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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
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
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
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
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
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
Going paperless and measuring interactions
Learning lessons…Success Stories
Legacy of previous system implementationFear of system not being fit for purposeRadius has to be quick to respond to changeCommunication!
Going paperless and measuring interactions
Planning it outSuccess Stories
Not rushed!Phased project
Mapped against student lifecycle:Phase 1: Enquiry ManagementPhase 2: Application ManagementPhase 3: Student Management
Going paperless and measuring interactions
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
Going paperless and measuring interactions
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
Using insight to increase recruitment, improve student and customer satisfaction, employability
Success in numbers!Success Stories
Using insight to increase recruitment, improve student and customer satisfaction, employability
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
Using insight to increase recruitment, improve student and customer satisfaction, employability
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