crm panel: tips for success in navigating pre- and post

CRM Panel: Tips for Success in Navigating Pre- and Post-Implementation

UPCEA Annual Conference March 30, 2012

Panel discussion moderated by Yancy Oshita, Destiny Solutions Panelists: Oregon State University: Jessica DuPont Ian Cavalier University of North Carolina at Charlotte: Lesley Snyder Whitworth University: Cheryl Vawter Susan Cook

Agenda: 1. Pre-Implementation: Navigating the process for selecting and implementing a successful CRM 2. Implementing Customer Relationship Management (CRM) for CE 3. CRM Selection: A Smaller Institution Perspective

Pre-Implementation: Navigating the process for selecting and implementing a successful CRM

Jessica DuPont and Ian Cavalier Oregon State University – Extended Campus


About Oregon State & Extended Campus • Land Grant university (pop>24,000) • Extended Campus Ecampus (online degrees) & Summer Session • Ecampus: 10,000 students/year taking an online class • Banner/Banner Recruit • OSU is about to implement a Banner CRM (BRM) “Only 49% of UPCEA organizations surveyed use a CRM” (Fong, 2012)


Tip: Draft a CRM internal needs document • What do we want a CRM to do for us? • Key driver: improved marketing and tracking • Other drivers: retention, noncredit prospect database, event tracking • Uses for this document 1) Use with vendors 2) Use internally within university 3) RFP


Tip: Do your vendor research • Explore the landscape of providers • Get early CRM buy-in; invite others on team to see a demo • Present findings with leadership and other stakeholders • Competitive Landscape of CRM vendors in Higher Education (OVUM report, June 2010) • We looked closely at five vendors; two made it to our short-list


Tip: Get referrals! • Talk to other institutions and end users of CRM • Draft questions ahead of time; use same script with all • Key questions that helped shape our decision-making • Some tips/advice from others…

“Plan at least twice the amount of time that you anticipate for implementation.” “Unless you have a solely dedicated person to this project, making it a priority for you and your staff will be a challenge”


Tip: Consult with your tech-savvy staff • Informing/collaborating with IS at your University • Assembling an internal team for technical review • SaaS vs. Enterprise-wide • Vendor analysis: technical questions • Drafting/reviewing specs in RFP process • Help with implementation


Tip: Know your purchasing options & next steps • No RFP? iRFP? RFP? • Securing sample RFPs; detailed functional requirements • Timeline from vendor exploration to contracts = 1.5 years • Assembling your CRM implementation team; ours:

- Director of Marketing - Lead Web Programmer - Enrollment Mktg. Mgr - Ecampus Advisor

Next up: Database migration; intake forms, business process workflows, and more…

Implementing Customer Relationship Management (CRM) for CE

Lesley Snyder, University of North Carolina at Charlotte – Extended Academic Programs


UNC Charlotte Snapshot

• Local economy traditionally focused on Banking and Manufacturing. Adjusting to include Energy and Tourism • Urban public research university • Largest university in Charlotte (25,000+ enrollments) • Banner enterprise system • Continuing Education – self-supporting, non-credit, de-centralized but most CE runs through our office • In-House – registration, marketing, curriculum, operations • Professional development & K-12 enrichment programming


CRM – A Holistic Approach

• Non-traditional student engagement & services • Marketing – source tracking, budgeting • Web content management system • Business process workflows


Process Workflows – from email, paper, Word, Excel to…

Course

Funding

Marketing / SEO Logistics

Rooms

Section Credits

Registration

Website


Communication Preferences

• How students want to hear from you

• What students want to hear from you – using CRM to capture interests, learning goals, enrollment stages


Using CRM Data to Drive Follow-Up

• Certificate completion tracking • Email & direct mail targeted marketing • Interest area association • Cross-market programs based on enrollment history (courses, certificates, information session enrollment, credits earned, licenses held, inquiries) • Identify prospective corporate clients


Tips

• Have a plan before you implement • Buy-in from key stakeholders • Train the Trainer or On-Site Training – use a learning style that suits your organization • No excuses • Don’t be afraid to adjust and adapt as real world use cases supersede your test cases

CRM Selection: A Smaller Institution Perspective

Cheryl Vawter and Susan Cook, Whitworth University, Graduate and Continuing Studies

Snapshot: • A 120-year-old, private, liberal arts institution affiliated with the Presbyterian Church. Undergraduate enrollment is 2,519 of which 367 are non-traditional, evening students; graduate enrollment is 258. • Datatel enterprise system. • Local economy is dominated by health care, air force base, manufacturing, education, government, financial and professional services. • Graduate and continuing studies are academically decentralized and administratively centralized.


Our Environment Going In:

• Small institution with strong support for CRM development

• Already-established funnel processes/communication • Strong staff skills in knowledge of IT & systems processes • Centralized recruitment, prospect management, &

admissions for non-trad programming • Limited institutional IT support to make this happen


What We Needed • Real time access • Tool to manage prospect, applicant and admission flow • Low impact: cost, time and intersection with university IT • High-tech solution for low-tech users • Could be short-term band-aid What We Didn’t Need • Initial integration with university SIS • Replacement of SIS functionality


What Options We Considered • Education-specific CRM’s • Microsoft’s Dynamic stand-alone CRM • Datatel’s Recruiter CRM (built on Microsoft system) • Education-specific CRM built on Salesforce platform • Salesforce Enterprise Edition, with customization


Why Salesforce Foundation?

• Could be short term or long term solution • Extraordinary cost/benefit ratio –

• Start-up cost $9,000; annual cost, under $6,000 • Had all functions needed w/infinite add-on options • Flexible, easily customized and intuitive program • Quick implementation with minimal training required • Detailed funnel reporting; Dashboards • Robust online support and training

• Helpful user group communities


Navigation Tips • Need a clear understanding of scope • Know your business processes • Involve stakeholders early • Establish who owns & administers product (IT?) • Staff capacity, skill level • Start small and plan for growth • If you’re depending on a software development

consultant, choose carefully!

CRM Panel: Tips for Success in Navigating Pre- and Post-Implementation

Discussion and Questions

Contact Info Jessica DuPont [email protected] Ian Cavalier [email protected] Lesley Snyder [email protected] Cheryl Vawter [email protected] Susan Cook [email protected] Yancy Oshita [email protected]

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