CRM:
Completely Restructuring Minds
Mike Page
Head of Academic Registrar’s Division’s Systems and Business
Processes, London School of Economics and Political Science
Today’s Muse
• LSE, IT at LSE, Me at LSE, Context of the RASP project • The project, you, change
• The planned future and the change challenge • The potential future
• Cake in the face?
IT
Governance
at
LSE
ARD
Systems
@
LSE
(our house)• SITS Student Records System
• CMIS Timetabling System
• EvaSys survey System
• Digitary Transcript System
• Numerous applications via in house portal LSE For You
• Business Objects
• Talisma CRM and Online Application System and ServiceDesk
RASP
in
Context
• Recruitment and Admissions Systems Project (RASP)
• BusinessObjects Edge implementation
• Room and Timetabling System (RATS) tender
• Web Review
• SharePoint pilots
• Changes in Senior Management
• You start at a new online postgraduate application system. You think
recruitment, you think personalisation, you think social, you think central,
you think local, you think cradle to grave, you think collaboration, you think
configurable, you think diverse.
• Stakeholders: IMT, Residential Services, Finance, Academic Departments,
ODAR, Academic Partnerships, the Language Centre, the Summer School
and External Relations Division in addition to staff in ARD
• CISG2012 survey had 12 different CRM suppliers, ranging from none to 4
• doubler tendre – 1 for online applications and 1 for CRM
CRM requirements:
Contact Management
Campaign and Communications Management
Event Management
Enquirer and Case Management
User Management
Data Management
Web Portal of dynamic content
Reporting and Analytics
Non‐Functional Requirements (APIs, DR, Authentication, etc)
Online application requirements:
End user experience
Making an application Supplying a reference Application management System administration Communications Data management
• Self sufficiency with support and consultancy as required
• Software as a Service
The
Master
Plan
Form builder ‐Content
Builder/Data Capture;
Rules & Conditions;
Help and Error
guidance Document
handling Interaction Tracking
(trackable URLs,
service desk calls,
tweets, SMS) & data
updates Integration tools (xml
transfer, APIs, Web
Services) Multi‐channel communications: email (html), SMS, portal, twitter Segmentation/Filtering for communications,
and content, Lead
scoring
Back office Servicedesk management of ‘calls’
(phone, email, online
logging, in person) Knowledge Base Campaign Workflows &
Work Workflows
Interaction Tracking
(trackable URLs,
service desk calls,
tweets, SMS) & data
updates Extendable objects,
Definable fields
Customised views of
data (horizontal and
vertical) ‐workspaces
User management,
teams and individuals Social Media
Connectors (LinkedIn in
particular); Social
monitoring
Building
Blocks
for
the
360
view
Customers/Constituents
Prospective
applicants
Applicants
Current
students
Staff
Consumers
of
Research
School
Teachers
Parents
Policy
makers
Commercial
customers
Referees
Public
Why
Talisma?
• Hybrid: CRM, Applicant/Student Record System, Servicedesk: Breadth and
depth of functionality.
• Functionality within the one system, not bridges between separate systems
• Agility: Configurability and Extendibility
• HE focus
• Production and Test environments
As
Is
– The
way
it
is.
To
Be
– Things
can
only
get
better
Beyond
recruitment
Widening Participation Ceremonies Appeals Management Registry Servicedesk Visa and Immigration Servicedesk BusinessObjects Edge integration Student Services Front Desk Academic Departments workspacesThe
potential
scope
Training & Development Alumni Press Office Public events Accommodation/Residences
Journey
• Student Recruitment Functionality Live from September
• Event bookings, their management and attendance recording
• Prospectus requests and Mailing House notifications
• Marketing Campaigns
• Lead creation
• Applications Functionality Due in December
• General Course applications
• XML data exchange with SITS
• Foundations in place for above and the future:
• Central Authentication Service (CAS) enabled
• FTP‐SSL file exchange (access to a fixed server IP address, scripts via
Cygwin terminal application)
• Payment Service Provider (PSP) Integration (Western Union)
• SMS provider integration (Clickatell)
Authentication
• Public Accounts (PA) is an independent LSE ID system with its own
application (for account features such as sign‐up, cancel, etc), database (for
storing user information) and directory server (for storing user credentials).
It covers external accounts (people).
• PA equivalent to internal Network Accounts (NA), based on Microsoft Active
Directory.
• LSE CAS is a web application to handle sign‐sign‐on. It uses both data
sources from Public Accounts and Network Accounts. It also supplies extra
user attributes, along with the username to 3rd‐party applications using CAS
as authentication gateway.
• Talisma uses CAS for authentication of both external and internal accounts.
User attributes are released to Talisma, (eg Talisma‐specific id and email),
enabling Talisma to decide which step to take after receiving authenticated
users back from CAS.
• Traffic between Talisma and LSE CAS is SSL‐encrypted (https), as is the traffic
Ch
‐
ch
‐
ch
‐
ch
‐
Changes
• Stakeholder input
• PRINCE2 project
• Communicating across continents
• Marketing strategies and a Coordination Group
• CRM User group: making the central local
• Integrate with Web Governance Strategy
The
Future
(Avoiding Mis‐shapes, mistakes, misfits)
• CRM functionality available as Sharepoint Web Parts (SRS version released)
• Standardized Technological Approach, Easily Customisable, Mobile Ready
How does it work with other HEI Portal information?
Exposed on an existing SharePoint installation. The SharePoint platform will act
as a host to a suite of web parts powered by multiple enterprise systems the
institution may use: SRS, Talisma CRM, VLE, or any other 3rd party system the
institution would like to expose on their Portal.
How is it Hosted?
Since all Portal transactions will be web service driven they will be able to be
hosted either on premise or off site, i.e. in a cloud location.
What can it do about dynamic form management?
Integration of improved Forms Builder tool into the CRM system. This will allow
the institution to create and instantly publish dynamic forms that collect data
directly into the CRM system. Interaction with Talisma content will be tracked,
if so desired, much like that of an email campaign so you can understand the
use of your site by individual contacts, and in turn dynamically present content
based on interest/use.
The
Future
• SP webparts
Campus Vue
Web Parts
Campus View SIS
Web Services Talisma Web Parts Talisma CRM Web Services 3rdParty Web Parts 3rdParty Web Services
User Content Institutional Content
