Leveraging Customer Relationship Management (CRM) Technology in an Integrated Student Services Environment

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1 Leveraging Customer Relationship Management (CRM) Technology in an Integrated Student Services Environment Julie Selander One Stop Student Services University of Minnesota

2 Agenda What is CRM? How is it being used? Why would you want a CRM? Three dimensions of CRM University of Minnesota CRM vision & goals CRM example Scope of implementation Benefits

3 Today s student customers Digital natives who have grown up immersed in technology Exposure to an ever-increasing level of information On the cutting edge of technology Expect instant gratification May have helicopter parents Like to multi-task Technology is shaping the student experience

4 What is CRM? Constituent/Customer Relationship Management A strategy (not just software) used to learn more about customers needs and behaviors in order to develop stronger relationships with them It s a process of managing all aspects an organization/institution has with its customers/students It s about people, processes, & technology Can offer a 360 degree view of the student/customer Used extensively in sales/marketing industries

5 What is CRM? Can incorporate a number of components: Knowledge base Contact management Case management Workflow Communications/alerts Reporting and analytics

6 How is it being used? Highly used in sales, marketing, technical support Higher education, specifically admissions recruitment process Starting to see more usage in student services, advising units Will start to see more enterprise-wide solutions implemented

7 Why would you want a CRM system? Holistic view of student/customer (in real time) Potential integration of information Development and strengthening of student relationships Better communications Forecasting and trend analysis Data mining Reporting/analytics

8 Three dimensions of CRM Operational Analytic Collaborative

9 What do you want the customer relationship to look like? The customer feels that you understand their needs and requirements. The customer feels that they are important and not just another number. You are able to respond quickly and efficiently to your customer s needs.

10 University of Minnesota, Twin Cities Located in the heart of the Minneapolis - St. Paul Metropolitan area Largest of the 5 campuses Made up of 17 colleges and professional schools Offers more than 370 degree programs including bachelor, masters, doctoral, and professional degrees Enrollment for Fall 2012 was 51,853

11 University of Minnesota Enterprise CRM Project Vision An opportunity to collaborate together to incrementally evolve the University s constituent relationship management tools and processes so effort can be reallocated to higher value activities.

12 University of Minnesota Goals of CRM Initiative Improved retention Improved graduation rates Improved constituent satisfaction New revenue opportunities Operational efficiencies, cost savings and risk mitigation

13 The Higher Education Life Cycle Recruit Admit/Enroll Service/ Support Transition Stewardship Recruit Admit/Enroll Service/Support Transition Stewardship

14 University of Minnesota CRM Vision: Chris 4 years old: Parents enroll Chris in Baby Animal Camp through the College of Food, Agriculture and Natural Sciences (CFANS). When completed, notified when next camp is open for registration. 5 years old: Come see us at the baby animal barn at the State Fair! 3rd grade: Swimming lessons through Community Recreation program at our aquatic center. Notified when next level class is available. 4th grade: Professor Morrison from CFANS is coming to Roseville Elementary School and is bringing piglets! Junior in High School: Chris takes AP Biology from College in the Schools Program. University contacts Chris to encourage him to apply as an undergraduate in CFANS! Sign up for an information session!

15 University of Minnesota CRM Vision: Chris Sophomore in College: Chris is initially admitted to the College of Liberal Arts (CLA), but later submits a Change of College form and transfers from CLA to CFANS. All academic advising notes are available to new advisor and One Stop counselors. Senior year: Chris completes capstone project on chronic wasting disease. University encourages Chris to continue in Veterinary Medicine program. Alumni Association gives Chris a free membership for 1st year. Professional Student: Chris graduates as a veterinarian and works for Cargill in animal nutrition. Cargill employee: University of Minnesota is bringing international experts on chronic wasting disease to speak at a symposium. Chris is invited and attends. University Foundation asks Chris to contribute to a scholarship for undergraduate students interested in agriculture. Chris agrees.

16 History of the project work Developed specifications internally in 2005 to develop CRM on a small scale (one unit) Attended workshops Watched webinars and demos Transformed into enterprise-wide project Defined scope and gathered requirements Vendor selection Development/Testing/Usability Implementation

17 Admissions CRM Customer support: Inbound calls, and knowledge base Communications and marketing Visits and events management

18 Why we need CRM in One Stop Student Services Office? Quantitative data on customer questions and patterns (in addition to anecdotal) Identify issues as (or maybe before) they happen rather than after Proactively communicate with each other and with students Help inform staffing needs by having accurate statistics Can show through reporting the amount of effort involved with a particular case To find a better way to escalate cases more efficiently Streamline databases/retire out-of-date databases Identify training needs conversion (Thunderbird>Google>CRM) And more!

19 Student system integration Specifications we required: A real-time interface with our student administrative database/system. Ability to connect to student administrative database from within staff CRM console. Ability for comments entered in CRM be sent directly to student administrative database.

20 High level scope of implementation Contact management Case management Workflow and escalations management and templates Knowledge base enhancements ImageNow integration Fax integration Database consolidations (comment cards, Ask One Stop, outreach) Enhanced reporting and statistics New survey capabilities New methods for internal communication

21 Contact management Look up a student See key information from student record See FERPA suppression level information Determine if there are parent/guest relationships for this contact See alerts for a particular contact (e.g., checklists)

22 Find Contacts

23 Contact Management

24 Case management All student contacts to One Stop Student Services (in-person, phone, ) will result in a case being created Ability to log all interactions such as phone calls, s to student, s to another staff person, etc. related to a particular case Ability to categorize the case (why did the student contact us?) See case history for that student (within One Stop and possibly with other offices that are using CRM) Ability to route cases to other staff/offices Comments will be entered in CRM, which will be written back to student database/system

25 Creating a New Case

26 Workflow and escalations Cases can be routed amongst One Stop staff Can route to any staff member/office who currently has CRM access o The benefit of this will expand for us when more units are brought onto the CRM system Cases can be automatically escalated or alerts created if unresolved within a certain period of time

27 management s sent to One Stop will create a case Cases can be assigned to a particular counselor as s are now Can integrate templates easily Exploring option for customers to authenticate into a web-based form to submit their question which would tell us who the customer is (student, parent, etc.) and provide us with needed information (e.g., ID number)

28 Authenticated form

29 Knowledge base enhancements Provide a way to handle simple questions so One Stop counselors can focus on more complex questions and student needs Better search functionality o What they search for will actually bring up a related question/answer More robust question/answer entry and editing capabilities Articles could be ed to students if they relate to a particular case Opportunity for an internal knowledge base to assist staff with questions that might be infrequently asked

30

31 ImageNow integration Primary goal is to easily link to and view ImageNow documents that are related to a particular contact (student) record Exploring and gathering business requirements to allow ImageNow and CRM to work together to streamline fax and image business processes

32 Fax integration Automated conversion of fax document to electronic image Electronic image automatically forwarded to CRM system Receipt of electronic image creates a case in CRM system One Stop counselor routes the case to appropriate team member, queue, or Image Now One Stop counselor updates case with required comments Comments entered in CRM system are written to student database

33 Database consolidations Tuition Refund Appeals o Comments will write back to PeopleSoft system o All staff can see what s going on with a case without going to another system o Alerts for approaching Title IV deadlines o Notification to Fiscal if Title IV adjustments needed Comment cards Outreach events Helping U contacts Contact tracking in Veterans Services

34 Enhanced reporting and statistics Track the number of referrals outside of One Stop to close the loop and track where the case is at any given moment Cases open by individual staff person or as a group Case types and volumes Referrals outside of One Stop or to managers Information on who is contacting us and why Determine case resolution percentage Determine trends in contacts over the course of a student s academic career at the University

35 Enhanced reporting and statistics What kind of student responds immediately to a request from our office? What kind of student requires multiple contacts to get them to respond to a request? How many contacts does it take for a particular case to be resolved? Who are the students who come in person vs. call vs. ? Who are the students who come into the East Bank vs. West Bank vs. St. Paul office?

36

37 Top Topics Dashboard

38 Walk-in Activity Dashboard

39 New methods for internal communication Automatic alerts Chatter Internal knowledge base (training online)

40 New survey capabilities Ability to send customers a comment card via Query a group we are interested in hearing from and send a request for feedback right when we need it via the comment card

41 Future integrations Phone system integration Internal knowledge base Online appointment scheduling Integration with portal, Facebook, Twitter, digital signage updates Scheduling

42 Benefits and Values of CRM Collect customer data trending/forecasting Create detailed profiles of individual customers Increased customer satisfactions Improved quality communication and networking Improved customer service and support

43 Benefits to students We can continue to enhance customer service and with a more holistic or 360 view of the student We can send requests for student feedback right away to get input on how we can improve our service When the rest of the University is on the CRM system we can see where students have been and understand the history, which will help inform the type of care we may need to provide Knowledge base will be more robust

44 Questions? Julie A. Selander Director, One Stop Student Services & University Veterans Services University of Minnesota

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