The document discusses the role of lifecycle customer relationship management (CRM) in student retention strategies, outlining the scope and benefits of a lifecycle CRM approach which integrates various student life departments. It describes the three phases of implementing a lifecycle CRM - reviewing business processes, building automation and change management - and highlights features such as tracking student issues, automated communications, and reporting to identify factors impacting student persistence.

1. #TargetXSummit
The Role of Lifecycle CRM in your
Retention Strategy
Presented by Mickey Baines, Kennedy & Company

2. Introductions & Context
● Consulting focus
● Impetus for this session
● Your objectives
● Your tools

3. #TargetXSummit
Agenda
● Understanding the scope and scale of lifecycle
● Departments using lifecycle
● Three-phases of lifecycle implementations
● Sample features and functionalities of a lifecycle CRM
● Impacts of lifecycle CRM
● Complexities to going lifecycle

4. Defining Lifecycle CRM
● SIS to SSE (System of Student Engagement)
● Bringing Student Life Departments into the CRM
● Academic Advising and Coaching
● Coordinate Communication

5. 3 Phases of Implementation
1. Business Process
● Reduce Manual
Processes
● Establish hand-off
points
● Ensure student issues
have resolution
SAMPLE PROCESS MAP
REVIEWING MANUAL
PROCESSES

6. 3 Phases of Implementation
1. Business Process
● Reduce Manual
Processes
● Establish hand-off
points
● Ensure student issues
have resolution
SAMPLE PROCESS MAP
REVIEWING
AUTOMATED
PROCESSES

7. 3 Phases of Implementation
2. Build
● Build in automation
● Introduce case
management with
assignments
● Test (with end-users)
● Develop reports

8. 3 Phases of Implementation
3. Change Management
● Prepare and include staff
● Document and train for
processes
● Train for technology

9. #TargetXSummit
Features and functionality
● Track student issues, ensuring resolution and find common issues
that students face - providing an opportunity to prevent truly
proactive approaches
● Introduce appointment scheduling tools for multiple departments
● Support degree pathways for advisors
● Introduce new communication media, including AI, with chat, SF
Community-based portals and SF Knowledge
● Trigger automated communication to close the loop and inform
students
● Eliminate more paper post-admissions. Eliminate “electronic” pdf
forms

10. #TargetXSummit
Reporting
● Track/Forecast Persistence
● Identify root causes of “the run-around”
● Understand student touchpoints
● Manage Advisees

11. Complexities of a
Lifecycle CRM
● Security & Profiles need to be
more complex
● Integration is significantly more
complex, needs more attention
and requires timely connections
● Governance is much more
complex
● Skill levels of the Admin TEAM
needs deeper levels of learning

12. Additional Functionality
● More easily trigger approval processes
● Trigger responses post-drop/withdrawals
● Build Communication/Action Plans on multi-department factors/data points
○ Students with term GPA below 2.5 that may lose scholarship eligibility and have no FAFSA on
file
○ Nursing students with 45 credits and plan to move to upper division courses
● Create and manage events
● Schedule Placement Testing
● Track job placement/job interviews for students

13. Questions?
Mickey Baines
mbaines@kennedyandcompany.com