27 Oct

The Evolution of Hobsons’ CRM at the University of Hertfordshire

The University of Hertfordshire is the UK’s leading business-facing university and an exemplar in the sector. It offers undergraduate and postgraduate courses to a student body of more than 24,000, from over 85 countries.

We took a look at the how things have changed for The University of Hertfordshire since becoming a Hobsons’ CRM partner in 2008.

The University of Hertfordshire

“The Hobsons team offer brilliant support, helping us to make the most of our new CRM system. It is used across departments, allowing streamlined and effective data management and communications. We’ve had success with this already, and I look forward to utilising everything it has to offer.” Chris Dunks, Central Marketing Officer, University of Hertfordshire.

Challenge

Hobsons’ CRM system was first implemented at the University of Hertfordshire in 2008 by the Admissions department. Ever since, it has been used successfully to capture student data, but it wasn’t ever utilised as a marketing tool. A different Marketing Officer facilitated outgoing communications for each of its ten schools, with some communications also being sent from the Administrations department. With the different departments all working independently of one another, student data was inconsistent and irregular, resulting in conflicting communications being sent out to potential and existing students.

Hobsons’ CRM system was first implemented at the University of Hertfordshire in 2008 by the Admissions department. Ever since, it has been used successfully to capture student data, but it wasn’t ever utilised as a marketing tool.A different Marketing Officer facilitated outgoing communications for each of its ten schools, with some communications also being sent from the Administrations department. With the different departments all working independently of one another, student data was inconsistent and irregular, resulting in conflicting communications being sent out to potential and existing students.

Solution

In an effort to improve and increase student communications, in 2012 the University of Hertfordshire appointed a Central Marketing Officer, Chris Dunks. Chris identified that more effective use of the CRM system could help to solve many of their issues. “By using one central system to record student data and send communications from each of the individual marketing faculties, we can provide a heightened service to students. Once we recognised that Hobsons’ CRM could also be used as a marketing tool, we were better able to comply with data protection laws around email permission management. Our email content is more responsive and engaging, we’ve introduced barcode scanning at events to quickly capture student data and we can easily segment and target our communications in response to student behaviour. This information greatly informs our overall recruitment strategy.”

Results

Since becoming more engaged with Hobsons’ CRM, the University of Hertfordshire has seen a significant improvement in the functionality, efficiency and effectiveness of their outbound communications and reporting on offline campaign success. Rolling the system out to each of the marketing functions required two days’ worth of internal training with additional ad hoc support from the Central Marketing Officer. As well as this, Hobsons provides advanced training in person and support to the team online. Real-time data is easily accessible to Marketing Officers now, with clear dashboards and easy to read charts displaying vital information such as Open Day event conversion statistics.

To learn more or to find out how we can support your objectives please call +44 (0)207 250 6600

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