Priming the Pump for CRM in Higher Education (Market Focus)

As a way to address the need to manage relationships across the entire student lifecycle, the higher education market is on the brink of adopting CRM rapidly and making this solution a core component of the institutional IT infrastructure.



Report Highlights
The pump is primed for the rapid adoption of CRM in higher education. A gathering storm will drive the more pervasive institutional adoption of CRM. Powerful factors may impede the more substantive adoption of CRM.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The pump is primed for the rapid adoption of CRM in higher education 2
A gathering storm will drive the more pervasive institutional adoption of CRM 2
Shifts in the student landscape are making the management of relationships a strategic imperative 3
The number of students prepared for higher education will decline over the near-term 3
Meeting the preferences and expectations of tomorrow's students requires a new approach 5
Globalization is changing the competitive landscape for higher education 6
Doing more with the same or less is the new budgetary reality 7
Recent IT investments have put CRM within the reach of many institutions 8
Powerful factors may impede the more substantive adoption of CRM 9
Confusion persists in the market about what CRM is for higher education 9
The strategy elements of CRM present unique challenges to its implementation 10
Creating a 360° view of the student experience is not a "piece of cake" 10
ACTIONS 12
A definition for CRM should be disseminated widely to reduce market confusion 12
CRM solutions must scale up and down easily 12
Vendors must demonstrate how their solutions provide value to institutions 12
APPENDIX 13
Definitions 13
Methodology 13
References 13
Further reading 13
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14

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Figure 1: Secondary school graduates are forecasted to decline in 2010 3
Figure 2: The effectiveness of the admission funnel depends on a sufficient number of prospective students 4
Figure 3: The millennial generation turns to the Internet first for information and relationships 5
Figure 4: While the US dominates, other countries still have key positions in the international student market 7
Figure 5: CRM uptake will trail the upgrade cycle for ERP & SIS solutions 8
Figure 6: Data must persist across the entire student lifecycle 11

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