Workshop 05

The secrets of CRM success: implementing an effective system to manage student recruitment (sold out)

In higher education, customer relationship management (CRM) technology is becoming an increasingly important tool to effectively manage the international student recruitment and enrolment process. However, 50 to 60 percent of all CRM projects fail. During this workshop, you will learn the essential components to define, plan and implement a successful CRM project in a complex institutional environment. You will also learn the common pitfalls of CRM projects and how to avoid the mistakes made by other institutions. At the end of this workshop, you will have a framework to help you define your institution’s CRM project and a roadmap to manage its successful implementation.

Learning outcomes

Discover why CRM projects in higher education institutions so often fail and what pitfalls to avoid
Gain practical experience working through the essential steps of a CRM project
Define your own CRM strategy and objectives for your own institution/department/activity
Become confident applying the tools provided for CRM-project planning and implementation


  • 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