As colleges and universities search for ways to better utilize existing resources, there is this interesting article in the July issue of CRM Magazine.
“These institutions (private colleges and universities) are looking for data, insight, indicators, and triggers to understand how likely a student is to put down a deposit and ultimately show up in the fall. In this trying environment, how can they communicate a value message that sets [themselves] apart from their public counterparts?”
… every (public college and university) will have to figure out how to deal with and sort through an increased number of applications, identifying the right students to make up the incoming class, “and doing so in the most equitable way possible without compromising on service in an environment where many institutions are being told to do more with less.”
The first key point here is the importance of effective and efficient processes. You need to make the time and effort to create streamlined processes so you can best determine how technology might be able to further strengthen your efforts. If you go into your search for technology without effective processes, you end up automating bad processes – and that’s a recipe for disaster.
The second key point raised in this article is the importance of your data management strategy. What information do you need to capture and analyze in order to focus your resources on the best opportunities for success? How will the data be captured? Who will analyze it? How will the data be analyzed? What is the process for taking this data-driven insight and operationalizing it successfully?
If your college or university is considering CRM software, make sure you address these issues before you start talking with vendors because you need to control this process and drive towards your vision of the most efficient processes possible that support your brand experience. Your institution’s point of differentiation will be experienced by prospective and current students, faculty and staff based upon the way you optimize processes and utilize data-driven insight to focus resources. That’s something you can’t let a technology vendor do for you.
