leveraging client relationship management (crm) technology ... · client relationship management...
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Leveraging Client Relationship Management
(CRM) Technologyto Drive Student Enrollment
Ms. Rachel HonoraFunctional Analyst IVUniversity of Houston
Mr. Chris CheathamAssistant Dean, Enrollment ManagementUniversity of Houston-Downtown
Ms. Kassidy GreenAssistant Director, Enterprise SystemsUniversity of Houston-Downtown
Ms. Jackie ChaneyApplication Lead, UHS Campus Solutions ServicesUniversity of Houston
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What is CRM?• Customer (Constituent) Relationship
Management (CRM) technology is used by organizations to develop and maintain relationships and manage interactions with people.
• Offers tools for managing both incoming and outgoing communications with constituents.
• Available from a variety of companies, and software
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CRM in Higher EducationIn higher education, “Constituents” are our Students. CRM can provide an at-a-glance view of a student’s relationship with your institution, including:• Print and Electronic Communications (mass campaigns and one-on-one)• Phone Conversations and In-person Visits• Chat Sessions• Web Visits• Inquiries• Admission Applications• Event Attendance
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Enhance Communications and Services to Students throughout their Lifecycle
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Benefits to Institution• Ability to build deeper relationships with
students through case management, event planning, and online inquiry management tools
• Ability to engage students with dynamic, multi-channel campaigns to keep them informed about the institution
• Reporting and analytic tools to help generate actionable prospect and applicant data
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UHD Radius Implementation - Present• Infrastructure
– Two CRM-dedicated Full-time Staff• Coordinator, Client Relations Management• Functional Technical Support Analyst
– One Full-time Position for Communications and CRM Oversight
• Manager, Enrollment Communications and Client Relations Management
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UHD Radius Implementation - Present• Implementation/Roll-Out
– Phased Approach (Integration work throughout)• Phase I
– Inquiries and Inquiry Forms– Prospect Imports– Life Cycles– Territory Management via Assignment Rules– Contact/Registration Modules (includes Educations, Test
Scores, and Organizations)» Including ability for Recruiters to make notes on
interactions with students– Marketing/Communications– Events (includes Microsites)
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UHD Radius Implementation - Present• Inquires and Inquiry Forms
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UHD Radius Implementation - Present• Contact/Registration Modules
– Contact Info– Application Info– Educational History– Attendee Status for Events– Communication Log– Contact Notes– Test Score Info
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UHD Radius Implementation - Present• Marketing/Communications
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UHD Radius Implementation - Present• Marketing/Communications – Email Campaign Analytics
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UHD Radius Implementation - Present• Events and Microsites
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UHD Radius Implementation - Present• Implementation/Roll-Out
– Phased Approach• Phase II
– Cases» Including Outlook Plugin Functionality
– Further Microsite development for Digital Marketing landing pages and Admitted Student Personal Sites (PURLS)
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What’s Next for UHSGetting Started…
• UHS selected Hobsons Radius• Received Test Tenant (February 2016)• Executed Contract (March 2016)
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Priorities
• Admissions/Recruitment • Analytics• Events• Expand to Non-Enrollment Services Areas
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Goals
• Fully Functioning Client Relationship Management (CRM) System
• Trained Functional and Technical Staff • Trained Business Owners and Operational
Staff
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Committees
• Executive Committee• Steering Committee • Discovery Workgroup• Core Implementation Team
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EXECUTIVE COMMITTEE
Mara AffreYvette BendeckDenee ThomasKatina McGhee
STEERING COMMITTEE
Djuana YoungDe’Awn BunchRauchelle JonesBilly LagalKatina McGheeRichard Wall*Jackie ChaneyRachel HonoraChris Cheatham*
CORE IMPLEMENTATION TEAM
UHDjuana YoungJeff FullerLorianna MappsTierra WatersRoLana StarrDe’Awn Bunch
UHCLRauchelle JonesLinda HamiltonHope YoungCynthia UstoyJanel Dumbre
UHVBill LagalLinda ParrCheryl ShumberaShawn BrettDavid Reyes
UHDChris CheathamBonnie Mar
UHSRachel HonoraJackie Chaney
*As Needed
DISCOVERY WORKGROUPRoLana StarrJeff FullerTierra WaltersDe’Awn BunchCynthia UstoyHope YoungLinda HamiltonCheryl ShumberaShawn BrettBilly LagalRachel HonoraJackie Chaney
CRM IMPLEMENTATION
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Radius Online Demo
• Held April 2016• Webinar• Facilitated by Hobsons• Allowed UHS staff the opportunity to view the
Radius functionality and ask questions about specific modules and data content.
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Business Process WorksheetA tool Hobsons used to learn more about our:• Recruitment efforts and strategic enrollment
plans• Plans for roll-out• Committee Members• IT Resources• Communications• Possible Data Exchanges with PeopleSoft
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Pre-Assessment Meeting
• Held May 2016• Shared Data• Security Roles• Communication Plans• Share Best Practices• Project Plan & Timeline (In Progress)
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Hobsons University
• July 25 – 27th – Las Vegas• Gathering of enrollment and advising
professionals across the country• Training and best practices sessions• Registration is currently open• www.hobsonsuniversity.com
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Thank You!
Questions??