Change Management StrategyEnquiry & Contact Management Project

June 2014

2

Purpose

University of Adelaide

Perc

eptio

ns &

Per

form

ance

Time

High Expectations

Realise Effort & Complexity

Frustration

Light at the end of the tunnel

Better than before Reduce the depth &

duration of the dip

3

Scope and Objectives

University of Adelaide

Understand and respond to needs, interests and concernsManage expectationsMake explicit roles and responsibilitiesBuild shared ownership of solutions through participation

Stakeholder Engagement

Active and visible sponsorshipBuild and maintain awareness and understanding of the need for changeInformation in the right format, at the right time and with the desired impact

Communication

Identify the skills, knowledge and behaviours required Training and job aides (e.g. quick reference guides) Opportunities for practice and feedbackTo Be Designed

Training & Development

4

Change Management Strategies

Awareness of need to change

Desire to support & participate

Knowledge of how to change

Ability to implement skills & behaviour

Reinforce & sustain the change

Design

Configure

Test

Deploy

University of Adelaide

Sponsorship, Leadership, Communication

Participation, Coaching, Managing Resistance

Training, Coaching

Sponsorship, Coaching, Reward & Recognition

Individual Transition

Proc

ess

Chan

ge

5

Managing Stakeholders

• Identify stakeholders • Understand needs, interests,

concerns and attitude to change• Manage according to influence and impact• Assign responsibility

University of Adelaide

No. Unknown Resistance Acceptance Supporter Advocate

Key Player 24 1 2 2 13 6

Keep Satisfied 17 7 6 4

Keep Informed 15 9 3 2 1

Minimal Effort 11 6 4 1

67 23 2 15 20 7

Keep Satisfied

Key Player

Minimal Effort

Keep Informed

High Influence

Low Influence

High Impact

Low Impact

6

Enquiry & Contact Management (Email,

F2F, Phone)

Prospective Students

(Lead Capture & Management)

Marketing Campaign Services

(Lead Generation & Administration)

Knowledge Base(Self-Service/Web

Enquiry)

Technical & Systems

Administration

Contact recorded Responding to

enquiries SLAs, responsibilities

& opportunities for workforce optimisation

Measures and reports to track progress

Integrate customer feedback into the BAU process

Case Management TBD

Lifecycle, segments & value propositions for prospective students & schools

UG pipeline management (with & without Agents)

Contact management for Schools and Agencies

KPIs and standard reports

Campaign work flow Client lists Content

development & approval

Personalisation & variations

Contact management guidelines

Track, analyse and respond to campaign outcomes

Generating leads for PG study

KPIs and standard reports

Framework Development of

content for “Go Live” Content governance

and maintenance (i.e. author, review, approve & publish)

Integrate with internet/intranet

KPIs and standard reports

Identity management & de-duping

Data definition & management

Development of use cases & configuration plan

Workspaces Data migration &

integration Testing Deployment

Student Administration Office Future Students Faculty of Professions Ask Adelaide Technical Services - Neil Feakin

University of Adelaide

5 Work Streams Led by Subject Matter Experts

7

Critical & Multi-faceted Role for Managers

Sponsor/ Senior

Leaders

Reference Group

Managers

Change Agent

University of Adelaide

Process Focus

Work StreamsE&CM (incl. Case Management)Prospective Student Lead Mgmt.

Outbound MarketingKnowledgebase

Technical

Consulted/Validate UoA approach

Understand impact on local process

Participate in testing & pilot training (as able)

Support end users

People Focus

Team & IndividualAwareness

DesireKnowledge

AbilityReinforcement

Consulted/Validate Change Management approach

Tailor communication for local teams

Monitor engagement Support Managers

8

Process for Developing Procedures & Communication

University of Adelaide

Preparation

Select SMEs

Induct SMEs

Confirm & communicate Work Stream outcomes & design/configure process

Select & brief Reference Group participants

Design UoA Approach

Review best practice based on OOTB solution and other University practice

Consult/involve Reference Group to validate design and provide feedback

on local impact

Utilise fit for purpose customer forums (as appropriate)

Document recommended approach. Develop communication with Change

Manager

Communication & Confirmation

Brief Managers and Change Agents who then tailor communication to

local team(s)

Manager/Reference Group describe/ explore change with staff and provide

feedback to SME

SME finalises recommendation , submits to E&CM Board for approval

and confirms outcomes with stakeholders

Managers confirm outcome with staff

9

Communication – Key Messages

Our Purpose: To deliver an enterprise solution for enquiry and contact management and a foundation

for an integrated customer relationship management platform for the University

What is the

strategic intent?

E&CM is the first phase in a longer term program that focuses on customers as a

strategic priority

To improve our customers

overall experience by understanding, connecting and

serving them better

Customer insight and

operational analytics will help us deliver cost-effective

services

How will this be

executed?

Our relationships with

customers will be coordinated on a “whole of University”

basis

Our communications will be

customised to meet the needs, interests and preferences of

our customers

Technology will enable an integrated, single view of

customers over time and all channels of communication

What are the

benefits?

A distinct and professional

reputation that “future proofs” the University in a highly

competitive and consumer driven market

Increase the mutual value of customer relationships over

time

Greater capacity for self-

service, continuity in service delivery and better use of

resources

University of Adelaide

Managers will receive communication templates to support their active role in the communication plan. These will be based upon the following key messages:

10University of Adelaide

Strategic Intent

High Level Implementation

Detailed Implementation

In-Scope Faculties & Departments

• All DVCA Employees• DVCA Management• DVCA Faculty Group

• Faculty Executive Teams • Faculty Offices• Executive Director Mgmt. Team• Student Services & Admin Team

• All Faculty Marketing• Ask Adelaide• Student Administration• Office of Future Students • International Office• Faculty of The Professions • All Faculty/School Student

Services (Design & Configuration focus)

University Wide

• All University Employees

• University Engagement Branch

• Marketing & Communications

• Technology Services

• Online Media • Technology

Services

Communication – Tailor Content & Level of Detail to the Audience

11

Evaluating Stakeholder Management & Communication

Monthly reviews of stakeholder plan

Mid-project review with relevant management teams What’s working?, What’s not working?, What’s missing?, What’s working but adding no

value?

Surveys to monitor employee’s awareness & attitude to the change After the initial communication launch After publishing new University procedures After training and prior to “Go Live”

Operational Metrics (incl. baseline measures) No. of enquiries, by type and channel % of enquiries referred on for resolution No. of prospective student leads captured and % followed up Customer Satisfaction

University of Adelaide

12

Plan – Next Ten Weeks

University of Adelaide

June 2014

July 2014 August 2014

Launch Communications Developed

Project Launch Presentations/emails

Managers (Benefits discussion with team, 1 on 1)

Select/induct SMEs and Change Agents

SMEs confirm Work Stream outcomes and process

Reference Groups selected

SME Consultation process

Newsletter

Intranet Site

Staff Survey

Stakeholder Review

University of Adelaide 13

Items for decision:

Seek approval to:

Implement the Stakeholder Engagement Strategy

Implement the Communication Strategy and Plan Commence Project Launch with DVCA Faculty

Group (27th June)