How can institutes improve recruitment? What is offered to support the dynamic student journey and how can you be agile, collaborate effectively in a complex multi-channel environment?

1. HOW INSTITUTIONS FOR HIGHER EDUCATION CAN
REACH NEW HEIGHTS IN THE DIGITAL AGE!
 Marc van den Berk
 itelligence
 Manager Customer Engagement & Commerce Region Western Europe
 Tom Kelly
 itelligence
 Account Executive Customer Engagement & Commerce
 Rob Jonkers
 SAP
 Solution Manager for SAP (Higher) Education Cloud Solutions

2. © 2015 SAP SE. All rights reserved.
Did you know? Vision Leading
97 out of 100
of the World’s Top 100
Universities run SAP solutions?
7500
(Higher) Education institutions
world wide run SAP solutions?
 Provide simple, modern &
innovative solutions to deliver
services to students to get them
onboard, learn, graduate &
succeed
 Improve student’s lives by
making (Higher) Education
Services more accessible &
more relevant
 Empower student success &
retention for superior results and
lifelong learning

3. STUDENT BEHAVIOR

4. STUDENTS ARE NO
LONGER PASSIVE
…and they are armed to the teeth

5. Social
Email
Personal
Order
Web
Mobile
Phone
ACROSS MULTIPLE CHANNELS
SIMULTANEOUS INTERACTIONS
DIGITAL AND PHYSICAL WORLD
Internet of things
Wearables

6. REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
RECEIVE
OFFER
DISCOVERY
STUDY
OFFER
ADMISSION
TRACK
STATUS
RESTART
SERVICE
SHOP &
BUY
CONFIRMATION
MISSING
INFO
POST
REVIEW
STUDENT
INFORMATION
PAYMENT
ISSUE
CHANGE
ADDRESS
CONNECTED
JOIN
GROUPS
COURSES
SOCIAL
EVENTS
ALUMNI
REFER
STUDENTS
MOBILE
PRINT
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
WEB
SITE
REVIEWS
SEARCH
KW/ADS
STUDENT
HELPDESK
WEB
SHOP
EMAIL
SOCIAL
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
STUDENT
HELPDESK
SOCIAL
WORD OF
MOUTH
SOCIAL
EMAIL
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
PROMOTER
DECISION
USE
EACH STUDENT
TAKES THEIR OWN JOURNEY
MANY POTENTIAL TOUCHPOINTS
APPLICATION
RECRUITMENT
AGENT
RECRUITMENT
OFFICER
ADMISSION
OFFICER
OPEN
DAYS
STUDENT
ADVISOR
STUDENT
BUDDY
GRADUATION
STUDENT
BUDDY
PORTAL
MOBILE
PROSPECT
LIFE LONG LEARNING

7. EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS

8. CHALLENGES

9. INSTITUTIONS ARE FACING
…Empowered students
…Digitalisation
…Adult learners | Diversity
SOURCE BOSTING CONSULTING GROUP, VSNU
…(Global) competition

10. EMPOWERING THE MODERN
INSTITUTION

11. IT’S A DIFFERENT
GAME WITH NEW
RULES

12. OMNI-CHANNEL
ORCHESTRATION IS
NEEDED
57%
Of marketeers have no
clear omni-channel
marketing strategy
SOURCE – ECONSULTANCY AND EXPERIAN

13. USE DATA
EFFECTIVELY
10%Of marketeers use data in
a systematic way
SOURCE – TERADATA
Only

14. MARKETING CHANGES
AND NEEDS
…Insights
…User Experience
…Speed & Agility

15. Higher Education is a
competitive and
dynamic market…

16. What can we learn from strong
brands like Nespresso, H&M,
G-Star, Lego and others?
What has been developed for
Higher Education?

17. SOLUTION OVERVIEW

18. CURRENT SITUATION | SILO’S
…Data captured in different sources
…No consistency in experiences
…Complex, time consuming IT
Business cannot perform

19. EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS
CUSTOMER ENGAGEMENT & COMMERCE

20. SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION
Enabling companies to deliver
contextual, consistent, and
relevant experiences regardless of
channel or device throughout the
customer journey.

21. SAP CUSTOMER ENGAGEMENT & COMMERCE

22. CUSTOMER ENGAGEMENT & COMMERCE
Customer Profile
Marketing
Student data management
Sentiment Analysis
Recommendation
Conversion
Campaign Management
CRM
Capture test scores
Education history
Collaborate
Manage requests and
complaints
Social media integration
(M)Commerce
Online Content
Shopping basket
Personalisation
Payment
B2B and B2C
Product
Content
Product information
Multi-channel publishing
Reviews customers
Collaboration

23. 1 of 5 |CUSTOMER PROFILE
(hybris profile)

24. Enables companies to build a
dynamic profile of a customer by
capturing all their touch points
with the company across any
channels, and use these insights
to suggest specific offers or other
actions in real-time. The system
continuously enriches the profile
using analytics and learning
algorithms and is designed for
maximum flexibility and massive
scale.
CUSTOMER PROFILE (HYBRIS PROFILE)
journey
profile

25. HYBRIS PROFILE
“VOICE OF THE CUSTOMER”
User Interface for customer
…Validate data and profile
…Usage

26. HYBRIS PROFILE | PROVIDES UNIQUE INSIGHTS

27. 2 of 5 | MARKETING
(hybris marketing)

28. I am digitally connected
I am socially networked
I am better informed
I am an individual

29. Context makes
the difference

30. WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION
OF RELEVANT
CONTENT(PROSPECTIVE)
STUDENT
TOUCHPOINTSWHAT THEY
MAY DO
WHAT THEY
HAVE DONE

31. …Data Management
…Segmentation and target groups
…Recommendation
…Convert
…Multi Touch Campaigns
…Loyalty
…Planning
…Channel Orchestration
…Dashboards
HYBRIS MARKETING MODULES
To deliver: insights, experience, speed & agility

32. HYBRIS MARKETING | CREATING TARGET GROUP

33. 3 of 5 | CRM EDUCATION
(SAP Cloud4Customer HE)

34. CRM HIGHER EDUCATION
Recruiting
• Create and manage prospective student
records
• Support student recruitment campaigns,
events, multi-channel communications, data
loads, workflow, across multiple recruitment
cycles, offices, and locations
Collaboration & Social
 Feeds, followers, and
@mentions
 Internal, customers, partners
 Social selling
Integration
 Pre-built integration to SAP ERP & CRM, SAP
JAM, InsideView, D&B 360, Xactly & more
 Mashups with most other apps
 HCP portal For partner channel
management
Groupware Integration
 Full-featured with 2-way sync
 Support for MS Outlook,
Google Gmail and lotus notes
 Real-time, scalable, powered by SAP HANA
 Simplified enhancement tools for power users
 Easily extended for tailored UX and business
processes
Platform

35. CRM HIGHER EDUCATION
Student & Alumni Management &
Intelligence
 Fast account and contact updates
 Student Master Data
 360 Customer Intelligence
Productivity & Personalization
 Flags
 Tags
 Shelf
• Quick creates
• User-defined fields
• Workflow
Real-Time Analytics
 Dashboards, ad-hoc reports, forecasting
 Inclusive of front and back-office data
 Mashups with SAP BW and Business
Objects
 Custom dashboards, KPIs, and reports
Mobility
 Complete mobile apps, no extra cost
 Support for iPad, iPhone, and Android
 Business card scanner
 Seamless UX with on-line

36. CRM HIGHER EDUCATION
Prospective
Students
Leads
Prospective
Students
Opportunities
Prospective
Students
Individual
Customers
C4C Student Recruitment
Universities
searching for
Prospective
Candidates
High Schools
Social Media
University
Website
Mail Ads
Alumni and
families
Networking
Events
Data Upload
DuplicateChecks
Criteria
Target Groups
Prospective/
Current
Students
Campaigns
Email, Surveys
Analytics
C4C Service
Tickets
Queries/Issues
from
Prospective and
Current
Students
C4C Social
Social Collaboration
Demand Gen

37. TEST SCORES AND EDUCATION HISTORY

38. FACEBOOK INTEGRATION

39. FACEBOOK INTEGRATION

40. 4 of 5 | (M)COMMERCE
(hybris commerce)

41. HYBRIS COMMERCE | (M)COMMERCE
One (m)commerce platform
(landing pages, web shops,
mobile) for content, search and
ordering courses, modules or
education related products

42. BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER
In direct contact with the student… Business-to-business processes. A
human resource manager from company
XYZ as contact person…

43. SME
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
COMPANIES USING HYBRIS COMMERCE

44. HYBRIS COMMERCE IN EDUCATION
 ‘Version Education’
by itelligence

45. RESPONSIVE DESIGN AND ALL B2C AND B2B BEST PRACTICES
 Personalisation
 Session
 Login
 Recommendation
 Promotion

46. HYBRIS COMMERCE | PERSONALISATION

47. 5 of 5 | PRODUCT CONTENT
(hybris Product Content Management)

48. PRODUCT CONTENT MANAGEMENT
Catalog
Curriculum tickets
Merchandise
Books Software
Subscriptions

49. Social
Email
Personal
Ordering Web
Mobile
Phone
ACROSS MULTIPLE CHANNELS
SIMULTANEOUS INTERACTIONS |
DIGITAL AND PHYSICAL WORLD
Internet of things
Wearables

50. PLATFORM CONCEPT
One source for commercial
product information for multi-
channel use! (webshop, website,
print, mobile, wearable)

51. EDITORIAL
CONTENT
PRODUCT
VIDEOS
SEARCH FILTERS IMAGES (HI-RES
& LOW-RES)
RICH PRODUCT
PRESENTATION
USER-GENERATED
CONTENT
PRODUCT
DESCRIPTION
CATEGORIES
PRODUCT
FEATURES
CAMPAIGNS PROMOTIONS
SIZES ARTICLE
NUMBER
PRODUCT NAME TECHNICAL
FEATURES
PRODUCT CONTENT MANAGEMENT
MODULE CODE DESCRIPTION

52. PRODUCT CONTENT MANAGEMENT
User-generated
content
Communities Brand engagement
and sales
Recommendations
Real-time reviews
Product & service related
True stories!
Relevant
Nonpromotional setting
Conversations
Discussions
On your platform
Introduce related products
Improve conversions
Engage with your audience

53. PRODUCT CONTENT MANAGEMENT | IMPORT STRUCTURE

54. PRODUCT CONTENT MANAGEMENT | ENRICH CONTENT

55. PRODUCT CONTENT MANGEMENT
PCM Module
 For all channels!
 Maintain module information
 Rich functionality as result of 13
years experience
 Images, video’s
 User generated content
 Workflow for effective
collaboration
 Web based

56. TRANSFORM

57. IMPROVE
TOUCH POINT EXPERIENCE
PROCESS AND DATA
COMPLEXITY
Where to start?

58. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS

59. ORGANISATIONAL CONDITIONS
Innovativeness | Competences
Vision and leadership
Ability to
change
leaders

60. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements

61. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Helps to focus
Same mindset
Bianca van den Hoven| 34
Single, Likes : Sports, Travel, Friends, Fun!
Competitive, Result driven.
Marketing Manager | develop skills continously

62. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements

63. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
As team (+ Bianca)
Bianca van den Hoven| 34

64. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements

65. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Customer dimension
Employee dimension

66. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Improvement to projects in Roadmap
• Roles
• Processes
• Applications

67. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Project manager one of our Higher Education customers:
“the value of taking the detailed persona
and his journey as starting point is that
you really get aware of the channels.
This forces to make choiches which
touchpoints you want to adress and
where you need to improve. (from
customer perspective, but also from
employee perspective). It helped us
enourmously in our changing process!“

68. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
START SMALL AND LEARN!
Where
to start?

69. NEXT STEPS

70. Meet & Greet hybris workshop
HANDS-ON
WORKSHOP
Deeper insights
Discuss on strategy
Discover collaboration

71. TAKE AWAYS

72. TRANSFORM ORGANISATION AND TALENT
TO STRATEGIC
“GROWTH FACILITATORS”
Customer ProfieDynamic Student Journey
Customer Engagement &
Commerce Portfolio
Multi-channel
Customer Journey Analysis
to Roadmap
Where to start

73. www.itelligencegroup.com
THANK YOU FOR YOUR ATTENTION
Q&A (just ask…)