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George Mason University is embarking on an endeavor to optimize every aspect of the student journey, from recruitment and admissions to advising and alumni engagement. The student lifecycle transformation is a university-wide initiative, aligned with Mason's strategic direction. The overarching aim is to deliver a unique and distinctive student experience that fosters lifelong engagement.
"We began this transformation with one goal in mind: to make the entire student journey smoother, more personalized, and responsive, from the moment students first consider Mason to the day they graduate and beyond,” said Vice President for Enrollment Management David Burge.
The student lifecycle transformation embraces various projects, with Salesforce—a powerful Customer Relationship Management platform—as its core. Salesforce serves as the key tool driving the shift in Mason's approach to student engagement, keeping track of the entire lifecycle and interactions that occur during a student’s time at Mason, ensuring that each student receives the personalized support they need.
Mason will begin by adopting two important tools within Salesforce: Student Success and Recruitment and Admissions. The implementation of Student Success will allow Mason to identify and address each student’s unique needs, providing tailored support for their academic goals. Additionally, Recruitment and Admissions will enhance efficiency and responsiveness to prospective students.
“The adoption of Salesforce,” according to Interim Provost Kenneth Walsh, “will empower us to be more responsive and efficient in our interactions with both prospective and current students. We aren’t just investing in technology; we’re investing in the overall Mason experience.”
With Salesforce, Mason can centralize its efforts to foster collaboration and teamwork among offices that directly support students. The platform will unite data sources to create a holistic view of each student, offering a seamless experience and reducing the inefficiencies associated with the “Mason Shuffle,” a term familiar to students who have spent time seeking answers scattered across different offices and systems.
“As a staff member, I've witnessed the administrative hurdles and time wasted attempting to synchronize data between multiple systems. We're here to support our students, and a consolidated platform empowers us to do so more effectively, ensuring their needs are met,” said Kevin Brown, Salesforce administrator in the Costello College of Business.
Undergraduate and graduate students alike will benefit from this transformation. As an example, Salesforce will enable the university to offer personalized communication and support, catering to individual student needs. A user-friendly portal will provide students with easy access to essential information and services, and integrated tools like appointment scheduling and real-time communication will simplify their engagement with advisors and faculty.
By streamlining the admissions process, prospective students will find applying to Mason more accessible and transparent. Support services—including academic advising, counseling, and career support—will see substantial improvements, offering students comprehensive assistance throughout their academic journey. Technology integration will provide easier access to student information, learning resources, and administrative services.
But the transformation is not only about improving the student experience; it's also about streamlining operations and saving valuable resources. By consolidating various processes and systems into one unified system, Mason aims to optimize efficiency and allocate resources more effectively.
As the student lifecycle transformation takes shape, it underscores the university's dedication to empowering its students every step of the way. Mason students can look forward to a future where their journey is characterized by clarity, consistency, and unwavering support, making their university experience truly “distinctive and inclusive.”
“We want to create an environment where our students feel empowered and supported throughout their entire journey at Mason,” said Burge. “This transformation represents a commitment to providing an exceptional experience that transcends the traditional model of higher education.”
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Questions? Check out the Salesforce FAQs, complete the Salesforce Stakeholder Engagement Form, or contact the Salesforce Project Management Office at salesfor@gmu.edu.
As a Salesforce-first institution, we are dedicated to ensuring that Salesforce aligns with the technological needs of our university. Units interested in acquiring technology solutions should consider how Salesforce can support business needs. Contact the Salesforce Project Management Office for a collaborative discussion tailored to your unit’s requirements.