University Business - August 2006 - (Page 45)
RETENTION Intentions When it comes to keeping students happy and
productive, constituent relationship management is shaping up into a
high-tech, high-touch tag team. By Ann McClure E VERYONE KNOWS HOW TO
REACH PROSPECTS AND ALUMNI, and the importance of doing so. But what about
the students in between? The University of Alabama is one institution that
takes a formalized view of retention, as Jennifer Benson Jones, director
of academic retention, puts it. The 2005-2006 retention rate is 86 percent
a 2 percent increase over the year before. Benson Jones doesn't take the
credit, but the fact that her position is new reflects the institution's
focus on this area. Part of UA's plan includes using a stu- dent-facing
website, full of information on UA and college life, to survey students
and send up red flags that some might be struggling. During the academic
year, Benson Jones, who points out that schools don't have to worry much
about stu- dents who are already engaged, used the system to contact
students who hadn't registered for the next semester and provided
information either on how to universitybusiness.com August 2006 | 45
CRM.indd 45 7/21/06 4:11:32 PM
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Table of Contents for the Digital Edition of University Business - August 2006
Contents
College Index
Advisory Board
Company Index
Editor's Note
People Watch
Sense of Place
Stats Watch
Viewpoint
Financial Aid
On the Hill
Admissions
Future Shock
An Education in AV Technology
Retention Intentions
Endowment Management
Good Data In, Good Data Out
Sticking with the Tried & True
Home, Sweet Home
Faculty Issues in Online Education
Internet Technology
What's New
Calendar of Events
Direct Connect
End Note
University Business - August 2006
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