5.6 Data, Decisions, and Documentation : How to Avoid Doom in Managing your CRM
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1) The document discusses how to effectively manage a CRM system by focusing on data, documentation, and decisions. 2) It provides examples of issues that occurred at Freed-Hardeman University due to a lack of documentation and defined processes, such as dual enrollment students being confused by application questions. 3) The key recommendations are to create documentation mapping out data fields and processes, document all settings, workflows, and changes, and make decisions with the longevity of the system, students, and end users in mind.
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5.6 Data, Decisions, and Documentation : How to Avoid Doom in Managing your CRM
- 1. #TargetXSummit Data, Decisions, and Documentation How to avoid doom in managing your CRM Lisa Raine CRM Coordinator Freed-Hardeman University
- 3. #TargetXSummit Freed-Hardeman University ● Small, private Christian university in Henderson, TN ● FHU Memphis ● FHU Dickson
- 5. #TargetXSummit Our TargetX Story ● Pre-TargetX: The Portal ● Implemented TargetX 2015 ● Transitioned to CRM Coordinator 2017 ● Two years and three CRM Coordinators later, it was time to take stock of our system.
- 6. What we found. . .
- 7. #TargetXSummit What we found ● Deactivated over 100 workflows ● Record assignment didn’t reflect true admissions process ● Issues implementing new pieces ● 1600 reports ● No documentation ● No updates in over two years
- 8. #TargetXSummit Effects of an Ineffective CRM ● Distrust of the system ● Missed opportunities with students ● Enrollment wasn’t changing ● Wanted to scrap everything and start over
- 9. #TargetXSummit Good News ● We are the champions of our CRM ● We have made major strides in updating our system and our own knowledge and ability to manage the system
- 10. #TargetXSummit Even Better News ● You can be the champion of your CRM too ● Consider: - Data - Documentation - Decisions
- 11. Data
- 12. #TargetXSummit Data ● Consider how you think about data and how it moves through your CRM and university ● Ask specific questions to truly understand the data: - What is a field and what is actually stored in this field? - Is there a relationship between this field and another field? - Why can I pull a field into this workflow/ report and not another? - Why does this workflow fire when it does? ● Data structure in the system is not a manilla folder
- 13. Student (Contact) Test Composite Score Test Date Transcript (Enrollment History) School Class Rank GPA Application Campus Start Term Year Student Type Checklist Item Relationship Emergency Contact Did they attend FHU Phone Email Account (School)
- 14. #TargetXSummit Understanding Data Where to start ● Create a field mapping document or data dictionary to map where fields are located, field type, values, and other info ● Example Field Mapping/ Data Dictionary
- 17. Documentation: Defined and Documented Processes
- 18. Defined Processes ● Defined processes need to answer: ○ Who ○ What ○ When ○ How ○ How ○ How gathers student info? information do they gather or ask of the student? does it enter the CRM? does it enter the CRM? is the information gathered? do we communicate with students after it enters the CRM? ● Add ons: ○ Then what? ○ So what?
- 19. #TargetXSummit Quality Documentation ● There are a lot of moving pieces in your CRM and managing it all by your memory is a recipe for disaster ● Provides externally available information ● Provides transparency and understanding across organization ● Provides insurance for worst case scenarios
- 20. What to Document ● Processes ○ Movement of data ● Settings ● Formulas/ Workflows ○ Good practice before putting them into production
- 23. What to Document ● Processes ○ Movement of data ○ Communication ● Emails ○ Reports, template, campaign ○ Send schedule ● Settings ● Formulas/ Workflows ○ Good practice before putting them into production
- 25. What to Document ● Processes ○ Movement of data ○ Communication ● Emails ○ Reports, template, campaign ○ Send schedule ● Settings ● Formulas/ Workflows ○ Good practice before putting them into production ● Changes ○ Purpose, proposed solutions, actual solutions, timelines, approvals
- 29. What to Document ● Processes ○ Movement of data ○ Communication ● Emails ○ Reports, template, campaign ○ Send schedule ● EVERYTHING ● Settings ● Formulas/ Workflows ○ Good practice before putting them into production ● Changes ○ Purpose, proposed solutions, actual solutions, timelines, approvals
- 30. #TargetXSummit Defined and Documented Processes Dual Enrollment ● Initial “process” ● Seems simple ● It’s what we’ve always done “Process”
- 31. #TargetXSummit Defined and Documented Processes Dual Enrollment: Issues ● Dual enrollment students didn’t know which option to select on picklist questions ● Students didn’t read through all options before making selection Student Type: Level: - First Time Student - Undergraduate - Transfer - Graduate - Readmit - Dual Enrollment - Transient - Dual Enrollment
- 32. #TargetXSummit Defined and Documented Processes Dual Enrollment: Issues ● Dual enrollment students didn’t know which option to select on picklist questions ● Students didn’t read through all options before making selection ● There was no custom content ● Somehow, when manually entering applications,the picklist values could be overwritten with a text value
- 33. Dual Enrollment: The Assumption
- 34. Dual Enrollment: The Reality
- 35. #TargetXSummit Defined and Documented Processes Dual Enrollment: New Defined and Documented Process 1. Two new dual enrollment fields 2. FormAssembly application 3. Responses sent to dual enrollment coordinator 4. Enter CRM as Undergraduate, Inquiry 5. Pulled into daily PowerCampus import based on new dual enrollment fields
- 36. #TargetXSummit Defined and Documented Processes Dual Enrollment: What should have happened ● A defined and documented process that included: ○ Defined fields or values for dual enrollment students ○ Custom application or content ○ Defined process for application collection ○ Data audit process ○ Communication plan for easy transition to undergraduate
- 37. #TargetXSummit Quality Documentation Documentation is a love letter that you write to your future self -Damian Conway ● Be intentional. ● Don’t sacrifice quality for speed.
- 38. Decisions
- 39. Decisions Be mindful of: ● The longevity of your system ● The longevity of your prospective students ● The longevity of your end users Excitement can be blinding
- 40. #TargetXSummit Longevity of System ● How long do you want your system to be around? ● You’re not implementing for just this recruitment cycle, but for many more to come. ● Consider: ○ Names of fields ○ Data that is collected ○ Processes
- 41. #TargetXSummit Longevity of Prospective Students ● Consider the full student lifecycle ● How do you handle the student movement to a different - Movement to a different campus - Movement to a different program - Movement when student info can be years apart
- 42. #TargetXSummit Longevity of End Users ● How do you build a sustainable system with personnel turnover? ● How do you continually train end users so they grow in their skills?
- 44. Final Suggestions ● Get out of the office. ● Things won’t happen overnight. ● This is a living, breathing system, and you as a manager or administrator will need to adapt to the changing need of your students and end users. ● Keep in mind data, documentation, and decisions, and you’ll avoid doom in managing your CRM.