Establishing a communication plan that incorporates a CRM is an important step institutions can take to initiate and maintain relationships with students during the early stages of the search process. However, many institutions lack the adequate infrastructure to reach and engage with prospective students. But obtaining a CRM is just the beginning. Maximizing the benefits of CRMs requires follow through and commitment. For example, it is imperative that institutional administrators monitor CRMs to ensure that counselors are setting up a contact strategy that leverages technology appropriately.
The 2014-2015 AACRAO and Hobsons State of CRM in Higher Education Survey was conducted among more than 600 enrollment management and admissions professionals with the goals of measuring the extent of ownership of CRM applications at U.S. higher education institutions and assessing CRM impact on practice, policy, and staffing. In the survey, 80 percent of respondents reported seeing increased efficiency with the use of CRMs, including efficiencies in advising, alumni development, registration, and student support service. Despite this increased efficiency, two-thirds of respondents indicated that their institution is not maximizing its use of their CRM. Roadblocks to "maximizing the use" of CRM include insufficient time for training and implementation as well as a lack of human capital to manage the system and its processes.
Join Wendy Kilgore, Director of Research and Managing Consultant at AACRAO, and Brian Mikesell, VP of Market Engagement at Hobsons, as they present the results of the survey and encourage open discussion in a live, free webinar, Tuesday, February 10, 2015 from 2:00-3:00pm ET.