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Arizona State University Presentation
Arizona State University (ASU) has developed a new university model focused on excellence, access, and research for public good, which is illustrated by growing enrollment metrics from 2002 to 2013. The implementation of Salesforce CRM has helped ASU in managing relationships and case management for students and alumni, leading to improved communication and service delivery. Key lessons learned during this transition include the importance of user understanding, simplicity in systems, and investing in staff training.
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Arizona State University Presentation
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- 2. Kent Hopkins, ViceProvost, Enrollment Services Leah Lommel, Assistant Vice President, IT Development
- 3. Intro to ASU TheASU Ideal Story How we got to Salesforce Establishing the Teams Current Successes Lessons Learned Agenda
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- 5. Arizona State Universityhas developed a new model for the American Research University, creating an institution that is committed to excellence, access and impact. ASU measures itself by those it includes, not by those it excludes, and how they succeed. ASU pursues research that contributes to the public good, and ASU assumes major responsibility for the economic, social and cultural vitality of the communities that surround it. New American University
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- 7. Progress Towards Achieving theVision 2020 Metrics
- 8. 42,877 45,430 46,67048,955 50,755 51,311 53,298 54,277 56,562 58,404 59,382 62,089 12,614 12,113 11,486 12,078 12,523 13,083 13,784 13,787 13,878 13,850 13,996 14,682 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Graduate Undergraduate Arizona State UniversityTotal Enrollment Fall 2002 to Fall 2013 55,491 57,543 58,156 61,033 63,278 64,394 67,082 68,064 70,440 72,254 73,378 76,771
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- 17. The Sun DevilLifecycle Current Practice
- 18. How we gotto Salesforce
- 19. 19 We knew wehad to find a way to capture all the relationships someone has with the Institution. The only real source of competitive advantage is the one that can survive technology disruptions - your relationships with students, their influencers, and community constituents. How We Got Here
- 20. Use of CRM’sat ASU Spring 2013
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- 24. Prioritize Constituent (whenmultiple, what takes priority) - Ex. John Doe 1. Current Student – Masters of Psychology 2. Parent – of Billy Doe undergraduate prospect 3. Athletics ticket holder - Define ownership of data - Facilitate Data Sharing rules (contacts, dictionaries) 24 Data Governance
- 25. Constituent Owning Area ProspectUndergrad EMAC, Colleges or UGA? Prospect Grad Graduate College or Colleges? Donors/Foundation Foundation Office Alumni Alumni Office Parent Foundation, EMAC, Parents Assoc.? Current Student Registrar or Everyone?? College Colleagues (Other Universities/Partners) Colleges, OKED? Companies/Corporations (Career/Research/Foundation) OKED CEC (Named Facilitator) Interested Parties (Other, Ticket Holders) Athletics, Gammage Continuing Education (AECP) ASU Online (Named Facilitator) Constituent Groups
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- 31. College articles range fromadvising, career, academics, college-specific programs, and trainings, etc. Articles
- 32. Gathering feedback from studentsto help improve articles and build kb Articles approval process ensuring accuracy, consistency, and professionalism Other metrics Showing what keywords are searched, searched and not found Quality of Articles
- 33. Service: Knowledge Base TotalArticle Views = 491,435 Knowledge Users = 112 Articles Created = 372 Also tracking: - Search terms used - Search terms used/not found - Article popularity - Article feedback - Articles with upcoming expiration dates - Knowledge user activity - Amount of new articles published
- 34. Benefits of movingfrom public folder to Salesforce for email, and eventually web, phone, manual, chat are these opportunities Salesforce actions are automatic & instant Within Salesforce, service providers able to collaborate, transfer, resolve, and respond to student cases Case Management
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- 36. Service: Case Management LaunchedMay 5th Total Closed Cases = 7,613 Open Cases = 225 Also tracking: - Status of open cases - Close Status (resolved, self resolved, customer unresponsive, etc.) - Cases by team within functional unit - KB articles used in case resolution
- 37. Coming in 10days…Communities!
- 39. Recruitment Recruitment Management - Lead Management& scoring - Territory assignment - Managing data flow from ERP into Salesforce - Calling campaigns - Integration with telephony - 3rd party List imports - De-duplication strategy Marketing and Communications - Managed communications via email, social media, and texting campaigns - Dynamic content in communication campaigns - Tracking what is sent - Identifying open rates on communications - Drip marketing Event Management - Recruitment focused event registration - Managing visits and tours of ASU campuses - Identifying prospective leads from event management - Automated check in processes - Communications with event registrants Blue = Currently live for Graduate White = Live in December Gold = Live in June
- 40. Recruitment RFI Form integration - IntegratingRequest for Information forms with Salesforce - De-duplication in intake process - Validating data - Identifying lead source Case Management and Support - Flow of cases & support for prospective students in admissions cycle - High degree of responsiveness & accountability for supporting - High touch, white glove support Reporting and Analytics - Measuring ROI for campaigns - Reporting on recruitment and admissions funnel - Measuring case management responsiveness Blue = Currently live for Graduate White = Live in December Gold = Live in June
- 41. Relationships: Use ofCRM’s at ASU Spring 2013
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- 43. System Annual Volume AMDF3.5 million Blackboard 4.5 million Bronto 1.25 million Constant Contact Unknown Databank 35 thousand iModules 38.3 million Lyris 1.2 million MailChimp 2.5 million PeopleSoft 2.8 million SilverPop 11.3 million Exchange Unknown PacMail 26 million 13+ separate email systems for blast communications 91 mil. emails sent annually Email Communication Today
- 45. - Email marketing(ExactTarget) - Online giving (Fonteva) - Memberships (Fonteva) - Events (Fonteva) - Online communities (Fonteva) - Data management/CRM ASUF/ASUAA iModules Conversion
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- 47. Lessons Learned - Contract:Knowing your users - Enterprise: Better for the whole, slower for the few - Keep it Simple: Having no service system to something doesn’t mean you over engineer - Invest in your People: More training for more people - Partners: Use consultants, colleagues and the foundation for help - Dedicated workspace - Data Governance early: Staff it appropriately - Security Provisioning - Identity Management: Source of data
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