The Importance of CRM Implementation and Management During the COVID Pandemic

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The COVID-19 pandemic has turned the world upside down. It has resulted in lifestyle adjustments and changes in the way companies conduct business. It’s not just businesses that are feeling the effects, higher education institutions are having to change their processes including everything from student recruitment to holding classes. Many of these processes are transitioning from in-person to virtual.

Implementing and utilizing a Customer Relationship Management (CRM) system to full capacity is the key to navigating the pandemic and the world after! Let’s take a look at the importance of adopting a CRM for higher education institutions.

Nurturing Leads

The way that consumers make decisions has changed since the pandemic. There a trend moving towards being more conservative when it comes to when and how money is spent. This is true when potential students are making decisions about their education. Organizations should be not only looking to generate brand-new leads but nurture existing leads. A CRM allows you to use automated lead nurturing. Statistics show that 74% of top-performing companies use this innovative technology. A different study showed that lead nurturing has the ability to increase revenue by at least 10% over 6-9 months when utilized correctly.

Automated Lead Nurturing

The use of automated lead nurturing reduces the tedious, busy work of scouring the internet for potential leads and then sending personalized emails out one-by-one, hoping for a bite. Instead, a robust CRM can handle the busy work and your team can focus on the actual recruitment process and work with the most valuable leads.

Lead Scoring

Time is money. Lead scoring helps companies identify which leads most closely match an organization’s target audience and is, therefore, more valuable. Taking advantage of lead scoring with a CRM allows your institution to identify which potential recruits show the most promise so that your recruitment team is not wasting their time.

Best Lead Distribution Strategy

Identifying a lead is just half of the battle. Match a lead with the wrong team member and you will lose potential recruits. Instead, CRMs allow the right leads to be matched with the right representative for the highest chances of success. For instance, a potential student interested in pursuing a law degree, will most likely not be the right lead for a recruiter who specializes in animal science.

Lead Duplication and Merging

Lead duplications can lead to a multitude of issues such as two recruiters working on the same lead, which not only causes confusion on both sides but makes your organization seem dysfunctional. This can result in lost leads. Duplicate leads can also potentially lead to a lack of accountability because no one is sure who is responsible for working with the lead, so the lead falls through the cracks. CRMs allow you to flag duplicate leads and merge duplicate entries into one for maximum efficiency.

Higher Lead Conversion Rates

A well-organized database allows your organization to better understand your target market and clearly see which leads need attention. Higher lead conversion rates translate into a stronger institution, higher profits, and lowers the cost required to acquire each student.


Lower Cost Per Student

The use of a CRM allows higher education institutions to deliver the right message to potential students at just the right time. Your recruitment team can ensure that the information potential students want access to is readily available across all communication channels. Your team will also be able to track each lead’s progress in the recruitment process and identify any issues and work quickly to resolve them and get the lead back on track. CRMs are also useful in determining which recruitment strategies are working well and which ones are not.

Student Lifecycle Automation

It takes a great deal of resources and manpower to manage each student’s lifecycle beginning with the recruitment process all the way through graduation. This also leaves room for human error. CRM offers automated lifecycle management solutions that eliminate human errors and make it much easier and more cost-efficient to manage the lifecycle of each student.

Student Information System Integration

Higher education institutions must offer exceptional student learning experiences in order to stay competitive. CRMs offer student information system integration capabilities that provide the following benefits:

  • Seamless recruitment and enrollment

  • Management of student information

  • Student portal with access to classes and any other pertinent information

  • Portal for parents to access important financial information

  • Academic advising opportunities

  • Reduces the risk of data breaches

  • Allows for more effective and timely communication

Real-Time Custom KPI Dashboard

CRMs provide real-time KPI dashboards that show snapshots of your performance and progress towards your institution’s goals. Dashboards and reports make it easy to visualize and compare data to better understand trends, what processes are working, and which ones are not.

Real-time KPI dashboards are customizable. Choose the metrics that are important to your organization to display on your dashboard and hide the ones that are not relevant. Of course, you can change your preferences later as your needs change.

Choose the Right CRM to Maximize Return on Investment

In a nutshell, using the right CRM at maximum capacity will enable your organization to provide a better student experience, starting with the recruitment process. The right CRM allows higher education institutions to have complete visibility and control over their recruitment process, enrollment procedures, and management of student information.

At Engine, we understand the importance of operational efficiency and empower clients to maximize their resources to attract, engage, and convert a higher number of leads. Our team believes that the right CRM solution can maximize efficiency by removing redundancies and accelerating revenue.

Think CRM implementation seems daunting? Think again! Our expert team will help you decide what your needs are, coordinate training and implementation, set up admissions automation, and provide ongoing maintenance once your CRM system is up and running. Of course, our specialists are here to help you at any time with any questions you may have. See for yourself what the perfect CRM system can do for you!

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