Enterprise-Wide Application of CRM at Indiana State University

Transcription

1 Enterprise-Wide Application of CRM at Indiana State University October 16, 2012 Moderated by Emily Busse Online Marketing Specialist Campus Management

2 Agenda Introduction Overview: Campus Management Enterprise-Wide Application of CRM at Indiana State University Q&A Session and Conclusion 2

3 Presenters Brent Ramdin Vice President of Product Management Campus Management Corporation Karl E. Burgher, Ph.D., P.E. Chief Strategy Officer Indiana State University Santhana Naidu Director of Web Services Indiana State University 3

4 Housekeeping You may submit questions at any time during the live presentation We will answer as many questions as time permits. To receive a copy of the event slides, click the Download Slides button. This event is being recorded, and the archived link will be available tomorrow at this same URL. We encourage you to share this link with your colleagues. 4

5 Brent Ramdin Vice President of Product Management Campus Management Corporation

6 Campus Management Est Based in Boca Raton, FL Operations in: Charlotte, NC Bangalore, India London Over 750 associates Visionary leader in enterprise software and services 6

7 Talisma is the leading enterprise-grade CRM 7

8 Student life cycle evolution Continuing Learner Alumni Student Prospect 8

9 The move to Enterprise CRM Eliminates silos and unifies departments Creates centralized and shared constituent data Controls ownership at the team/department level Allows each team/group/department to execute their own strategy Leverages a shared technology for maximum constituent impact without corresponding cost increases Solves problems anywhere in the constituent lifecycle 9

10 CRM Automation f x Logic Marketing > Admissions >Enrollment > Advisement > Retention > Alumni 10

11 Key success factors Technology that facilitates data sharing but enables ownership throughout the lifecycle Open architecture and extensible data models to accommodate aggregation of multiple systems Management of communication preferences across the institution Persona specific workspaces that encourage adoption 11

12 Examples Retention strategies Aggregate LMS, SIS and other data Automated risk driven campaigns Multi-channel alerts and actions Career services Maintain and manage corporate relationships Automatically associate students with opportunity Housing and student Services Communication Linkages to other departments 12

13 Enterprise-Wide Application of CRM at Indiana State University Karl E. Burgher, Ph.D., P.E. Chief Strategy Officer Santhana Naidu Director of Web Services

14 Thesis Data 2 Knowledge Not Enough We needed Data 2 Action Shorten Action Lifecycles Pro-Active Re-Active

15 Agenda Introduction to ISU One Data Managing the Work Application Execution Success

16 Realizing Success: Step 1 Indiana State One Data Managing The Work Application and Success

17 Indiana State University Located in Terre Haute, Indiana Midwest Industrial Community Decreasing State Revenues Normal School 1865 That has grown out Creates Distinction Education and Comm. Engagement Public with 550 faculty 650 staff Carnegie Classification- Doctoral/ Research University Curricular Engagement, Outreach and Partnership 6 colleges, 93 programs, and 12,114 students Division 1- Varsity Athletics Largest FTFTF in Fall 12 - Increasing Enrollment Investing 10+ M in strategic initiatives

18 Pathway to Success - Our Plan 6 Goals + Infrastructure: 1. Increase Enrollment and Student Success 2. Advance Experiential Learning 3. Enhance Community Engagement 4. Strengthen and Leverage Programs of Distinction and Promise 5. Diversify Revenue: Philanthropy, Contracts and Grants 6. Recruit and Retain Great Faculty and Staff Partnering for Success A Master Facilities Plan (parallel track) The Goals include 45 Initiatives / Teams ( and now Work Plans ) We have ~ 400 direct and cross-cutting data & metrics we track

19 Realizing Success: Step 2 Indiana State One Data Managing The Work Application and Success

20 Data Capture, Reporting, and Use CC-Data CRM(s) The Shoe Box Recreation Package Varsity Athletics Financial Career Center Judicial, Excel & MapWorks LMS Data CC - Record OrgSync Argos Banner Reporting Dashboards BANNER Warehouse Excel Dumps Deal of the Day

21 Sadly - This is often the lense we see for data use and data-driven communications and actions.

22 The Data to Knowledge to Action Problem To address these issues campus wide Goal 1 - Initiative 9 Enhance the gathering and use of information to advance ISU s strategic initiatives. Select and implement the appropriate software, reporting, and communication tools that will afford the campus community direct and immediate access to information for decision making and the appropriate and timely communications tools to undertake that action - all housed in a central analytics facility Optimally - One Data, One Data Warehouse, and One CRM

23 Plan & Execution Great project management leads to aligned results

24 From Planning to Working Modeling & Wisdom Rules & Triggers (60+) Work Plans (15+) Road Map Schedule And Execution

25 So What Have we Built? A Data (Lifecycle) System D4K D2A SA(R)MS SAM

26 Data System SAM Data

27 Big(ger) Data Data Data Data Big(ger) Data Prospective Students Current Student Alumni Donors

28 Realizing Success: Step 3 Indiana State One Data Managing The Work Application and Success

29 The Project Map Technology One Data One Warehouse Single Sign-On CRM CRM Manage Campaigns Cultural Ownership Project Based Social and Comm. Pro-Active-Rules Re-Active & Triggers How and How Much

30 Project Management High Level Project Schedule Upgrades, Social Media, HE-Pact Maintenance User Groups Organizational Framework CRM Oversight Council CRM Operations Council

31 Management Tools - SharePoint Site

32 Campaign/Retention Spec Sheets

33 Data System SAM

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35 Realizing Success: Step 4 Indiana State One Data Managing The Work Application and Success

36 Process Retention Applications Pro-Active Rules and Campaigns Re-Active Triggers & Environmental Indicators Organizational Events Null What didn t happen Observational User Defined Multiple Databases CRM Rules CRM Campaigns One Data

37 April Phase 1: Increase Early Registration Banner SIS FAFSA Housing contracts Freshman Check List Early Registration Registration Open CRM Increase in Early Registration

38 April Phase 2: Un-registered Freshmen Class Recommendations Open Registration Ending Postcard to Home (Parents) Summer Phone Calls Retention up 2.5% in Fall 12, and up 8.5% for African American students.

39 Aug/Sept Phase 1: FTFTF Retention Talisma CRM Talisma CRM Announcements No LMS Login Various High Risk Triggers

40 Other Retention / Management Policies Recent Graduates & Alumni Graduation Guarantee Athlete Grade/Attend Check Work Study Fair Math Retention Tool

41 Social Media Current and Future Efforts

42 Social Media - Current Used by Communications & Marketing (official ISU), Admissions and various departments Used for recruiting, retention, communication and social interactions Managed as separate initiatives, but will adhere to central policies (minimal at this point)

43 Social Media Current Channels Technologies CRM s SMS (Texting) Mash-up site Monitoring tools Mobile app

44 Social Media Current Channels vary depending on the status of the student We maintain a public institutional presence for university communication (anyone can join) Students and prospects are invited to join an exclusive community where they see customized messages, meet others sharing similar interests and can send private messages Data is captured in individual channels

45 Social Media Analytics Recruitment Link metrics with the CRM to measure impact on yield Retention Link activities and student engagement to CRM

46 Social Media Future Send and manage 1 on 1 communications from SAM Give students the option to choose their communication channel based on the topic Give the ability for students to control the frequency Social Media metrics linked to CRM

47 Lessons Enterprise projects need Very Strong Champions Cabinet Level Buy-in Other Campus Senior Leaders Vendor/Partner(ship)s Enterprise Projects to be (project) managed Team Building Planning, Scheduling & Tracking (in the Matrix) Communications for the build of the communication tool Set expectations, budget, and deliverables tightly follow the plan

48 CRM and the (our - HE) Future Technology Communications - Management We are at the point with the tools That tools / technology are not the problem... It has all become about the execution People & Processes Management, PM, Culture, and a Delivery Mentality If you can Think It we can CRM it The only limitation is our ability to manage and close...

49 Questions? Karl E. Burgher, Ph.D., P.E. Chief Strategy Officer Santhana Naidu Director of Web Services

50 Q&A Session Thank you for joining us