The document discusses the iterative process of implementing and continually improving a CRM system at the University of South Carolina Palmetto College. It summarizes the initial implementation challenges faced with rolling out the CRM across 5 campuses and online programs. It then discusses lessons learned and the importance of continual implementation to keep the CRM updated and integrated with other systems using Kennedy & Company's user-based model. Common issues that arise when CRMs are not continually improved on are also listed.

1. #TargetXSummit
The Everlasting Evolution of your CRM
Amanda Lucas English & Mickey Baines

2. #TargetXSummit
Beyond installation and maintenance
to modification to support recruitment
and admission staff needs.

3. #TargetXSummit
What Happens After Implementation
The iterative process that keeps your CRM ahead of the curve
Painful Implementations
● Lessons learned from the University of South Carolina Palmetto College
Continual Implementations
• Pathways beyond initial implementations with Kennedy & Company

4. The University of South Carolina Palmetto College
Five campuses + online
Palmetto College launched her CRM in 2014
• Online degree completion use system first
• Five campuses added in 2016
• Application launch early 2018
Lancaster, Salkehatchie, Sumter, Union & Fort Jackson
● Associate degree granting campuses in rural South Carolina with limited resources and military restrictions
Online Degree Completions
• Requires 45-60 previous college credits for admissibility
• Five career interests
• Targets associate degree recipients who need bachelor degrees for employment mobility.

5. Lesson Learned - Challenges
System Buy In
● Most staff at the campuses had
not used a CRM
● Sharing data
● Data management
● Tool usage
Target X Application
● Delays due to Banner 9
updgrades
● Building, testing and validating
data bridges
● Managing application changes
● Communication plans
● Mobile friendly

6. #TargetXSummit
Lesson Learned
Challenges, continued
Exerting Influence Without Authority
● Promotion of reporting, tracking
and automated communication
● Misconception of system
● Training
● Adding features

7. The Process

8. #TargetXSummit
The Iterative Implementation
Kennedy & Company’s user-based model
Using the academic model
● To understand user readiness
● Short and long-term goals
● How deeply embedded in the operation is the CRM?
● How encompassing is the full student enrollment process in the CRM?

9. The Iterative Implementation
CRM 101
• Basis User Functionality
• No true Admin
• Little automation or
processes
• No application
integration
• No champion; most staff
log in daily
• Design not thought out
well for functional users
CRM 201
• Events are all built in
CRM
• Most communications
are automated in the
CRM
• Text are being used
• CRM admin with minimal
training
• Paperless admissions
operation
CRM 301
• Marked difference in
technology output from
staff
• Well trained Admin(s)
• All admissions operations
staff fully using the tool
• Multiple 3rd party
integrations (GTM, Pardot
Hubspot, etc.)
CRM 401
• Salesforce Certified
Admin(s)
• Full enrollment process
embedded into CRM
• Monitoring standard limits
(process builder/field)
• CRM use crossing over
beyond admissions

10. Common Issues
• Over-designed, under-supported
• Multiple work-arounds
• Common, hard to diagnose problems
• Institutional-created errors
• Process builder problems
• Poor adoption
• No analysis of tool performance
• “It doesn’t work the way we thought”
• Business Process doesn’t match CRM process
• Several updates behind
• Not fully integrated
• Not fully implemented
CRM 101 CRM 201

11. 4 Key Tips for an Improved Experience
1. Start with the end in mind
2. Design for Experience of Functional
and End-Users
3. Test with your functional users
4. Demo, demo, demo
GOALS for the CRM
● More automation to save time for
counselors
● Improved application review
process
● Better online application
experience for students

12. QUESTIONS?

13. #TargetXSummit
Who We Are
Amanda Lucas English
Associate Director, Admissions
University of South Carolina
Palmetto College
aenglish@sc.edu
(803) 777-1359
Mickey Baines
Principal
Kennedy & Company
mbaines@kennedyandcompany.com
(484) 525-0550