Macquarie University, Australia
- A threefold increase in the number of international students enrolled at the university through the Hobsons Service Centre between 2001 and 2004
- The implementation of a new global recruitment strategy backed by a customised technology suite that gives measurable results
- Providing an electronic system which supports the university’s long-term recruitment strategy and gives them a platform for further enhancement of recruitment and application processes
The challenge
Macquarie University first came to Hobsons six years ago with the challenge to help them put in place a comprehensive e-commerce strategy which would help the institution capitalise on the increasing dominance of the internet as an information tool for young people.
Our joint aims were to attract increased applications from international students and manage the application process effectively. Over the years, Hobsons’ objective has been to improve the services we offer Macquarie and keep in step with technological advances in this field.
Our solution
We created the Service Centre, which acts as an e-contact point for prospective Macquarie students worldwide. According to the University, this now accounts for 30 to 40 per cent of all international admissions. Its success can be attributed to the high quality, efficient customer service it delivers throughout the electronic enquiry process.
Professor Tony Adams comments: ‘We found in the Service Centre a way of sharing the development and support of new system, systems we could not have developed by ourselves.’
In 2001, after several years with the Service Centre, Macquarie saw the opportunity to leverage its strategy into other areas of the recruitment process. The University invited Hobsons to develop a management system for its international student applications. Custom building the eMU system (electronic Macquarie University) Hobsons modelled its structure on the university’s own work practices, and improved the transparency of the application cycle (as well as its measurability) through tracking and reporting functions.
Results
By extending its partnership with Hobsons over the years, Macquarie University has propelled a new phase in international recruitment. Applying bespoke services and technology, it has made a multitude of processes more efficient and user-friendly for both staff and students.
'We found in the Service Centre a way of sharing the development and support of new system, systems we could not have developed by ourselves'
Professor Tony Adams, Macquarie University, Australia
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The Service Centre
The Service Centre is a purpose-built outsourced contact centre responding to, and managing relationships with, prospective students using sophisticated e-business strategies. Its key objective is to enable universities to convert more international enquiries into enrolments More//