Winning with AI: Why CRMs are just the kickoff, not the touchdown

For CIOs in higher education, CRM systems have long been our star performers, enabling us to do everything from tracking enrollment applications to fostering connections with students as they transition into alumni. They’ve been our reliable quarterbacks, providing valuable data that is key to student engagement. But as technology has evolved, CRMs have moved to the sidelines. Consider CRMs as the pre-game warm-up; they help us set the stage, but they don’t carry us to the end zone.

As we navigate today’s higher education opportunities and challenges, CRMs alone are no longer enough. With the rapid advancement of artificial intelligence (AI), the real game-changer is harnessing AI to turn raw data into actionable insights. This shift allows us to offer consumer-style learning experiences that truly engage students.

Building strong, lasting student relationships is much like preparing for a new sports season — it all starts with a solid foundation. While CRMs have long been the backbone for managing vast student data, providing a centralized view of interactions and preferences, and tracking everything, they’re more like looking through a rearview mirror. They show us past events but don’t help us anticipate what’s ahead. They are excellent for data storage and organization, but they lack the predictive power needed to influence future student behavior.

This is where AI takes the main stage, turning static data into actionable insights that provide the clarity and foresight needed to shape smarter decisions moving forward.

One of the most transformative applications of AI in higher education is its ability to forecast enrollment patterns. By training AI models with historical and real-time information, institutions can predict student behavior with impressive accuracy.  Think Moneyball meets Minority Report. AI can use past trends to predict who will and who won’t convert to an enrolled student. By crunching data on application rates, demographic shifts, and socioeconomic factors, AI provides a detailed forecast of what’s coming. This foresight allows institutions to allocate resources effectively and develop strategies that align with upcoming trends.

Predicting who will stick is only one half of the equation. Once on board, AI can foresee every move, spotting trends and potential risks like enrollment declines or academic struggles before they occur. Once the risk is identified, AI can dish out the insights you need to tackle it head-on. Picture AI as the coach who notices a player showing signs of fatigue and intervenes with a game plan to get them back on track. By monitoring factors like attendance, performance, and engagement, AI signals when students require additional help, enabling timely interventions like academic counseling or financial aid adjustments.

AI truly shines in personalizing the student experience. It’s like having a custom training plan for each player based on their unique profiles. Prescriptive AI suggests specific actions based on individual student needs—whether that’s tailored communication, customized learning resources, or peer mentorship opportunities. These AI-driven recommendations significantly boost student satisfaction and success by creating a more supportive and engaging environment.

At the College of Southern Nevada (CSN), we set out to completely reshape the student experience with an initiative we call SEED – Student Experience Excellence Design. With the recent launch of the student success retention functionality, we’ve hit a big milestone by setting the stage for gathering and enriching data across the student lifecycle. By early January 2025, once SEED is fully implemented, we’ll be able to use all this rich data to fuel machine learning algorithms, giving us super-accurate predictions on enrollment and student risk. Plus, we’ll be able to create detailed student profiles for more personalized and timely interventions.

While the journey to get here has certainly reaffirmed Murphy’s and Hofstadter’s laws, and while there may be some more challenges ahead – as is typical with any major technology initiative, SEED has already made a big impact. We’ve seen a sharp increase in applications, fewer fraudulent ones, and college administrators can now reach students when, where, and how they want using intelligent chatbots.

As we advance, it’s crucial for CIOs to champion AI integration in institutional strategies. CRMs are a big part of the team—they’re everywhere and driving change—but they’re only the beginning. The real transformation comes from using AI to turn data into actionable insights and personalized engagement.

By jumping on board with AI, higher ed institutions can enhance not just the student experience but also improve their academic and operational outcomes. It’s not about upgrading our technology—it’s about leveling up and ensuring every student has the chance to succeed. Let’s drive this transformation with a 'Nemo Resideo' mindset—leave no student behind!