JISC

This study, commissioned by the JISC Organisational Support Committee (JOS), has investigated the ways in which institutions manage their relationships with students, to provide a picture of the current landscape of the different strands of activities, approaches and use of ICT systems throughout the full student lifecycle.  The report explores both UK further (FE) and higher education (HE) sectors and international experiences in this area, defines the stakeholder community and determines their key concerns.

Executive Summary

Relationships are about people not organisations or systems. For the purpose of this study, Student Relationship Management (SRM) has been regarded as the intelligent handling of communications between an institution and its students.

A clear description of the landscape of student lifecycle relationship management is difficult to achieve, as there is huge variation in the missions of institutions, learner types and educational provision. Institutions manage their relationships, and communications with students in a great variety of ways: face to face, access to electronic systems to carry out administrative tasks, use of portals, provision of virtual learning environments, email, sms text messaging, and more traditional written and telephone contact. The tools available to them to do this are also varied, and used to a greater or lesser extent in different institutions.

The study has found that powerful integrated student information systems are available in many organisations to support student relationship management, but that these are not necessarily being utilised in a holistic and integrated way, or to their full potential. The study has found that powerful integrated student information systems are available in many organisations to support student relationship management, but that these are not necessarily being utilised in a holistic and integrated way, or to their full potential. The reasons for this are varied and often related to resources available at the time of implementation or for on-going development, and a lack of understanding of the full capabilities of the system. Most institutions use proprietary systems, but many have developed their own in-house software over a number of years and continue to use it.

Institutions have a range of motivations for, and expectations of, their student information systems in supporting their business processes. Providing functionality for managing their relationships in an efficient and effective way is important. The external pressures on institutions which include competition for students mean that many are trying to differentiate themselves on the quality of their service, education and support provided to students throughout the full lifecycle of their relationship from initial contact to graduation and beyond.

Students perceive that generally their relationships are being handled well and appreciate the range of resources and channels of communication available to them. Suggestions were received from students about how communications could be handled better. Many believe that face to face contact is the most valuable way of communicating, supplemented by other methods such as email and the use of portals to receive information and complete administrative tasks.

A range of issues has been identified in relation to the use of systems to support student relationship management, and these have been highlighted, along with suggestions to JISC about how they might provide support to institutions in dealing with some of these.

Download the full report below