1. Using CRM to Efficiently
Manage Yield
A Case Study
http://whitman.syr.edu
2. School of Architecture
Introductions College of Arts and Sciences
School of Education
• Uh, hi!
L.C. Smith College of Engineering and
• Syracuse University Computer Science
• 20, 407 total student population David Falk College of Sport and
• 13,504/697 undergraduate Human Dynamics
• 4,381/1825 graduate School of Information Studies
• 3,700 faculty/staff (“iSchool”)
• All 50 states, 124 countries represented The Martin J. Whitman School of
Management
• Whitman – Founded in 2003
• 3,000 population undergrad/grad Maxwell School of Citizenship and
Public Affairs
• 550 graduate/doctoral students
S.I. Newhouse School of Public
Communications
College of Visual and Performing Arts
University College
http://whitman.syr.edu
4. Agenda
• It’s all about the yield!
– Definitions and Parameters of case study
• Idea generation – How can we monitor, track, and
improve our yield, but more efficiently?
• Flow chart – who, what, when, where, how
• Yield strategy done! Yippee! Now what?
• Automate, Record, Deliver – The “musts” of yield
strategies
• Thoughts for the future
http://whitman.syr.edu
5. It’s all about the yield!
• Case study is based solely around improving yield of
Full-Time MBA students
• Let’s be sure we are all on the same page:
– Yield (students admitted that pay their deposit or show
intent to matriculate)
– Melt (students that deposit that do not show up the first
day of onboarding/orientation)
Yield strategies typically seek to improve conversion
and minimize melt!
http://whitman.syr.edu
6. Its all about the yield!
• Timeline of our typical
yield strategy (what
strategy?)
• Identifying the need: past
history of applications,
selectivity and yield
• Assessing the market
(insert funny metaphor for
super competitive, hair
pulling industry)
http://whitman.syr.edu
7. Idea Generation (The 5 P’s)
• Communication Plan (one of our favorite terms)
– What should be part of this plan?
– When should we communicate with the student?
– Where do we communicate?
– Who should be involved?
– Why? Really? I won’t go there
– How? How do we organize a plan that is timed, includes
key stakeholders, fosters a relationship and provides early
social and intellectual integration into our program?
http://whitman.syr.edu
10. Ideas into action…
• Let’s break down what we just saw
– Immediately following, an email is sent out (along with
offer packet)
– One week following, Director of Recruitment contacts
– Two weeks following, Associate Dean contacts
– Decision due emails
– More calls (Director of Experiential Learning, etc.)
http://whitman.syr.edu
12. Yield Strategy Done! Yippee! Now what?
• Decided on key stakeholders, created a timeline for when to contact and
the message to send, provided an export of information to each
stakeholder about who to contact
• Created filters for the timeline identifying criteria necessary before the
next step begins
• Carefully document all communications and important dates associated
with the student record
• Provide templates for stakeholders with email content and student
information
• Implement triggers for administrative action based upon the status of
the student
http://whitman.syr.edu
15. Using CRM to administer, automate,
and maintain yield strategies
• Break down each component of your yield strategy
and ask, “What can Hobson's do”?
• Utilize functionality of your CRM in house (emails,
exports, and filters)
• Tie each step in the process back to a function
• Concentrate on what’s important and don’t get
fancy. Remember three end goals when integrating:
Automate, Record, Deliver
http://whitman.syr.edu
16. Using CRM to administer, automate,
and maintain yield strategies
• Automate
– Create exports/filters that email stakeholders directly
instructing them to contact the student (using pre-
determined criteria)
– Tie these exports not just with email/phone directions, but
with administrative directions as well (i.e. grant access to
onboarding site)
– Queue emails to go out using watched attributes (i.e.
alumni ambassador emails)
– Let’s Hobson’s tell you when something needs to be done!
• Assign
http://whitman.syr.edu
22. Additional ways to Automate
integrated aspects of your yield
strategy
Assign student ambassadors ahead of
time and tie those assignments with
automated messaging later on in the
yield strategy
24. Using CRM to administer, automate,
and maintain yield strategies
• Record
– Each export and filter is recorded within the student’s
record
– Have each stakeholder share with you his/her
communication (email or phone conversation) and input
into record. Yes, this is the most work you’ll have after
setup
– Using date attributes along with timeline provide you with
good cycle times of a student from admit to matric
http://whitman.syr.edu
25. Using CRM to administer, automate,
and maintain yield strategies
• Deliver
– Provide real time yield to those involved with substantive
data to support efforts
– Improve the quality of yield efforts eliminating hours of
auditing records, sending out action items, and manually
documenting communications
– Enhance your ability to forecast better and increase the
likelihood of matriculation. Simply put, perception is
everything!
http://whitman.syr.edu
26. Thoughts for the future
• Name actions/steps for ease of user
• Utilize exports/emails to automate faculty messaging
• Integrate VIP page into timeline
• Build additional emails post admission/confirmation
that are automated (i.e. what to expect, onboarding,
etc.)
• Branch out to other programs (copy, copy, copy!)
http://whitman.syr.edu
27. Results
Current Yield for FTMBA program as of June 25th is 51%,
with active applications still in the pipeline
Hopefully, our melt will be zero!
http://whitman.syr.edu
