Utah State, Salesforce partner to boost student services with AI

The integration of customer relationship management (CRM) systems in higher education marks a significant shift toward more streamlined and data-driven student support, as demonstrated by Utah State University’s recent partnership with Salesforce Education.

Project overview: Utah State University (USU) has launched OneUSU CRM, a unified platform developed in collaboration with Salesforce Education, to centralize student data and improve support services.

• The initiative aims to replace nine separate systems with five integrated tools, significantly reducing administrative complexity
• The full implementation is expected to take 18 months, with pilot testing scheduled for fall 2025
• The project follows a two-year analysis of USU’s recruitment, admissions, student success, alumni engagement, and marketing ecosystems

Current challenges: The university previously operated with multiple disconnected systems, creating inefficiencies and barriers to effective student support.

• Staff members had to manually generate and share reports across departments
• Students faced redundant data entry requirements throughout their academic journey
• Separate systems created communication challenges between different university departments

Technical implementation: The Salesforce Education Cloud serves as the foundation for integrating various data sources across USU’s ecosystem.

• MuleSoft technology enables centralization of information from learning management systems and advising records
• The platform creates a single interface for students to access services and information
• Staff members can view comprehensive student data and interaction history across departments

Expected benefits: The new system promises significant improvements in both student experience and administrative efficiency.

• Students will have access to a single platform that evolves with their academic journey
• Staff will be able to coordinate messaging and avoid redundant outreach
• The system enables targeted support based on specific student needs, such as academic resource recommendations tied to grade performance
• Alumni engagement can be tailored based on comprehensive student history

Strategic implications: The implementation represents a broader shift toward data-driven decision-making at USU.

• The university recently appointed its first chief data analytics officer
• The platform establishes infrastructure for future AI-powered decision-making capabilities
• Success metrics will focus on retention, enrollment, and staff efficiency

Future considerations: While the immediate focus remains on successful implementation, USU is already planning for enhanced capabilities and continuous improvement.

• The university is taking inspiration from consumer platforms like Netflix for personalization features
• Stakeholder feedback will be continuously gathered and incorporated
• The transformation process is expected to extend beyond the initial 18-month implementation period

Looking ahead: While the 18-month timeline may seem conservative, the complexity of integrating systems and transforming business processes suggests this measured approach may be necessary for successful adoption and long-term sustainability.