About
One of the action items coming off of the Strategic Enrollment Plan (SEP) Presidential Initiative taskforce is implementing an enterprise Customer Relationship Management (CRM) system here at UTSA. The CRM product that UTSA has chosen is Salesforce and the implementation partner is Huron. The UTSA CRM project will be an ongoing initiative with many phases; however, the scope of this initial phase of the implementation will be focused on recruitment, case management
Strategic Enrollment Plan
In the fall of 2017, UTSA launched a Presidential Initiative on Strategic Enrollment to shape the university’s future through targeted growth. The initiative’s task force spent a year developing a plan that adopts a creative, data analytics-driven strategy for increasing enrollment, taking into account all of UTSA’s physical campuses as well as online offerings. One of the strategies in the Phase 1 plan is a CRM solution.
Phase I Strategy - CRM Solution
A major theme of the Phase I SEP discussions has been the absence of a customer relationship management (CRM) solution. CRM solutions allow universities to maintain student data and interactions in a single system, facilitating the development of relationships with students and allowing for the prioritization and segmentation of recruitment and retention activities. Effective CRM use is absolutely essential to sustained enrollment success in the current higher education marketplace. This strategy will result in the procurement and implementation of a CRM solution. While the CRM infrastructure will consider the entire student life cycle, the first phases of implementation will focus on recruitment activities, including prospect and inquiry management, case management, funnel reporting, and automated communication campaigns.
