International Educator - September/October 2019 - 42

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INTERNATIONAL ENROLLMENT
By John Gallagher

in decisionmaking processes, and,
ultimately, help an institution meet its
recruitment goals.

Employing Best Practices

Use These Tools to Streamline Efforts, Make
Better Decisions, and Meet Recruitment Goals

Customer relationship management (CRM) systems are
significant investments that can help international educators
work more efficiently. But the odds are, no matter which CRM
an institution has and how well it is used, there are capabilities
that are being underutilized, if at all.
CRMs are powerful systems built with far more
functionality than most users will ever need. "It's like Excel,"
says Benjamin Waxman, chief executive officer of Intead, a
global marketing strategy firm for academic institutions. "I
use Excel all the time, and I'm probably using 5 percent of its
power. It can do all these things I have no idea about."
Applying a CRM's features in the most effective way
can automate tasks to alleviate staff workloads, assist
42

INTERNATIONAL EDUCATOR S E P T + O C T.2019

Tracking and Testing Campaigns
Another key area where a CRM can help
with recruitment and enrollment goals
is its ability to track prospective students
throughout the recruitment process,
from initial interest to arrival on campus.
Doing so means going beyond just using
the CRM to monitor open and clickthrough rates.
"People always focus on the open rate,
which is fabulous, but are they becoming
quality leads?" asks Waxman. "It's the
bottom of the funnel that's really important.

GLENN CARSTENS PETERS ON UNSPLASH

Getting the Most
from CRMs

Institutions that generally find the most
success with their CRM have a few
operating standards in place. Some are
obvious, like clean data and uniform
naming conventions. And, as with any
program, a CRM depends upon the skills
of the people interacting with it, which
involves some training.
From a tactical perspective, there
are some functions that all users should
be familiar with. One of the most basic
is having the CRM handle all email and
messaging to prospective students. At some
institutions, messaging is split between
the CRM and the email client, such as
Microsoft Outlook. Megan Prettyman,
who until recently was the director of
the Office of International Admissions
and Services at the University of Findlay,
recalls encouraging a colleague to move
over to the CRM from the email client.
"It was easier to search [for] the
email in the CRM than the Outlook
sent folder," says Prettyman, now vice
president for client success at UniQuest.
"It also provides continuity amid staffing
changes." Additionally, consolidating
the messaging function within the CRM
makes it easier to track email open rates
and house all outreach to potential
students in a single place, where its
impact can be analyzed.



International Educator - September/October 2019

Table of Contents for the Digital Edition of International Educator - September/October 2019

From the Desk of
In Brief
Global Spotlight: Chile
Quick Questions
Feature: Countering the Forces of Change
Feature: Raising the Bar
Feature: Branching Out
Education Abroad
International Student Affairs
International Enrollment Management
International Education Leadership
Forum
Take 5
International Educator - September/October 2019 - Cover1
International Educator - September/October 2019 - Cover2
International Educator - September/October 2019 - 1
International Educator - September/October 2019 - 2
International Educator - September/October 2019 - 3
International Educator - September/October 2019 - 4
International Educator - September/October 2019 - 5
International Educator - September/October 2019 - From the Desk of
International Educator - September/October 2019 - In Brief
International Educator - September/October 2019 - 8
International Educator - September/October 2019 - 9
International Educator - September/October 2019 - 10
International Educator - September/October 2019 - Global Spotlight: Chile
International Educator - September/October 2019 - Quick Questions
International Educator - September/October 2019 - 13
International Educator - September/October 2019 - 14
International Educator - September/October 2019 - 15
International Educator - September/October 2019 - Feature: Countering the Forces of Change
International Educator - September/October 2019 - 17
International Educator - September/October 2019 - 18
International Educator - September/October 2019 - 19
International Educator - September/October 2019 - 20
International Educator - September/October 2019 - 21
International Educator - September/October 2019 - 22
International Educator - September/October 2019 - 23
International Educator - September/October 2019 - Feature: Raising the Bar
International Educator - September/October 2019 - 25
International Educator - September/October 2019 - 26
International Educator - September/October 2019 - 27
International Educator - September/October 2019 - 28
International Educator - September/October 2019 - 29
International Educator - September/October 2019 - Feature: Branching Out
International Educator - September/October 2019 - 31
International Educator - September/October 2019 - 32
International Educator - September/October 2019 - 33
International Educator - September/October 2019 - 34
International Educator - September/October 2019 - 35
International Educator - September/October 2019 - 36
International Educator - September/October 2019 - 37
International Educator - September/October 2019 - Education Abroad
International Educator - September/October 2019 - 39
International Educator - September/October 2019 - International Student Affairs
International Educator - September/October 2019 - 41
International Educator - September/October 2019 - International Enrollment Management
International Educator - September/October 2019 - 43
International Educator - September/October 2019 - International Education Leadership
International Educator - September/October 2019 - 45
International Educator - September/October 2019 - Forum
International Educator - September/October 2019 - 47
International Educator - September/October 2019 - Take 5
International Educator - September/October 2019 - Cover3
International Educator - September/October 2019 - Cover4
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