h i g h e r e d u c a t i o n managing critical customer relationships in higher education may 13,...

H I G H E R E D U C A T I O N

Managing Critical Customer Relationships in Higher Education

May 13, 2002 – CUMREC 2002 – Minneapolis, MNCopyright Joe Burkhart, Mark Danis and Kwok Lam, 2002. This work is the intellectual property of the author. Permission is granted for this material to be shared for non-commercial, educational purposes, provided that this copyright appears on the reproduced materials and notice is given that the copying is by permission of the author. To disseminate otherwise or to republish requires written permission from the author.


Presenters

Mark Danis Senior Vice President, Higher Education

Joe Burkhart Manager, Higher Education

Kwok Lam Senior Manager,Higher Education

For further information or copies of this presentationContact

Joe Burkhart at:703.747.3254

[email protected]


Presentation Agenda

What is Customer (Constituency) Relationship Management

Issues facing the Institution Student For Life Enabling Technology Benefits Q&A


Corporations Are Beginning To Understand Their Customers

“We have only two sources of competitive advantage: 1. The ability to learn more about our customers faster than

the competition.

2. The ability to turn that learning intoaction faster than the competition.”

Jack WelchGeneral Electric

The turn of the millennium has shown corporate America’s renewed focus on what is most fundamental to business: The Customer


What CRM really is ...

Entire new markets have emerged to address the issues of Customer Relationship Management. This has created confusion on what CRM really is ...

CRM is…

CRM aligns business processes with customer strategies to build customer loyalty and increase profits over time. (Note that

the words “technology” and “software” are conspicuously absent from the definition.

Harvard Business Review

February 2002


DRIVERS Competition

Constituent Expectations

Increasing Service Delivery Costs

Complex Institutional Infrastructure

Multiple Service Touch Points

BENEFITS Revenue

generation

Cost Reduction

Sustained Customer Loyalty

Competitive Advantage

Customer Relationship Management (CRM)

The market is driving Institutions to focus on Customer Relationship Management to deliver business performance.


Disparate Customer Experience


Enterprise Issues

President’s Office

•Customer Satisfaction

•Enrollment

•Branding & Image

•Advancement

•Alumni Support

•Fundraising

Finance & Administration

•Budget

•Enrollment Capacity

•Financial Aid Discount Rate

•Accounts Receivable

•Integration

•Multiple Projects & Initiatives

•Staff Skill Sets

•Evolving Technology

•Diverse Organizational Needs and Expectations

•Academic Affairs Needs

•Learning Management

•Retention

•Student Services Needs

•Student Satisfaction

•Student Participation

•Retention

Information Technology


Student Life Cycle

KPMG Consulting develops CRM business processes along the “Student Life Cycle”

Potential Recruit Successful Student Contributing Alumni

Student For Life


Life-Cycle/Interaction Management


Life Cycle Capability Needs

•Ability to deliver personalized service

•Ability to deliver proactive service

•Ability to manage service

•Ability to provide “One-Stop-Service”

•Ability to support self-service

•Ability to integrate technologies for a seamless and blended customer experience

•Ability to determine effectiveness of programs and services.

•Ability to project recruitment and retention







Pre-Attending Attending


Life Cycle Capability Needs

•Ability to identify supportive alumni and donors

•Ability to manage solicitations of supportive alumni and donors







Post-Attending


CRM vs. ERP

CRM is to the “Front Office” as ERP is to the “Back Office”

ERP applications are designed to reduce costs and improve transaction efficiency.

CRM applications enable an institution to: Improve Market Promotion for the Institution Increase Customer Satisfaction Promote Loyalty to the Institution


Enabling Technology

Pre-Attending Attending Post-Attending

Admissions Registration Financial Aid Student Accounts

Academic Advising

Learning Management

Advancement

Financials Human Resources / Payroll

Data Management & Warehouse

Ap

plic

atio

n In

teg

rati

on

Infrastructure

ER

PD

ata

Har

dw

are


Marketing

Portal Experience

Contact Management

Knowledge Management

Analytics

Enabling Technology

Admissions Registration Financial Aid Student Accounts

Academic Advising

Learning Management

Advancement

Financials Human Resources / Payroll

Data Management & Warehouse

Ap

plic

atio

n In

teg

rati

on

Infrastructure

Cu

sto

mer

M

anag

emen

tE

RP

Dat

aH

ard

W

are

Pre-Attending Attending Post-Attending


CRM Benefits

Performance Measures

Commercial Sector

Higher Ed Potential

Cost of Recruitment

Before After

Cost of Sale

35%

Donation Volume and Cycle Time

Before After

Sales Cycle Time

25%

Customer Satisfaction

Before After

Customer Satisfaction

20%

Source: Survey of 295 companies by Insight Technologies Group


Other Potential Benefits

Benefits to Customer Single Point of Contact “One-Stop-Shopping” Self Service Proactive Service Improved Response Time “End to End” Service More “One and Done” Contacts Positive 1st impression


Other Potential Benefits

Benefits to Institutions Consolidated view of customer Lower Cost to Recruit Increase Retention Reduced churn on service deliveries – improved efficiencies Workflow Management Performance Management Quality Assurance Service Tracking Service Benchmarking Increase Retention of Staff Customer Profiling Consistent responses Effective Volume management Reduced Training costs


Questions & Answers

For further information or copies of this presentationContact

Joe Burkhart at:703.747.3254

[email protected]

WEB e-Mail

Fax Phone

In Person

Multi-Channel

UnifiedChannels

Singular Customer Experience

h i g h e r e d u c a t i o n managing critical customer relationships in higher education may 13,...

Documents

h i g h e r e d u c

t i o n page

life n

institution n student

customer slide

retention ability

selfservice ability

personalized service