Bradford University School of Management has improved tracking of student applications through a Salesforce’s CRM system.

The universtity department is using the cloud-based to deal with enquiries it gets from potential students via all channels, including the website and email.

“The system allows us to track, follow up and convert more [enquiries] to applications,” said Carolyn Holroyde, director of marketing at the School of Management.

The department receives around 100 enquiries a week, and the system allows it to respond to around half of them automatically by giving enquirers the option to tick boxes to receive information that is relevant to their query.

This frees up staff to provide better responses to enquiries that cannot be dealt with automatically.

The CRM application is integrated with the SITS student information system that universities use to match centrally-held application data with enquiries from prospective students.

Previously, the department was receiving enquiries mainly via email, and it was unable to log and respond to enquiries in an efficient way.

Although the Salesforce system is currently only being used by the School of Management, Bradford is hoping to expand it to other departments, and to integrate it more with the university’s main applications system.

Holroyde said: “We’re already seeing lots more opportunities to use this CRM for other applications, such as communication with our agents or business contacts, and have the confidence to set this up ourselves using the platform, with support from Fujitsu where we need it.”

The cloud-based CRM system was put in by Fujitsu in September 2011, and the university department has been using it since January