This document summarizes presentations from the Harvard IT Summit 2014 on using Salesforce for relationship management. It includes summaries of how different parts of Harvard are using Salesforce: 1) The Division of Continuing Education plans to use Salesforce and a related product to better understand students, improve communications and engagement, and increase enrollment and retention. 2) Harvard Web Publishing uses Salesforce to track customer relationships, measure performance, and learn from experience. 3) The student information systems project uses Salesforce to track stakeholders, meetings, and engagement throughout the multi-year project.

1. Harvard IT Summit 2014
Not Just for Sales!
Relationship Management with Salesforce
at Harvard

2. Harvard IT Summit 2014
Introductions
Kristina Barrett
Course Coordinator, Program in General Education, FAS
Ethan Kiczek
Director, Harvard Web Publishing
Annie Rota
Associate Director, Academic Technology for FAS
Jason Smith
Associate Dean of Enrollment & Retention, DCE
Conor Waligory
Business Analyst, Student Information Systems

4. Harvard IT Summit 2014
Student Recruitment &
Retention
Harvard University
Division of Continuing Education (DCE)

5. Student Recruitment & Retention - The “Enrollment Funnel”

6. Student Recruitment & Retention - W-Curve
Students need:
● Support
● Information
○ Timely
○ Unique
○ Specific
○ Behavior-Driven

7. ● Harvard University Extension School
● Over 100 years of history
● 600 On-Campus and Online Courses
● Undergraduate and Graduate Degree Programs approx. 14,000 Students
● Professional Certificates
● Health Careers Program
● Harvard University Summer School Program
● Over 300 Courses
● High School Students
● Visiting College Students approx. 6,000 Students
● Harvard College Student
● Adults and Professionals
● Professional Development Program
There has to be a better way...
Student Recruitment & Retention - DCE Today

8. DCE needs to:
● Know our prospective and current student population better
● Align and optimize recruitment efforts
● Build quality, long-lasting relationships
● Cultivate those relationships over time
● Serve our student population better
● Focus on service and success
● Collaborate and innovate
The Salesforce CRM platform meets these demands...however, Adult and Continuing
Education students are unique.
Student Recruitment & Retention - Why Salesforce?

9. ● Leverages the significant infrastructure of the worlds leading CRM platform
● Consolidation of DCE operations into one platform
● Management of entire recruitment, enrollment and retention processes
● System access
● Personalized automation
● Flexibility
● Real-time reports and dashboards
● Increased efficiencies
● Customizable and measurable
Student Recruitment & Retention - Targeted Approach

10. Harvard University Division of Continuing Education plans to use the Salesforce platform
and Jenzabar Continuing Education product, Higher Reach to:
● Capture better data for deeper insights
● Measuring and analyzing email and phone campaigns, office visits, problem resolution -
using real-time reports
● Track and monitor prospective student interest and applicant/student success
● Create and send personalized communications using automated workflows
● Improve student engagement
● Re-focus on the student experience and just-in-time information
● Effectively and efficiently manage the continuing education student lifecycle
● Increase enrollment
Student Recruitment & Retention - Looking Forward

11. Harvard IT Summit 2014
Harvard Web Publishing

12. Serving Internal Customers - Why does HWP use Salesforce?
● Track the customer lifecycle
● Planning - resource capacity and launch calendar
● KPI measurement
● Helps us learn from experience

13. Serving Internal Customers - How do we use Salesforce?
● Accounts with hierarchy
● Contacts
● Training classes and participants
● Website usage and quality

14. ● Custom objects, triggers and apex code
● Geckoboard dashboard (http://www.geckoboard.com/)
● Rollup Helper (http://www.passagetechnology.com/)
Serving Internal Customers - Customizations and apps

15. Harvard IT Summit 2014
Student Information Systems

16. SIS Stakeholder Tracking
Why we chose to use Salesforce:
● We needed a way to track a large complex program
with vast amount of stakeholders
● Large (50+ employees) distributed project team
● Web Publishing was already using it, we saw parallels
between our use cases
● CedarCrestone(CCI), our PeopleSoft consulting
partners, has Salesforce experts and was ready to help
implement our Salesforce instance

17. SIS Stakeholder Tracking
How we use Salesforce:
● Every team member has a license, different access
● Accounts and Contacts used to track key emails, phone
calls, and meetings
● Engagement tracking
○ Academic Advising departmental discovery meetings
○ Executive Committee meetings
● Campaign customization
○ Interactive Design and Prototyping (IDP)
○ Future user experience sessions

18. SIS Stakeholder Tracking
What we have learned using Salesforce:
● Salesforce instance was fast to configure, easy to use
and has proven valuable to the PMO
● Value of Salesforce depends on consistent usage of the
product
● Some problems with reporting due to primary contact
issue, which is why we had the campaign customization
developed
● Outlook to Salesforce plugin automatic sync issue

19. SIS Stakeholder Tracking
What we plan to do next with Salesforce:
● Strive for consistency in adoption and timeliness of data
● Utilize Salesforce chatter to capture more outcomes
from meetings
● Utilize reports/dashboards
● Track student and faculty engagement
● Streamline maintenance of account/contact records

20. Harvard IT Summit 2014
Faculty & Course Support

22. Faculty & Course Support

23. Faculty & Course Support: What have we learned so far?

24. Harvard IT Summit 2014
Discussion & Questions

25. Thank you!
Harvard IT Summit 2014