sugarcon 2013: customer experience: implementing crm from the customer’s perspective
DESCRIPTION
Marc Bailey, Macquarie University Marc Englaro, Insightful Macquarie University, based in Sydney, Australia has identified that improved engagement with students, staff and industry are all critical elements in supporting the University’s strategic vision of being one of the top research institutions in the world. Investing in a university-wide CRM platform has enabled the university to bring together over 1,500 staff to manage the relationships with 40,000 students and prospective students, 5000 staff and 8000 active industry contacts. This presentation looks at how a university can invest in “customer” experience, and delivered a CRM platform to support the many and varied “customers” in a university ecosystem.TRANSCRIPT
Customer Experience at Macquarie UniversityImplementing CRM from the
Customer’s Perspective
Macquarie University• Sydney, Australia – 30,000 students• Not one of the “Group of 8”• Fierce battle for student recruitment• 4 Faculties + controlled entities
Environment
• Increased competition from – Traditional universities– Commercial alternatives– Emergence of MOOC
• Decreased international competitiveness
The initial brief • Improve student experience • Improved relationships with Industry and
Community and other institutions.• Improve the recruitment of International
Students
CRM with Objectives & Strategy
• Consider the Student’s Experience in every interaction
• Increase response rates to 100% • Reduce time to resolution • Reduce number of interactions to resolution • Increase transparency of process and policy,
and improve consistency across faculties, school and departments.
Strategy
• Centralize enquiry services• Analyse student enquiries and improve
resources• Write and publish Policies and FAQs• Monitor and improve time to resolution,
and number of interactions
Design Brief
• Single university-wide system• The system will scale to thousands of users• Integrate with OneID• Scalable and secure• Outsourced
InsightfulCRM’s Role
Implementation Challenges
• Executive Sponsors• Concurrent Projects• Conflicting Req’s• User Role Definitions
• Process Change• Org Structure Change• Communication• Training
Design Challenges
• Multitudes of • Departments• Stakeholders• Processes • Access Control
• Volume of • Users• Data• Data Interchange
Approach
• Underpinning Data & Security Architecture
• Bubbles• Custom Views on common data• Phased Implementations• Focus on Customer Experience
Platform Architecture
Sugar Enterprise PortalAcadem
ic Portal
LB
App1 App2 App3
Db2Db1
NFS Memcache
Students and Staff
AcademicCourseConvenors
Users
Case PortalKB
Results
• 40,000 Students and Prospective Students• 100,000 enquiries processed in 18 months• 5 Million page views on Knowledgebase• Better customer experience• Efficiency and productivity savings• Retirement of legacy systems
Success Factors
• Focus on the customer experience• Executive Sponsorship• Think Big• Start Small• Move Quickly