CRM application usage in technical/vocal educational institutions in india

1. “MARKET ANALYSIS ON CRM IN INDIAN MARKET
SPECIFIC TO TRAINING INSTITUTES”
“Never miss a candidate”
by
venum.sai venkatesh

2. NSDC (National skill development
corporation)-
• Scale up skill development
efforts in India
• Aligning demands of employers
for a well trained skilled
workforce
CRM(Customer Relationship management) :
 Aid in building profitable, mutually beneficial ,Interacting and long term relationship with
customer(student).
• Registration processes, transcript services, career counselling and academic support Services
• From students perspective satisfaction with the college’s programs and services also alumni, experience,
placements, culture are some of a critical performance measure where CRM plays a key role
DDUGKY (Deen Dayal Upadhyaya
Grameena Kausalya Yojana)
• Technical support, facilitation
agency, implementation
support
• under the MINISTRY OF SKILL
DEVELOPMENT AND
ENTREPRENEURSHIP
VARSITO
• Start up
• providing technical and non-
technical solutions for the
problems faced by the skill
development Training institutes
• Providing CRM app to increase
the effectiveness .

3. WHY TECHNICAL INSTITUIONS?
• acute shortage of skilled manpower in the country
• Only 10% of the total workforce in the country
receives some kind of skill training (2% with formal
training and 8% with informal training
• 80% of the entrants into the workforce do not have
the opportunity
• Population in 15-59 age group by 2022 approx
86 crores.
• Need of skill by 2020 is 500 million
OBJECTIVES
Explaining the various features of VARSITO CRM to institutions and
collect the feedback on the problems they are facing while sourcing
and training.
To find the gaps between the expectations of the institutions and
present scenario.
To determine addressable market size for CRM
To calculate the % of Training institutions using CRM software
Analysing the competitors market to improve the features of the
product –CRM SOFTWARE
Direct marketing of VARSITO (social media, banners etc)

4. Methodology
Primary sources : personally interviewing Data collected based on the questionnaire regarding
following areas:
Competitive analysis :
• Considering the competitors of VARSITO in the existing market, finding out their features and helping in the
development of the VARISTO product(CRM application)
• Secondary resources : Information collected from different websites and analyzed regarding which skill has the
most demand
place Types of institutions Target
• Bangalore • Vocational
institutions
• skill training
centres
• Industrial training
institutions
• Educational trusts
25
• Profile of the
respondent
• Institution size
• Awareness about the
CRM
• Current details of
usage
• Sourcing details
• Student details

5. FINDINGS AND ANALYSIS
0 5 10 15 20
1 to 10
11 to 25
26 to 50
51 to 100
100+
no.of institutes
no.ofcentersforeach
institute
0 5 10 15
10 to 50
51 to 300
301 -500
500-1000
1000+
It depends
number of institutes
no.ofstudents
1.Number of centers in an
institution ?
• 17 /25 have range of 1-10
centers
• 5/25 have 100+
2.Students approximately
admitted in each institution
per month/year?
• 14/25 were having students
ranging from 10-50
• 7/25 - 51-300 students
• 1/25 -1000+ students
3.Various channels used to
source the candidates data ?
• Walk In is highly
preferable - 88%
• referrals and pamphlets -
76%
• local events in
colleges/others -44%
• job mela-28%
employement-20%.
4.Tools to measure the
conversion ratios for each
sourcing channel ?
• 41.7% are using some tools
• 50% are not using anything

6. Contd..
0
2
4
6
8
10
12
14
16
favourtowards
communicationtool
5.How institutes typically
manage the data ?
• excel sheet-60%
• Pen and paper-36%
• Have a software – 32%
• Others – 12%
6.Institutes using software and
its benefits ?
• 40%- are aware of CRM but
not using
• 40% are not using any CRM
software
• 20% are using their own
software's
Benefits - good, easy to manage,
comfortable, less complexity
7. Communication tools used
to reach back to potential
candidates?
• 84%- calling
• 64% -Bulk sms
• 28% -SMS
• Other-24%
• None of the above -3%
8.The most effective
communication tools used to reach
back to potential candidates and
why ??
• 14/25 –calling is most effective
• 3/25 –bulk SMS

7. Contd..
0
1
2
3
4
5
6
7
8
9
10
No.ofinstitutions
9.How long does it take for
a candidate to join ?
• 5/25- 2-3 days
• 6/25- 3 days -week
• 9/25- week+
• 5/25-It depends
10.Maximum money spent by
the institutions?
• 84% spend on training
• 20% on field resources
• 16% on placements and
converting
11. Mobile CRM solutions
that can help increase in
conversions?
• 36% told it doesn’t
impact on conversions
• 56% -increase
conversions
Biggest challenge with sourcing students
• fluctuating conversions rates
• Not able to mobilize right candidates/ Target candidates
• Not getting the suitable and Eligible candidates
• Difficulty in finding students interest and motivating them
• convert particular student into admission and guarantee walk-ins
• lack of marketing, competition is high
• Sourcing costs are high

8. Overview of CRM systems

9. GOOGLE ADWORD SEARCH
0 100000 200000 300000 400000 500000 600000
computer networking
software training
distance learning
vocational education
carpentry
construction
electrician
manufactring
plumber
information technology
english speaking
problem solving
medical assisting
trucking
book keeping
auditing
accounting
food service
computer support
hair styling
mechanic
auto servicing
catering
Beauty schools
No.of searches
addwords
0 200 400 600 800 1000 1200 1400 1600 1800
Industrial training
technical education
funding for education
health care and social assistance
skill development
certificate training courses
custom training programs
veternary technology
nsdc jobs
food preperation
television and video production
Industrial training in india
grammar and writing skills
bridal consulting
rural skill development
heavy commercial vehicle mechanic
Number of searches
addwords
Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users,
based in part on cookies, keywords, predefined by the advertisers that might link the copy to the content of web pages shown to
users.
most no.of searches are done for- plumber, carpentry, hvac, computer repair, accounting, auto servicing, welding

10. RECOMMENDATIONS
• Smaller institutions are interested to use a proprietary CRM system more often than existing standard systems.
• Most generic systems were not willing to provide an online demo, whereas most education specific system providers were
very eager to collaborate and provide a demo .Hence Varsito should also provide an online demo.
• Software should offer tools to manage an every aspect of student life cycle from enquiry to alumni information.
• There should be more and more emphasis given by the company for maximum customer satisfaction.
• There should be more use of information technology.
• The company should be flexible enough to modify its procedures in favour of clients need.
• The company can communicate and develop stronger customer bonding by providing social and financial benefits.