In this panel-style webinar hosted by Chronicle of Higher Education, Josh Strehle, Senior Product Marketing Manager at FormAssembly, was joined by Tom Kelleher, Salesforce Architect & Consultant at Attain Partners, and Brian Karcinski, Salesforce Architect at the University of Florida, to discuss how higher ed data can be used to solve challenges and drive efficiency for the modern age of learning.
Colleges and universities are responsible for collecting and managing important – and often private – data. How this information is collected and stored can impact an institution’s critical functions, making higher education data management more crucial now than ever.
If you missed this webinar presentation, you can watch it on-demand here or read on for a detailed re-cap of what the panelists discussed.
The biggest data management challenges facing higher education
The presentation began by polling the audience to learn what their biggest challenges are when it comes to data collection at their institutions. The poll was multiple choice; the top results were telling, and informed the conversation led by the panelists.
- Lack of compliance coverage and security issues: 11%
- Manual and time-consuming corrections resulting from bad data: 67%
- Outdated systems and lack of integrations: 60%
- Ability to easily create forms in minutes: 32%
- The need for unlimited forms and responses: 16%
How to address data challenges in 2025
Data challenges in 2025 look a little different than in years past with the omnipresence of artificial intelligence (AI). The panelists discussed how it is easy to get caught up in the buzz surrounding technologies like AI; the topic brings a combination of excitement and fear for most people.
Many institutions are looking for “boxed software” solutions that promise to fix data problems quickly and easily. While AI is often positioned as that kind of cure-all, the reality is far more complex.
Tom shared his approach when working with higher education institutions looking to level up their data collection and management processes. He starts by asking them two questions: what problem are you trying to solve, and what “data skeletons” might be hiding in the closet? For instance, if a university confesses that they are still collecting PDF forms from students, he knows they’ll need to start from square one. The journey to get where they want to go, with AI or not, is going to take some time. Just because a data process is digital does not mean that it is properly connected.
Change rarely happens quickly in higher education, especially when it comes to technology. As a result, many institutions face ongoing challenges from outdated systems. Foundational questions often need to be addressed before meaningful progress can occur. For instance: Are your business processes clearly mapped out? AI automation depends on data flowing reliably between systems. Without that foundation, simply adding a new tool won’t solve the problem.
Uncertainty around federal funding for higher education
There has been a lot of uncertainty this year around how federal funding may be rolled back for higher education institutions in the United States. It stands to reason that technology is a cost that colleges and universities need to address in the wake of this uncertainty.
However, the panelists shared that this lack of clarity is actually pushing higher ed to focus more on technology, not less. Getting more data into Salesforce has been a priority for many colleges and universities. Institutions know that they need to look towards using the data they have at their disposal to justify why they still need federal funding. Being able to stand by data that is strong and consistent, and being able to report on it accurately, is of paramount importance. It enables institutions to make their case for continued funding with confidence and credibility.
Rectifying broken integrations
Data governance is the most important conversation to have regarding fixing broken integrations. Challenges usually arise when a department wants access to another department’s data. It’s really important to have genuine conversations across campus about how best to access and move data around.
In higher education, data should be institutional; it should be there for all necessary parties to access for the benefit of the students. Getting into arguments around it is counterproductive. That doesn’t necessarily mean you need to create one monolithic data organization; there are tools to help that allow smaller departments to have the freedom that they need to use institutional data in a productive way. Requiring use of an online forms builder like FormAssembly for all departments is helpful for field mapping, enabling single sign-on, and more that is required for making data accessible and integrations functional.
Using APIs as a tool
According to the panelists, it is preferred that higher ed institutions push data out into a data lake rather than use APIs as a tool. Avoiding manual data entry is always the goal, which is one of the reasons why FormAssembly stands out as a solution and partner.
Data needs to live in a “lake,” “cloud” or “warehouse” these days. Harkening back to an earlier point the panelists made, if an organization is ever going to break that next barrier into things like AI, relying on APIs won’t help. Formatting of data and the consistency of formatting will come into focus in the coming year, especially as organizations work to adopt AI.
Making form submissions a streamlined process throughout the student lifecycle
Students often face a maze of online forms throughout their lifecycle – from admissions and advising to housing, financial aid, and graduation. One of the most important steps institutions can take to improve this experience is to reduce the volume and complexity of these forms. That begins with better use of the data they already have.
For example, if a student has submitted their basic information once – first name, last name, email address – why ask for it again? By tapping into existing data repositories, whether a CRM like Salesforce, a student information system, or a centralized data lake, institutions can eliminate redundant questions and capitalize on the use of pre-populated fields, such as those that FormAssembly enables. The result is a streamlined, less frustrating experience.
Integrating Single Sign-On (SSO) is also a powerful enabler here. When forms are placed behind SSO, institutions can immediately identify the user and dynamically retrieve relevant data. With the right connectors and lookups in place, forms can be pre-filled, shortened, and tied directly to existing records. This not only reduces student effort but also improves data accuracy and internal processing.
There’s also value in maintaining some consistency in form design. Familiarity with the interface and flow builds confidence and reduces friction. The key is to balance consistency with personalization by providing students with forms that are recognizable and increasingly adaptive based on their data.
Increasing form completion rates with smarter, student-centered design
One of the biggest challenges in higher ed is getting students to actually finish the forms they start. According to the panelists, the best way to improve completion rates is to make forms shorter and smarter.
Rather than asking for everything at once, schools can use platforms like Salesforce to create segmented journeys to guide students through, collecting only what’s needed at each stage. This reduces friction and makes the process feel more manageable.
It’s also about meeting students where they are. If a student has already shared their name and indicated their interest in pursuing a Computer Science degree as a high school sophomore, that information should personalize future interactions like being invited to meet a professor during a campus visit during their junior year. By the time they reach the step of filling out the full application for the university program, much of the data needed will have already been captured, cutting down the work required from the student.
Ultimately, reducing redundancy and building on existing data helps students stay engaged and more likely to complete the process.
Improving student feedback processes
Enhanced data collection can be used to improve how institutions respond to students in real time. For example, forms can be set up to trigger cases for staff to follow up on, such as if a student fills out a course withdrawal form. Rather than that form submission being the end of the road, Salesforce-connected tools like FormAssembly can set up a trigger for a new case to open when that withdrawal form is submitted – then, someone can follow up with that student to see how else the university can support them. This small action turns a passive data point into an opportunity for proactive outreach, helping institutions offer a more human-centered, holistic student experience.
It’s not just about individual touchpoints, either. As Brian from the University of Florida shared, having a standardized approach to feedback – like using the same satisfaction survey across departments – creates consistent data that can be tracked and compared over time. Whether it’s an advising appointment or a financial aid interaction, consistent feedback mechanisms allow for campus-wide insights and more coordinated improvements.
Having access to actionable data hinges on strong data governance, but if higher ed can put effort into this, the payoff is clear: better insights, faster responses, and a more connected student experience.
Laying the groundwork for better data and better student experiences
At the heart of improving student experiences and institutional efficiency is the ability to collect and manage data. Tools like FormAssembly play a crucial role in making that possible. By replacing manual data entry with structured, integrated form processes, institutions can ensure cleaner, more consistent data from the start.
FormAssembly offers a flexible, user-friendly platform for managing everything from simple requests for information to complex, multi-page forms. Its ease of use empowers teams across college and university campuses to build and deploy forms quickly. Most importantly, by taking control of data quality early in the process, higher education institutions can create a solid foundation for smarter decisions, better service, and a more connected student journey.
