Technology integration

Whether in higher education or practically any for-profit or non-profit sector, technology has transformed much of the way we interact. Some people blame the pandemic for the imposition of technology but it only accelerated what was inevitable. And so, higher education must incorporate technology, even though some evidence has indicated that students' learning has suffered during this time of technology invasion.

Continuous Relationship Management (CRM) is one way that technology may offer not only improved quality for students but savings for institutions. Some institutions are using CRM to integrate disparate student services in a unified system. The advantage of this approach is reaching students who may not otherwise research the resources available to them or walk into an office. These one-stop technologies also offer the opportunity to track students' inquiries and responses, which is key to growing services or programs that are in high demand.

An important element of any technology innovation is the awareness of both internal and external stakeholders. Because hesitancy to return to in-person interactions and new habits of relying on virtual participation have taken hold of faculty, staff, students, and external audiences, moving communications strategies from informing to engaging will likely be a necessity. When it comes to student recruitment, external audiences may be accessing information that many current faculty, staff, and students don't know is available. It is critical that internal constituencies understand the invisible marketing that is underway, often shaping prospective students' expectations.

While improved and greater reliance on technology is underway, campus IT workers are looking outside of higher education for opportunity. The exodus of key staff may present greater vulnerability as institutions try to do their best to integrate and enhance technology presence.