Customer Relationship Management (CRM) The New Recruitment Tool

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1 Customer Relationship Management (CRM) The New Recruitment Tool 2008 AACRAO Technology Conference Baltimore, MD Thursday, July 10, :45 5:00 PM Cindy Bylsma Supervisor Unit Data Systems Office of Undergraduate Admissions

Baltimore, MD Thursday, July 10, 2008 3:45 5:00 PM Cindy

2 University of Michigan Who We Are University of Michigan comprises of 3 campuses: - Main Campus -- Ann Arbor - Dearborn Campus - Flint Campus Internationally renowned for research and education with over 200 degree programs Fall ,000+ students enrolled in undergraduate, graduate and professional degree programs Admit approximately 6,000 freshmen annually in Ann Arbor

and education with over 200 degree programs Fall 2007 41,000+ students enrolled in

3 University of Michigan Values Excellence Michigan s academic excellence presents itself in a student experience that draws on a diversity of ideas, beliefs, ethnicities and personal backgrounds. Mary Sue Coleman President, University of Michigan

on a diversity of ideas, beliefs, ethnicities and personal

4 Office of Undergraduate Admissions Recruit a diverse student population that includes students of all ethnicities, all national origins, and under-represented areas Challenges: - How to reach out to students - Develop communication strategy

ethnicities, all national origins, and under-represented

5 Recruitment Tools Used in Admissions Offices PAST and CURRENT: Direct Mail Telephone

6 Generations of Information Users These communication strategies worked for the generations of people known as: Baby Boomers ( ) reflect the post-world War II demographic boom in births first group to be raised with televisions in the home, listened to transistor radios are digital immigrants who reached adulthood without digital technology Generation X ( ) Digital technologies began to emerge (in a mass sense) largely during the teen years of Generation X. willingly embrace the technologies they saw evolve into consumer durables

radios are digital immigrants who reached adulthood without digital technology Generation X (1965-1979) Digital technologies began to

7 Generation V Virtual Generation Y/Millennials ( ) have enjoyed the luxuries of digital technology their entire lives rise of mass communication, video games and the Internet Now, we are in Generation V (Virtual) aka Generation Z (mid s - current) are very active consumers. are highly connected technologically, having had lifelong use of communications and media technologies such as DVDs, the WWW, IM, and cellular phones - Wikipedia

Generation Z (mid- 1990 s - current) are very active consumers.

8 Generation V Technology The new generation of information users who prefer to obtain information and communicate through digital methods. Blogs Instant Messaging (IM) Text Messaging Social Networking Podcasts Virtual Reality Sites Customer Relationship Management (CRM)

9 Customer Relationship Marketing (CRM) in Business World Relationship marketing is a form of marketing developed from direct response marketing campaigns conducted in the 1960's and 1980's which emphasizes customer retention and continual satisfaction rather than individual transactions and per-case customer resolution. - Wikipedia

in the 1960's and 1980's which emphasizes customer retention and continual

10 Customer Relationship Management in Higher Ed Customer (Constituent) Relationship Management software is widely used in both public and private organizations to manage interactions and build relationships with customers. CRM provides a 360 view of a constituent s relationship with your college or university: exchanges, phone conversations, chat sessions, web visits, mailings, and in-person interactions.

11 Customer Relationship Management (CRM) in Higher Ed Why does University of Michigan use a CRM?

12 Undergraduate Admissions The Case for A CRM Applicant/Matriculant Volume Volum e 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 (5,000) 25,806 27,474 29,108 23,882 21,297 6,040 6,115 5,399 5,992 5, % % 10.98% -0.15% FA 2004 FA 2005 FA 2006 FA 2007 FA 2008 Admit Year Applicants % Appl Change Matriculated % Matr Change

23,882 21,297 6,040 6,115 5,399 5,992 5,983 1.24% -11.71% 10.98% -0.

13 Undergraduate Admissions - The Case for A CRM Challenges incurred with growing volume of applicants, overwhelming our Call Center: Numerous phone calls (calls were dropped unattended) Numerous s (2.5 weeks to respond at peak admissions season) packages were very slow in contacting large populations Solution: Implemented Knowledge Base that is self-service and available 24/7/365 to assist in questions Implemented an online Chat service with caller Implemented CRM Tool to perform marketing functions

5 weeks to respond at peak admissions season) Email packages were very slow in contacting large populations Solution: Implemented

14 Customer Service and Marketing Questions

15 Marketing Implementation Summer 2007 began use of Marketing tool: blasts to prospects until application is submitted Targeted communication to specific groups Personalization of messaging Complements paper marketing campaign

application is submitted Targeted communication to

16 Marketing Implementation Capabilities of Marketing tool include: HTML-designed messages Flexibility to send tailored message to the recipients (segmenting messages) Schedule campaign releases Web registration for events Market testing (send to x% of population at a time) Reporting/Analytics to measure effectivenes of campaigns and programs

Schedule campaign releases Web registration for events Market testing (send email to

17 Sample Message

18 Sample Web Registration Form and Confirmation

19 Sample Campaign Set-up

20 Reporting Tools CRM offers reporting capability: Reports available in HTML, PDF or Excel formats Up-to-the th minute event registration ti reports can be generated for program managers Campaign effectiveness reporting is available: # of s opened Tracked web links opened by recipients

reports can be generated for program managers Campaign effectiveness

21 Sample Event Registration Report Event Last Name First Name Attend Number Attending Including Yourself Salute to Excellence Salute to Excellence Salute to Excellence Adams John Yes 3 Jefferson Thomas No 0 Washington Martha Yes 1 Total 4

22 Sample Campaign Statistics Report

23 Analytic Information Analytical information can be produced in chart, PDF, Excel format Requires a data manager to carefully identify what data needs to be populated in the CRM Analytics can be used to identify the effectiveness of an event or assist in decision-making

24 High Priority Cluster Applicants Parent Level of Education ELEM < HS HS DIPL Some COLL AS BS MS PhD Othr Total MATR ADMT APPL WAIT

25 Matriculated Applicants Viewed By # of Events Invited Total Hi-Pri Cluster Applicants MATR All Applicants MATR

26 Summary Customer Relationship Management (CRM) can be a powerful tool to assist in a Recruitment and Admissions Office CRM can be a part of a student s lifecycle: Communicate to students in younger grades (8 th, 9 th, and 10 th ) to attend university camp programs invite prospective students to submit an admissions application contact applicants to attend a recruitment event encourage admitted students to become a member of the university community

27 Questions? Cindy Bylsma Office of Undergraduate Admissions

Customer Relationship Management (CRM) in Admissions and Records. AACRAO 2008 Annual Meeting Orlando, FL #293, 8:30-9:45 Wednesday, March 26, 2008

Customer Relationship Management (CRM) in Admissions and Records AACRAO 2008 Annual Meeting Orlando, FL #293, 8:30-9:45 Wednesday, March 26, 2008 In Today s Presentation Definition of CRM technology University