Augusta University Online (AUO) partnered with Kennedy & Company to identify a lifecycle CRM that would effectively support its operations, and align with its long-term goals and strategic vision.
The engagement began with focused discovery sessions involving all key stakeholder groups who play a role throughout a student’s journey at AUO, as well as AUO’s external marketing partner. The team also reviewed materials collected during AUO’s initial requirement-gathering efforts. Additional sessions and follow-ups were conducted as needed to clarify previously gathered information and ensure a shared understanding of goals, needs, and current challenges.
A full technology audit was conducted to inventory existing systems, evaluate their roles in supporting business processes, and identify opportunities for system consolidation, enhanced integration, and roadmap development.
Kennedy & Company also evaluated the current state of CRM usage and adoption and identified key factors that had limited its broader expansion, including the extent of system customization.
The team also assessed AUO’s governance model, data architecture, use of standard versus custom functionality, communications and automations, third-party applications, integrations, and available documentation. Specific use cases, desired outcomes, and process limitations were captured to inform CRM requirements and future-state planning.
Drawing from these insights, Kennedy & Company developed a detailed set of functional and technical requirements to be met by a lifecycle CRM. Priority areas and evaluation criteria were outlined to guide the selection process.
Final recommendations addressed potential limitations, opportunities for streamlining the technology landscape, and alignment with AUO’s long-term objectives—supporting informed decision-making for both CRM selection and broader technology planning.
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