Durham goes LIVE with first phase of new CRM implementation

Case Study

Durham is a world top 100 University and has a global reputation for research and scholarship of the highest order. However, the global market is ever more competitive and according to PA Consulting: “competition for the very best students is intensifying, with most of the Russel Group making improvements to their student recruitment and admissions operations”.

The recently published Durham University strategy identifies a total investment of £700 million over 10 years and positions student experience as a central theme. In the autumn of 2015 the University initiated a tender process for a new CRM solution to replace the current system used by the Business School as Strand 1 with Strand 2 being the main project across the whole institution. The tender was awarded to Crimson Consultants in April 2016.

This first phase has delivered immediate and longer term benefits to the University. In the short term, the Business School system has been upgraded to the latest on premises version of Microsoft Dynamics and Crimson’s Accelerators and customisations have provided a single system for recruitment which has streamlined and automated existing processes. CRM now supports the whole journey from pre-offer to acceptance and is totally process-driven, enabling staff to see exactly where each customer is in the process. Longer term, the first phase has served as a useful learning curve and provided a template from which the cross-campus deployment will benefit.

John Drew Crimson’s Sales Director comments: “Durham is a world-class University and Crimson is delighted to have been chosen to implement its visionary new multi-contact admissions system.”