Knowing as much as you can about the markets you serve, your student population, and your graduates is the foundation to a successful enrollment management plan. Using a comprehensive approach incorporates managing recruitment, retention, revenue and your school’s reputation. The focus of this approach is the student. So, what’s the difference between Student Relationship Management (SRM) and Customer Relationshsip Management (CRM)? It’s process management and personalized interaction.

CRM The idea of a Customer Relationship Management program has been around for some time and was originally established in the private sector. Within the last several years, the concept of CRM has expanded to higher education. Philosophically, CRM programs are meant to be comprehensive pre- and post-sale management systems. However, most CRM software is narrowly focus on the pre-sale--that is on lead and sales tracking. Why? Because what happens from that point on is where there are wide and diverse variations from school to school. It’s hard to develop standard software with so many differences.

CRM programs provide excellent ways to gather, manage, organize and analyze information concerning leads, appointments, customer contact and sales. If you are looking for a sales management tool only, consider these as solid option. Companies have implemented CRM programs with varying levels of success. Some articles claim only a 50% success rate while others will tout double-digit increases in customer volume. There are multiple reasons why this is the case including consideration of CRM adoption as a one-time event, lack of buy-in from staff, assigning the project solely to IT departments and not implementing a customer relationship strategy as part of the culture to name just a few.

With the adoption of CRM concepts in higher education, many colleges are learning much more about their prospective students. This is a good thing! This demographic profile data can be used to develop advertising that ‘speaks to students’ which is much better than ‘throwing darts’ or ‘spray and pray’ tactics. However, advertising alone builds awareness; it will not develop a relationship.

Technology is an accelerator, not the answer.

SRM An SRM model integrates the entire student experience…from inquiry through alumni relations. The goal is effective management and personalization of each interaction to improve student satisfaction. This is accomplished through the use and analysis of data. SRM starts with a strategy of quality customer interaction and includes effective processes as well as trained and knowledgeable staff. Technology is utilized as an accelerator for this process, not the ‘answer’. The resulting high level of customization and personalization provides a strategic advantage and differentiates colleges from the competition. If you have reviewed college admissions materials and web-sites lately, you know what I mean. They all look and feel the same!

The biggest advantage to an SRM system is the integration and collection of information that allows all departments to interact with the student in a consistent and holistic manner. The student is no longer forced to ‘retell’ their story from department to department. Schools are no longer need to rely on paper, email or verbal conversations to pass along some critical piece of information. The data collected is stored centrally, accessed based on functional securities established by each institution, and used to improve effectiveness and efficiency in literally every department on campus. Planning, decisions and resource allocation become data-driven.Implementing an SRM system is not for the faint-hearted! To develop an effective SRM model, you need to involve the entire campus in the development and implementation. It is much more than simply purchasing a software program. Student Relationship Management is a philosophy and a strategy that impacts all departments, faculty and staff. It requires buy-in from the president and the janitor. It entails documenting, reviewing and revising processes that may be long-standing traditions at your school.

Student Relationship Management is the 'glue'. It provides the connectedness across functional areas to maximize your effectiveness. As you learn more about your students, you will make continuous improvements in service. The better the student’s experience, the more satisfied they are with your college. The more satisfied, the more students you will enroll and retain. It’s an effective cycle of continuous analysis and improvement, where everyone wins!

Sean Leffingwell has been employed in higher education for eight years specializing primarily in Admissions and Recruiting. He has extensive experience in sales management, staff selection and training as well as enrollment management and strategic enrollment management development. Sean has been employed with short-term career schools and non-profit master-level universities. Sean holds a Masters degree in Student Personnel Services. He is currently transitioning positions and will serve as the Director of Admissions for a nationally known, multi-campus institution.