The Full Story
Durham University has transformed its recruitment and admissions over approximately five years, shifting from a decentralised system, where each department managed its own enquiries, event specific forms, and data entry, towards a centralised, streamlined structure. Prior to working with Gecko, several pain points persisted. Multiple forms had to be created and renamed for each event. Course list options were inconsistent, causing manual cleanup (e.g. “maths” vs “mathematics” entries). Data from leads and enquiries was often disjointed or delayed.
The integration of Gecko with Microsoft Dynamics 365 played a major role in this shift. Durham now uses forms where they can import events, and the course list is baked into the form’s field options, dramatically reducing manual data correction. Workflows are built so that follow up communications (post event or post fair) are automatically sent. These can happen promptly even while fairs are running, helping reinforce Durham's image as responsive and tech forward.
Communication workflows also include sending reminders on the day of events, which was previously difficult or tedious under their old system. Because Gecko is tightly integrated with their CRM, data flows smoothly. Existing contacts are updated rather than duplicated, and enriched with new input over time. This allows Durham to build up richer profiles of prospective students, identify key traits (e.g. local vs mature students), and send more targeted, relevant messages (such as scholarship offers or department specific info).
For staff, the impact is tangible. Less time wasted cloning forms or correcting data. More time available to focus on student engagement and experience. Because much of the low value administrative burden is now handled via automated workflows, the overall student journey has become more reliable and consistent.