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Building an Effective CRM Solution for the Higher Education Market (Technology Focus)
Market Briefing, September 2007, 1516  €


Description

IntroductionAs 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.ScopeIdentifies 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 futureHighlightsThe 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 vendorsReasons to PurchaseGain 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

Sommaire
 
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The pump is primed for CRM in the higher education market 2
A gathering storm will drive the more pervasive institutional adoption of CRM 2
Powerful factors may impede the more substantive adoption of CRM 2
Higher education institutions have unique requirements of CRM solutions 3
The institutional IT infrastructure poses unique challenges for CRM solutions 3
Integration and interoperability are central to an effective CRM solution 3
CRM depends on analytics which in turn depends on integration and interoperability 4
Outside in or inside out - institutions have two options when adding a CRM solution 5
The most effective solutions support the entire student lifecycle 6
CRM solutions must support a diverse array of institutional stakeholders 6
An internal institutional audience requires specific functionality 7
Configurability offers institutions the flexibility to create a customized look and feel 8
Usability increases the likelihood of widespread adoption 8
Role-based views of the solution enable end users to use it more effectively 8
Automated workflows help end users to be more productive 9
Professional services aide in the creation of a robust CRM strategy 9
Millennial and non-traditional students are pushing the envelop for CRM functionality 9
Students are drawn to a customized institutional experience 10
Self-service functionality is core to an appealing CRM solution 10
Multi-channel capabilities enable institutions to communicate with students more effectively 11
A note on communications' resistance 11
The competitive landscape for CRM is comprised of a broad set of vendors 11
Niche vendors support discrete departmental processes 12
Nimble horizontal vendors bring robust functionality to higher education 13
Large software vendors bring the stack together into a complete solution 13
ACTIONS 14
Institutions will increasingly adopt more sophisticated CRM functionality 14
The boundaries will blur between CRM and other mission-critical applications 14
Growing market maturity will tighten the CRM competitive landscape 14
APPENDIX 15
Abbreviations 15
Definitions 15
Methodology 15
Further reading 16
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 16
List of Figures
Figure 1: Using student data from multiple sources is the cornerstone to effective CRM 4
Figure 2: The most value is realized from adopting CRM solutions that support the entire student lifecycle 6
Figure 3: Institutional end users have unique requirements of CRM solutions 7
Figure 4: The emerging CRM market supports a diverse set of vendors 12
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