Workshop 05

The secrets of CRM success: how to implement an effective CRM system to manage student enrolment

Customer relationship management (CRM) technology is becoming an increasingly important marketing tool to effectively manage the international student recruitment and enrolment process. However, 50 to 60% of all CRM projects fail. In this workshop, you’ll learn the essential steps for defining, planning and implementing a successful CRM system in a complex higher education organisation. You will also discover the common pitfalls of CRM projects and learn to avoid the mistakes other institutions have made. By the end of this workshop, you’ll have a framework to help you define your institution’s CRM project and a roadmap to manage its successful implementation.

Learning outcomes

• Define a CRM strategy and determine CRM objectives for your institution or department
• Create a credible CRM project plan
• Apply the tools provided to manage and implement your own CRM project


  • Marketing & recruitment
  • Leadership & strategy


  • Monique Swennenhuis, 
    Hanze University of Applied Sciences, Groningen, Netherlands


  • Frouke Gerbens, 
    ABG International - Higher Education Management Solutions, Switzerland
  • Marte Muller, 
    Ecole Hoteliere De Lausanne, Switzerland