge, but it’s critical to integrate a Constituent Relationship Management (CRM) system with an institution's student information system, financial and accounting software, learning management system, e-mail application, and any other important components of an institution's technology framework. The system must be able to follow students throughout their "lifecycle" with the institution.
Higher education has been slower to see the value of CRM platforms than the business world—where CRM is now ubiquitous—but that is quickly changing. There are two primary reasons for this upturn. The first is evolving expectations from students and parents regarding content personalization. Financial pressures are the second driver behind increasing interest in CRM.
Most institutions are better off choosing a single, enterprise-wide CRM platform. This helps nurture a "lifecycle" relationship with its students. An enterprise system will cost less overall, simplify support, and offer an integrated user experience. Ideally, institutions should select CRM software they can initially deploy on a departmental level, but eventually scale out across the entire institution.
Higher education leaders are realizing the value of using their data to better understand their institution. Analytical tools help them drill down on data collected in their data warehouses or elsewhere. Using business intelligence processes and tools, they can better understand current trends and anticipate future ones.
Two of the more common areas to find a CRM system in place are the recruiting and retention office, and the advancement office. This makes sense because those offices are more business-focused. To truly tap into the deepest power of a CRM system, however, means using the platform to manage relationships across the entire student lifecycle.