UCL introduces customer relationship management system

7 October 2013

UCL has introduced Hobsons Connect, a customer relationship management (‘CRM’) system that is set to significantly improve the interaction between prospective student enquirers and the institution.

CRM systems are widely used in commercial and non-commercial sectors and increasingly in universities. The new system will enable UCL to maintain better contact with prospective student enquirers, but without significant increases in staff time. 

The CRM system adopted by UCL enables students to register their interest by completing a form to indicate their subject(s) of interest and intended level of study. The system sends automated replies, which are tailored according to the enquirers’ preferences and domiciles. Enquirers receive an immediate acknowledgment followed by three further messages over the next fortnight. Enquirers are also encouraged to set up their own ‘VIP’ page – a microsite that includes information determined by the enquirer his or herself. 

The system is for all enquirers, whether they are UK or international, and corresponding ‘Register your interest’ buttons have been set up on the Undergraduate, Graduate and International homepages. Prospective undergraduate students can still request a printed copy of the Undergraduate Prospectus through the form. Hard copies of the new Graduate Prospectus will now only be available at events.

Departments are encouraged to add the ‘Register your interest’ button to their websites and develop a department-branded and focussed email for their enquirers. Please contact Neil Green in the International Office for more information on how to do this.

Hobsons Connect can also be used for event registration and was trialled with great success at the UCL Open Day in June. Students were able to book their places online, following which they received automated messages with details relevant to their bookings. The system has capacity for further developments, which will be explored. 

Neil Green, International Liaison & Recruitment Manager (Digital Marketing), International Office, Communications & Marketing