the impact outweighs the effort: effective and impactful crm and online application implementation

The impact outweighs the effort – effective and impactful CRM and online application implementation

—College Marketing Network Annual Conference12 November 2016Daniel Falls, Head of HE Consulting Services

An introduction to Hobsons1,500 colleges

and universities using Hobsons

technology

40 years in education

900+Employees

London, UK

USA Malaysia

Australia

Our partners in CRM

More than 1500 global partners

More than 50 in the UK and Europe

Enquiry Capture & Event Management

Admissions and Enrolment

Ongoing Student Engagement

Radius is a best-in-class admissions and enrolment management CRM for higher education that helps institutions make strong connections with students from enquiry to application and enrolment, through to graduation and beyond.

Radius helps you connect with best-fit students early in their search process, deepening the connection by providing timely and relevant information and helping them progress from interested to enrolled. We combine robust CRM and application management functionality into one seamless solution to track students throughout their academic journey, showing a holistic view of your interactions with individuals at each stage of the student lifecycle.

Connecting students with their future

Today’s Conversation

The challenges – what to look for Implementation and building an effective project teamManaging expectations

What is CRM and why is it important

Go live and success stories

CRM v MarketingCustomer Relationship Management (CRM)CRM is the implementation of a strategy through which an organisation aims to optimise customer relations in terms of customer value and customer satisfaction. It is a continuous, systematic and all-encompassing activity. ICT plays a supporting role. CRM Association

MarketingMarketing is an organisational function and a set of processes for creating, communicating and delivering value to the customer and for managing customer relationships in ways that benefit the organisation and its stakeholders.American Marketing Association

CRM v MarketingMarketing CRMMarkets Individual clientsRecruit Retain1 to N 1 to 1Short term Long termProduct life cycle Customer life cycleTransactions RelationsMarketing dept All departments

CRM systems support your marketingCRM systems allow you to capture and store data of

– Prospects, leads, applicants, admitted and enrolled students– Alumni– Parents– Employers– Donors

To communicate with them– Faster– More personalised– More reliable

CRM systems allow you to organise your work more efficiently

Some recommended reading/reviews

Study Portals CRM Report (2015) – Global Report• How are institutions using CRM systems globally?• What are the features of the top 15 CRM systems?• What are important features for insitutions using CRM systems?• What CRM systems are more popular in certain regions?

AACRAO Study: CRM usage gap in higher education (2015) – US • Implementation of CRMs has a significant influence on changes in practice and staffing• CRMs are most likely to be used to support admissions and recruiting• Institutions are not fully integrating their CRM data with their Student Information System (SIS)

data• The majority of respondents (59 percent) indicated their institutions have only been

"Moderately successful" in the overall use of the CRM

JISC CRM Good Practice Handbook (2012)http://www.uofadmissionsmarketing.com/ - CRM Secret Guide

http://www.uofadmissionsmarketing.com/

Step Two Step Three Step Four Step One

Are you using systems to their

full ability? What other systems are

there?

What type of CRM do you

need?Undertake a touch point analysis?

Understand your own institution

Pre Implementation Scoping

How are you differentiating from other institutions?

Are you doing the same thing you’ve always done?

What’s your favourite piece in your communication flow?

What’s your least favourite?

If money was no object, what do you wish you had?

Do you personalise anything to your audience?

Is your material specifically addressing your key audiences, or is it general?

How do you get students interested?

How easy is it to get a new project completed internally?

Questions to ask

The challenges

No information collection and tracking

Large teams using disparate systems

Everyone having their own way of working

Decentralised admissions

o Be clear about the project requirements

o Identify possible pitfalls

o Commit the time and the right people

o Who are the right people?

o Understand it will not go to plan so allocate a little leeway

Implementation and challenges

Build Verify Go LiveDiscoverConfiguration &

IntegrationData Load & Training System LivePlanning/Discovery

Visit

Implementation Timeline

The transition to RadiusAsk for a dedicated account manager coupled with expert consulting, training and responsive technical support helps your institution align people, processes and technology.

Building an effective project team

Get the right people on the team- Skills required- Level of influence- Access to resource

networks- Capacity to

participate effectively- Ability to work well in

a team

Pull together a resource plan

Result: a strong, results oriented team!

Do sell it in to key

stakeholders and create excitement

Ensure time for training

Cascade training

Do not overpromise

Manging expectations

Getting to go live!o Big bang or phased go-live?

o Choose a realistic date – build in a little flexibility

o Consider institutional and individuals calendars

o Do you need a soft go-live then a big bang later?

o TEST TEST TEST

Dedicated project team engaged and empowered to make decisions

Dedicated time throughout the implementation process

Centralised system administrator(s)

Input and compliance with project plan

Migration best practice

Client stories

About LSBMSuccess Stories

Based in Central LondonWorking in partnership with the University of NorthamptonOffering UG & PG in Business, Law and FinanceShare facilities with Birkbeck

Going paperless and measuring interactions

The challengeSuccess Stories

Manual processes for Recruitment, Marketing and AdmissionsPaper based systemsNo marketing automationRecruitment bogged down in paperworkMessy data and no relationship tracking


Learning lessons…Success Stories

Legacy of previous system implementationFear of system not being fit for purposeRadius has to be quick to respond to changeCommunication!


Planning it outSuccess Stories

Not rushed!Phased project

Mapped against student lifecycle:Phase 1: Enquiry ManagementPhase 2: Application ManagementPhase 3: Student Management


Lessons learntSuccess Stories

Radius is very powerful, but need to manage expectationsPeople are resistant to change, learn how to communicate how great the system isSystem has such potential, its exciting! Share your enthusiasmHave an open, honest relationship with vendor


Founded in 1840 as a Teaching Education CollegeModern, dynamic University in a wonderful historic citySuccessful & values- driven Teaching excellence (Ofsted Outstanding)8000 Students, 1200 Staff

About the University of Winchester

Success Stories

Using insight to increase recruitment, improve student and customer satisfaction, employability

Pre RadiusSuccess Stories


Success in numbers!Success Stories


41516 Contacts created4825 number of Enquiries7012 number of Cases4283 number of Prospectus103 number of Events4345 number of Attendees130751 number of emails sent

Learning pointsSuccess Stories


Setting KPIsWhat we had prior to installing Radius - No centralised solution - Lack of collaboration - No tracking contacts - Manual processes events and enquiries

Michelle Blake, Sarah BaxterCollege of West Anglia/Bedford

College

CRM, conversion and keep warm

strategies…

Collingtree 112:35 – 13:15

Hear from a current client!

Discussion / Q & A

Please visit hobsons.com for more information, client stories, or sign up for one of our upcoming webinars.

Thank You