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HOW INSTITUTIONS FOR HIGHER EDUCATION CAN
REACH NEW HEIGHTS IN THE DIGITAL AGE!
 Marc van den Berk
 itelligence
 Manage...
© 2015 SAP SE. All rights reserved.
Did you know? Vision Leading
97 out of 100
of the World’s Top 100
Universities run SAP...
STUDENT BEHAVIOR
STUDENTS ARE NO
LONGER PASSIVE
…and they are armed to the teeth
Social
Email
Personal
Order
Web
Mobile
Phone
ACROSS MULTIPLE CHANNELS
SIMULTANEOUS INTERACTIONS
DIGITAL AND PHYSICAL WORLD...
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHON...
EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS
CHALLENGES
INSTITUTIONS ARE FACING
…Empowered students
…Digitalisation
…Adult learners | Diversity
SOURCE BOSTING CONSULTING GROUP, V...
EMPOWERING THE MODERN
INSTITUTION
IT’S A DIFFERENT
GAME WITH NEW
RULES
OMNI-CHANNEL
ORCHESTRATION IS
NEEDED
57%
Of marketeers have no
clear omni-channel
marketing strategy
SOURCE – ECONSULTANCY...
USE DATA
EFFECTIVELY
10%Of marketeers use data in
a systematic way
SOURCE – TERADATA
Only
MARKETING CHANGES
AND NEEDS
…Insights
…User Experience
…Speed & Agility
Higher Education is a
competitive and
dynamic market…
What can we learn from strong
brands like Nespresso, H&M,
G-Star, Lego and others?
What has been developed for
Higher Educ...
SOLUTION OVERVIEW
CURRENT SITUATION | SILO’S
…Data captured in different sources
…No consistency in experiences
…Complex, time consuming IT
...
EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS
CUSTOMER ENGAGEMENT & COMMERCE
SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION
Enabling companies to deliver
contextual, consistent, and
relevant experience...
SAP CUSTOMER ENGAGEMENT & COMMERCE
CUSTOMER ENGAGEMENT & COMMERCE
Customer Profile
Marketing
Student data management
Sentiment Analysis
Recommendation
Conver...
1 of 5 |CUSTOMER PROFILE
(hybris profile)
Enables companies to build a
dynamic profile of a customer by
capturing all their touch points
with the company across any...
HYBRIS PROFILE
“VOICE OF THE CUSTOMER”
User Interface for customer
…Validate data and profile
…Usage
HYBRIS PROFILE | PROVIDES UNIQUE INSIGHTS
2 of 5 | MARKETING
(hybris marketing)
I am digitally connected
I am socially networked
I am better informed
I am an individual
Context makes
the difference
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION
OF RELEVANT
CONTENT(PROSPECTIVE)
STUDENT
TOUCHPOINTSWHAT ...
…Data Management
…Segmentation and target groups
…Recommendation
…Convert
…Multi Touch Campaigns
…Loyalty
…Planning
…Chann...
HYBRIS MARKETING | CREATING TARGET GROUP
3 of 5 | CRM EDUCATION
(SAP Cloud4Customer HE)
CRM HIGHER EDUCATION
Recruiting
• Create and manage prospective student
records
• Support student recruitment campaigns,
e...
CRM HIGHER EDUCATION
Student & Alumni Management &
Intelligence
 Fast account and contact updates
 Student Master Data
...
CRM HIGHER EDUCATION
Prospective
Students
Leads
Prospective
Students
Opportunities
Prospective
Students
Individual
Custome...
TEST SCORES AND EDUCATION HISTORY
FACEBOOK INTEGRATION
FACEBOOK INTEGRATION
4 of 5 | (M)COMMERCE
(hybris commerce)
HYBRIS COMMERCE | (M)COMMERCE
One (m)commerce platform
(landing pages, web shops,
mobile) for content, search and
ordering...
BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER
In direct contact with the student… Business-to-business processes. A
human ...
SME
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
COMPANIES USING HYBRIS COMME...
HYBRIS COMMERCE IN EDUCATION
 ‘Version Education’
by itelligence
RESPONSIVE DESIGN AND ALL B2C AND B2B BEST PRACTICES
 Personalisation
 Session
 Login
 Recommendation
 Promotion
HYBRIS COMMERCE | PERSONALISATION
5 of 5 | PRODUCT CONTENT
(hybris Product Content Management)
PRODUCT CONTENT MANAGEMENT
Catalog
Curriculum tickets
Merchandise
Books Software
Subscriptions
Social
Email
Personal
Ordering Web
Mobile
Phone
ACROSS MULTIPLE CHANNELS
SIMULTANEOUS INTERACTIONS |
DIGITAL AND PHYSICAL ...
PLATFORM CONCEPT
One source for commercial
product information for multi-
channel use! (webshop, website,
print, mobile, w...
EDITORIAL
CONTENT
PRODUCT
VIDEOS
SEARCH FILTERS IMAGES (HI-RES
& LOW-RES)
RICH PRODUCT
PRESENTATION
USER-GENERATED
CONTENT...
PRODUCT CONTENT MANAGEMENT
User-generated
content
Communities Brand engagement
and sales
Recommendations
Real-time reviews...
PRODUCT CONTENT MANAGEMENT | IMPORT STRUCTURE
PRODUCT CONTENT MANAGEMENT | ENRICH CONTENT
PRODUCT CONTENT MANGEMENT
PCM Module
 For all channels!
 Maintain module information
 Rich functionality as result of 1...
TRANSFORM
IMPROVE
TOUCH POINT EXPERIENCE
PROCESS AND DATA
COMPLEXITY
Where to start?
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
ORGANISATIONAL CONDITIONS
Innovativeness | Competences
Vision and leadership
Ability to
change
leaders
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Helps to focus
Same mindset
Bianca van den Hoven| 34
Single, Likes : Sports, Travel, ...
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
As team (+ Bianca)
Bianca van den Hoven| 34
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Customer dimension
Employee dimension
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Improvement to projects in Roadmap
• Roles
• Processes
• Applications
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Project manager one of our Higher Education customers:
“the value of taking the detai...
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
START SMALL AND LEARN!
Where
to start?
NEXT STEPS
Meet & Greet hybris workshop
HANDS-ON
WORKSHOP
Deeper insights
Discuss on strategy
Discover collaboration
TAKE AWAYS
TRANSFORM ORGANISATION AND TALENT
TO STRATEGIC
“GROWTH FACILITATORS”
Customer ProfieDynamic Student Journey
Customer Engag...
www.itelligencegroup.com
THANK YOU FOR YOUR ATTENTION
Q&A (just ask…)
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Student engagement and CRM in higher education by itelligence okt15

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How can institutes improve recruitment? What is offered to support the dynamic student journey and how can you be agile, collaborate effectively in a complex multi-channel environment?

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Student engagement and CRM in higher education by itelligence okt15

  1. 1. HOW INSTITUTIONS FOR HIGHER EDUCATION CAN REACH NEW HEIGHTS IN THE DIGITAL AGE!  Marc van den Berk  itelligence  Manager Customer Engagement & Commerce Region Western Europe  Tom Kelly  itelligence  Account Executive Customer Engagement & Commerce  Rob Jonkers  SAP  Solution Manager for SAP (Higher) Education Cloud Solutions
  2. 2. © 2015 SAP SE. All rights reserved. Did you know? Vision Leading 97 out of 100 of the World’s Top 100 Universities run SAP solutions? 7500 (Higher) Education institutions world wide run SAP solutions?  Provide simple, modern & innovative solutions to deliver services to students to get them onboard, learn, graduate & succeed  Improve student’s lives by making (Higher) Education Services more accessible & more relevant  Empower student success & retention for superior results and lifelong learning
  3. 3. STUDENT BEHAVIOR
  4. 4. STUDENTS ARE NO LONGER PASSIVE …and they are armed to the teeth
  5. 5. Social Email Personal Order Web Mobile Phone ACROSS MULTIPLE CHANNELS SIMULTANEOUS INTERACTIONS DIGITAL AND PHYSICAL WORLD Internet of things Wearables
  6. 6. REFER FRIENDS POST REVIEW JOIN GROUPS TRACK ORDER RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE RECEIVE OFFER DISCOVERY STUDY OFFER ADMISSION TRACK STATUS RESTART SERVICE SHOP & BUY CONFIRMATION MISSING INFO POST REVIEW STUDENT INFORMATION PAYMENT ISSUE CHANGE ADDRESS CONNECTED JOIN GROUPS COURSES SOCIAL EVENTS ALUMNI REFER STUDENTS MOBILE PRINT DIGITAL ADS WORD OF MOUTH SOCIAL WEB SITE REVIEWS SEARCH KW/ADS STUDENT HELPDESK WEB SHOP EMAIL SOCIAL WEB SHOP CONTACT CENTER CONTACT CENTER STUDENT HELPDESK SOCIAL WORD OF MOUTH SOCIAL EMAIL AWARENESS INTEREST DECISION ACTION USE ACTION PROMOTER DECISION USE EACH STUDENT TAKES THEIR OWN JOURNEY MANY POTENTIAL TOUCHPOINTS APPLICATION RECRUITMENT AGENT RECRUITMENT OFFICER ADMISSION OFFICER OPEN DAYS STUDENT ADVISOR STUDENT BUDDY GRADUATION STUDENT BUDDY PORTAL MOBILE PROSPECT LIFE LONG LEARNING
  7. 7. EVERY JOURNEY IS UNIQUE AND EVERY POINT OF ENGAGEMENT MATTERS
  8. 8. CHALLENGES
  9. 9. INSTITUTIONS ARE FACING …Empowered students …Digitalisation …Adult learners | Diversity SOURCE BOSTING CONSULTING GROUP, VSNU …(Global) competition
  10. 10. EMPOWERING THE MODERN INSTITUTION
  11. 11. IT’S A DIFFERENT GAME WITH NEW RULES
  12. 12. OMNI-CHANNEL ORCHESTRATION IS NEEDED 57% Of marketeers have no clear omni-channel marketing strategy SOURCE – ECONSULTANCY AND EXPERIAN
  13. 13. USE DATA EFFECTIVELY 10%Of marketeers use data in a systematic way SOURCE – TERADATA Only
  14. 14. MARKETING CHANGES AND NEEDS …Insights …User Experience …Speed & Agility
  15. 15. Higher Education is a competitive and dynamic market…
  16. 16. What can we learn from strong brands like Nespresso, H&M, G-Star, Lego and others? What has been developed for Higher Education?
  17. 17. SOLUTION OVERVIEW
  18. 18. CURRENT SITUATION | SILO’S …Data captured in different sources …No consistency in experiences …Complex, time consuming IT Business cannot perform
  19. 19. EVERY JOURNEY IS UNIQUE AND EVERY POINT OF ENGAGEMENT MATTERS CUSTOMER ENGAGEMENT & COMMERCE
  20. 20. SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION Enabling companies to deliver contextual, consistent, and relevant experiences regardless of channel or device throughout the customer journey.
  21. 21. SAP CUSTOMER ENGAGEMENT & COMMERCE
  22. 22. CUSTOMER ENGAGEMENT & COMMERCE Customer Profile Marketing Student data management Sentiment Analysis Recommendation Conversion Campaign Management CRM Capture test scores Education history Collaborate Manage requests and complaints Social media integration (M)Commerce Online Content Shopping basket Personalisation Payment B2B and B2C Product Content Product information Multi-channel publishing Reviews customers Collaboration
  23. 23. 1 of 5 |CUSTOMER PROFILE (hybris profile)
  24. 24. Enables companies to build a dynamic profile of a customer by capturing all their touch points with the company across any channels, and use these insights to suggest specific offers or other actions in real-time. The system continuously enriches the profile using analytics and learning algorithms and is designed for maximum flexibility and massive scale. CUSTOMER PROFILE (HYBRIS PROFILE) journey profile
  25. 25. HYBRIS PROFILE “VOICE OF THE CUSTOMER” User Interface for customer …Validate data and profile …Usage
  26. 26. HYBRIS PROFILE | PROVIDES UNIQUE INSIGHTS
  27. 27. 2 of 5 | MARKETING (hybris marketing)
  28. 28. I am digitally connected I am socially networked I am better informed I am an individual
  29. 29. Context makes the difference
  30. 30. WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT(PROSPECTIVE) STUDENT TOUCHPOINTSWHAT THEY MAY DO WHAT THEY HAVE DONE
  31. 31. …Data Management …Segmentation and target groups …Recommendation …Convert …Multi Touch Campaigns …Loyalty …Planning …Channel Orchestration …Dashboards HYBRIS MARKETING MODULES To deliver: insights, experience, speed & agility
  32. 32. HYBRIS MARKETING | CREATING TARGET GROUP
  33. 33. 3 of 5 | CRM EDUCATION (SAP Cloud4Customer HE)
  34. 34. CRM HIGHER EDUCATION Recruiting • Create and manage prospective student records • Support student recruitment campaigns, events, multi-channel communications, data loads, workflow, across multiple recruitment cycles, offices, and locations Collaboration & Social  Feeds, followers, and @mentions  Internal, customers, partners  Social selling Integration  Pre-built integration to SAP ERP & CRM, SAP JAM, InsideView, D&B 360, Xactly & more  Mashups with most other apps  HCP portal For partner channel management Groupware Integration  Full-featured with 2-way sync  Support for MS Outlook, Google Gmail and lotus notes  Real-time, scalable, powered by SAP HANA  Simplified enhancement tools for power users  Easily extended for tailored UX and business processes Platform
  35. 35. CRM HIGHER EDUCATION Student & Alumni Management & Intelligence  Fast account and contact updates  Student Master Data  360 Customer Intelligence Productivity & Personalization  Flags  Tags  Shelf • Quick creates • User-defined fields • Workflow Real-Time Analytics  Dashboards, ad-hoc reports, forecasting  Inclusive of front and back-office data  Mashups with SAP BW and Business Objects  Custom dashboards, KPIs, and reports Mobility  Complete mobile apps, no extra cost  Support for iPad, iPhone, and Android  Business card scanner  Seamless UX with on-line
  36. 36. CRM HIGHER EDUCATION Prospective Students Leads Prospective Students Opportunities Prospective Students Individual Customers C4C Student Recruitment Universities searching for Prospective Candidates High Schools Social Media University Website Mail Ads Alumni and families Networking Events Data Upload DuplicateChecks Criteria Target Groups Prospective/ Current Students Campaigns Email, Surveys Analytics C4C Service Tickets Queries/Issues from Prospective and Current Students C4C Social Social Collaboration Demand Gen
  37. 37. TEST SCORES AND EDUCATION HISTORY
  38. 38. FACEBOOK INTEGRATION
  39. 39. FACEBOOK INTEGRATION
  40. 40. 4 of 5 | (M)COMMERCE (hybris commerce)
  41. 41. HYBRIS COMMERCE | (M)COMMERCE One (m)commerce platform (landing pages, web shops, mobile) for content, search and ordering courses, modules or education related products
  42. 42. BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER In direct contact with the student… Business-to-business processes. A human resource manager from company XYZ as contact person…
  43. 43. SME DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO COMPANIES USING HYBRIS COMMERCE
  44. 44. HYBRIS COMMERCE IN EDUCATION  ‘Version Education’ by itelligence
  45. 45. RESPONSIVE DESIGN AND ALL B2C AND B2B BEST PRACTICES  Personalisation  Session  Login  Recommendation  Promotion
  46. 46. HYBRIS COMMERCE | PERSONALISATION
  47. 47. 5 of 5 | PRODUCT CONTENT (hybris Product Content Management)
  48. 48. PRODUCT CONTENT MANAGEMENT Catalog Curriculum tickets Merchandise Books Software Subscriptions
  49. 49. Social Email Personal Ordering Web Mobile Phone ACROSS MULTIPLE CHANNELS SIMULTANEOUS INTERACTIONS | DIGITAL AND PHYSICAL WORLD Internet of things Wearables
  50. 50. PLATFORM CONCEPT One source for commercial product information for multi- channel use! (webshop, website, print, mobile, wearable)
  51. 51. EDITORIAL CONTENT PRODUCT VIDEOS SEARCH FILTERS IMAGES (HI-RES & LOW-RES) RICH PRODUCT PRESENTATION USER-GENERATED CONTENT PRODUCT DESCRIPTION CATEGORIES PRODUCT FEATURES CAMPAIGNS PROMOTIONS SIZES ARTICLE NUMBER PRODUCT NAME TECHNICAL FEATURES PRODUCT CONTENT MANAGEMENT MODULE CODE DESCRIPTION
  52. 52. PRODUCT CONTENT MANAGEMENT User-generated content Communities Brand engagement and sales Recommendations Real-time reviews Product & service related True stories! Relevant Nonpromotional setting Conversations Discussions On your platform Introduce related products Improve conversions Engage with your audience
  53. 53. PRODUCT CONTENT MANAGEMENT | IMPORT STRUCTURE
  54. 54. PRODUCT CONTENT MANAGEMENT | ENRICH CONTENT
  55. 55. PRODUCT CONTENT MANGEMENT PCM Module  For all channels!  Maintain module information  Rich functionality as result of 13 years experience  Images, video’s  User generated content  Workflow for effective collaboration  Web based
  56. 56. TRANSFORM
  57. 57. IMPROVE TOUCH POINT EXPERIENCE PROCESS AND DATA COMPLEXITY Where to start?
  58. 58. CUSTOMER JOURNEY ANALYSIS TO ROADMAP ORGANISATIONAL CONDITIONS
  59. 59. ORGANISATIONAL CONDITIONS Innovativeness | Competences Vision and leadership Ability to change leaders
  60. 60. CUSTOMER JOURNEY ANALYSIS TO ROADMAP …Persona’s …Sentiment analysis on touch points …Improvements
  61. 61. CUSTOMER JOURNEY ANALYSIS TO ROADMAP Helps to focus Same mindset Bianca van den Hoven| 34 Single, Likes : Sports, Travel, Friends, Fun! Competitive, Result driven. Marketing Manager | develop skills continously
  62. 62. CUSTOMER JOURNEY ANALYSIS TO ROADMAP …Persona’s …Sentiment analysis on touch points …Improvements
  63. 63. CUSTOMER JOURNEY ANALYSIS TO ROADMAP As team (+ Bianca) Bianca van den Hoven| 34
  64. 64. CUSTOMER JOURNEY ANALYSIS TO ROADMAP …Persona’s …Sentiment analysis on touch points …Improvements
  65. 65. CUSTOMER JOURNEY ANALYSIS TO ROADMAP Customer dimension Employee dimension
  66. 66. CUSTOMER JOURNEY ANALYSIS TO ROADMAP Improvement to projects in Roadmap • Roles • Processes • Applications
  67. 67. CUSTOMER JOURNEY ANALYSIS TO ROADMAP Project manager one of our Higher Education customers: “the value of taking the detailed persona and his journey as starting point is that you really get aware of the channels. This forces to make choiches which touchpoints you want to adress and where you need to improve. (from customer perspective, but also from employee perspective). It helped us enourmously in our changing process!“
  68. 68. CUSTOMER JOURNEY ANALYSIS TO ROADMAP ORGANISATIONAL CONDITIONS START SMALL AND LEARN! Where to start?
  69. 69. NEXT STEPS
  70. 70. Meet & Greet hybris workshop HANDS-ON WORKSHOP Deeper insights Discuss on strategy Discover collaboration
  71. 71. TAKE AWAYS
  72. 72. TRANSFORM ORGANISATION AND TALENT TO STRATEGIC “GROWTH FACILITATORS” Customer ProfieDynamic Student Journey Customer Engagement & Commerce Portfolio Multi-channel Customer Journey Analysis to Roadmap Where to start
  73. 73. www.itelligencegroup.com THANK YOU FOR YOUR ATTENTION Q&A (just ask…)

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