crm - enquiry & contact management reference group workshop september 26, 2014

CRM - Enquiry & Contact Management Reference Group Workshop

September 26, 2014

Project Scope & Plan

University of Adelaide 2

3

ScopeIn Out

Customers Prospective studentsCurrent studentsParentsSchools/TAFEInternational Agents

HDR studentsResearchersShort CoursesAlumni, Donors, Partners

Functionality Contact record - Individuals and organisations Simple flags on contact records (e.g. “at risk”, indigenous, VIP)Web Self ServiceEnquiry Management - web, F2F, phoneSimple Case ManagementOutbound Marketing Campaigns - surveys, event invitations & registration, emailsStandard reports

Account ManagementChat, telephony integration, SMSComplex Case ManagementFull Event ManagementSocial MediaComplex personalisation of contentNew build reports

University of Adelaide

4

ScopeIn Out

Users All FacultiesAsk AdelaideInternational OfficeIndigenous EducationInternational Student CentreOffice for Future StudentsMarketing & CommunicationsDVCA Administration and services teams

PCE Engagement BranchAcademicsTechnology Services

Devices Staff – desktop Browsers and iPad App Clients – all browser enabled devices

UoA developed Mobile applications

Data Integration

PeopleSoft CSExchange

TRIM, Hobsons, MyUni,Continuity, Raisers Edge

Data Migration

Quality data that is current, cleansed and complete (upload or data entry)


5

PlanIncremental deployment - Knowledgebase JanuaryContact and Incidents and Marketing - April 2015Key activities are scheduled as follows:


Build, Configure and TestData Integration tasks

Configure Knowledgebase

Configure Contact Center

Configure Marketing & Campaigns

Prepare Test cases

Prepare Procedures

Prepare Training material

Prepare Deployment Plans

Apr-15

Apr-15

Nov-14 Dec-14 Jan-15 Feb-15 Mar-15Oct-14

Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15

Marketing campaignsAnita Berry and Catherine Cherry


8University of Adelaide

9

Marketing


Process Student (customer) value UoA value

Segmentation and marketing outreach (all channels)

More appropriate and personalised messages to keep up to date with activities, offers or interests

The University has a single view record of their contact with us so can pick up where the conversation left off

Can view information of interest via their portal

Can manage preferences and receive messages via preferred channel

Receive less inappropriate messages

Opportunity to create segments for the purpose of marketing

Single view of the customer

No more spreadsheets

Student data management, easier to keep details up to date

Reduced effort to design and coordinate campaigns e.g. easier to filter segments in or out

Measurement of engagement (based on interaction with marketing communications)

Improved attraction/conversion

Consistent branding

Surveys Can provide relevant and timely feedback

Their voice is heard

Ability to control preferences e.g. types of information they receive

Better tracking of feedback, interests, concerns, trends etc. and direct focus on changes required

Less effort due to integrated channels (web, email, F2F, social media etc.)

10

Marketing


Process Student (customer) value UoA value

Events Alerted to appropriate events based on preferences

Can manage registrations online

Feel more expected and welcomed at events

Easier targeting and bigger pool of potential attendees

Reduced effort to manage events

Extended data capture at events (leads, surveys etc.) for improved acquisition, support and service

Improved information management e.g. who attended, who didn’t attend, follow up communication

Administrative outreach (all channels)

More appropriate and personalised messages help to focus on important information for students

Less inappropriate messages

Can ensure students have received and reacted to important messages – easier follow up

Less effort required

Need for marketing or services campaign and target segment(s) identified by Faculty, School or central area – broadcast or transactional

Message and content (incl. emails, surveys and invitations)built by area using standard templates

Segment(s) and/or selection parameters defined. Marketing assist with automated preference filtering and controls.

Message delivered to clients via email

Campaign responses monitored and additional actions e.g. enquiry response, reminders (may be triggered by campaign rules)

Client records updated. Follow up actions taken (e.g. enquiries).Campaign closed and reporting undertaken.

For events – attendance, new contacts and enquiries captured.

Campaigns – high level process

12

Marketing – design decisions


UG PG ATSI

DOM INT DOM INT

PCE

• The University owns the contact and the various areas input the ‘attributes’ – and can use these for targeting purposes

• Students will control their communication preferences via a client portal, web pages or direct instruction

• Marketing messages cannot be sent if they have opted-out or unsubscribed for that type of communication

• Dynamic segments will replace static lists that have to be maintained in an Excel spreadsheet. Target communications based on the information about that person, including opting-in, community membership or behaviour (e.g. attended an event)

• Templates (e.g. branding) will be set by Marketing and Communications and communications should be consistent with the University of Adelaide writing style guide

• The primary email address in the contact record is used for all outbound communications (the UoA address will be the primary email for current students and staff, and personal email address for other contacts)

13

Demonstration


UG PG ATSI

DOM INT DOM INT

PCE

• Segments

• Preference management

New contact data capture

Lead opportunity

Undergraduate(domestic &

international)

Postgraduate Coursework(domestic &

international)

Postgraduate research

(domestic & international)

Faculty/ School/ Discipline area, e.g. Master of

Nursing Science, MBA

Marketing and Communications- mailings structure- campaigns structure- events structure- surveys structure- templates- branding- approvals

Contact data capture- UoA events- expos- high school visits- campaigns (e.g. high school leaver and PGCW)- enquiries into Ask Adelaide and/or schools / faculty

- etc.

Marketing and lead generation: workstream relationships

Prospect lead

management

15

Marketing scope – phase 1


UG PG ATSI

DOM INT DOM INT

PCE

• What aspects will be delivered in phase 1?– Customer portal for preferences self-management– Definition of segments and their governance

• Customers at the centre (servicing their needs and wants)

– Templates (for mailings, surveys, web pages)– Workflows for campaigns and events– Best practise for marketing– Governance around testing, proofing and approvals– Reporting templates

16

Activity

• Having seen this high level overview, what key considerations would you like to put forward for the project team to consider?


17

Marketing – next steps

• Distribution of process maps for:– Leads and campaigns – Events – Leads and campaigns – Email

• Review of considerations put forward by reference group and report back

• Workshop to review detail of process maps• Promote collaboration through plans for a

marketing user group


- Lead Management & Targeted Communication

Client Life Cycle


Client Lifecycle Overview – Future Student


So what will the CRM do for us in the Future Student space?

• Prospective Student Knowledge Base• Lead Capture (mobile, web, F2F, phone)

– Campaigns– Events– Enquiries– Agents– SATAC

• Enquiry processing• Enquiry visibility


So what will the CRM do for us in the Future Student space?

• Client matching (phone number, email address, SATAC number, student ID)

• Personalised communications• Targeted communications

– Initial– Follow-up– Encouragement– Thank you

• Business Intelligence & Customer Analysis

Client Lifecycle Overview – Student

Client Lifecycle Overview – Current Student

So what will the CRM do for us in the Current Student space?

• Targeted communication and support• Improved follow up

• On-boarding support• Lifecycle support

• Enrolment, Finance, Exams, Results, Graduations• Academic Support

• Assignments, Class changes, Exams, Academic performance, Attendance, Retention, Transfer advice

• Personalised communications• Targeted communications• Business Intelligence & Customer Analysis

24

Lead Management – Challenges


Multiple entry points into University

Resourcing adding new contacts into database

Managing contacts reducing / managing duplicates

Managing campaigns across the University preventing students & prospective students from

being bombarded by University campaigns.

Client Lifecycle Overview

Questions?

Client Lifecycle Overview – Activity 1

In table groups:

Identify 5 ways you could use the CRM to add value to your area:

• in the future student space

• with targeted communication to current students

27

Lead Management – Next Steps


1. Compile a list of the top 3-5 lead management (recruitment) plans for 2015 for each faculty and/or school

2. Compile a list of the top 3-5 current student management (retention & support) plans for 2015 for each faculty and/or school.

3. Determine how the CRM will be used to add value to the planned campaigns in 2015.

Knowledge Base


29

Knowledgebase


UG PG ATSI

DOM INT DOM INT

PCE

• What is a Knowledgebase? • In its simplest form – a really good FAQ tool.

• But• It learns over time• It allows prioritisation based on lifecycle• It prompts and assists the user

• And• Its easy to maintain• It tells you what it doesn’t know• It can drive the telephone & face-to-face

service areas

30

Knowledgebase


UG PG ATSI

DOM INT

PCE

Current Student

Prospective Student

Thanks for contacting

us.

Come on in.

Know

ledg

ebas

e

Self-serve solutions.

Glad we could help.

Hi, how can I help?

31

Knowledgebase – Key Principles


Identification is not required to access the Knowledgebase

There will be two interfaces Prospective Students (and others) Current Students

Knowledgebase style will encourage self-service for Current Students and enquiries from Future Students

Language will be “student friendly and focussed”, not corporate

Look & feel will be “App” style Connection to knowledgebase will be via an ‘Ask

Adelaide?’ applet on front page and all appropriate web pages

32

Knowledgebase – Some examples


http://documentation.custhelp.com/euf/assets/docs/february2014/tutorials/css/css_admin/css_admin_cp_customer_perspective.htm

https://ask.unimelb.edu.au/






33

Knowledgebase – Governance & Management


Ongoing Governance Group established Student Services, Technology Services, Marketing,

Faculties

Maintenance & Publishing centrally by Ask Adelaide as per style guide

Content (knowledge) to be provided by Knowledge Owners

Faculties Schools Specialist areas

34

Knowledgebase – Benefits


For Knowledgebase Users• Greater integrity of information

• Less duplication and less to read

• Content has a clear focus so easier to know where to find information

• Integration of webpages and knowledgebase make finding relevant and complete information easier

• High quality interface and flexible navigation options assist usage

• Can be seen on other web pages

• Able to subscribe for updates to topics of great interest

35

Knowledgebase – Benefits


For Staff Users• Better control of quality• Various ways of construction• Reduced effort• Easy to change if required• Easy to maintain• Easy to tune knowledgebase and improve

quality• Single source of truth

36

Knowledgebase – Challenges


• Single source of truth• “No brainers”• “30 metre punts”• “Everest climb”• “Over my dead body”

• Duplication of information• Web pages / Knowledgebase

• Time & Timing

37

Activity

• What challenges do you see in implementing a single knowledgebase?

• How can these challenges be overcome?


Client Lifecycle Overview

Questions?

39

Knowledgebase Management – Next Steps


1. Development of structure Ian

2. Identification of Articles (1000+) Ian

3. Assignment to owners Ian (end Oct)

4. First draft of Articles All (mid Dec)

5. Application of style guide Ian

6. Publishing Ian (end Jan)

Contacts & Incidents


41



UG PG ATSI

DOM INT DOM INT

PCE

• Some simple definitions that you need to know.

• What is a Contact?– Noun– A Person, or an Organisation– Listed in the RightNow database

• What is an Incident?– Verb– Simply an interaction between the University and a

Contact that is recorded within RightNow

42



UG PG ATSI

DOM INT DOM INT

PCE

• Who’s in the database?

• Current students » (interface with PeopleSoft)

• Prospective students » (direct, from agents, from SATAC, etc.)

• Schools» (counselors/key contacts)

• Agents

• Later– Industry, Government, Research organisations, others

43



UG PG ATSI

DOM INT

PCE

Student

Prospective Student

Phone #,Email, Name

Agent

ID Number

School

Personal or Organisation

Name, Email

Hello, how can I help?

44



UG PG ATSI

DOM INT

PCE

Face to Face

Telephone

Web form

An incident

is created in Right Now and data is collected

Email

First point of contact:

• Faculty

• School

• Branch or Department

• Ask Adelaide

Social Media

45



UG PG ATSI

DOM INT

PCE

Incident needs follow-up

Incident Closed

Incident resolved immediately

The incident in Right Now is

assigned to a

Queue Incident referred to SME

Incident referred to another

RightNow user

Incident resolved

Incident resolved

directly with student

SME provides information back

to Queue

Incident resolved by

original Queue operator

46

Contacts & Incidents – Entry points


UG PG ATSI

DOM INT DOM INT

PCE

• Telephone:– Ask Adelaide Call Centre, Faculty & School offices,

University departments

• Web Form:– Ask Adelaide Call Centre

• Email:– Ask Adelaide Call Centre, Faculty & School offices,

University departments, individuals

• Chat (later)– Ask Adelaide Call Centre

• Face-to-Face:– Ask Adelaide Hub Crew, Professions Hub, Faculty &

School offices

47

Contacts & Incidents – Prospective Students


UG PG ATSI

DOM INT DOM INT

PCE

All client contact will be recorded except for the very menial (i.e. “way finding”).

Later integration of Ask Adelaide telephone

system with CRM will allow identification of prospective student by phone number or email

Minimum data capture to make an enquiry by non-students (low hurdle to create contact record)

Mobile version will allow data capture off site

48

Contacts & Incidents – Current Students


UG PG ATSI

DOM INT DOM INT

PCE


Current Students will use a single sign-on using

their “a123456” number for web based enquiries.

Students will see a summary of their transactions and some detail in their RightNow portal.

Referrals to another place (i.e. Ask Adelaide to Faculty or School) will contain key information already obtained & discussed.

49

Contacts & Incidents – Staff


UG PG ATSI

DOM INT DOM INT

PCE


A process will be required to capture and record interactions with those who don’t have access.

Staff will use a single sign-on using their “a123456” number.

Forward to SME allows wider response without need to use RightNow (i.e. referral to individual academics).

Integration with PeopleSoft means easy access to key data on students.

50

Contacts & Incidents – Key Principles


UG PG ATSI

DOM INT DOM INT

PCE

The use of RightNow doesn’t change the principles of Central/Faculty/School management of students

Ask Adelaide provides frontline service (Level 1) Faculties, Schools & Specialist areas provide 2nd level service

Incidents are allocated to Queues to be resolved. These will be based on teams rather than specific individuals.

All generic emails will be diverted to RightNow and reduced over time

Enquiries with multiple components/questions will be handled sequentially. Clients can receive multiple responses to that enquiry.

51

Contacts & Incidents – Challenges


Ensuring the accuracy of data

Understanding that RightNow is the one source of data

Change management


Questions?

53

Activity

• What challenges do you see in implementing enquiry and contact management across the University?

• How do you believe these challenges can be overcome?


54

Contacts & Incidents – Next Steps


1. Continuing the detailed process design as part of the system build, such as the queues we will use, types of incidents etc.

2. Understanding what business processes, if any, may need to be reviewed.

Next Steps


56University of Adelaide

Headline take outs from today?

57

October to December


Build, Configure and TestData Integration tasks

Configure Knowledgebase

Configure Contact Center

Configure Marketing & Campaigns

Prepare Test cases

Prepare Procedures

Prepare Training material

Prepare Deployment Plans

Apr-15

Apr-15

Nov-14 Dec-14 Jan-15 Feb-15 Mar-15Oct-14

Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15

58

Your next steps

• Communication and consultation activities as development continues, including:– Review of prototypes– Feedback on procedural documentation

• Development of Knowledgebase content for Go Live

• Removal of duplicate FAQ’s or content from websites

• Training plan (who needs to learn what & when)• Identify, cleanse and update data for migration to

RightNow (may extend to data entry)


crm - enquiry & contact management reference group workshop september 26, 2014

Documents