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 educations 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 Australias 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 Our 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
