Introduction

Higher education institutions are adopting CRM rapidly. However, as institutions often require specific functionality and these requirements are prone to vary across geographic regions, it is important for vendors to assess the status of CRM in this market in order to determine whether investing in the development of a higher education-specific solution is warranted.

Scope

Recommends how CRM vendors should interact with higher education institutions to increase their success in the market Identifies strategies vendors should use to assess the market opportunity for specific international markets Offers insight into how the CRM competitive landscape varies across geographic regions and is likely to change over time

Highlights

Stakeholders from across the institution benefit from using CRM. Geography strongly influences the rate of CRM adoption amongst institutions. The global higher education market supports a diverse array of CRM vendors.

Reasons to Purchase

Gain insight into which higher education markets offer the most opportunity for CRM vendors Identify strategies that will increase revenue from the education market Understand how higher education markets vary on a geographic basis

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The pump is primed for CRM in the higher education market 2
A gathering storm will drive the more pervasive institutional adoption of CRM 2
Powerful factors may impede the more substantive adoption of CRM 2
CRM is positioned to break free from its emergent status in higher education 2
Stakeholders from across the institution benefit from using CRM 3
Higher education's existing usage of CRM will set the stage for more substantive, future adoption 3
There are multiple targets for CRM within higher education institutions 4
Creating a 360° view of the student experiences drives an institution-wide CRM implementation 5
Geography strongly influences the rate of CRM adoption amongst institutions 5
Capturing the international student market will drive Australia's more widespread adoption of CRM 5
Changes in the UK institutional landscape will contribute to the CRM spending growth 6
The increasing popularity of institution-wide CRM implementations will drive US spending growth 7
The global higher education market supports a diverse array of CRM vendors 8
Risks and opportunities characterize the Australian higher education market 8
UK higher education institutions choose from a broad set of CRM vendors 10
There is a cacophony of CRM vendors in the US higher education market 11
ACTIONS 12
Future opportunities will arise from both new and expanded CRM installations 12
Different higher education markets require different CRM solutions 12
CRM vendors should prepare for a shifting competitive landscape 12
APPENDIX 13
Abbreviations 13
Definitions 13
Methodology 13
Further reading 13
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14
List of Figures
Figure 1: There is broad uptake of CRM in the higher education market 4
Figure 2: Total spending by Australian higher education institutions on CRM, 2006 - 2012 6
Figure 3: Total spending by higher education institutions in the UK on CRM, 2006 - 2012 7
Figure 4: Total spending by US higher education institutions on CRM, 2006 - 2012 8
Figure 5: A small number of vendors represent the CRM competitive landscape in Australia 9
Figure 6: UK higher education institutions choose from a broad set of CRM vendors 10
Figure 7: There is a cacophony of CRM vendors in the US higher education market 11