As student needs and expectations change, there’s a growing demand for determining how to best respond and support students. In an effort to better understand how current HE relationship management tools are supporting students through the entire life cycle of their education, the Hobsons team in the USA have partnered with the American Association of Collegiate Registrars and Admissions Officers (AACRAO), to produce a new report on the use of CRM among HE institutions.
The 2014-2015 State of CRM in Higher Education Survey was conducted among more than 600 enrolment management and admissions professionals with the goals of measuring the extent of ownership of CRM applications at American HE 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. However, 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 the CRM include having time to learn and implement it, and having enough people do the work needed.
Among other key findings from the survey:
- Implementation of CRMs has a significant influence on changes in practice and staffing. 82% of respondents indicated there had been changes in practice; 59% indicated there had been changes in staffing.
- CRMs are most likely to be used to support admissions and recruiting. 56% of respondents indicated use of the CRM for both functions; Career Services was the least likely to be supported by a CRM.
- The majority of respondents (59%) indicated their institutions have only been “Moderately successful” in the overall use of the CRM. Just 3% reported their use “Not Successful”.
Download the full report here.