June 2014

Salesforce Higher Education Summit

Kent Hopkins, Vice Provost, Enrollment Services

Leah Lommel, Assistant Vice President, IT Development

Intro to ASU

The ASU Ideal Story

How we got to Salesforce

Establishing the Teams

Current Successes

Lessons Learned

Agenda

Intro to ASU

Arizona State University has developed a new model for the American Research University, creating an institution that is committed to excellence, access and impact. ASU measures itself by those it includes, not by those it excludes, and how they succeed. ASU pursues research that contributes to the public good, and ASU assumes major responsibility for the economic, social and cultural vitality of the communities that surround it.

New American University

unique campuses polytechnic

tempe

west

downtown phoenix

Progress Towards Achieving the Vision 2020 Metrics

42,877 45,430 46,670 48,955 50,755 51,311 53,298 54,277 56,562 58,404 59,382 62,089

12,614 12,113 11,486

12,078 12,523 13,083 13,784 13,787

13,878 13,850 13,996 14,682

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Graduate Undergraduate

Arizona State University Total Enrollment Fall 2002 to Fall 2013

55,491 57,543 58,156 61,033

63,278 64,394 67,082 68,064 70,440 72,254 73,378

76,771

The Ideal Story

The Sun Devil Lifecycle Current Practice

How we got to Salesforce

19

We knew we had to find a way to capture all the relationships someone has with the Institution.

The only real source of competitive advantage is the one that can survive technology disruptions - your relationships with students, their influencers, and community constituents.

How We Got Here

Use of CRM’s at ASU Spring 2013

Salesforce Pillars

Establishing the Teams

Salesforce Team Structure

Prioritize Constituent (when multiple, what takes priority) - Ex. John Doe 1.  Current Student – Masters of Psychology 2.  Parent – of Billy Doe undergraduate prospect 3.  Athletics ticket holder

-  Define ownership of data

-  Facilitate Data Sharing rules (contacts, dictionaries)

24

Data Governance

Constituent Owning Area

Prospect Undergrad EMAC, Colleges or UGA?

Prospect Grad Graduate College or Colleges?

Donors/Foundation Foundation Office

Alumni Alumni Office

Parent Foundation, EMAC, Parents Assoc.?

Current Student Registrar or Everyone??

College Colleagues (Other Universities/Partners) Colleges, OKED?

Companies/Corporations (Career/Research/Foundation) OKED CEC (Named Facilitator)

Interested Parties (Other, Ticket Holders) Athletics, Gammage

Continuing Education (AECP) ASU Online (Named Facilitator)

Constituent Groups

Implementation Timeline

Implementation Timeline

Current Successes

Service Project Enterprise-wide Vision

Integrated Context Sensitive Help

v

College articles range from advising, career, academics, college-specific programs, and trainings, etc.

Articles

Gathering feedback from students to help improve articles and build kb Articles approval process ensuring accuracy, consistency, and professionalism

Other metrics Showing what keywords are searched, searched and not found

Quality of Articles

Service: Knowledge Base

Total Article Views = 491,435 Knowledge Users = 112 Articles Created = 372

Also tracking: -  Search terms used -  Search terms used/not found -  Article popularity -  Article feedback -  Articles with upcoming

expiration dates -  Knowledge user activity -  Amount of new articles published

Benefits of moving from public folder to Salesforce for email, and eventually web, phone, manual, chat are these opportunities

Salesforce actions are automatic & instant Within Salesforce, service providers able to collaborate, transfer, resolve, and respond to student cases

Case Management

Case Management Email Initiated

Service: Case Management

Launched May 5th Total Closed Cases = 7,613 Open Cases = 225 Also tracking: -  Status of open cases -  Close Status

(resolved, self resolved, customer unresponsive, etc.)

-  Cases by team within functional unit

-  KB articles used in case resolution

Coming in 10 days…Communities!

Recruitment

Recruitment Management -  Lead Management &

scoring

-  Territory assignment

-  Managing data flow from ERP into Salesforce

-  Calling campaigns

-  Integration with telephony

-  3rd party List imports

-  De-duplication strategy

Marketing and Communications -  Managed communications

via email, social media, and texting campaigns

-  Dynamic content in communication campaigns

-  Tracking what is sent

-  Identifying open rates on communications

-  Drip marketing

Event Management -  Recruitment focused event

registration

-  Managing visits and tours of ASU campuses

-  Identifying prospective leads from event management

-  Automated check in processes

-  Communications with event registrants

Blue = Currently live for Graduate White = Live in December Gold = Live in June

Recruitment RFI Form integration -  Integrating Request for

Information forms with Salesforce

-  De-duplication in intake process

-  Validating data

-  Identifying lead source

Case Management and Support -  Flow of cases & support for

prospective students in admissions cycle

-  High degree of responsiveness & accountability for supporting

-  High touch, white glove support

Reporting and Analytics -  Measuring ROI for campaigns

-  Reporting on recruitment and admissions funnel

-  Measuring case management responsiveness

Blue = Currently live for Graduate White = Live in December Gold = Live in June

Relationships: Use of CRM’s at ASU Spring 2013

Relationships

System Annual Volume AMDF 3.5 million

Blackboard 4.5 million

Bronto 1.25 million

Constant Contact Unknown

Databank 35 thousand

iModules 38.3 million

Lyris 1.2 million

MailChimp 2.5 million

PeopleSoft 2.8 million

SilverPop 11.3 million

Exchange Unknown

PacMail 26 million

13+ separate email systems for blast communications

91 mil. emails sent annually

Email Communication Today

- Email marketing (ExactTarget) - Online giving (Fonteva) - Memberships (Fonteva) - Events (Fonteva) - Online communities (Fonteva) - Data management/CRM

ASUF/ASUAA iModules Conversion

Lessons Learned

Lessons Learned -  Contract: Knowing your users

-  Enterprise: Better for the whole, slower for the few

-  Keep it Simple: Having no service system to something doesn’t mean you over engineer

-  Invest in your People: More training for more people

-  Partners: Use consultants, colleagues and the foundation for help

-  Dedicated workspace

-  Data Governance early: Staff it appropriately

-  Security Provisioning

-  Identity Management: Source of data

Questions?