A New Vision for CRM

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Join Nicole Englebert as she discusses the future of CRM in higher education.

Join Nicole Englebert as she discusses the future of CRM in higher education.

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Transcript

  • 1. Getting to the Good Stuff – A New Vision for CRM Nicole Engelbert, Lead Analyst
  • 2. Agenda
    • The deck is stacked for CRM in higher education
    • The stars are aligning for significant & rapid change
    • It’s all about the individual in relationship management
    • Don’t be a fool with a tool – the importance of having a plan
    • Next generation CRM requires specific features & functionality
    • “ It’s not just what you say, but how you say it…”
    • The road ahead for CRM in higher education
  • 3. The deck is stacked for CRM in higher education
    • The number of secondary school graduates will start to decline in 2010
    • Other English speaking countries are actively enrolling more international students
    • Online programs are creating a more broad and attractive set of options for students
    • Looming recession will put higher education in greater competition with other public services
    • An expectation for personalized relationships comes ‘standard’ with the millennial student
    • Doing a whole lot more with a whole lot less may be a permanent reality for higher education
    Source – National Center for Education Statistics
  • 4. The stars are aligning for significant & rapid change n=179
  • 5. Having CRM will no longer be a key differentiator
  • 6. New and expanded installations are driving rapid spending growth
  • 7. It’s all about the individual in relationship management
    • The ‘Millennial’ generation expects institutional interactions to be relevant and in real-time
      • The “permanent record” meets Facebook while on an iPhone
    • Relationships are no longer just role-based, but time and context-dependent as well
      • Managing the funnel has gotten a lot more difficult
    • CRM touches a far more diverse set of end users than most enterprise applications
      • Fighting for real estate on a crowded desktop
  • 8. The most effective CRM implementations are strategies first What does your institution need to accomplish in order to realize its mission? What does your institution intend to do in order to accomplish its goals? What tools & resources does your institution need in order to accomplish its goals? Strategy Execution Institutional goals CRM in Higher Education
  • 9. Next generation CRM requires specific features & functionality FUNCTIONALITY VALUE TO HIGHER EDUCATION Offering maturity Reduce the risks associated with investing in a new solution Strategy & execution Create and maintain an effective relationship management strategy Offering breadth & depth Support relationships across the entire student lifecycle Offering scalability Enable relationship management across departments & colleges Interoperability & integration Leverage valuable data collected by other mission-critical applications Multi-channel capabilities Empower interactions to occur in multiple locations Analytics & reporting Turn data into actionable insight Workflows & management tools Realize attractive productivity gains and improvements in customer service End-user interface Improve end-user acceptance and relevance Configurability Enable the creation of a more personalized end-user experience
  • 10. A few functionality areas are particularly important
    • Using analytics to improve instructional effectiveness
    • Reaching students where they live through multi-channel capabilities
    • Improving productivity and student service through automated workflows
    Strategy formulation Strategy execution Data analysis Analysis CRM analytics SMS Voice email Mail In-person Internet Future Cellular Multi-channel Y/N START END END
  • 11. Key functionality, continued
    • Configurability enables institutions to provide a truly personalized experience.
    • Role-based views of the application will contribute to more robust end-user uptake.
    • Deep integration is paramount to creating a 360 ˚ view of the student experience.
    Student Information System Enterprise Resource Planning Solution Learning Management Solution Business Intelligence Solution Institution 1 Institution 2 Institution 3 CRM solution Admissions Student services Alumni affairs Directors Administrators Support staff CRM
  • 12. “ It’s not just what you say, but how you say it…”
    • Institutions have surpassed the ‘upper limit’ when it comes to maintaining software applications
    • As student expectations for institutional interactions change rapidly (and constantly), CRM is uniquely suited to an on-demand delivery model
    Features & functionality are crucial to executing a CRM strategy, but the solution’s delivery also has profound implications!
  • 13. Higher education is changing its opinion of on-demand Institutional Orientation to Outsourcing 5.3 7.1 9 12.1 15.2 9.1 10.5 12.1 8.8 7.1 11.8 7.1 8.8 8.1 2.7 1.1 1.3 3.3 5.5 4.3 2.8 5.6 2.6 3.2 4.3 2.7 4.3 8 7.6 2.6 5.5 2.7 5.4 8.5 6.8 3.9 7.5 4.1 7.7 5.4 5.4 0 5 10 15 20 25 30 2006 2007 2006 2007 2006 2007 2006 2007 2006 2007 2006 2007 2006 2007 Business Intelligence Content Management Desktop Management Enterprise Applications IT Systems Management Mobility Security Percent of Respondents Within 6-24 months Within 6 months Currently outsources
  • 14. The road ahead for CRM in higher education
    • Advanced functionality, such as multi-channel capabilities, automated workflows and analytics, will become widely adopted
    • CRM will move out of the admissions office and expand across the entire student lifecycle to include retention and development
    • Institution-wide implementations of CRM will become increasingly pervasive
    • The boundaries between CRM and other mission-critical applications will fade
  • 15. Key education technology analyst contacts
    • Nicole Engelbert
    • Lead Analyst
    • Datamonitor US
    • t: (212) 652-5301
    • [email_address]
    • Ben Madgett
    • Analyst
    • Datamonitor US
    • t: (212) 652-5324
    • [email_address]
    • Christine Chang
    • Associate Analyst
    • Datamonitor US
    • t: (212) 652-5343
    • [email_address]
    Ruchi Mallya Associate Analyst Datamonitor US t: (212) 652-5319 [email_address] Justin Davidson Associate Analyst Datamonitor Europe t: + 011 44 20 7675 7468 [email_address]