CRM in Higher Education:Learners as Customers

Amit SharmaBusiness ManagerAVIS e Solutions

CRM in the Business Sector

“CRM is an enterprisewide business strategy designed to optimize profitability, revenue and customer satisfaction by organizing the enterprise around customer segments, fostering customer-satisfying behaviors and linking processes from customers through suppliers.”

– GartnerGroup

CRM: Consistent, Full View of the Customer

Customer-facing Sales Marketing

Customer-centric Service

Shipping Billing Fulfillment Planning

Customer-insight Analytics Predictive Modeling

But if you

think CRM

is only for

the

corporate

sector...

Think again...

“Every year, 10 million seats for sporting events are sold, 97 million airline tickets are purchased and 200 million continuing education courses are taken.”

 – Jeff Creighton, founder and

chairman of EduPoint.com

Lifelong

learning

means

lifelong

relationship

s

CRM is more than getting students to take courses…

“Newly recruited students become retained students,

well-placed graduates become engaged alumni,

engaged alumni become inspired givers and parents

of newly recruited students.”

CASE Currents

March 2001

“Now, more than at any time in the history of Australian philanthropy, fund-seeking organisations must adopt a more businesslike approach if they are to capitalise on the giving potential of their constituencies.” Giving Trends in Australia 2000

O’Keefe & Partners

CRM in education: Learner Relationship Management

LRM is an enterprisewide strategy designed to optimize recruitment, enrollment, retention and customer satisfaction by organizing the institution around constituencies, fostering customer-satisfying behaviors and linking institutional processes to external entities.

Top CRM Goals for Business and EducationBusiness Education

Increasing customer satisfaction learner services3.7

Increasing revenue from existing customers lifelong learning, contributors 3.6

Improving retention rate keep students3.6

Acquiring new customers recruit students/contributors3.6

Improve selling resource productivity marketing and recruiting3.4

Boost market/segment share increase reach (global)3.3

Reduce customer support requirements self-service 3.1

Reduce transaction cost reduce service costs3.0

Importance (1-4)

CRM Yesterday and Today

A parallel path with ERP in higher education...

LRM Yesterday LRM Today1999 2001 2002+

Solutions

Technology

Focus

Perspective

Silo Solutions

Client-server

Administrative

Understand the student community that we serve and guided their behavior

Integrated

Internet-ready

Strategic

Students control their relationship with the university--they lead

What CRM Translates to in Education

Recruiter Management Prospect Management Membership

Management On-line applications

and enrollment

Technology Enabled “Selling” in Education

Self-Service Applications

On-line enrollment Web Credit Card

Payment eLearning

Academic Advising Communications Help Desk

Customer Service and Support

Public Relations Planning

Gift Entry Application Entry

Technology Enabled “Marketing” in Education

Transforming Student Services into LRM

Student Systems Today Admissions Student Records Student Receivables Degree Audit Grading and Assessment

With LRM Market analytics (targeted

campaigns) Self-service, online payment,

eCommerce Recruiting (predictive

modeling) Admissions (self-service) Academic Advising (modeling,

what if analysis) Call center, online help desk for

advising, campus information, and service & support

Show Me That You Know Me

Collect and track from the first contact

Provide lifelong services

Collaborative Campus Community

What the learner wants to know...

I’m a returning student. What credit can I get for life / professional experience?

How many of my credits will transfer?

Who is my advisor?How many more psychology

courses do I need for my sociology degree?

What classes are on line?What do other students think

of this class?

Remember: more than twice as many people will register for continuing education classes this year as will buy airline tickets.

Where are they?

What are their needs?

Can you find them?

Will they be able to find you?

What will you do with them?

How will you keep them?