CASE STUDY
A CRM for Education
Stockholm School of Economics uses Full Fabric
Stockholm School of Economics Boosts Leads and Applications by 20% with CRM Implementation
The Stockholm School of Economics (SSE) stands as one of Europe’s most prestigious business schools, offering a broad array of competitive programs, including bachelor’s and master’s degrees in business administration and economics, an MBA, PhD options, and executive education. Like many higher education institutions, SSE faces growing pressure to provide exceptional student experience while ensuring strong outcomes, particularly in the recruitment cycle. Increasingly, universities are expected to improve the return on investment (ROI) for their marketing and recruitment efforts, despite often lacking the necessary tools or strategies to manage these processes efficiently.
For SSE, the challenge was particularly pronounced due to the centralized application system used by Swedish higher education institutions. While functional, this system lacked the flexibility needed for a school with SSE’s elite standards. Seeking more control over the admissions process and improved ROI, SSE decided to overhaul their approach with a focus on finding a student-driven solution to enhance their recruitment and admissions process.
Centralized System: A Limited Solution
In Sweden, all higher education institutions rely on a centralized application system. This system, while effective in handling the volume of applications across multiple institutions, posed a significant challenge for SSE. The school’s admissions team found it restrictive due to its lack of customization options. For an institution as competitive as SSE, which prides itself on its rigorous admission standards, the one-size-fits-all approach of the centralized system did not align with its needs.
The system’s rigidity hindered SSE’s ability to personalize the admissions process, and as a result, the school struggled to manage and nurture leads efficiently. Applicants could not experience the tailored approach that SSE wanted to provide, leaving the admissions team without the ability to fully optimize their recruitment strategies. The inefficiency of the system was compounded by the labor-intensive nature of managing applications manually, a process that was both time-consuming and prone to errors.
Searching for a Customizable CRM
Recognizing the limitations of the centralized system, SSE began searching for a solution that would allow them to take control of their recruitment and admissions process. The school sought a customer relationship management (CRM) system that could be customized to meet their high standards while also providing a seamless experience for applicants. A key requirement was the ability to move to a paperless admissions process, which would streamline the workflow, improve efficiency, and save time across the department.
The ideal CRM solution would need to support a more personalized, student-centered approach to admissions. This meant creating customized communication strategies, enhancing engagement with prospective students, and simplifying the application process to align with the school’s rigorous standards. SSE also needed a system capable of managing large volumes of data without sacrificing the ability to connect meaningfully with individual applicants.
A Student-Driven Approach
SSE’s ultimate goal was to continue growing its international student base by refining its recruitment and admissions efforts. To achieve this, the school needed a system that could actively engage qualified leads and applicants throughout the process, from initial contact through final decision-making. By ensuring that communication was both timely and relevant, SSE hoped to enhance its ability to attract top-tier students from around the world.
Furthermore, the CRM needed to ensure that marketing and recruitment efforts were as efficient and cost-effective as possible. As economic factors increasingly influence the decisions of higher education institutions, optimizing the ROI of marketing strategies became a top priority for SSE. They were looking for a solution that would allow them to measure the effectiveness of their campaigns and allocate resources more effectively.
The Solution: Transforming the Recruitment and Admissions Process
After careful evaluation, SSE selected a CRM system designed to meet the specific needs of higher education institutions. This new system offered a fully customizable admissions process, giving the school the control it had been lacking with the centralized application system. By implementing a CRM solution tailored to its unique requirements, SSE was able to streamline and improve communication both internally and externally.
One of the key advantages of the new CRM was its ability to facilitate a paperless admissions process. This not only reduced the administrative burden on the admissions team but also helped to create a more efficient and environmentally friendly process. Documents that previously had to be printed, processed, and filed could now be managed digitally, allowing the team to focus more on high-value tasks, such as engaging with prospective students.
The CRM system also allowed SSE to implement a more personalized approach to student recruitment. Through the use of automated and targeted communication campaigns, the admissions team could nurture leads and maintain contact with prospective students at key points throughout the application process. The system enabled SSE to segment applicants based on criteria such as academic interests, location, and qualifications, allowing for more tailored communication that resonated with the individual needs of prospective students.
In addition to streamlining the admissions process, the CRM also provided valuable insights into the effectiveness of SSE’s marketing and recruitment strategies. By tracking key performance indicators such as open rates, engagement levels, and application conversions, SSE could identify which campaigns were delivering the highest ROI and adjust their strategies accordingly.
Results: A 20% Increase in Leads and Applications
The implementation of the new CRM system at SSE had a significant impact on the school’s recruitment and admissions process. Within a short period, SSE saw a 20% increase in both leads and applications. The ability to personalize communication, streamline the admissions process, and gain better insights into the effectiveness of marketing strategies all contributed to this success.
Moreover, the transition to a paperless system saved the admissions team considerable time and resources, allowing them to focus more on engaging with prospective students and less on administrative tasks. As a result, SSE has been able to enhance its reputation as a leading business school by offering a more seamless and student-centered admissions process.
Conclusion: The Power of a Customized Solution
The Stockholm School of Economics’ experience underscores the importance of investing in a CRM system that is tailored to an institution’s specific needs. By moving away from a rigid, centralized application system and embracing a more flexible, student-driven approach, SSE not only improved its operational efficiency but also achieved a substantial increase in leads and applications.
This case demonstrates that higher education institutions can significantly improve their recruitment outcomes by adopting a CRM solution that is customized to their unique requirements. For SSE, this investment has proven to be a game-changer, empowering the school to remain competitive on the global stage and continue attracting the best and brightest students from around the world.
The feedback I have had from the evaluators using Full Fabric is incredible. The system is easy to use and has streamlined our communications, making our day-to-day easier and our appearance to applicants more structured and organized. Everything has been perfect for us. Natalia Antsiferova – MSc Programme Manager