Enterprise CRM

2March 31, 2014

Objectives of this Discussion

Share some CRM trends

Highlights from Kean University – how CRM is

making a difference for enrollment

Provide an overview of Ellucian’s strategic

direction with enterprise CRM

Q&A

Transformative

Technology

Significant Change in Higher Education

Engaging

Students

Accountability

and Outcomes

GlobalRevenue

Pressures and

Austerity

Education

Access and

Readiness

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CRM Related Challenges Across the Enterprise

Limited understanding of the full relationship with the

student

Difficulty engaging constituents in a conversation that

is relevant to them

An inability to make connections across departments -

lack of consistent insight across silos

Difficult to get timely access to the data, insights you

need for effective constituent engagement

Inefficient workflows and processes

Challenges Across the Lifecycle

Difficult to identify, attract, and enroll best fit students

Inability to execute on high touch process prospects expect

Lack of visibility into funnel status and campaign effectiveness

makes it difficult to predict enrollments and ensure goals are

met

Retention, persistence, completion rates are too low

Trouble identifying early (and predicting) at-risk students

Intervention strategies are siloed and too reactive

Lack of visibility into which programs are effective

Increasing fundraising goals

Difficult to keep the attention of prospective donors

Rapidly increasing alumni expectations around channels of

engagement and level of personalized messaging

Difficulty having contextualized engagement with alumni who

often have many touchpoints with the institution

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Recruiting &

Admissions

Student

Success

Advancement

Gartner’s Definition of CRM

CRM technologies should enable greater customer insight,

increased customer access, more effective customer

interactions, and integration throughout all customer

channels and back-office enterprise functions. CRM is a

business strategy, the outcome of which optimizes

profitability, revenue and customer satisfaction by organizing

around customer segments, fostering customer satisfying

behaviors and implementing customer-centric processes.

Most enterprises have a CRM strategy, and most use

some form of CRM software to achieve the strategy.

6Source: Gartner, CRM Market Snapshot, June 2011

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CRM Strategy is a Culture Change

Overarching relationship management strategy

Organizational structures

Business processes

Institutional services

About Kean University

Chad Austein, M.A.

Director Graduate Admissions

and Student Services

Enrollment – 14,107

Location – Union, New Jersey (25 minutes

from NYC)

Third largest public institution in

New Jersey

Kean University: Top Strategic Initiatives

1. Growth Expanding Allied Health majors

Doctor of Nursing Educational Leadership (Spring 2014)

Doctor of Physical Therapy (Fall 2016, anticipated)

Master of Science in Physician Assistant Studies (Fall 2017, anticipated)

2. China campus Wenzhou Kean University – currently enrolls 423 Tier 1 Chinese students working

towards at Kean University degree

Kean University: Top Strategic Initiatives (cont.)

3. English language residential programs

Anticipating bring upwards of 200-300 Chinese students to

Kean U.S.A. this summer for an intensive English and Cultural

Immersion experience

Challenges With our Previous Processes

Homegrown, legacy application, run by a Microsoft Access database

No dynamic logic built in and had significant limitations and liabilities

Not even close to other solutions our competitors were using

Overall poor end-user experience and not a conducive entryway for

“World-Class Education”

Student application experience was not the experience we wanted it to

be

Manual data entry to capture prospect information and progress

students through application and enrollment – prior to my arrival at

Kean, there was no suspect or prospect management

Difficult to track communications with a student – everything was paper

driven with emails only used on an ad hoc basis- no strategic

communication plan was in place

Kean University before Ellucian Recruiter

We Chose Ellucian Recruiter

1. Replaced our existing

online application product

2. Allowed power users in

admissions to control more

of the operation, as

opposed to IT

3. Seamless integration with

our current Student

Information System…

Colleague

Prospective student record

management

Funnel reporting & analytics

Multi-channel communication

and tracking

Web-based forms for inquiry

and event registration

Event management

Online admissions applications

Application review processes

Exact Target integration

WhatWhy

KU Communication Plan

Online Application

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Automated Emails

Application submission

Incomplete Notification

Supplemental Items

receipt

Under review notification

Deposit reminder

Yield letter

Withdrawal confirmation

Sample Recruiter Exact Target Email

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We Can Track Specific Segments of Students

Advanced Find

Benefits We See: Greater Capabilities

Robust communications

Applicants can track status of their application, including

receipt of supplemental items

Ability to upload supplemental documents

Dynamic logic built into our application

Much better queries and data

Our Involvement as a Development Partner Directly

Drove Letters of Recommendation Enhancements

Automated

• Workflows drive request emails

• Status updates

Easy

• Form-driven

• Part of Supplemental Items

• Recommenders don’t need to create an account

Personalized

• Dynamically generated recommendation requirements based on data provided by the applicant

Customizable

• Forms, emails and settings can all be customized to meet each institution’s requirements

Tips For Change Management

Ensure a power user embraces the solution

Executive support

How much change to bite off at once

Ensure there is representation and accountability

from all enrollment management functional areas

Don’t reinvent the wheel; reach out to peers who

have undergone a recent launch and solicit their

feedback and advice

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Results

Applications up 11% when benchmarking Fall 2013 vs. Fall 2014

Application completion rate: 86% Due to more rigorous, automated, comprehensive

communication plan

Enrollment from Fall 2013 to Spring 2014 increased by 3%

Fall 2013 yield (offers to enrollment) = 79%

Prospect count: October 2012: 4,010

March 2014: 9,994

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Ellucian Enterprise CRM

2014 2015 2016 2017

CRM Platform

ProprietaryPlatform

CRM Strategy: Proprietary v Platform Approach CRM Platform Significantly Speeds Time to Value for Community

Function

alit

y

Plumbing

Plumbing

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Benefits of Ellucian Enterprise CRM

Understand the relationship with a unified view of constituent interactions

Personalize every communication to engage in a relevant way with constituents

Make better and faster decisions with consistent and integrated data

Boost staff efficiencies and productivity

Increase enrollment,

retention,

student success,

and advancement

performance

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