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Learner Relationship ManagementThe Road to Customer Service

Learner Relationship ManagementThe Road to Customer Service

John Townsend/Head of Corporate Information Systems

Contents

1. Background & business model

2. Project 1 – the Oracle Student System

People, Systems and Processes

3. Project 2 – Expanding the System

Learner Relationship Management

Liverpool John Moores University (JMU) Overview

20,000+ students, 16,000+ FTEs

60% of students over 21; 30% part-time

2,600+ staff, 2,100+ FTEs

12th largest University in UK

5 main sites in central Liverpool

1997/98 income £98.5m

Drivers• move from University- to learner-centred

• recruitment• retention

• UK government drive towards lifelong learning:• Managed Learning Environments (MLEs)• e-University• Primary/Secondary/Tertiary/HE continuum

• excellence through service not just product

University-Centred

Learner-Centred

Staff

Learners

Lifelong Learning

• cradle to grave learning support• requires learner profile that is portable

not just between departments within a University, but also between different educational sectors, both in series and in parallel

• this profile is the key to support, and must be available and managed

JISC Model of MLE

MLE Definition

The JISC (Joint Information Systems Committee) MLE Steering Group has said that the term Managed Learning Environment (MLE) is used to include the whole range of information systems and processes of a college (including its VLE if it has one) that contribute directly, or indirectly, to learning and the management of that learning

From Unmanaged …

Enrolment

EnrolmentLearningDelivery

LearningDelivery

Finance Finance

Pro

gres

sion

Pro

gres

sion

Recru

itmen

t

Welfare

Welfare HR

Marketing

…to Managed

Recruitment

Finance

Enrolment

HR

Learningdelivery

ProgressionWelfare

Marketing

Oracle E-Business Model

Integrated ‘Back Office’ Integrated ‘Back Office’

Students HR/Payroll FinanceStudents HR/Payroll Finance

Employees

Web Browser PortalWeb Browser PortalSelf ServiceSelf Service

Oracle Internet PlatformOracle Internet Platform

InternetProcurement

Connected supply chain ...Customer focus… Automated Transaction Processing…Integrated Applications… Management Information…Internet Delivery…24 x 7 Access...

Web Browser PortalWeb Browser PortalSelf ServiceSelf Service

Business IntelligenceBusiness IntelligenceCore ApplicationCore Application

Web Browser PortalWeb Browser PortalSelf ServiceSelf Service

Customers Suppliers, Partners

CustomerRelationshipManagement

Customer - Centred Approach

Components

Web Deployment

Student Application

Self Service

CRM

BI

Mass Reach; Lower Cost Of Ownership;Convenience

Essential - flexible; comprehensive;foundation stone of HE E-Business forcustomers

Involve students/customers/ staff

Attract, Grow, Retain customerbase - best commercial practices

Analyse; Learn; Change

Learner Relationship Management

Portable Learner Profile•academic progression•work-based learning•transferable skills•current enrolments

•personal details•financial information•administrative transactions•access authorities

CommonLearnerIdentifier

Components of LRM

CRM -iStoreMarketingSalesService

OracleStudent System (OSS)

Web PortalAccess

CRM:MarketingSalesService

OracleStudent System(OSS)

Student & StaffSelf ServiceWeb Portal Access

Integration:VLECODAHRTimetabling

Business IntelligenceTools

Project 1 – Oracle Student System

• JMU development partner for UK implementation• Project ongoing since February 2000• Go-live fall 2002• New approach – system ‘for’ not just ‘about’ students• Building block of LRM – future integration with CRM

seen as essential & impending with ‘Advanced Recruitment’ component

• Approach adopted both emphasises and highlights people and process issues which must be addressed if approach is to succeed

Systems, Processes, People & …

Adoption & Learning

ProcessRedesign

SystemsDevelopment

Oracle Student SystemProject Management Approach

• Based around PrInCE• Using Oracle AIM and PJM for practical

implementation• Inclusive – anyone who wants to be involved can be• Open – comprehensive communications campaign• Focus on Adoption and Learning• Customer-focused – including students in Project

task teams

Student Involvement

Students inside not outside

• Student representation in review panels that define the business processes to be reflected in the system

• Students Union President on the Project Board• Four student placements as key staff in Project Support –

running system demos, training staff users• Students actively engaged in Project Task Teams• Focus groups run by Students on Self-Service for student

input to definition of requirements• Adoption and Learning/change management strategy

engaging with students as well as staff

Adoption & Learning• To realise benefits of system & process changes, need

to change management & staff behaviour to fit new ways of working:

• Cross-functional teams• Alignment with processes, not departments• Learner-centred = customer service ethos• Specialist to generalist (CRM/LRM)• Self-service model• Effective use of ICTs: training and understanding

• Major cultural change for the University

Management

According to a Gartner report, 95% of European businesses installing CRM have concentrated on technology at the expense of management behaviour and employee compensation(Management Consultancy, October 2001)

CRM is a philosophy and a way of doing things, not a technology

(Steve Billingham, Cap Gemini Ernst & Young)

Lessons Learned

• cultural shift for staff is paralleled by cultural shift for learner

• LRM approach requires staff to focus more on actively managing learners supported by a customer-focussed management approach

• requires student to more actively participate in management of their own learning eg responsibility for own data; for communication and information management; for scheduling and organisation

• won’t necessarily happen of its own accord…

Student Experience in an Unmanaged Learning Environment

• Difficult to find anyone to deal with query

• Receive contradictory advice

• Lack of ‘customer focus’

• We do not understand majority of processes

• Many processes do not work

• Fee collection

• Academic appeals

What Do Students Think of University Staff?

• Feel like you are an interruption

• Sometimes hear “its not my job to deal with that”

• Not all staff are helpful

• Some staff do not like to admit there is a problem (because they think they will be blamed…..)

• Possibly linked to the ‘blame’ or ‘fear’ culture?

Consistent level of service & information irrespective of what course they are on

Transcripts via a web interface

Feedback on all exams &coursework

List of problem procedures

Online enrolment

Hold student information centrally where all staff can access the same system, will help when trying to answer student queries. Staff would know what the student status was and the student would not have to repeat things

Transparent processes that all students & staff are aware of

What Do Students Want?

Project 2 - Learner Relationship Management

Portable Learner Profile

Learner Relationship Management

CommonLearnerIdentifier

Library VLE OSS

Web portal

Finance

Portable Learner Profile(CRM) personal detailsaccess authorities

administrative transactions

HR

academic record

record of achievement

Lifelong-Learner Relationship Management

Learners