Education Technology - CRM in the Higher Education Market (Review Report)

• Identifies the potential drivers and inhibitors to the uptake of CRM solutions.
• Offers insight into which features and functionality institutions will most compelling.
• Explores the competitive landscape for CRM solutions across leading markets.
• Forecasts institutional spending on CRM solutions in the US, UK and Australia.

• Understand what drives institutions to purchase CRM solutions
• Gain insight into which CRM features and functionality institutions find most appealing
• Identify which markets offer the most opportunity for CRM vendors

Overview

Catalyst

Summary

EXECUTIVE SUMMARY

Introduction

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

Assessing the State of CRM Adoption Amongst Higher Education Institutions (Strategy Focus)

Building an Effective CRM Solution for the Higher Education Market (Technology Focus)

European Higher Education Spending on CRM, 2007 - 2012 (Databook)

US & Australian Higher Education Spending on CRM, 2007 - 2012 (Databook)

Table of Contents

Table of figures

Table of tables

Priming The Pump For CRM In Higher Education (Market Focus)

Summary

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

Shifts in the student landscape are making the management of relationships a strategic imperative

The number of students prepared for higher education will decline over the near-term

Meeting the preferences and expectations of tomorrow's students requires a new approach

Globalization is changing the competitive landscape for higher education

Doing more with the same or less is the new budgetary reality

Recent IT investments have put CRM within the reach of many institutions

Powerful factors may impede the more substantive adoption of CRM

Confusion persists in the market about what CRM is for higher education

The strategy elements of CRM present unique challenges to its implementation

Creating a 360° view of the student experience is not a ""piece of cake""

A definition for CRM should be disseminated widely to reduce market confusion

CRM solutions must scale up and down easily

Vendors must demonstrate how their solutions provide value to institutions

Assessing the State of CRM Adoption Amongst Higher Education Institutions (Strategy Focus)

Summary

CRM is positioned to break free from its emergent status in higher education

Stakeholders from across the institution benefit from using CRM

Higher education's existing usage of CRM will set the stage for more substantive, future adoption

There are multiple targets for CRM within higher education institutions

Creating a 360° view of the student experiences drives an institution-wide CRM implementation

Geography strongly influences the rate of CRM adoption amongst institutions

Capturing the international student market will drive Australia's more widespread adoption of CRM

Changes in the UK institutional landscape will contribute to the CRM spending growth

The increasing popularity of institution-wide CRM implementations will drive US spending growth

The global higher education market supports a diverse array of CRM vendors

Risks and opportunities characterize the Australian higher education market

UK higher education institutions choose from a broad set of CRM vendors

There is a cacophony of CRM vendors in the US higher education market

Future opportunities will arise from both new and expanded CRM installations

Different higher education markets require different CRM solutions

CRM vendors should prepare for a shifting competitive landscape

Building an Effective CRM Solution for the Higher Education Market (Technology Focus)

Summary

Higher education institutions have unique requirements of CRM solutions

The institutional IT infrastructure poses unique challenges for CRM solutions

Integration and interoperability are central to an effective CRM solution

CRM depends on analytics which in turn depends on integration and interoperability

Outside in or inside out - institutions have two options when adding a CRM solution

The most effective solutions support the entire student lifecycle

CRM solutions must support a diverse array of institutional stakeholders

An internal institutional audience requires specific functionality

Configurability offers institutions the flexibility to create a customized look and feel

Usability increases the likelihood of widespread adoption

Role-based views of the solution enable end users to use it more effectively

Automated workflows help end users to be more productive

Professional services aide in the creation of a robust CRM strategy

Millennial and non-traditional students are pushing the envelop for CRM functionality

Students are drawn to a customized institutional experience

Self-service functionality is core to an appealing CRM solution

Multi-channel capabilities enable institutions to communicate with students more effectively

A note on communications' resistance

The competitive landscape for CRM is comprised of a broad set of vendors

Niche vendors support discrete departmental processes

Nimble horizontal vendors bring robust functionality to higher education

Large software vendors bring the stack together into a complete solution

Institutions will increasingly adopt more sophisticated CRM functionality

The boundaries will blur between CRM and other mission-critical applications

Growing market maturity will tighten the CRM competitive landscape

European Higher Education Spending on CRM, 2007 - 2012 (Databook)

Introduction

Definitions

Total spending by higher education institutions in France on CRM, 2006 - 2012

Higher education spending in France on CRM by IT segment, 2006 - 2012

Total spending by higher education institutions in Germany on CRM, 2006 - 2012

Higher education spending in Germany on CRM by IT segment, 2006 - 2012

Total spending by higher education institutions in the UK on CRM, 2006 - 2012

Higher education spending in the UK on CRM by IT segment, 2006 - 2012

US & Australian Spending on CRM, 2007 - 2012 (Databook)

Introduction

Total spending by US higher education institutions on CRM, 2006 - 2012

US higher education spending on CRM by IT segment, 2006 - 2012

Total spending by Australian higher education institutions on CRM, 2006 - 2012

Australian higher education spending on CRM by IT segment, 2006 - 2012

APPENDIX

Abbreviations

Definitions

Methodology

References

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: CRM definitions

Table 2: Total spending by higher education institutions in France on CRM, 2006 - 2012

Table 3: Higher education spending in France on CRM by IT segment, 2006 - 2012

Table 4: Total spending by higher education institutions in Germany on CRM, 2006 - 2012

Table 5: Higher education spending in Germany on CRM by IT segment, 2006 - 2012

Table 6: Total spending by higher education institutions in the UK on CRM, 2006 - 2012

Table 7: Higher education spending in the UK on CRM by IT segment, 2006 - 2012

Table 8: Total spending by US higher education institutions on CRM, 2006 - 2012

Table 9: US higher education spending on CRM by IT segment, 2006 - 2012

Table 10: Total spending by Australian higher education institutions on CRM, 2006 - 2012

Table 11: Australian higher education spending on CRM by IT segment, 2006 - 2012

List of Figures

Figure 1: Secondary school graduates are forecasted to decline in 2010

Figure 2: The effectiveness of the admission funnel depends on a sufficient number of prospective students

Figure 3: The millennial generation turns to the Internet first for information and relationships

Figure 4: While the US dominates, other countries still have key positions in the international student market

Figure 5: CRM uptake will trail the upgrade cycle for ERP & SIS solutions

Figure 6: Data must persist across the entire student lifecycle

Figure 7: There is broad uptake of CRM in the higher education market

Figure 8: Total spending by Australian higher education institutions on CRM, 2006 - 2012

Figure 9: Total spending by higher education institutions in the UK on CRM, 2006 - 2012

Figure 10: Total spending by US higher education institutions on CRM, 2006 - 2012

Figure 11: A small number of vendors represent the CRM competitive landscape in Australia

Figure 12: UK higher education institutions choose from a broad set of CRM vendors

Figure 13: There is a cacophony of CRM vendors in the US higher education market

Figure 14: Using student data from multiple sources is the cornerstone to effective CRM

Figure 15: The most value is realized from adopting CRM solutions that support the entire student lifecycle

Figure 16: Institutional end users have unique requirements of CRM solutions

Figure 17: The emerging CRM market supports a diverse set of vendors

Figure 18: Total spending by higher education institutions in France on CRM, 2006 - 2012

Figure 19: Higher education spending in France on CRM by IT segment, 2006 - 2012

Figure 20: Total spending by higher education institutions in Germany on CRM, 2006 - 2012

Figure 21: Higher education spending in Germany on CRM by IT segment, 2006 - 2012

Figure 22: Total spending by higher education institutions in the UK on CRM, 2006 - 2012

Figure 23: Higher education spending in the UK on CRM by IT segment, 2006 - 2012

Figure 24: Total spending by US higher education institutions on CRM, 2006 - 2012

Figure 25: US higher education spending on CRM by IT segment, 2006 - 2012

Figure 26: Total spending by Australian higher education institutions on CRM, 2006 - 2012

Figure 27: Australian higher education spending on CRM by IT segment, 2006 - 2012