CRM Panel: Tips for Success in Navigating Pre- and Post- Implementation. UPCEA Annual Conference March 30, 2012

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CRM Panel: Tips for Success in

Navigating Pre- and

Post-Implementation

UPCEA Annual Conference

March 30, 2012

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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

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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

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

Jessica DuPont and Ian Cavalier

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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)

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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,

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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 

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Pre-Implementation: Navigating the process for

selecting and implementing a successful CRM

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…

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Implementing Customer Relationship Management

(CRM) for CE

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

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Implementing Customer Relationship Management

(CRM) for CE

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

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Implementing Customer Relationship Management

(CRM) for CE

CRM – A Holistic Approach • Non-traditional student engagement & services • Marketing – source tracking, budgeting

• Web content management system

• Business process workflows

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Implementing Customer Relationship Management

(CRM) for CE

Process Workflows – from email, paper, Word, Excel to… Course Funding Marketing / SEO Logistics Rooms Section Credits Registration Website

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Implementing Customer Relationship Management

(CRM) for CE

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

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Implementing Customer Relationship Management

(CRM) for CE

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)

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Implementing Customer Relationship Management

(CRM) for CE

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

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CRM Selection: A Smaller Institution Perspective

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

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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.

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CRM Selection: A Smaller Institution Perspective

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

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CRM Selection: A Smaller Institution Perspective

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

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CRM Selection: A Smaller Institution Perspective

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

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CRM Selection: A Smaller Institution Perspective

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

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CRM Selection: A Smaller Institution Perspective

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!

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CRM Panel: Tips for Success in Navigating

Pre- and Post-Implementation

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Contact Info

Jessica DuPont

jessica.dupont@oregonstate.edu

Ian Cavalier

ian.cavalier@oregonstate.edu

Lesley Snyder

lasnyder@uncc.edu

Cheryl Vawter

cvawter@whitworth.edu

Susan Cook

scook@whitworth.edu

Yancy Oshita

yoshita@destinysolutions.com

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