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CRM for Higher Education: One Size Does Not Fit All

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CRM"is"fast"becoming"a"competitive"necessity"for"colleges"and"universities"
looking" to" improve" student" engagement" and" deliver" a" better"experience"
throughout"the"student"lifecycle.""Already,"many"institutions"have"derived"
great" benefits" from" CRM"and"are"eager" to"expand" their"initiatives"across"
campus."

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CRM for Higher Education: One Size Does Not Fit All

  1. 1. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " CRM$FOR$ HIGHER$ EDUCATION$ A$WHITE$PAPER$BY$$ INTELLIWORKS"&" DEMANDENGINE" ABSTRACT' CRM"is"fast"becoming"a"competitive"necessity"for"colleges"and"universities" looking"to"improve"student"engagement"and"deliver"a"better"experience" throughout"the"student"lifecycle.""Already,"many"institutions"have"derived" great"benefits"from"CRM"and"are"eager"to"expand"their"initiatives"across" campus."" In" an" effort" to" reduce" operational" and" support" costs," many" higher" education"IT"organizations"are"considering"an"enterprise"approach"to"CRM."" Oftentimes," confuse"enterprise"technology"with"enterprise"strategy.""Such"an"approach" can"have" CRM"that"will"meet"the"needs"of"the"entire"organization.""" Ideally,"an"enterprise"CRM"strategy"improves"the"student"experience"while" ensuring" that" technology" and" processes" are" scalable" and" configurable" enough" to" meet" the" needs" of" both" traditional" and" nonNtraditional" enrollment"departments.""" Unfortunately,"enterprise"CRM"deployments"often"default"to"the"needs"of" the" undergraduate" admission" office," ignoring" the" nuances" and" complexities" of" graduate," executive" and" continuing" education" units." " As" such," the" pursuit" of" enterprise" technology" rather" than" enterprise" CRM" strategy"limits"the"potential"gains"in"service"and"productivity"and"may"not" produce"the"anticipated"return"on"investment"(ROI).""" technical" features" and" less" so" focused" on" meeting" precise" business" objectives." ONE'SIZE' DOES'NOT' FIT'ALL! This!white!paper!will! identify:! Key-drivers-leading- institutions-to- consolidate-their- CRM-efforts-- Why-existing- systems-are-not- meeting-the-needs- of-most-institutions- BestAofAbreed- alternatives-to- investing-in-legacy- technology-systems-- Communal-best- practices-for- approaching-an- enterprise-CRM- initiative- '
  2. 2. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " TABLE'OF'CONTENTS' ' SECTION'ONE' A'CRUCIAL'POINT'IN'TIME' THE'PATH'TO'CRM'SUCCESS'IS'WELL5MARKED' A'COMPETITIVE'NECESSITY'FOR'HIGHER'EDUCATION' THE'NEED'IS'THERE,'YET'ADOPTION'IS'LOW' ' SECTION'TWO' CRITICAL'CHALLENGES'AND'CONSIDERATIONS' PROS/CONS'TO'CENTRALIZED'CRM' LET'CRM'STRATEGY'DRIVE'CRM'TECHNOLOGY' ' SECTION'THREE' KEYS'TO'CRM'SUCCESS' CRM'AND'ENROLLMENT'MANAGEMENT:'A'BUSINESS'CONCERN' RECOMMENDATIONS'
  3. 3. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " ' - SECTION'ONE:- A'CRUCIAL'POINT'IN'TIME'
  4. 4. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " A'CRUCIAL'POINT'IN'TIME! With" competition" for" students" among" institutions" increasing" at" a" global" level," budgets" declining" and" student"demographics"shifting,"colleges"and"universities"today"are"faced"with"more"complex"relationship" management" challenges" than" ever" before." " Additionally," student" expectations" have" also" evolved" in" ,"and"they"have"become"more"discerning" in"terms"of"value"proposition"from"institutions.""As"a"result,"institutions"are"more"focused"than"ever"on" delivering"a"memorable"student"experience"at"every"stage"of"their"interactions"with"students."" There"are"many"touch"points"that"feed"into"the"student"experience"at"an"institution,"including"the"web," social"media,"events,"online"chats"and"campus"tours."For"many"institutions,"CRM"technology"has"become" the"hub"for"managing"these"interactions"and"leveraging"these"data"points" in"order"to"create"a"more" customerNcentric" approach" to" managing" communications" with" students." " These" tools" have" provided" institutions"with"a"wealth"of"information"on"how"students"are"interacting"with"their"institution." However,"technology"alone"cannot"answer"the"call.""Institutions"must"find"the"right"people"to"carefully" craft"a"CRM"strategy"that"not"only"determines"how"students"are"interacting"with"their"institution,"but" why.""This"requires"that"institutions"avoid"looking"at"CRM"primarily"as"an"IT"initiative"and"begin"to"look"" at"it"as"a"means"to"empower"institutional"representatives"to"deliver"better"customer"service"to"students" and"prospects ."" Knowing"how"and"why"a"prospect"engages"with"your"institution"could"make"all"the"difference"in"whether" they"decide"to"apply"to"your"school,"or"opt"for"another"school.""Additionally,"progressive"institutions"are" now" even" starting" to" leverage" preNenrollment" data" to" inform" their" student" success" and" retention" strategies,"as"well"as"alumni"development"and"advancement." ! ! ! !
  5. 5. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " THE'PATH'TO'CRM'SUCCESS'IS'WELL5MARKED' CRM"has"been"evolving"in"the"business"or"corporate"world"for"more"than"20"years."Beginning"in"the"late" with"customers."In"the"midN ,"it"morphed"into"a"tool"that"could"be"used"to"increase"loyalty.""In"fact," this"is"when"hotel"and"airline"reward"programs"came"of"age."" Fast"forward"to"the"year"2010"and"we"see"the"transformation"of"CRM"into"a"strategic"approach"designed" to" improve" the" customer" experience." This" is" accomplished" through" increased" engagement" with" the" constituent"and"the"use"of"analytics"to"both"measure"and"provide"results.""CRM"technology"in"higher" education" has" emerged" as" a" flexible" webNbased" software" application" suite" that" supports" CRM" at" all" institution"and"departmental"sizes." "track"record"has"not"been"universally"positive."Over"its"history,"failure"rates"have"been"reported" to"be"as"high"as"70%,"as"companies"are"disappointed"by"their"actual"business"results"and"the"resulting" poor"return"on"investment"(ROI)"for"their"CRM"initiatives"(see"figure"1)." " Despite"the"spotty"track"record,"history"provides"a"wellNmarked"path"toward"success."The"real"question" " "
  6. 6. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " What"leads"to"such"common"failure?"Causes"include:"" using-a-technology-first-without-an-overarching-strategic-vision- organizational-resistance-to-change-- internal-ownership-difficulties-with-customer-definition-and-data-ownership- difficulty-integrating-CRM-with-other-applications- adopting-only-partial-solutions-- underestimating-the-impact-on-people-and-underlying-work-processes.-- CRM" can" drive" significant" value" if" the" focus" moves" beyond" technology" to" the" consideration" of" the" businessNdriven"benefits"it"can"provide,"like"increased"conversion,"better"yield"and"improved"customer" satisfaction." "
  7. 7. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " A'COMPETITIVE'NECESSITY'FOR'HIGHER'EDUCATION' Gartner1 "predicts"that"by"2013,"an"institution"will"be"at"a"competitive"disadvantage"for"recruiting"without" this"type"of"relationship" " " For" example," many" undergraduate" institutions," particularly" on" the" East" Coast," are" faced" with" demographic"shifts"that"are"resulting"in"fewer"high"school"graduates"after"a"peak"of"almost"3"million" graduates"nationwide"last"year."""This"number"is"expected"to"decline"until"about"2015.""For"some,"this" could"result"in"fewer"applications"and"less"selectivity.""" This"challenge"has"created"an"interesting"dynamic"whereby"institutions"that"once"limited"recruitment"to" their"region"now"have"to"expand"the"reach"of"their"recruitment"and"enrollment"management"efforts"just" to"make"up"their"next"incoming"class." However,"even"in"the"undergraduate"world"the"picture"is"not"black"and"white.""Those"familiar"with"the" recent"budget"cuts"in"the"state"of"California"know"that"many"institutions"are"struggling"to"keep"up"with" demand"and"are"in"fact"having"to"turn"away"qualified"students.""As"a"result,"California"has"become"prime" hunting"ground"for"private,"public"and"forNprofit"institutions"around"the"country"looking"to"fill"seats"in" classrooms." Regardless" of" the" situation," these" institutions" are" faced" with" the" need" to" either" grow" or" shape" enrollment"in"order"to"sustain"their"operations." Meanwhile,"due"in"part"to"demographics"and"the"recent"economic"crisis,"institutions"are"seeing"a"boon" in"enrollment"from"adult"learners.""In"fact,"the"majority"of"students"enrolled"in"both"fullNtime"and"partN time" postNsecondary" education" today" are" nonNtraditional" adult" learners," and" they" are" the" fastest" growing"demographic"at"many"institutions."""
  8. 8. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " According" to" the" National" Center" for" Education" Statistics," between" 2006" and" 2017," enrollment" is" projected"to"increase:"" " 10-percent-for-students-who-are-18-to-24-years-old;- 27-percent-for-students-who-are-25-through-34-years-old;-and- 8-percent-for-students-who-are-35-years-old-and-over." " Institutions"are"learning"quickly"that"these"adult"students"are"motivated"by"a"completely"different"set"of" " education,"and"allow"the"college"or"university"to"leverage"that"information"in"order"to"have"an"informed" dialogue"with"students"about"their"unique"needs.""As"institutions"are"faced"with"a"more"diverse"student" population"and"continued"financial"restraints,"they"must"pinpoint"student"motivations"in"order"to"deliver" contextually" relevant" information" about" their" programs" that" will" encourage" people" to" enroll" and" hopefully"persist."" " " THE'NEED'IS'THERE,'YET'ADOPTION'IS'LOW" Despite"the"need"for"CRM"in"higher"education,"adoption"has"remained"low.""According"to"Datmonitori ," address"the"need"for"improved"access"to"data"and"operational"efficiency," institutions" find" outNofNtheNbox" SIS" integration," online" application" submission" and" reporting" and" hile"institutions"have"identified"the"need"for"CRM" capabilities,"preNexisting"technology"and"business"processes"at"institutions"have"often"slowed"CRM"from" gaining"widespread"adoption.""Still,"Datamonitor"advises"that"institutions"consider"CRM"that"will"scale" across"the"organization:" As!the!number!of!students!entering!higher!education!declines,!it!will!be!increasingly!important!for! institutions! to! recruit! and! retain! students,! which! will! require! CRM! solutions! to! have! advanced! functionality!and!features,!such!as!the!ability!to!reach!out!to!more!non?traditional!students.!!As! their!recruitment!strategies!change,!institutions!will!expect!their!CRM!vendor!to!frequently!add!
  9. 9. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " ability!to!scale!up.!!Institutions!generally!adopt!CRM!to!be!used!within!their!admissions!group,!and! as!need!arise,!deploy!it!within!other!departments! While" Datamonitor" is" right" to" suggest" that" institutions" look" at" CRM" beyond" the" admissions" office," institutions"must"be"careful"not"to"confuse"enterprise"CRM"strategy"with"enterprise"CRM"technology."" Often,"the"best"way"to"implement"a"systemNwide"CRM"initiative"is"by"embracing"deNcentralized"systems" and"processes.""" Analysts,"including"Datamonitor"and"Gartner,"estimate"that"CRM"adoption"at"colleges"and"universities"is" somewhere" in" the" range" of" oneNquarter" to" oneNthird" of" all" institutions." " However," it" appears" that" primarily" larger" institutions" that" have" deployed" a" CRM." Of" those," the" majority" of" institutions" have" implemented"it"primarily"at"the"undergraduate"level"even"though"nonNundergraduate"programs"tend"to" generate"considerable"revenue"for"their"institutions." According"to"the"National"Center"for"Education"Statisticsii N had"fewer"than"1,000"students;"however,"these"campuses"enrolled"4"percent"of"college"students."While" 12"percent"of"the"campuses"enrolled"10,000"or"more"students,"they"accounted"for"54"percent"of"total" This-means-that-88-percent-of-undergraduate-institutions-are-competing-for-less- than-half-of-the-student-population." Budget" constraints" have"made" it" particularly" difficult" for" resourceNstrapped" institutions"to"keep" pace" with"the"continuously"evolving"enrollment"management"landscape."" orrelated"with"how"institutions" have"adopted"CRM.""Large"institutions"with"the"means"and"resources"have"acted,"but"the"large"costs"and" time"associated"with"taking"on"a"CRM"project"have"kept"resourceNstrapped"institutions,"and"even"some" wellNfinanced"institutions,"from"doing"so." Even"institutions"that"have"CRM"functionality"in"place"through"other"systems"of"record,"such"as"their" student"information"systems,"are"often"dismayed"at"how"difficult"it"is"to"perform"basic"tasks"that"have" come"to"be"expected"from"a"CRM,"such"as:" Updating-and-configuring-student/prospect-contact-record-fields- Automating-recruitment-and-marketing-workflows-
  10. 10. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " Leveraging-data-to-execute-multiAchannel-communications-plans- Generating-reports-of-data-in-realAtime- Managing-the-ongoing-relationship-with-enrolled-students- Lacking" the" technology" feature" set" to" manage" marketing," recruitment" and" service" efforts," individual" enrollment"departments"are"often"left"to"fend"for"themselves"and"cobble"together"systems"to"support" independently"from"central"IT."""
  11. 11. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " - - - SECTION'TWO:' CRITICAL'CHALLENGES'AND'CONSIDERATIONS'
  12. 12. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " CRITICAL'CHALLENGES'AND'CONSIDERATIONS' The"need"for"CRM"has"prompted"many"college"and"university"CIOs"to"consider"a"centralized"approach."" NonNtechnical" campus" administrators" have" spoken" and" are" pursuing" a" CRM" strategy" in" one" form" or" another,"with"or"without"the"support"of"their"IT"departments.""However,"the"longNterm"implications"of" having"several"disparate"systems"on"campus"have"made"many"CIOs"nervous"about"having"to"support" such"an"infrastructure.""" CRM,"including:" Reducing- costs:" As" they" look" to" expand" the" CRM" footprint" on" campus" beyond" individual" programs"and"departments,"CIOs"are"now"actively"negotiating"with"vendors"to"find"economies" of"scale"that"will"provide"them"with"access"to"CRM"across"the"enterprise." - Reduced-burden-on-IT-support:"" garden"to"tend IT" departments" that" are" already" dealing" with" multiple" systems," such" as" student" information" systems" and" learning" management" systems," and" their" associated" vendors." " Having" a" CRM" vendor"responsible"for"the"entire"campus"reduces"the"number"of"touch"points"needed"to"get"a" system"up"and"running"at"an"enterprise"level." - Integration- with- other- campus- systems:" " Ultimately," whether" CRM" is" implemented" at" a" departmental" or" institutional" level," the" need" to" integrate" with" other" systems" on" campus" becomes"necessary.""CIOs"want"assurance"that"all"the"systems"they"have"in"place"will"be"able"to" " - Control:"IT"departments"do"not"want"to"be"stuck"supporting"systems"that"they"did"not"have"any" input"in"designing"or"purchasing"because"they"know"that"if"something"goes"wrong"they"will"be" the"first"line"of"defense"to"help"fix"the"problem.""They"want"to"make"sure"that"the"proper"due" diligence"is"put"forth"when"investing"in"a"CRM." - !
  13. 13. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " PROS/CONS'TO'CENTRALIZED'CRM' While" the" rationale" behind" a" centralized" approach" to" CRM" is" certainly" valid," the" means" by" which" centralization"is"pursued"are"not"always"ideal.""" The"reasoning"outlined"above"(along"with"sunk"cost)"can"also"result"in"excuses"that"lead"to"institutions" deciding"on"legacy"providers"to"take"on"their"CRM"projects"rather"than"having"bestNofNbreed"solutions."" one"size"fits"all Nusers"are"frustrated"in"the"first"place,"because"the" systems"in"place"are"not"making"their"lives"easier.""" This"is"why"institutions"must"also"weigh"the"cons"of"a"centralized"CRM"technology"approach:" Focus- on- technology- rather- than- strategy:" " When" IT" departments" are" tasked" with" making" the" purchasing" decisions" for" a" CRM;" the" driving" factor" will," not" surprisingly," always" be" technology."" However,"this"focus"on"technology"can" constrain"evaluators"and"have"them"be"more"focused"on" support"and"integration"rather"than"identifying"ways"to"help"achieve"their" functional"or"strategic" objectives." - The-tail-wags-the-dog:" "As"mentioned"previously,"the"largest"departments"on"campus"(generally" undergraduate)"are"those"that"are"viewed"as" solutions.""However,"institutions"that"do"this"exclusively"do"so"at"their"own"peril.""For"while"brands" generated"by"other"parts"of"the"institution,"such"as"graduate,"continuing"and"executive"education."" Any"CRM"investment"must"take"their"needs"into"account." - Distracts-from-other-missionAcritical-projects:""Like"any"IT"project,"CRM"requires"a"delicate"balancing" (some"might"say"juggling)"of"priorities.""Worrying"too"much"about"getting"the"technology"up"and" running"could"distract"from"other"critical"systems"being"supported"by"IT." - Limits-the-role-of-IT:"When"CRM"purchasing"decisions"are"made"without"the"involvement"of"other" departments"or"functional"users,"it"relegates"the"IT"department"to"a"tactical"role"on"campus"rather" than"that"of"strategic"partner."" "
  14. 14. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " Campus'Technology"interview," one" of" IT" as" an" operational" /" Nlevel"advisor"that" assists"the"provost"or"president"in"making"longNterm"decisions.""" "one,"which"can"cast"IT"in"the"surprising"role"of" being"a"gateNkeeping"impediment"to"progress.""In"many"cases,"this"is"unfair"and"fails"to"acknowledge" either:"" a) A antra-of-recent-times);-and-- b) the-burdensome-riskAmanagement-responsibilities-which-IT-shoulders.- strong" voice" in" technology" selection" and" purchase" " due" in" large" part" to" the" emergence" of" cloud" computing"and"softwareNasNaNservice.""But,"this"appears"to"be"less"driven"by"a"decentralization"of"buying," and" more" by" an" everNincreasing" appreciation" that" the" people" who" are" actually" going" to" be" using" a" software"solution"should"have"a"strong"say"in"selecting"that"system."""" Additionally,"this"trend"has"been"bolstered"by"the"increasing"availability"of"solutions"that"do"not"require" (as"much)"direct"IT"involvement"to"deploy.""" In" any" case," IT" appears" to" increasingly" be" playing" a" collaborative" or" supporting" role" in" vendor" evaluations;"rather"than"being"the"lone"or"leading"decisionNmaker."" "
  15. 15. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " LET'CRM'STRATEGY'DRIVE'CRM'TECHNOLOGY' A"wellNdefined"enterprise"strategy"drives"the"business"requirements"for"CRM"technology."CRM"success" is" primarily" a" function" of" people" and" process" and" clear" business" goals" and" only" secondarily" about" enabling"technology."In"their"work,"Forrester"Research"found"that"technologyNdriven"CRM"upgrades"are" not"enough"to"justify"the"cost."In"contrast,"upgrades"driven"by"the"need"to"achieve"business"benefits" (and"also"including"IT"cost"savings)"are"financially"attractive.iii " Consolidating" disparate" technologies" across" campus" and" linking" business" units" to" a" oneNsize" fits" all" sounds"like"a"good"idea"in"theory.""In"practice,"this"technologyNcentric"approach,"more"often"than"not," degenerates"into"basic"process"automation"with"systems"integration"as"the"primary"goal."While"possibly" reducing" support" costs," this" approach" ignores" the" various" pathways" to" enrollment" that" prospective" students" must" follow"and"the" corresponding" nuances" from" undergraduate"admissions"to" continuing" education.""" The"potential"of"CRM"lies"not"in"technology"itself,"but"in"the"process"of"using"technology"along"with"an" inNdepth"understanding"of"your"desired"students"to"drive"unique,"valuable"interactions"and"respond"at" the"right"time"to"student"needs."The"guiding"principle"of"a"valueNbased"CRM"strategy"is"ultimately"to" improve"the"student"experience" "across"the"institution"through"the"identification"and"implementation" of"methods"through"which"customer"interactions"can"be"made"more"effective"and"profitable."To"be" truly"successful,"a"CRM"program"must"be"guided"and"managed"according"to"a"detailed"strategy"based" on"this"principle." A-CRM-strategy-begins-by-changing-your-vantage- point-from-internal-to-external-concerns." If" you" could"change"the"enrollment"experience"for"your"students,"removing"any"internal"or"external"barriers," process"inefficiencies,"what"would"that"look"like"for"students?"The"question"is"how"to"move"from"a" vision"of"a"new"enrollment"experience"to"reality.""Creating"a"valueNbased"CRM"plan"definition"begins"by" identifying"clear"enrollment"or"other"business"goals"and"supporting"objectives"across"the"enterprise." From"these"goals"and"objectives,"it"should"be"possible"to"drill"down"to"a"set"of"performance"indicators" and"specific"initiatives,"which"can"be"prioritized"into"a"phased"implementation"plan"encompassing"all"of" the" planning," people," process" and" technology" enablers" to" support" the" strategy.
  16. 16. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " " " - SECTION'THREE:' KEYS'TO'CRM'SUCCESS' "
  17. 17. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " KEYS'TO'CRM'SUCCESS" A"critical"element"of"a"successful"approach"is"developing"the"metrics"and"supporting"mechanisms"and" processes"through"which"the"business"results"of"CRM"can"be"continually"evaluated."This"provides"the" necessary"insight"to"optimize"existing"studentNfocused"initiatives"and"to"plan"followNon"initiatives." Based" on" research" and" experience," the" following" requirements" should" be" addressed" by" any" CRM" technology"business"case:" 1) Inquiry/lead- management imbedded"on"the"website"as"well"as"campaign"landing"pages;"integration"of"social"technologies;" score"and"route"inquiries;"and"the"assignment"of"lifecycle"roles"and"stages." 2) Workflow- management transferred"from"one"user"to"another"for"action"according"to"a"set"of"predefined"rules."" 3) Lifecycle-management enrollment"paths"or"lifecycles." 4) Contact- management definition;" creating" hierarchical" relationships" (company" N" subsidiary);" and"assigning" followNup" tasks." 5) WebAbased-self-service-management functions"online." 6) Case-management "touches"throughout" the"enrollment"lifecycle"and"manage"service"requests." 7) Campaign-automation including"life"cycle"stage"(e.g.,"acquisition,"conversion,"and"yield)." 8) Program-management ability"to"manage"online"applications,"payment"gateways,"and" program"capacity"(e.g.,"capped"enrollment"programs)." 9) Analytics dash"boarding"and"reporting"capabilities."
  18. 18. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " 10) Scalability " ensure" fast" and" scalable" deployments" across" their" institutions," colleges" and" universities" should" look" to" leverage" cloudNbased" or" softwareNasNaNservice" solutions." " These" solutions" can" help" make" CRM" accessible" and" more" widely" available" to" all" parts" of" your" organization"in"much"less"time"than"traditional,"onNpremise"solutions.""" up.""Institutions"generally"adopt"CRM"to"be"used"in"their"admissions"group,"and"as"the"need"arises," deploy"it"within"other"departments.""Adding"new"users"can"be"extremely"difficult"with"an"onNpremise" solution,"but"SaaS"vendors"make"this"process"a"nonN " " CRM'AND'ENROLLMENT'MANAGEMENT:'" A'BUSINESS'CONCERN' There" is" little" argument" that" managing" enrollments" is" a" businessNdriven" concern" often" led" by" senior" leaders" within" the" college" or" university" structure." Effective" enrollment" management" begins" with" planning" and" is" supported" by" strategies" to" connect" students" to" educational" opportunities." These" strategies"may"be"executed"by"the"admissions"office,"student"services,"or"academic"departments,"each" with"its"own"businessNled"incentives"(e.g.,"job"security,"budgets,"academic"program"survival)."" " At" the" same"time," CRM" in" higher" education" has" primarily" been"viewed" as" a" technology,"often" times" delivering"capabilities"not"found"in"institutional"legacy"student"information"systems.iv "There"is"confusion" in" the" marketplace" today" of" the" linkage" between" enrollment" management" and" CRM," as" well" as" ownership"of"CRM"initiatives."In"fact,"enrollment"management"and"CRM"should"be"tightly"linked." " Enrollment"management"is"defined"as"an"institutionNwide,"systematic,"comprehensive,"researchNdriven" discipline"designed"to"locate,"attract,"and"retain"the"students"the"institution"wishes"to"serve."v "While" traditionally" considered" the" purview" of" the" undergraduate" admissions" office," the" enrollment" management"paradigm"applies"equally"to"organizations"that"serve"adult"learners"through"credit"or"nonN credit"programs"delivered"online,"offline,"or"at"a"distancevi ."" "
  19. 19. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " Enrollment" management" may" be" thought" of" as" an" insideNout" view" of" the" potential" education" marketplace."An"institution"desires"to"provide"its"educational"programs"and"services"to"target"groups"of" students"or"businesses."Thus"colleges"and"universities"employ"plans"and"policies"to"acquire,"enroll"and" retain"these"populations."" " " " The"concept"of"CRM"begins"with"a"different"vantage"point"from"enrollment"management."CRM"in" higher" education" is" fundamentally" an" organizational" philosophy" and" guiding" strategy," enabled" by" people," processes" and" the" effective" use" of" technology," to" improve" the" student" or" constituent" experience."CRM"is"an"outsideN " It"would"be"difficult"at"best"for"institutions"to"meet"enrollment"goals"without"effectively"supporting" interactions"with"students"or"to"realize"value"from"CRM"without"developing"a"strategy"for"managing" recruitment"and"retention.vii "" Managing" enrollments" by" the" various" intake" points" " from" undergraduate" to" graduate" and" professional" continuing" education" " should" be" considered" an" important" subNcomponent" of" an" institutional"CRM"strategy"that"can"help"inform"longerNterm"relationship"building"with"students"and" alumni.""" " " " " "
  20. 20. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " RECOMMENDATIONS' The"global"economic"crisis,"shifting"demographics"and"increased"competition"from"forNprofit"educators" have" made" the" challenges" of" shaping" and" growing" enrollment" on" campus" more" difficult" than" ever" " " Start!with!a!Clear!CRM!Strategy! If"t nsulting"firm"to"help"set"strategy"and"to" build" organizational" consensus." " Demonstrated" CRM" experience" and" higher" education" domain" expertise"is"a"must.""Establishing"the"metrics"and"the"initiatives"to"support"businessNdriven"goals" and"objectives"is"akin"to"writing"your"CRM"project"success"story" "before"the"investment"begins." " ! issues.""Too"often"too"much"money"is"spent"on"technology"without"a"clear"plan"to"get"the"benefits" from"the"investment."And"if"all"the"benefits"of"CRM"accrue"to"institutional"leadership,"the"people"on" the" front" lines" will" only" see" another" technology" system" they" have" to" master." A" oneNsize" fits" all" technology"approach"will"particularly"discourage"users"that"support"enrollment"that"falls"outside"of" " " Take!an!Incremental!Approach! " by" enrollment" department," student" segment" or" process" area." Find" areas" with" eager" users" and" clearly" defined" processes"for"initial"projects"to"build"support"for"broader"initiatives.! ! Demand!Technical!Flexibility!and!Scalability! It"would"be"naïve"to"think"that"anyone"system"can"be"the"endNallNbeNall"solution"for"most"colleges" N system"that"includes"a"variety"of"technology"solutions,"including"ERPs,"SIS,"CMS"and"various"Web" properties.""Fortunately,"many"providers"that"offer"access"to"a"robust"application"programming"
  21. 21. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " interface"(API)"make"tying"these"solutions"together"a"seamless"process.""However,"integration"is" about"much"more"than"just"passing"data.""Look"for"providers"that"offer"guidance"and"best"practices" on"leveraging"your"data"across"the"student"life"cycle." If"executed"properly,"a"CRM"initiative"should"enable"your"institution"to"provide"your"institution"with" growth,"efficiency,"quality"and"intelligence.""" "
  22. 22. ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " ABOUT'THE'AUTHORS" Tim-Copeland,-General-Manager,-DemandEngine- Tim" Copeland" is" the" managing" partner" for" DemandEngine," an" interactive" enrollment" marketing" consulting" and" services" company" for" higher" education." His" experience" spans" corporate" marketing" management"and"consulting"and"higher"education"enrollment"management." " Daniel-Obregon,-Vice-President,-Marketing,-Intelliworks- "Dan" is" vice" president" of" marketing" for" Intelliworks," a" leading" provider" of" relationship" management" software" and" services" for" higher" education.""Intelliworks" works" with" a" broad" range" of" educational" institutions"to"help"market"their"programs,"grow"enrollment"and"drive"tuitionNbased"revenue.""Dan"is" responsible" for" guiding" all" marketing" efforts" at" Intelliworks," including" product" marketing," branding," market"research"and"online"interactive"marketing." ' ABOUT'DEMANDENGINE$ DemandEngine" is" an" interactive" enrollment" marketing" consulting" and" services" company" for" higher" education."Combining"talent,"strategy,"and"technology,"we"help"colleges"and" universities"intelligently" uncover" demand" and" engage" their" students," influencers," and" other" constituents" to" reach" desired" enrollment"and"business"objectives."Our"customers"appreciate"our"strategyNfirst"approach." ABOUT'INTELLIWORKS' Intelliworks" enables" enrollment" and" admissions" professionals" to" make" purposeful" connections" with" students"through"its"WebNbased"relationship"management,"marketing"and"recruitment"services."Leading" onship" management" solutions" for" higher" education"to"increase"enrollment,"enhance"marketing"performance"and"improve"operational"efficiency." "
  23. 23. " ©"2010"Intelliworks,"Inc."and"DemandEngine."All"Rights"Reserved." " END'NOTES' """"""""""""""""""""""""""""""""""""""""""""""""""""""""""" i " " ii "National"Center"for"Education"Statistics,"Digest"of"Education"Statistics,"2009" iii "Band,"William."The"ROI"of"CRM"Upgrades."Forrester"Research."March"2009." iv "Student"information"systems"serve"a"primary"role"of"managing"transactional"data"such"as"application"processes" as"well"as"serving"as"an"institutional"repository"of"academic"history."These"systems"were"not"originally"designed"to" manage"ongoing"interactions"and"communications"and"often"lack"easyNtoNuse"analytics"and"reporting"capabilities." v "A'standard'definition'widely'attributed'to'the'Noel:Levitz'company.'Retrieved"July"15,'2009'from' www.ewu.edu/groups/academicaffairs/.../EM_White_Paper_9_06.pdf."" " "

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