As student expectations shift toward digital-first channels and staff and talent shortages threaten the stability of institutions across the country, the importance of CRM (Customer Relationship Management) software cannot be overstated.

A recent article from VoltEdu conducts a comparative analysis of the top three CRMs tailored for higher education and graduate admissions: Element451, Slate, and Salesforce.

Element451

The article highlights Muhlenberg College's transition from using both Slate and Salesforce to adopting Element451, a student-centered intelligent CRM platform, in 2022. Shane Baglini, senior director of marketing and recruitment at Muhlenberg College, provides insights into their decision.

The switch to Element451 was prompted by the need for extensive customization in Slate to meet their specific requirements. Muhlenberg College sought a user-friendly platform that offered robust marketing capabilities, including plug-and-play landing pages, advanced automation, and a comprehensive admissions application.

Another one of Element451's standout features is its ability to measure spending, a crucial aspect for graduate programs with limited budgets, according to Kittie Pain, director of graduate admissions at Kutztown University of Pennsylvania.

Element451 takes what Slate excels at in admissions and enrollment functions and provides these capabilities right out of the box, while also offering a suite of tools for higher education marketers.

Unlike Slate and Salesforce, Element451 doesn't seem to suffer from customer support issues, according to Shane. He emphasizes the consistent and effective support received, which contrasts with the community-support-based approach of their previous platform.

Additionally, Shane praises Element451's superior usability, highlighting that even for those facing a learning curve, the onboarding, implementation, and ongoing support provided are unparalleled. Shane anticipates ongoing improvements in the product's features as Element451 continues to evolve in the higher education CRM space.

Pros and Cons of Element451:

Pros:

• Streamlined and user-friendly platform.
• Robust marketing capabilities, including plug-and-play landing pages and advanced automation.
• Effective spending measurement for programs with budget constraints.
• Reliable and accessible customer support.
• Superior usability with comprehensive onboarding and support.
• Continuous product development and improvement.

Cons:

• "It's a relatively new product in the space [but] there are a lot of features I know they’re working on that will take the product to even the next level," states Shane.

Slate

The article also delves into the pros and cons of Slate. Kittie considers Slate a popular choice but notes that it was not originally designed for graduate admissions, leading to some challenges. “We do a lot of fitting square pegs into round holes,” says Kittie.

One significant issue with Slate is its frequent major updates, which can disrupt previously functional tools. Kittie highlights an incident where a suite of features set up by Kutztown University broke down after a Slate update, emphasizing the need for ongoing attention to system configuration.

Customer service at Slate also comes under scrutiny. Instead of offering direct assistance, Slate's customer support directs users to videos, message boards, and information libraries. This approach can be frustrating when seeking immediate solutions.

Ryan Killilea, associate director of admissions at William Peace University, acknowledges that Slate's frequent updates can improve user-friendliness but can also cause confusion when unexpected changes occur without clear explanations.

However, not everyone faces these issues. Matthew Bowersox, director of marketing and communications at the College of Charleston's graduate school, had a positive experience due to excellent technical support. Despite some technical support challenges, some users express overall satisfaction with Slate.

Slate's strengths include its consolidation of applicant materials, eliminating the need for manual sorting and organization. Jim Michnowicz, head of the department of world languages and cultures at North Carolina State University, appreciates Slate's ability to streamline application management.

Pros and Cons of Slate:

Pros:

• Consolidation of applicant materials.
• Streamlined application management.
• Email engagement tracking, providing insights for personalized communication.

Cons:

• Frequent major updates that may disrupt functionality.
• Reliance on user community for technical support.
• Limited direct assistance from customer support.

Salesforce

Salesforce's strength lies in its extensive support system, which benefits general users. However, Salesforce's specialization in admissions differs from Slate's and Element451's.

West Virginia University favors Salesforce due to its simplicity and security when handling student applications. The university employs Salesforce to analyze marketing strategies' effectiveness, create personalized interactions with applicants, and cater to the needs of various colleges and campuses.

Kent State University utilizes Salesforce's TargetX for graduate admissions, citing mobile-friendly application layouts and the ability to invite recommenders within the application. However, challenges arise when using plug-ins that leverage specific tools, and Salesforce's training may not always address the unique requirements of admissions professionals.

Pros and Cons of Salesforce:

Pros:

• Extensive support system for general users.
• Specialization in admissions.
• Simplicity and security for handling student applications.
• Versatile mobile-friendly application layouts.
• Integration with other apps via App Exchange.
• Potential for a superior customer experience for prospective students.

Cons:

• Implementing features related to email automation and prospect engagement.
• Incorporating a content strategy for effective integration of blog pieces.
• Addressing challenges with plug-ins that leverage specific tools.
• Tailoring training to meet the unique needs of admissions professionals.

A CRM Solution for Future Growth

A solid CRM strategy can completely transform the relationship between an institution and prospective and current graduate students, families, and alumni. 

Schedule your free, 30-minute demo of Element451 today.