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CRM & Recruitment Best Practices
Brian Dycus
May 1st, 2013
Customer Relationship Management
Best Practices
• Meaningful Statuses
• Unique & Timely Messaging
• Trackable Milestones
• Intelligent Touch Points
• Simple Reporting
Worst Practices
• Poor “Filing” Systems
• Undifferentiated Messaging
• No Activity Records
• E-blasts & Call Campaigns
• Data, Data, Data!
3
CRM Best Practices: Goals
• Track & Build Relationships
• Plan Strategic Communications
• Record Interactions & Documentation
4
5
Step 1: Definitions
Activities – “Cases” Milestones Statuses
Send Welcome Email New Inquiry New Inquiry
Personal Phone Call Student Contact Engaged
Mail Brochure Demonstrated Interest Interested
Send Financial Aid Info Meeting Conducted Interviewed
Invite to Open House Application Started Applied
F.A. App Completed
6
Prospect Statuses
New Prospect Applicant Enrolled
New Inquiry Contacted New Application Registered
Interested Complete Active
Interviewed In-Review
Committed Accepted
Status Considerations
1. Sequential
2. Triggered by milestones
Communication Plans
Nudging Prospects
New Inquiry Contacted New Application Registered
Interested Complete Active
Interviewed Accepted
Committed
1. What activities that build relationship and commitment?
Communication Plans
Nudging Prospects
• Personal Introduction• School/Program Overview• Financial Aid Basics• Student Profiles
• 4 Emails• 4 Voicemails• 6 – 10 Calls
Sample: New Inquiry
1. Anticipate Needed Information
2. Determine Appropriate Medium
3. Determine Amount of Communication
4. Keep it Personal
9
Case RecordsEnrollment Milestones
Key Conversations Communication Records
New Assigned Appointment Inbound
Contacted Online Event Outbound
Scheduled Info Session Campus Event Follow-Up
Interviewed Program Info Confirmation/Reminder
App Started Fin Aid Info General Comments
App Completed Application Info
Enrolled Escalation
Transfer
Source Status Date/Time Notes
Phone Open Calendar Field
Email Closed Time Field
Web Chat
10
Lifecycle Roles/Stages
New Prospect Applicant
New Inquiry Contacted Started
Not Qualified Interested Completed
No Response Interviewed In Review
Inactive-Future Accepted
Closed -DNC Rejected
Chose Not To Apply Cancelled
Closed –DNC
11
Key Sort Variables: - Date Range- Advisor/Agent- Program- Lead Source
Key Sort Variables- Start Date- Program- Advisor/Agent
Purpose:Provides insight into strengths and weaknesses in the admissions process.
Purpose:Forecast enrollment numbers for pending starts and focus advisor efforts.
12
New Inquiry Contacted Interviewed Applied Enrolled
Not Qualified
No Response
Chose Not To Apply
Inactive Prospect
Closed Inquiry Rejected
Cancelled
Graveyard Statuses
Awareness Campaigns
13
13%
43%26%
10%
4% 3%
Not Qualified
NQ - Currently Enrolled
NQ - Did Not Request Info
NQ - Duplicate Entry
NQ - Incentivized Inquiry
NQ Invalid Contact Info
NQ - No Basis
11%
36%
22%
9%
22%
Inactive Prospect
30-day, Lost Con-tact
FI - Current Student
FI - Financial
FI - Military Duty
FI - Personal
Purpose:Provide insight into marketing and lead generation effectiveness.
Key Sort Variables: - Lead Source- Date Range- Program
Insight: Inquiry Generation
14
Purpose:Provide insight into admissions process effectiveness, agent effectiveness, and program value proposition.
Key Sort Variables: - Advisor/Agent- Program- Lead Source- Date Range
8%
27%
16%7%3%
2%
7%
16%
5% 8%
Chose Not to ApplyCareer Outcomes
Chose Another School
Cost/Tuition
Curriculum
Major Not Available
No Internet/Computer
Personal/Unknown
Program Format
Reputation
Schedule Options
9%
32%
19%
8%3%
3%
8%
19%
Cancelled Application45-day, Lost Contact
Chose Another Program
Financial Aid Ineligible
Military Duty
Personal - Family
Personal - Financial
Personal - Health
Reputation
Insight: Enrollment Process
Summary & Tips
• Define Statuses• Avoid Grade Levels - Use Start Dates
• Simple Communication Plans• Utilize Conversion Reports• Create Responsive Communication Plans
• Connect To Other Departments (IW “Modules”)• F.A. Tracking• Document Tracking• Assigning Cases
Discussion & Next Steps
17
Outbound Call
Outbound Email
Appointment
Transfer to Campus
Escalation to Campus
Calls Inbound
Inbound Email
Follow-Up Interview Conducted
FA Packet Sent
Program Information Request
Application Sent
0 500 1000 1500 2000 2500
Cases Created
Open Closed
Purpose:- Track agent activity and
productivity.- Manage agents by
monitoring “open” activities
Key Sort Variables: - Date Range- Advisor/Agent- Program