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University CRM

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Project Description

This project aims to transform how we recruit students onto UCD programmes by implementing Salesforce as a new CRM.  It covers the full journey that a prospective student goes through, from marketing, through recruitment activities and on to applying and being admitted into UCD. 

Take a look at our 'Monday Minutes' via the video gallery.
These 60 second video updates provide regular progress reports on work of the project team. 

The project covers all UCD colleges and all types of student recruitment including EU and Non-EU recruitment.  We will ensure that Salesforce is integrated into Banner so that there is a seamless transfer from being a prospective student to registering in UCD. A key component of the project will be support.

The project is supported by the POST Programme.

People working at a laptop

What is a CRM?

CRM stands for Customer Relationship Management. A CRM helps organisations to manage their customer data. It supports recruitment or sales management, delivers actionable data insights, integrates with social media and facilitates team communication.

University Customer Relationship Management is tailored for higher education institutions, allowing them to collect, maintain, and analyse useful data about prospective, current, and past students. University CRM can be used to record and track student, potential student, and non-student interactions across the University. The insights from these interactions can be connected, giving us a more unified view.

In many cases, CRM systems are used to make crucial touchpoints throughout the student lifecycle, from initial application all the way to graduation.

Functionality which CRM will deliver

Why did we choose Salesforce for our CRM?

As part of the procurement exercise, a number of leading CRMs were evaluated against UCD’s requirements.  Salesforce was selected because of its:

  • Strong marketing capabilities & vision
  • Demonstrated capabilities in Artificial Intelligence in CRM
  • Modern & engaging user interface
  • Strong understanding of our requirements
  • Salesforce Education Cloud - prebuilt functionality for us to use
  • Strong US & UK university experience

Project Outcomes

Successful achievement of this project will deliver many outcomes.  These include:

  • Improved competitiveness in the recruitment market by bringing UCD into line with systems utilised by many of our competitors globally.

  • Improved communications by enabling personalised communication via social media, email and SMS.
  • Increased agility to respond to the fast-changing recruitment landscape

  • Smarter recruitment by automating processes, use of artificial intelligence and improving student conversion

  • Enhanced analytics and enabling real time data-driven decision making by capturing, analysing, and reporting on key metrics and trends related.

  • Enhanced reputation and experience for our prospective students by utilising more professional systems.

a small team standing around a laptop

Project Approach

Significant time and effort will be taken to prepare, equip and support the UCD community through the CRM implementation. You can expect regular communication and opportunities to engage with the project team. Regular progress updates can be viewed on our video gallery.

University CRM has now concluded the “Scoping and Design” phase which took place between October and December 2023, and included significant engagement with our many stakeholders involved in the recruitment and admission of students. 

From January 2024 the project team will work for a number of months on the building, configuration and testing of the solution. Prior to go-live later in 2024 - the project team will ensure that data from our existing systems is transferred into the new system.

In parallel, the team will work with the expected users of this new system to build the necessary skills and capabilities, ensuring effective and timely training and support is provided before, during and after the change.


  • November 2022

    Tender for new CRM Issued

  • May 2023

    Salesforce selected as preferred tender

  • 26 June 2023

    UMT Decision to Proceed

  • 4 September 2023

    Technical Implementation of Salesforce starts

  • 2 October 2023

    Scoping & Design Phase

  • 1 December 2023

    Configuration & Build Phase

  • 1 April 2024

    Testing Phase

  • 1 June 2024

    Pre-Launch Phase

  • 1 August 2024

    Go Live

  • 1 October 2024

    Utilise for 2024/25 Application Cycle

Project Governance



Co-Chair, Vice President for Global Engagement

Dolores O’Riordan

Co-Chair, Chief People Officer and Director of SIRC & Legal Services

Tristan Aitken

Head of Marketing, Communications Office

Lisa Flannery

Business Owner & Senior Director of Registry

Kevin Griffin

Director of International Student Recruitment, UCD Global

Una Watkins

Director of Student Recruitment, UCD Registry

Anne Marie Harvey

Director of Admissions, UCD Registry 

Jill O’Mahony

Head of Student Recruitment and Admissions, School of Business

Elaine Aherne

Head of Business Development, School of Business

Alison Monaghan

Programme and Operations Manager, College of Science

Eoin Taaffe

Director of Global Relations, Partnerships and Mobility, UCD Global

Shauna Hughes

Chief Information Officer, IT Services

Phillip Fischer

Director of Enterprise Applications,  IT Services

Mark Lande

Organisational Change Manager 

Helen Crowe

Programme Director, POST

Michael Sinnott

Service Lead, POST

Jeremy Britton

CRM Implementation Director

Frank McCracken

Head of CRM Technologies

Peter McKiernan

Project Team

Profile photo of Frank McCracken

Frank McCracken

CRM Implementation Director

Profile photo of Katharine Slattery

Katharine Slattery

CRM Change & Communications Lead

Profile photo of Martin Hurley

Martin Hurley

Admissions Business Lead

Profile photo of Juliette Mora

Juliette Mora

CRM Business Lead

Michelle Mathews

Michelle Mathews

CRM Business Lead

Profile photo of Peter McKiernan

Peter McKiernan

Head of CRM Technologies

Brian Kane

Brian Kane

IT Technical Architect

Future Phases

Once this project is complete, there are many other uses which our new CRM platform can support with the next priority being the support of global partnerships.  Potential future projects may cover alumni relations, research & innovation, student support and many others.

University CRM

University College Dublin, Belfield, Dublin 4, Ireland.
T: +353 1 716 7777