Leaders in Professional, Continuing and Online Education

Customer Relationship Management Among Education Providers

Washington, DC

Customer relationship management is a critical component of an education provider’s enrollment operations process. Increased competition and tightening budgets have led to a growing need for efficient and effective customer relationship management systems. Many education providers have developed external partnerships to meet this need. Helix Education and the University Professional and Continuing Education Association have partnered on a study of continuing education metrics to examine the enrollment operations and customer relationship management strategies of various education providers.

With student conversion being one of the primary drivers of enrollment operations, identifying the most effective actions in an education provider’s enrollment funnel is crucial. More than one third of respondents indicated that the action with the highest conversion rate is phone communication with an enrollment representative. In response to this metric, education providers should ensure that their teams have the necessary resources and training to quickly and effectively respond to inquiries by phone. Understanding this may allow them to use their enrollment operation’s resources more efficiently to increase conversion rates.

Summary of Key Findings

  • A significant portion of education providers (77%) are currently leveraging an external customer relationship management (CRM) system to help manage their enrollment operations.
  • The activity with the highest conversion in the respondent’s enrollment funnel is telephone communication with an enrollment representative (36%).
  • Eighty-eight percent of respondents reported their ability to contact an outbound inquiry within one day.

 

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