Edinburgh Napier University tells conference audience how it is using Dynamics 365 successfully to hit recruitment targets


Edinburgh Napier University’s customer showcase presentation at the University & Colleges Information Systems Association conference explained how Dynamics 365 is enabling it to successfully meet its recruitment targets. Previous attempts at using CRM had only been partially successful, even though the university believed in the Dynamics customer engagement approach. The solution from Crimson Consultants delivers higher education-specific functionality within the Dynamics 365 environment and this has been the catalyst for its successful adoption at all levels of the recruitment process.

Edinburgh Napier University started life as a technical college before reaching university status in 1992. It has ambitious recruitment targets that must be achieved in a competitive environment by using cost-effective, resource-light, personalized and, above all, effective processes. The admissions team recruits for undergraduate and postgraduate programs in both the United Kingdom and internationally and is accountable for its performance.

Although Edinburgh Napier was convinced CRM was key in achieving its recruitment objectives, the university’s previous CRM system did not provide robust inquiry management.

“We needed a more comprehensive solution which covered all the inquiry channels, plus event management and schools liaison,” said Ruth Swan, Senior Student Recruitment Officer. “In addition we wanted to integrate with data already held in our SITS (Strategic Information Technology Services) student management system and with the email marketing system we use.

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