Introduction

The CRM (Customer Relationship Management) Module is designed specifically for educational institutions to manage the complete student acquisition lifecycle from initial inquiry through enrollment. Track leads from various sources, manage communication history, convert prospects into students, and analyze campaign effectiveness.

The CRM module integrates seamlessly with the Education module, allowing leads to be converted directly into student records. This ensures continuity of data and provides complete visibility into the student recruitment funnel.

Key Features

Leads

Leads represent prospective students or inquiries from parents, guardians, or organizations. Each lead captures contact information, source attribution, campaign linkage, and progresses through a defined status workflow until conversion or closure.

Lead Information

• Lead Name: Name of the prospective student or contact
• Contact Details: Email, phone, and mobile number
• Lead Source: Channel through which the lead was acquired
• Campaign: Marketing campaign that generated the lead
• Medium: Website, Walk-in, Referral, Social Media, Advertisement, Event, or Other
• Lead Owner: Staff member responsible for following up
• Notes: Additional information about the lead's interests and requirements

Lead Types

• Student: Direct inquiry from prospective student
• Parent/Guardian: Inquiry from parent on behalf of child
• Organization: Corporate or institutional inquiry
• Other: Other types of inquiries

Lead Status Workflow

• Open: New lead, not yet contacted
• Contacted: Initial contact made
• Interested: Lead expressed interest in programs
• Converted: Lead converted to contact and opportunity
• Do Not Contact: Lead requested no further communication

Lead to Student Conversion

Qualified leads can be converted directly into Student records in the Education module, maintaining the link for tracking conversion sources and calculating campaign ROI.

Lead Sources

Lead Sources categorize the channels through which your institution acquires leads. Tracking sources helps identify the most effective recruitment channels and optimize marketing spend.

Common Lead Sources

• Website: Inquiries through institutional website
• Social Media: Facebook, Instagram, LinkedIn, Twitter
• Referral: Student, alumni, or partner referrals
• Education Fairs: School or college fairs and exhibitions
• Walk-in: Direct visit to campus
• Online Advertising: Google Ads, Facebook Ads, etc.
• Print Media: Newspapers, magazines, brochures
• Email Campaigns: Email marketing initiatives
• Partner Institutions: Collaborating schools or organizations

Source Analysis

By tracking lead sources, you can analyze conversion rates by channel, calculate cost-per-lead, and identify which sources generate the highest quality prospects.

Lead Conversion

Lead Conversion is an atomic transaction that transforms qualified leads into actionable contacts and enrollment opportunities. The conversion process ensures data integrity by creating all related records in a single database transaction.

Conversion Process

When a lead is converted, the system automatically:

• Creates Contact: Transfers lead information to a new contact record
• Creates Opportunity: Generates an enrollment opportunity with NEW_ENROLLMENT type
• Updates Lead Status: Marks the lead as CONVERTED
• Maintains Links: Preserves referential integrity between lead, contact, and opportunity

Post-Conversion Workflow

After conversion, admissions staff work the opportunity through the enrollment pipeline stages, ultimately converting the opportunity into a student record when enrollment is confirmed.

Contacts

Contacts are individuals with ongoing relationships to your institution. They can be students, parents, guardians, employers, vendors, or other stakeholders. Contact records consolidate information and serve as a central point for opportunities and appointments.

Contact Information

• Name: First name and last name
• Contact Details: Email, phone, mobile number
• Professional Info: Designation and company name
• Address: Physical address
• Contact Type: Student, Parent, Guardian, Employer, Vendor, or Other
• Primary Contact: Flag for main point of contact in organizations

Usage

Contacts link to opportunities for tracking enrollment potential and to appointments for scheduling meetings. This centralized approach prevents duplicate data entry and ensures communication history is maintained in one place.

Contact Types

Contact Types classify contacts by their relationship to your institution. This classification helps with targeted communication, reporting, and workflow automation.

Standard Contact Types

• Student: Current or prospective students
• Parent: Parents of students
• Guardian: Legal guardians of students
• Employer: Corporate partners for placements or partnerships
• Vendor: Suppliers and service providers
• Other: Other stakeholder categories

Opportunities

Opportunities represent potential enrollments in your sales pipeline. Each opportunity tracks expected enrollment dates, probability of closing, expected revenue, and progresses through defined pipeline stages.

Opportunity Types

• New Enrollment: First-time student enrollment
• Re-enrollment: Returning student re-enrollment
• Transfer: Student transferring from another institution
• Scholarship: Scholarship-sponsored enrollment

Opportunity Information

• Opportunity Name: Descriptive title
• Lead/Contact: Link to originating lead or contact
• Expected Enrollment Date: Projected start date
• Probability: Likelihood of enrollment (percentage)
• Expected Revenue: Projected tuition and fees
• Opportunity Owner: Responsible admissions staff member
• Lost Reason: If opportunity is lost, reason for non-enrollment

Revenue Forecasting

The system calculates probability-weighted revenue (Expected Revenue × Probability) for enrollment forecasting and capacity planning.

Opportunity Stages

Opportunities progress through defined stages in the enrollment pipeline, from initial qualification through enrollment or loss.

Pipeline Stages

• Qualification: Initial assessment of fit and interest
• Needs Analysis: Understanding student requirements and program fit
• Application Submitted: Formal application received
• Accepted: Application approved, awaiting enrollment confirmation
• Enrolled: Student enrolled in program (success)
• Lost: Opportunity did not result in enrollment (closed)

Stage Management

As opportunities move through stages, admissions staff update the probability and expected enrollment date. This provides real-time visibility into the enrollment pipeline.

Online Application Form

The system provides a public-facing online application form at /apply that allows prospective students to submit admission applications without requiring an account. The form is a multi-step wizard that guides applicants through the process.

Application Steps

• Step 1 — Personal Information: First name, last name (required), middle name, suffix, email (required), mobile, landline, date of birth, gender, address, nationality
• Step 2 — Program Selection: Browse and select from published programs with department, type, and duration details. The academic year is automatically set from the institution's default academic year
• Step 3 — Background: Free-text field for previous education, work experience, and any additional information for the admissions team
• Step 4 — Consent: Review and accept Data Privacy Policy and/or Terms & Conditions. This step only appears if consent policies have been configured by an administrator. Each policy is displayed as a scrollable block with a required checkbox
• Step 5 — Review & Submit: Review all entered details and accepted policies before final submission

Admission Gate

The application form checks whether admissions are currently open via the/crm/leads/admission-open endpoint. When admissions are closed, applicants see a "Admissions Closed" message with a link to track an existing application.

After Submission

Upon successful submission, the applicant receives a unique reference number for tracking. The application is automatically created as a CRM Lead with "STUDENT" type and "OPEN" status, entering the standard lead management workflow.

Consent & Data Privacy

The system supports dynamic consent policies that are shown to applicants during the admission process. Administrators can configure Data Privacy Policies and Terms & Conditions that applicants must accept before submitting their application. This ensures compliance with data protection regulations such as the Philippine Data Privacy Act (RA 10173).

Policy Types

• Data Privacy Policy: Describes how the institution collects, processes, stores, and protects personal data. Required under Philippine DPA and similar regulations
• Terms & Conditions: Admission rules, refund policies, academic expectations, and other terms the applicant agrees to

How It Works

• Administrators create and publish policies via Settings > Consent Policies
• Policies support HTML formatting for headers, lists, links, and emphasis
• Each policy has a version number — publishing a new version automatically deactivates the previous one
• Active policies appear as a dedicated "Consent" step in the application form
• If no policies are configured, the consent step is automatically skipped

Audit Trail

Every time an applicant submits their application, the system records exactly which policy version(s) they consented to, along with a timestamp and their IP address. This provides a defensible audit trail for compliance purposes. Past policy versions are preserved even when new versions are published.

Setting Up Policies

• 1. Navigate to Settings > Consent Policies
• 2. Click "Publish New Version"
• 3. Select the policy type (Data Privacy or Terms & Conditions)
• 4. Enter a title and write the content using HTML
• 5. Preview the formatted output and click "Publish"
• 6. The policy is now active and will appear on the /apply form

Application Tracking

Applicants can track their application status at /apply/status using their reference number and email address. No login is required.

Status Labels

• Received (OPEN): Application received, waiting for review
• Under Review (CONTACTED): Admissions team is reviewing the application
• In Progress (INTERESTED): Application progressing through admissions
• Accepted (CONVERTED): Application accepted, student record created
• Closed (DO_NOT_CONTACT): Application closed

Tracking Details

The status page shows the applicant name, program of interest, academic year, submission date, and a description of what the current status means.

Admission Flow

The complete admission flow spans the CRM, Education, and Student Portal modules:

End-to-End Process

• 1. Application: Prospect submits online application at /apply, accepts consent policies → CRM Lead created + consent records stored
• 2. Review: Admissions staff reviews and updates lead status (Open → Contacted → Interested)
• 3. Conversion: Lead is converted → Contact + Opportunity created, lead marked CONVERTED
• 4. Student Creation: From the opportunity, a Student record is created in the Education module with APPLICANT status
• 5. Admission Portal: Student logs into the portal and sees the Admission Dashboard with progress steps
• 6. Document Upload: Student uploads required documents (birth certificate, transcripts, etc.)
• 7. Fee Payment: Student views fee schedules and submits proof of payment
• 8. Verification: Admissions office verifies documents and confirms payments
• 9. Activation & Enrollment: Staff clicks "Activate & Enroll" (APPLICANT → STU_ACTIVE) — creates a ProgramEnrollment pre-filled from the lead's application with the default academic year and current term (staff can override), and auto-enrolls the student in all program-linked LMS courses, unlocking full portal access

Appointments

Appointments schedule meetings between prospects and institutional staff for campus tours, counseling sessions, interviews, parent meetings, and general inquiries.

Appointment Types

• Campus Tour: Facility walkthrough for prospects
• Counseling Session: Academic and career counseling
• Interview: Admissions or scholarship interviews
• Parent Meeting: Meetings with parents or guardians
• General: Other appointment types

Appointment Details

• Scheduled Date & Time: When the appointment occurs
• Duration: Length of the appointment
• Lead/Contact: Who the appointment is with
• Staff Member: Assigned institutional representative
• Location: Where the appointment takes place
• Notes: Additional information or requirements

Appointment Status

• Scheduled: Appointment booked
• Confirmed: Appointment confirmed by both parties
• Completed: Appointment took place
• Cancelled: Appointment cancelled
• No Show: Prospect did not attend

Communication Logs

Communication Logs create an audit trail of all interactions with leads, contacts, and students. This ensures continuity when staff members change and provides a complete history of the relationship.

Communication Types

• Email: Email correspondence
• Phone: Phone calls
• Meeting: In-person or virtual meetings
• SMS: Text messages
• WhatsApp: WhatsApp messages
• Other: Other communication channels

Communication Details

• Direction: Inbound (received) or Outbound (sent)
• Subject & Content: Summary and detailed content of communication
• Reference: Link to related lead, contact, opportunity, or student
• Date & Time: When the communication occurred
• Sender & Recipients: Participants in the communication
• Status: Open, Replied, or Closed

Campaigns

Campaigns track marketing and recruitment initiatives. Each campaign has a budget, target audience, date range, and measures effectiveness through lead attribution and cost analysis.

Campaign Types

• Email: Email marketing campaigns
• Social Media: Facebook, Instagram, LinkedIn campaigns
• Event: Education fairs, open houses, webinars
• Print: Newspaper, magazine, brochure campaigns
• Digital Ad: Google Ads, Facebook Ads, banner ads
• Referral Program: Student or alumni referral initiatives

Campaign Configuration

• Campaign Name: Descriptive title
• Date Range: Start and end dates
• Budget: Allocated budget for the campaign
• Actual Cost: Actual expenses incurred
• Expected Leads: Target number of leads
• Target Audience: Prospective Students, Parents, Alumni, or Corporate
• Description: Campaign details and objectives

Campaign Status

• Planned: Campaign being prepared
• Active: Campaign currently running
• Completed: Campaign finished
• Cancelled: Campaign cancelled

ROI Analysis

Track leads generated per campaign, calculate cost-per-lead, analyze conversion rates, and measure overall return on investment to optimize future marketing spend.