Transforming Higher Education with CRM: A Complete Guide

Higher Education has seen many changes in past years. From hybrid learning during the pandemic to the advent of A.I. fanning the flames of passion for lifelong learning. Higher education has seen challenging times of recent, but it’s also been a very interesting period that has given rise to new opportunities.

The sector has seen its own transformation and felt the need to get more digital. A step that had been long due. In this environment, digital savviness is a big advantage.

CRM software is playing a big part in this digitization wave, and picking the right one can make or break your institution.

So how can you pick a CRM that will transform your higher education institution and make it competitive?

Understanding CRM in Higher Education

What is Higher Education CRM?
A Customer Relationship Management (CRM) system is a software package (usually hosted in the cloud) which is used to manage an institution’s interactions with current and prospective students. It uses data analysis to improve prospect, parent and student relationships, streamline internal processes, and enhance overall communication.

Relevance of CRM to Higher Education
In higher education, CRM systems are tailored to manage the student lifecycle, from recruitment and admissions to alumni relations. They help institutions track interactions, personalise communications, and make data-driven decisions that enhance student experiences.  This results in improved student engagement, enhanced administrative efficiency, better management decisions, increased student retention and higher graduation rates.

CRM Benefits for Higher Education Entities

Higher Education Entities benefit from an overall improvement in their processes and communications which results in increased efficiency, profitability and graduation rates.

HubSpot is currently emerging as a favourite in this industry. After creating amazing results for some of the most prestigious higher education entities in the UK and US, Hubspot is quickly becoming the CRM of choice for Education institutions.

Here are some results Higher Education Institutions achieved by taking on Hubspot:

Newcastle University: Saw a 250% increase in organic traffic within the first six months. Conversions on campaign landing pages rose from 2% to 50%, and email open rates doubled from 20-30% to 50-70%.

University of Essex: Managed to handle an overwhelming number of service requests efficiently during the lockdown by integrating HubSpot with their existing systems, ensuring minimal downtime and improved service delivery to over 15,000 students and 2,100 staff members.

University of Birmingham: The University of Birmingham reported a total annual income of over £350 million, positioning it as one of the top research universities globally. HubSpot’s CRM tools have been instrumental in managing and optimising various financial and operational processes within the university​

University of San Diego: They saw a 10-fold increase in event registrants and a 50% increase in organic keywords. The platform allowed for efficient email automation and personalised communication, significantly improving their outreach and event management processes​.

Nexford University: Experienced continuous triple-digit growth year over year with the integration of HubSpot’s LinkedIn tools. This helped them align their sales and marketing efforts and increase lead generation​. They increase lead to customer rate by 400%, enrolments by 112% and leads by 130%.

HubSpot CRM for Higher Education; Key Features

Student Management
HubSpot CRM helps you manage the entire student lifecycle:

• Recruitment and Admissions:
  Allows you to automate the recruitment process, tracks applicant data, and personalised communication.
  
• Enrolment and Course Management: Helps you streamline the enrolment processes, tracks course registrations, and manages class schedules.
  
• Student Services and Support: Provides you with one centralised platform for student inquiries, support tickets, and service requests.
  
• Alumni Engagement: Helps you enhance alumni relations through targeted communication, event management, and fundraising efforts.
  

HubSpot CRM Communication and Engagement Tools
HubSpot CRM includes advanced communication tools, for email marketing, social media integration, and personalised messaging, to engage students and send student newsletters.

Data Management and Analytics With robust yet simple data management capabilities, HubSpot CRM allows institutions to gather, analyse, and leverage data for informed decision-making. It provides insights into student behaviour, preferences, and performance, as well as enrolment and retention.

Integrations and Enhancement
HubSpot CRM integrates seamlessly with other educational tools and platforms, such as learning management systems (LMS), student information systems (SIS), and financial software, ensuring a unified approach to student management. Integrations allow your staff to log into 1 tool to manage them all. HubSpot integrated with all and any of your tools by means of pre-built integration modules or custom-built ones.

Challenges and Considerations

Implementation Challenges Implementing a CRM system can be complex and requires careful planning. This is why Educational institutions choose HubSpot – it’s easier to manage and comes with integration support from agencies like TAYB. Institutions may face challenges such as data migration, system integration, and user adoption. A partner agency like TAYB will make sure every kink is ironed out along the way, making it easier to migrate to/integrate HubSpot.

Data Privacy and Security If you’re in Europe, ensuring compliance with data privacy regulations is important. HubSpot offers robust security features that allow you to protect sensitive student information and maintain privacy in line with GDPR regulations.

Cost and ROI While CRM systems can be costly, the return on investment (ROI) of using HubSpot are often substantial. Institutions should evaluate the financial aspects, including implementation and maintenance costs, against the long-term benefits.

Best Practices for Implementing HubSpot CRM in Higher Education

Planning and Strategy Develop a clear implementation plan that outlines goals, timelines, and responsibilities. Engage stakeholders from across the institution to ensure a smooth rollout.

Training and Support Provide comprehensive training for staff and faculty to maximise the system’s potential. Ongoing support and resources are essential for continued success.

Customization and Scalability Tailor the CRM to meet the institution’s unique needs. Ensure the system can scale with the institution’s growth and adapt to changing requirements.

Continuous Improvement HubSpot regularly updates and optimises the CRM system based on feedback and evolving needs. Continuous improvement ensures the system remains effective and relevant.

FAQs

What is a CRM system in higher education? A CRM system in higher education manages interactions with students throughout their lifecycle, from recruitment to alumni relations, using data to improve relationships and processes.

How does HubSpot CRM improve student engagement? HubSpot CRM improves student engagement by personalising communication, providing timely support, and offering a centralised platform for managing student interactions.

What are the key features of HubSpot CRM for higher education? Key features include student lifecycle management, communication and engagement tools, data management and analytics, and integration capabilities with other educational platforms.

How does HubSpot CRM ensure data privacy? HubSpot CRM ensures data privacy through robust security features, compliance with regulations, and regular risk assessments to protect sensitive student information.

What is the future of CRM in higher education? The future of CRM in higher education involves technological advancements, integration with AI and machine learning, and adapting to evolving student expectations for more personalised and flexible educational experiences.

If you would like support to understand whether HubSpot is the right choice for your institution, book a free DEMO and talk to our CRM Specialist here.