Are you ready for CRM? A Primer for CRM Rookies. John Copeland, DemandEngine Calem 2015

Transcription

1 Are you ready for CRM? A Primer for CRM Rookies John Copeland, DemandEngine Calem

2 Of the nearly 5,000 colleges, universities, and trade schools in the United States, only about 40 or 50 could be considered CRM thought leaders. The rest are still trying to wrap their hands around [CRM]. Schools Need to Rethink Their Approaches to CRM Joe Burkhart, Director of Higher Education Solutions.

3 3 The new [Vendor] for student engagement solution provides advanced targeting and segmentation capabilities that help marketers in higher education institutions address these challenges and deliver the right messages to the right students at the right time. The scalable solution features pre-built data models and customized campaign templates (based on industry best practices) focused on student outreach and retention that help marketers rapidly deploy effective student-centric multi-channel campaigns.

4 The Promise of CRM is Inspiring Engage customers in powerful new ways Streamline the communication, application, and enrollment process so you can engage with the right students at the right time through the right channels Get a 360-degree view of your students Increase enrollment, reach best-fit students and meet strategic goals, while better managing costs Embrace the social web and use it to connect with customers and prospects.

5 The Reality is Something Else Engage = send more stuff Streamline = replace the human element 360 degree view = more logins and passwords Reach best-fit students = send larger e-blasts Embrace the social web = send multi-channel SPAM

6 Agenda 1. What is CRM? 2. What does the research say about CRM? 3. How do you do CRM right? 7 20

7 Defining CRM DemandEngine An institutional philosophy and strategy, supported by people, processes, and enabled by software, to improve the student and constituent experience in a way that is effective and efficient.

8 Three things you need to know about CRM software 1. A database that allows organizations to commoditize marketing, sales, and service processes. Manage contacts and organizations Track opportunities Track service cases Manage communications

9 2. CRM requires an underlying system of record. CRM software requires an underlying system of record. Examples: Student information system, advancement, financial aid, non-credit registration CRM software also requires an underlying marketing automation platform.

10 CRM software must be tightly integrated with marketing automation. 3. CRM requires an underlying engagement platform. Why? CRM is not engineered to support digital engagement. A need to support multi-channel engagement for a considered-decision process. Forrester Research

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12 CRM and Marketing Automation

13 What does CRM software do? Screen shots

14 What does CRM software do? Screen shots Please an example of how you do/would use these functions in your organization.

15 Agenda 1. What is CRM? 2. What does the research say about CRM? 3. How do you do CRM right? 16

16 17 Start by learning from others

17 What s driving CRM investments today? 67% Enroll more students 65% Automate Communication As if talking more is the key to building relationships 25% Improve service 19% Keep more students Note: Question What are your top three CRM goals? N = 63 institutions Source: Deploying CRM for All the Wrong Reasons.

18 CRM Challenges? 31% defined high level goals 19% identified shadow systems Organizational Creating single 46% 42% cooperation view of data 28% had a clear understanding of processes 16% defined governance 40% Changing processes 37% Enough staff Note: Question What are your biggest CRM challenges? N = 57 institutions Source: Deploying CRM for All the Wrong Reasons.

19 Students face an institutional swirl Enrollment Marketing Bursar Processes People Financial Aid Processes People Policies Technology Registrar Processes Processes People Policies Technology Policies Technology Academic Departments Institutional Services Processes People People Processes Policies Policies People Technology Technology Policies Technology 20

20 due to your existing software portfolio Academic record LMS Advisement Communications Case management Interaction tracking Communications record Multi-channel mgt Intake source Digital analytics Other Services Interaction tracking Case management Communications Interaction tracking Academics Enrollment Marketing Recruitment record Pipeline mgt Case management Interaction tracking Payment Record Compliance Communications Case management Interaction tracking Bursar Financial Aid Financial Aid Record Application Compliance Communications Case management Interaction tracking Student Information Academic Record Application & registration Course scheduling Advisement Communications Case management Interaction tracking

21 Forrester Research found that over a five-year period, a large state university system can expect an increase in fundraising revenue of $13.3 million, avoided labor costs of $3 million and IT costs of $400K.

22 CRM should provide a portal to your relationships Academic record LMS Advisement Communications Case management Interaction tracking Communications record Multi-channel mgt Source Analytics Other Services Interaction tracking Case management Communications Interaction tracking Payment record Compliance Communications Case management Interaction tracking Bursar Academics CRM Financial Aid Enrollment Marketing Financial aid record Application Compliance Communications Case management Interaction tracking Student Information Recruitment record Pipeline mgt Case management Interaction tracking Academic record Application & registration Course scheduling Advisement Communications Case management Interaction tracking 23

23 Agenda 1. What is CRM? 2. What does the research say about CRM? 3. How do you do CRM right? 24 20

24 Your CRM Game Plan 6. Develop Roadmaps Phased set of initiatives. 5. Establish metrics Assess and diagnose performance 1. Understand the Drivers Behavior, Competitive Landscape, & Technology 2. Articulate a Vision & Goals How will you improve the student experience? 4. Define Should Be State What will be new and different for students and constituents? 3. Assess CRM Enablers Current maturity: planning, people, processes, and technology 25

25 1. Understand the drivers (the why ) 26

26 Drivers? What does this mean to you? What did/is driving your department s interest/investment in CRM? What tangible outcomes do/have you been able to measure? What are/were your biggest challenges?

27 2. Articulate a vision and goals 28

28 Vision and goals? What will/was new and different for your students? How will/does CRM feel to them? What are/were your CRM goals? Be specific. How will/did CRM feel to the users? 29

29 4. Assess the enablers of CRM 30

30 Discussion: Enablers How mature are/were your underlying marketing, recruitment? How ready are/were you for CRM? How did/do you manage multi-channel engagement? Track interactions in CRM, or before CRM? What systems of records are/were in use? How are staff incentivized or held accountable? 31

31 4. Define should be through use cases 32 20

32 CRM Use Cases

33 Discussion: Use cases What were/are your use cases for CRM? Marketing? Recruitment? Student registration? Student onboarding? 34

34 5. Identify metrics 35 20

35 Discussion: Metrics Service Number of cases handled Average number of service requests by type Average time to resolution Recruitment Number of conversions Pipeline velocity New opportunities created Marketing Performance of campaigns Number of new inquiries acquired Applications/registrations received 36

36 6. Develop roadmaps 37 20

37 Discussion: Your plan Steps 1 5 should be completed before you schedule the first demo! For those who are already doing CRM, what was (or did you think was) your greatest need? How did you/would you map the requisite data? Is/would CRM software be compulsory, or discretionary? 38

38 If you would like a copy of Deploying CRM for All the Wrong Reasons John Copeland DemandEngine John.copeland@demandengine.com , ext 725