ACU CRM Strategy

A data-driven approach to student engagement

Australian Catholic University (ACU) is a national public teaching and research university with over 35,000 students. While the University is very well regarded externally for the quality of learning outcomes, internally, ACU recognised that to sustainably grow and protect revenue it needed to transform its approach to customer management and engagement.

Managing the end-to-end student journey

The University was seeking to improve the effectiveness and efficiency of its customer communications and engagement and drive improved revenue growth by better managing the end-to-end student journey.

Designing the future state vision

W3.Digital were engaged to:

  • Assess the current customer management capabilities against leading practice organisations, including strategy, governance, process, people, technology and data
  • Undertake a review of the existing CRM system and datasets, including its design, usability, functionality and application
  • Facilitate a series of workshops with students to identify goals, needs, pain points and opportunities across the end-to-end student journey
  • Facilitate a series of co-creation workshops with key stakeholders to identify, prioritise and design the future state initiatives and vision.

Delivering a roadmap for investment

W3.Digital became a true digital partner for ACU, working collaboratively with key internal stakeholders. Delivery of this strategy resulted in:

  • Deeper understanding of the end-to-end student journey across internal stakeholders
  • Development of a future vision, a clear set of recommendations and roadmap for investment in customer management
  • The design of a conceptual student engagement platform across key student touch-points


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