Higher education is at a crossroads, facing pressures from declining enrollments, rising costs, and growing demands for personalized student experiences. Today’s universities are tackling these challenges head-on by embracing cutting-edge technology innovations. From AI-driven customer relationship management (CRM) systems to real-time data analytics, these tech advancements are setting new benchmarks for student engagement, retention, and operational excellence.
According to Craig Cornell, vice president for enrollment strategy at Liaison, and Zach Varga, vice president for client success, universities are leveraging such technologies to not only meet their enrollment targets but also redefine their student success strategies. Here’s how these innovations are catalyzing change across four significant areas.
1. Personalized Engagement Through AI-Driven Systems
The modern student experience increasingly demands personalization, and technology is facilitating this like never before. AI-powered CRM systems are enabling institutions to anticipate student needs, customize communications, and strengthen connections throughout the enrollment and educational journeys. Varga emphasizes efficiency as key: “Automations give campus resources the ability to be more efficient with recurring tasks, which enables them to focus on more value-added efforts, particularly efforts supporting direct relationship-building engagement with students.”
Cornell elaborates on how these AI tools help universities identify students most likely to enroll and adjust their messaging instantaneously. For example, if a prospective student participates in a virtual open house or requests information about programs, the CRM can tailor follow-up recruitment communications based on their observed behaviors. Beyond outreach, AI also enhances retention by analyzing engagement patterns, such as class attendance and event participation, alerting advisors to students who might be at risk of dropping out. This level of personalization not only drives up enrollment rates but also cultivates a stronger sense of belonging among students, thereby contributing to long-term success.
2. Driving Data-Informed Decisions for Better Outcomes
Insight is power, particularly within higher education. Emerging technologies are providing institutions with real-time analytics, from admissions trends to student engagement metrics, allowing for more informed decision-making. Nonetheless, Cornell warns, “Lack of a cohesive strategy for technology integration and adoption is one of the key challenges within higher education today.” Institutions must assess their current standing and their future aspirations to select the correct technology solutions timely to support their educational missions.
To address this, both Varga and Cornell propose a “hub-and-spoke” model, wherein the central IT office manages technology integrations, delegations to individual offices ensue for localized support, and alignment with institutional goals is prioritized. AI-powered data tools also facilitate predictive modeling, helping universities forecast trends and outcomes. By examining financial aid patterns alongside enrollment data, institutions can identify which aid packages effectively drive commitments from admitted students.
3. Streamlining Operations with Technology-Driven Efficiency
Every successful student experience is backed by efficient institutional operations, and technology is making those operations faster and more streamlined. By deploying automation tools and advanced analytics, as well as integrated CRM systems, universities can optimize administrative workflows—from recruitment processes to alumni engagement. Varga reiterates the value of AI extends beyond outreach to freeing staff for mission-critical work: “Efficiency is the name of the game.”
With innovative CRM system features, campuses can improve engagement. For example, “Some campuses have found card-swipe technology to be effective indicators for tracking retention among first-year students,” Cornell notes. The right tools can integrate various datasets across campuses, equipping universities with predictive capabilities for student behaviors and potential administrative interventions. AI-driven chatbots also contribute significantly by providing immediate answers to common inquiries, alleviating pressure on support staff.
4. Promoting Inclusion and Equity by Identifying Biases
The influence of technology on education extends beyond operational efficiency. Emerging tools can promote equity and inclusion as they reveal underlying biases. According to Varga, “The role technology plays is not to directly address issues of equity but to provide insights faster and more reliably, allowing us to make informed decisions.” AI-driven solutions can assess which outreach strategies effectively engage diverse student populations, ensuring underrepresented groups receive targeted support.
Predictive analytics can identify students encountering academic or financial struggles so institutions can proactively offer support before those students disengage. With the right technological strategies, institutions can work toward ensuring equitable student experiences.
The Path Forward: Strategy, Partnership, and Impact
With technology reshaping the educational frontier, institutions equipped with the appropriate tools and strategies stand to emerge as leaders. Cornell believes this process begins with selecting technology partners who understand higher education's unique challenges and can tailor solutions to align with institutional goals. He claims, “The successful adoption of AI tools requires higher education institutions to determine the best strategy, with the help of the right partner.”
Varga reinforces this notion, stating, “Just as CRMs entered the private sector long before higher education adopted them for enrollment operations, AI is now the pivotal technology at higher education’s doorstep.” With the pressing need for meaningful change, today’s higher education leaders are grappling with not whether to adopt these tools—but how quickly they can implement them for tangible impact.