In March 2022, Crimson secured a CRM contract with the University of Birmingham. As one of the 24 Russell Group universities, the University of Birmingham maintains world-class research, exceptional teaching and learning experiences, and unrivalled business links. Founded in 1900, the university has around 34,000 students, including 5,000 international students, and has over 7,000 members of staff. The university receives over 120,000 applications per year due to its high reputation.
The University of Birmingham aims to support the transformation of the student acquisition process and overall student experience with a new CRM software. By replacing several technologies across the attraction and application phases, along with conversation activities, the university will build a single system and well-rounded view of each student. Furthermore, by reducing the number of systems throughout the student journey, students and staff can have a more efficiency and effective user journey. A modern CRM system will also provide innovative marketing and process automation opportunities, key requirements for the university.
Through introducing a single CRM system, the university will create an integrated platform that enables improved student insights to help make informed decisions. This will allow the university to both improve student and staff experience but also the efficiency of enquiry management. Automation will also be enhanced – further improving operational efficiency – and omnichannel communication will create stronger relationships with students. By having a single, joined-up system, the data quality across the whole student journey will be improved, and there will be more flexibility to meet both internal and external forces. Furthermore, widening participation statistics can be measured, monitored, and improved thanks to the higher level of student data.
The university was attracted to Crimson’s CRM solution partly due to the Higher Education Accelerator that the Microsoft Gold Partner has developed which speeds up the implementation time of the project. Crimson also demonstrated a detailed understanding of the university’s most prominent challenges and could offer the most suitable solution for their problems with an agile approach that resonated with the university. This understanding came from the existing relationship Crimson had developed with the University of Birmingham, as well as previous projects with the University of Salford and the University of Newcastle.