Why the Applicant Experience Should Be Your Top Priority

When it comes to student recruitment and admissions, there's no shortage of tools designed to streamline your work. From automating tasks to tracking performance, a good CRM can offer a whole host of benefits. But amid the dashboards and workflows, it’s easy to lose sight of what matters most — your applicants.

Their experience should always come first.

After all, these are individuals making one of the biggest decisions of their lives. And whether they choose your university often depends on how they feel throughout the journey.

Let’s explore why the applicant experience is so important — and how the right CRM can help you put it front and centre.

Behind Every Application Is a Big Decision

Choosing a university is about more than course content or league tables. For applicants, it's an emotional investment as much as a financial one. It involves weighing up personal goals, financial realities, and even moving across the world.

Here are a few key considerations they’re making:

1. Is this programme worth the investment? Tuition fees, living expenses, time — it all adds up.
2. Do I feel a connection with this institution? Often, applicants are choosing between five or six similar options. Small details, like tone of voice in emails or how easy it is to apply, make a difference.
3. What happens if I get multiple offers? The application journey isn’t over at the offer stage. Clear, helpful communication still matters.
4. Will I feel supported as an international student? For overseas applicants, the stakes are even higher. They’re navigating complex visa processes, relocation logistics, and cultural differences — and looking for reassurance at every step.

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Make the Application Journey Simple — and Personal

In a world where most applicants research universities online — and often on their phones — your application experience needs to match their expectations.

• Mobile-friendly forms are a must. Today’s applicants are digital natives, and long, clunky processes are a turn-off.
• Keep things clear and intuitive. Applicants should always know what’s next, what they need to submit, and how close they are to completion.
• Avoid technical bottlenecks. If your application system requires IT support for minor edits, you risk delays — and possibly losing the applicant altogether.

Your CRM should give you the flexibility to update forms quickly, streamline submissions, and offer a smooth experience from start to finish.

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Visibility Makes a Big Difference

One of the most powerful things a CRM can offer is real-time insight into how applicants are progressing.

Imagine this:

You notice that someone — let’s call him Rob — is 80% through the application, but hasn’t logged in for two weeks. With the right tools, your team can follow up proactively: “Hi Rob, we noticed you haven’t submitted yet — is there anything we can help with?”

It sounds simple, but that kind of support can make all the difference.

Visibility also helps your team:

• Identify drop-off points in the process.
• Personalise follow-up messages based on behaviour.
• Spot high-potential applicants who may just need a nudge.

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Communication Should Feel Tailored — Because It Is

No one likes feeling like just another name in a spreadsheet. Personalised, timely communication helps applicants feel seen — and builds trust in your institution.

A good CRM should let you:

• Segment applicants based on location, programme interest, application status, or even test scores.
• Automate tailored messages — such as scholarship reminders for specific groups or event invitations based on interest areas.
• Stay consistent across channels and touchpoints.

The goal is simple: every message should feel like it was written for them. And with the right system, it actually can be.

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It’s Not Just About Conversions — It’s About Connection

Of course, improving conversion rates is important. But putting applicants first is about more than numbers. It’s about building meaningful relationships from the very beginning — ones that continue throughout the student journey and beyond.

A modern CRM tailored to higher education can help you do that by:

• Giving you a complete view of the applicant lifecycle.
• Automating the admin so your team can focus on human connections.
• Making sure no one falls through the cracks.