(Alberto Cecchi) If your university is thinking to implement a CRM (Customer Relationship Management), before making the decision, you should answer several questions. Following you can find the main questions to which reply.

CRM is a necessary tool because it distinguishes a University from others. Thanks to the knowledge resources about programs and services and the ability to identify and find solutions to students’ problems. CRM must shorten the gap between students and the institution, leading to success through student loyalty, good service, and better information management.

Do you understand the student’s needs?

CRM will be useless if there is no benefit for the customer. Benefits for the university is the second step. If there is no value created for the student, there can be no value for the University. CRM is a tool to put in communication the University and Higher Education Student. There must be benefits on both sides for CRM to be successful.

The letter “C” of CRM is related to the Customer. Are the needs of the customer (student)? Services and Customer support are related to the needs of the student. How to understand the student’s needs? Ask them first of all. There are several ways to know what students want but first, an important thing to do is to listen to them. Obviously, you can use social media also to grab a view of what your students want (and think and feel ).

What are the educational and economical needs of the institution?

First of all, start determining where to begin with a CRM implementation. To do it you should know which are your needs. In which areas of the institution the CRM will give benefits. CRM is related to marketing, sales, and service. It is important to review the needs of each area so that you can determine your plan for CRM. Inside a standard educational institution, there should be individual goals for each department. Setting up a successful CRM inside the institution is a step with people deciding collectively, sharing points of view and needs.

Did you decide on your objectives? Are you ready to measure success?

The metrics you select to measure success will depend on objectives. There are several metrics that you can choose from when measuring your success, and the metrics you choose are referred to as your Key Performance Indicators, and use this insight to take corrective action when needed. CRM is a big change inside the institution and you have to think about a long-term trip. Depending on the needs, your objectives and success measures will give you the possibility to assume if you are on the right track to success. You probably want to grow in terms of student numbers, profitability, market share, campaign results, student satisfaction…

How will you manage the different channels?

Multi-channel integration involves all the contacts between the higher education students and the university. There are now a big number of channels through which students may interact in a variety of communications, enrolments, and service situations. The integration of these channels is the key to success. Several successful organizations started the integration of multi-channel communication with their customers.

Will you choose the right CRM?

There are lots of excellent CRM tools available, but these are useless without a clear CRM strategy. To select the CRM it is necessary to know what are the objectives, what are nodes and channels the university will use, and what data wants to collect and process. CRM systems that gather information on customer preferences and needs, as well as information on competitors and in the industry in general, let organizations focus on providing students solutions instead of simply pushing recruitments activities.

Did you check the scalability of the CRM?

It is important to consider long-term needs and take into account future growth. A scalable CRM is crucial for success. CRM platforms are usually Cloud-based. It will also have the option to conveniently purchase upgrades as needed.

Did you design the training for future users?

Every one of the people involved with the CRM project needs to be trained. CRM admins should be trained before they make decisions about the implementation. All future users should receive training in order to understand how the product works, and how to perform institution tasks.

Reply to these questions, share the answers inside your institution, and then take this strategic decision.

Gastronomy and Culinary Management Campus of UCH-CEU University implemented one of the most powerful CRMs: Salesforce. On Wikipedia, you can find other CRMs.

For more information click here: crm for students