Building An Effective CRM Solution For The Higher Education Market (Technology Focus)

Publication Date	September 2007
Publisher	Datamonitor
Product Type	Brief
Pages	16
ISBN Number	not applicable
Product Code	DAT07276

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Summary

Introduction

As the CRM solution area developed in the corporate sector, its successful transfer to higher education depends upon vendors recognizing the unique contextual characteristics and requirements of institutional end users and then customizing their solutions to meet those needs.

Scope

Identifies the key drivers and inhibitors to the expanded adoption of CRM solutions in higher education
Discusses how the unique context of higher education and its institutional end users impact what features and functionality CRM solutions must support
Provides a framework for understanding the competitive landscape for CRM in higher education and how it is likely to change in the future

Highlights

The institutional IT infrastructure poses unique challenges for CRM solutions

CRM solutions must support a diverse array of institutional stakeholders

The competitive landscape for CRM is comprised of a broad set of vendors

Reasons to Purchase

Gain insight into what is driving education institutions to invest in CRM
Understand what solution features and functionality will be most important to education institutions
Identify important competitors or potential partners in the CRM market

Companies Mentioned:

Rudolph Technologies, Inc.

Content

Catalyst
Summary
Analysis
- The pump is primed for CRM in the higher education market
- A gathering storm will drive the more pervasive institutional adoption of CRM
- Powerful factors may impede the more substantive adoption of CRM
- Higher education institutions have unique requirements of CRM solutions
- The institutional IT infrastructure poses unique challenges for CRM solutions
- Integration and interoperability are central to an effective CRM solution
- CRM depends on analytics which in turn depends on integration and interoperability
- Outside in or inside out - institutions have two options when adding a CRM solution
- The most effective solutions support the entire student lifecycle
- CRM solutions must support a diverse array of institutional stakeholders
- An internal institutional audience requires specific functionality
- Configurability offers institutions the flexibility to create a customized look and feel
- USAbility increases the likelihood of widespread adoption
- Role-based views of the solution enable end users to use it more effectively
- Automated workflows help end users to be more productive
- Professional services aide in the creation of a robust CRM strategy
- Millennial and non-traditional students are pushing the envelop for CRM functionality
- Students are drawn to a customized institutional experience
- Self-service functionality is core to an appealing CRM solution
- Multi-channel capabilities enable institutions to communicate with students more effectively
- A note on communications' resistance
- The competitive landscape for CRM is comprised of a broad set of vendors
- Niche vendors support discrete departmental processes
- Nimble horizontal vendors bring robust functionality to higher education
- Large software vendors bring the stack together into a complete solution
Actions
- Institutions will increasingly adopt more sophisticated CRM functionality
- The boundaries will blur between CRM and other mission-critical applications
- Growing market maturity will tighten the CRM competitive landscape
Appendix
- Abbreviations
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Using student data from multiple sources is the cornerstone to effective CRM
- Figure 2: The most value is realized from adopting CRM solutions that support the entire student lifecycle
- Figure 3: Institutional end users have unique requirements of CRM solutions
- Figure 4: The emerging CRM market supports a diverse set of vendors