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Customer Relationship Management (CRM)

AU is collaboratively defining our new Customer Relationship Management (CRM) system, Salesforce.

Salesforce has been selected as the new Customer Relationship Management (CRM) system and will provide state-of-the-art admissions and marketing capabilities that empower American University staff to better serve prospective students. Salesforce provides a single centralized platform for storing and managing data. This means that American University staff will be able to access student data faster and easier streamlining the time from application to enrollment. 

Salesforce also helps with automating the application review process by highlighting and identifying candidates that meet specific criteria, which aids the admissions teams to quickly identify the best candidates for admission.

The transition to Salesforce and the retirement of Recruit involve multiple phases for both Undergraduate and Graduate admissions.

Undergraduate Admissions
Phase One for Undergraduate Admissions launched successfully on December 20, 2023, with Decision Day set for March 2025. We're thrilled to announce that Phase Two of Undergraduate admissions went live on June 7, 2024. 

Graduate Admissions
Phase One for Graduate Admissions will focus on the College of Arts and Sciences, School of Public Affairs, School of International Service, and the School of Communication programs and went live on February 8, 2024.

Stay tuned for further updates on our progress.

Guiding Principle

Start with Admissions, Plan for the Future.

Vision Statement

American University is pursuing a seamlessly integrated enterprise technology framework that supports data integrity and establishes a single source of truth. This framework will be adaptable and scalable in order to respond quickly to shifting paradigms in the higher education space.

The Change Network influences the success of the AU + Salesforce implementation by:

  • Supporting and socializing the change within their unit.
  • Delivering targeted peer-to-peer communications and project updates.
  • Driving awareness, engagement, and user adoption.
  • Supporting peers and colleagues through the change and post-go-live.

Undergraduate Admissions

  • Salesforce UG Go Live
    • Phase One: December 20, 2023
    • Phase Two: June 7, 2024

Graduate Admissions

  • Salesforce GR Go Live
    • February 8, 2024

Need More Insight?

Use these Knowledge Articles to find additional useful information about Salesforce.

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How To Get Help

Have questions about Salesforce? Need additional details, or would like to know how to get involved?

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Newsletters and Announcements

Stay up-to-date with all communications, read about project highlights, and find the latest news update. 

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Project Leadership

Our partnership involves Admissions, Recruiting, and the Office of Information Technology,—collaborating together to support this initiative. 

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