EVALUATING THE ROLE OF CRM IN ENHANCING STUDENT ENGAGEMENT AND DRIVING ADMISSION CONVERSIONS: A CASE STUDY OF AMITY UNIVERSITY MUMBAI
DOI:
https://doi.org/10.29121/ijetmr.v12.i2.2025.1712Keywords:
Customer Relationship Management (CRM), Student Engagement, Admission Conversions, Lead Management, Personalized Communication, Counselling Calls, Webinar Interactions, Data-Driven Decision Making, Prospect Management, Enrollment Strategy, Digital Communication ToolsAbstract
In the rapidly evolving higher-education landscape, universities increasingly rely on Customer Relationship Management (CRM) systems to sustain meaningful engagement with prospective students and improve admission conversions. This research examines how Amity University Mumbai leverages CRM tools to streamline lead management, personalize communication, and enhance decision-making across two key schools: the Amity School of Fashion Technology (ASFT) and the Amity School of Architecture & Planning (ASAP). Using a mixed-method approach, the study analyze CRM-generated data comprising 2,625 counselling calls, engagement events, and behavioural insights collected during June–July 2025. Findings reveal that structured counselling, personalized communication, timely reminders, and webinar-based interactions significantly influence conversion rates. The study concludes that CRM acts as a strategic catalyst that integrates marketing, admissions, and student relationship management into a unified, data-driven framework.
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Copyright (c) 2025 Sayali Haran, Dr. Bhojraj Shewale, Dr. Bhawna Sharma
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