Students walking in front of the Don Myers Technology and Innovation Building

Customer Relationship Management (CRM)

AU is collaboratively defining our new Customer Relationship Management (CRM) system, Salesforce.

Contact Us

Office of Information Technology 4400 Massachusetts Avenue NW Washington, DC 20016-8019 United States

Salesforce has been selected as the new Customer Relationship Management (CRM) system and will provide state-of-the-art admissions and marketing capabilities that empower American University staff to better serve prospective students. Salesforce provides a single centralized platform for storing and managing data. This means that American University staff will be able to access student data faster and easier streamlining the time from application to enrollment.

Salesforce also helps with automating the application review process by highlighting and identifying candidates that meet specific criteria, which aids the admissions teams to quickly identify the best candidates for admission.

The full implementation of Salesforce and retirement of Recruit consists of several phases for both Undergraduate and Graduate.

The first Undergraduate phase is on track for a December 20, 2023 Go Live and culminating in decision day in March 2025.

The first Graduate phase will focus on the College of Arts and Sciences, School of Public Affairs, School of International Service, and the School of Communication programs with a planned go live date of February 8, 2024.

Guiding Principle & Vision Statement

Guiding Principle

Start with Admissions, Plan for the Future.

Vision Statement

American University is pursuing a seamlessly integrated enterprise technology framework that supports data integrity and establishes a single source of truth. This framework will be adaptable and scalable in order to respond quickly to shifting paradigms in the higher education space.