For educational and educational institution use only.Feel free to make your own title slide if you wish to use this slide deck The remainder of this presentation is protected by copyright law. You may, however, use any or all of the slides for your own presentation or discussion purposes within the higher education arena, provided that the source is cited. If you have any questions regarding the material or permitted usage of the materials in this slide deck, please contact any of the following:Lavon Frazier, LL Consulting, at lavon.frazier@LLConsultingGroup.comLynn Hulett, LL Consulting, at lynn.hulett@LLConsultingGroup.comDan Miller, Advantiv solutions, at email@example.comThank you for your cooperation.
Example of a DecisionDirector web page.
CRM had its start in the mid- to late-1980s with Sales Force Automation where the “C” stood for Customer. In higher ed, we don’t usually think of the people we interact with as “customers” per se, so for us, the “C” stands for constituent. CRM principles and systems can be used successfully to further relationships with all our constituents across the board – prospective students from first contact through the application and admit stages, enrolled students, and certainly our alums and donors. It’s also appropriate for recruiting and retaining employees, as well as furthering other relationships. For today’s purposes, however, we’re going to focus on the student life-cycle, from prospect to student to alum.The “R” stands for Relationship. This is really all about relationships. In these days of competition for students, the emphasis is on building and nurturing a strong relationship with the student from the time they first indicate an interest in our institution until they leave a bequest.The “M” is for management. While we as the institution can’t directly manage the relationship, we can manage the activities that initiate, direct, and track all interactions with the constituent. And we can, based on data collected from the results of those activities, refine and improve what we do to build and nurture future relationships.
CRM is much more than just a system we buy and implement. It has to be part of a strategy to provide better and more effective service to our targeted constituents so that both sides benefit. It helps us get what we want – to meet our enrollment goals, save money, and help faculty and staff be more productive. And it helps the constituent get what s/he wants – an education from an institution where the people care about and treat him/her as an individual and are ready to help him/her be successful in any way that they can.A CRM system alone can’t do that, but a business strategy that’s implemented with people and processes supported by a good CRM system and working in a culture of constituent service can.
We need to know what our institutional goals are and the strategies for accomplishing them before we can know what we want a CRM system to do for us and find the right system to do it. A CRM system is part of the solution, and should not be the driver for business change.
Then on the more practical and measurable side of things:These numbers are strictly examples of what can be achieved using CRM techniques with an appropriate CRM system and are by no means guaranteed. Much of our success will depend on our people and our procedures, not the technology alone.Note that these numbers have been reported either in personal conversation with people responsible for student recruitment and/or retention at various institutions or in public case studies. The institutions represented range from small privates (enrollment 2,000) to large publics (enrollment over 46,000).These numbers are not meant to imply that all schools in all situations will realize these results. However, they are real. The source of the numbers can be found on the Success Story slides and accompanying notes.
This shows the CRM system as one of the core data-collecting operational systems - in the inner circle along with the SIS (Student Information System), HRS (Human Resources System), FMS (Financial Management System), and LMS (Learning Management System). These systems are surrounded by a BI (Business Intelligence) layer that provides decision support analysis, reporting, modeling, and forecasting based on the data collected and processed by the core enterprise systems. Then, directed by decisions made with BI information, and with access to full individual profiles and interaction history, CRM is the system which supports front-line dealings with all constituents.
Our focus has been to create tools and content that address the most pressing areas of need in higher education.Across the top of this diagram, you see COMMON functional components that span the middle or constituency system sections. There are a number of COMMON functions that support relationship management regardless of the constituency, whether students or employees or donors, etc. We’ll see more of what’s in this block on the next slide.Then in the middle are the system components with specialized functions for each constituency: functions that support recruiting prospective students, retaining enrolled students, keeping alumni involved, fund-raising, and recruiting and retaining faculty and staff.The bottom block represents the UTILITY functions or systems that support carrying out recruitment, retention, etc., activities. These sometimes already exist at the institution and could be used for and/or integrated into CRM, e.g., a calendaring system. If not already available, then some of these utility functions could be provided by the CRM vendor.
Here are the major functional components in each of the blocks for the student life-cycle. (Note: The following slides provide a brief description of each of these functions and are fairly self-explanatory.)
Communications Mgmt - CRM provides us a way to deliver personalized communications on a macro scale. Analytics & Reporting - Note that the latest predictive models draw on social as well as academic student preparedness and student progress data.
This list is provided for your information only. It is not necessarily an exhaustive list. No warranties of any kind are implied. Mergers, buy-outs, going out of business, etc., happen. The links are to the company’s home page, or in the case of companies that also serve corporate clients, the links are to the higher ed section of their website if they have one.
End of the executive summary slides.
CRM Executive Overview
Constituent Relationship ManagementCRM System Planning and Selection:An Executive Overview<br />Advantiv Solutions & LL Consulting<br />September 2009<br />
About Us<br />Advantiv<br />System planning and selection since 1997<br />DecisionDirector® web-based collaborationand decision support toolset<br />Student, Finance, HR-Payroll, CRM, soon LMS<br />LL Consulting<br /><ul><li>Planning and information system consultants
Many years experience with full range of university administrative systems
Committed to institution and student success</li></li></ul><li>Our Mission<br />To provide CRM information, system planning and selection tools and related services to colleges, universities, and public sector organizations.<br />
CRM Methodology<br />Our CRM planning materials are designed to plug into the DecisionDirector system planning and selection tools and methodology.<br />System Selection Process <br />Project<br />Charter<br />Brainstorm<br />Business<br />Process<br />Review<br />Requirements<br />Definition<br />Requirements<br />Validation<br />Proposal/<br />Vendor<br />Evaluation<br />Summary<br />Evaluation<br />
Project Collaboration with DecisionDirector<br />Phase<br />Activities<br />Plan<br />On-Going<br />Maintenance and Management<br /><ul><li>Project Charter Discussion
Configurable participant“forums” for many project activities – this example is a requirements definition activity<br />Customizable and reusable contentpresented in a familiar and easy to use interface<br />Completely web-based and browser-independent<br />
C-R-M?<br />Constituent - prospect, applicant, student, alum, donor, employee, others<br />Relationship - between the institution and each constituent<br />Management – the institution’s activities that initiate, direct, and track interactions with constituents <br />
Definition<br /> Constituent Relationship Management is a business strategy with supporting technology designed to maximize benefits to both the constituent and the institution from their relationship.<br />
Institutional Goals are the Driver<br />Strategies<br />Solutions<br />Institutional Goals<br />Institutional goals drive CRM strategies which in turn determine system solutions.<br />
Competitive Advantage<br /> "When colleges are at parity, distribution is similar, and pricing is equal… then the only competitive weapons are communication and relationships with customers.“<br />Tom Huddleston, VP<br /> Marketing, Communications, & Admissions<br /> University of Central Florida<br />
Value to the Institution<br /> Potential* for:<br /> more applicants (10% – 200% increase)<br /> higher enrollments (20% - 50% increase)<br />higher ability students (ACT from 21/22 to 26)<br />better mix (400% increase in internationals)<br /> higher first-year retention (24% increase)<br /> higher four-year graduation (23% increase)<br /> lower cost ($45,000 - $1,000,000 annual savings)<br /> * all results obtained from documented case studies or personal interviews <br />
Actionable Information for Building and Sustaining Relationships<br />ProspectiveStudent<br />ProspectiveEmployee<br />CRM<br />BI<br />Faculty<br />EnrolledStudent<br />SIS<br />CRM<br />HRS<br />LMS<br />Staff<br />FMS<br />Alumni<br />BI<br />CRM<br />Donor<br />Parents<br />Life-longLearner<br />
Common CRM Functions<br /><ul><li>Constituent Data Mgmt - gather and maintain data for all constituents
Campaign Mgmt - set up and track marketing plans
Communications Mgmt - plan and deliver communications to constituents
Event/Activity Mgmt - set up campus visits, fairs, etc.
Interaction History - record all outgoing and incoming communications and interactions with each constituent
Analytics & Reporting - analyze data forplanning and operations; apply predictive models</li></li></ul><li>Student Recruitment CRM Functions<br />Prospect Data Mgmt - gather and maintain data specific to prospects<br />Recruiter Mgmt - manage information about recruiters and their assignments, calendars, activities, and tools<br />Applicant Mgmt - gather and maintain data and track communications specific to applicants<br />Self-Service - provide prospects and applicants with customized information and services on the web<br />
Student Retention CRM Functions<br />Advising - gather and maintain data specific to advisees; manage information about advisor assignments, calendars, activities, and tools<br />Engagement - track student participation in academic and other activities to support completing their education<br />Intervention - identify at-risk students and provide counseling or other assistance<br />Self-Service - providestudents with customized information and services on the web<br />
Utility CRM Functions<br /><ul><li>Access Control - allow access only to authorized users
Bulk Email - send and track large volumes of email
Data Loads & Exchanges - exchange data between systems
Data Warehousing - capture and save historical data
Security & Compliance - secure confidential data and comply with all laws and regulations
Workflow - trigger and execute business process steps
plus Admission Application Forms, Calendaring, ContentMgmt, Digital Repository, E-Payment Processing, Emergency Notification, Portal Framework, and Problem Mgmt </li></li></ul><li>Vendors in the CRM Space (as of Q3 2009)<br /><ul><li>Astadia