Marisa Cox, University of ArizonaBrian Niles, TargetX

Moderator: James Rainey, Michigan State University

Selecting & Implementing a CRM System

The ProblemsData Dispersed - Different Systems/Vendors

Incomplete or Unavailable InformationMissed Opportunities for Recruiting

Everyone Not on the Same PageDuplication of Communication

Who got what?Direct mail or email campaigns

Who received or was sent it?Who “interacted” with it?

Who “bounced or returned” it?What are they receiving next?

What do we know?Determining Followup Activities

How & when did they hear about us?What have they given us about them?

What is their “opportunity score?”Who spoke with them last?

Current interest?On the phone with a prospect

What interest have they expressed?Have they applied for admission?What did they receive from us?

Did they come to campus?

Systems Evolution1980’s 1990’s 2000’s

Mainframe Client-Server CRM

DatatelQuoData

Homegrown

BannerDatatel

PeopleSoftPowerCampus

SAP

Add-on to Enterprise Systems

CRMCustomer Relationship Managementstudentprospect

_

CRM Components

Contacts Marketing SupportLead Generation

Lead CaptureWork-flow RulesTasks & Activities

Group Calendaring

Direct MailTelemarketing

Email BroadcastsEvent Registration

Search Ads

Typically under the purview of the

Enterprise system (although few have

CRM support capabilities)

Web Form

Lead Capture

Import Data

Web Site Visitors

Inbound Calls

Lists

Lead Generation

• Student Search• Email Campaigns• Direct Mail• TV, Radio, Billboards• Graduate Fairs• Word-of-Mouth• PR

Create New Leads

Recruiting Map

Recruiting Map

Qualified?Yes

Establish Contact?My Leads Duplicates Working LeadsYesNo

Dead Prospects

No

Distribute ProspectsAutomatically

Reduce DuplicationUp Front

Automate CampaignsEmail, Direct Mail, Phone

Put into CategoriesTrack Activities

Set Follow-up Tasks

Opportunity

Recruiting Map

Application Acceptance Negotiation DepositYesNo

Opportunities

Retention

Support

Marketing

Dead AcceptancesDead Opportunities

CRM System Enterprise

Major HED PlayersCollege Board Recruitment Plus

EMAS Recruitment ProEmbark Prospect Manager Group 422 ContinuumHobsons EMT Solutions

Jenzabar CRM Admissions OfficerTalisma Strategic Enrollment Management

TargetX Student Recruitment Manager

Non-HED PlayersSalesforceNetSuite

RightNowMicrosoft

IntegrationMass Email Campaigns

Online Applications/StatusEvent or Campus Visit Registration

Reporting & ForecastingWeb Inquiry FormsGroup Calendars

Telephony IntegrationRealtime Dashboards

Other ConsiderationsWeb-based (SaaS) vs. Software InstallHED Experience vs. Generalist CRM

Data Transfer CapabilitiesUser Rights/Permissions

Support & Guidance

More ConsiderationsUser-Interface (data entry, reporting, etc.)

Expandable (not one-size-fits-all)Customization without Breaking It

Start with the Customer!(you may have to change your processes)

• Establish a group of stakeholders• Evaluate current processes• Determine a clearly defined purpose for a new

system and functional requirements• Utilize alumni and other available resources

Assessing Need for a CRM

PURPOSE

REQUIREMENTS SUMMARY

SUCCESS METRICS

increase size of applicant pool & conversion

effectively & efficiently capture, use & manage data

improved pool of applicantsimproved conversionsuccessful fill classes

Defining Need for a CRM

• Meets scope of work, specifications and additional requirements

• Quality of references • Cost• Quality of customer service/responsiveness• Completeness of RFP response

Choosing a Vendor

Cost Factors• License fee• Implementation fee

– Usually one-time fee

• Fee per number of users/instances• Managed implementation

– optional

• Training• Fee for managing applications (if part of CRM)

– per application charge or annual charge

• University approval processes• Integration with university or other student

information systems• Time/resource restraints

Anticipating Challenges

Marisa Cox, University of ArizonaBrian Niles, TargetX

Moderator: James Rainey, Michigan State University

Selecting & Implementing a CRM System