CRM Executive Overview

Constituent Relationship Management

CRM System Planning and Selection:An Executive Overview

Advantiv Solutions & LL ConsultingSeptember 2009

Constituent Relationship ManagementConstituent Relationship Management

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About Us

• System planning and selection since 1997• DecisionDirector® web-based collaboration

and decision support toolset• Student, Finance, HR-Payroll, CRM, soon LMS

• Planning and information system consultants• Many years experience with full range of

university administrative systems• Committed to institution and student success

Advantiv

LL Consulting


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Our Mission

To provide CRM information, system planning and selection tools and related services to colleges, universities, and public sector organizations.


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System Selection Process

ProjectCharter

Brainstorm

BusinessProcessReview

RequirementsDefinition

RequirementsValidation

Proposal/Vendor

Evaluation

SummaryEvaluation

Our CRM planning materials are designed to plug into the DecisionDirector system planning and selection tools and methodology.

CRM Methodology


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Project Collaboration with DecisionDirector

1DecisionDirector also supports in-house and on-going projects and systems

Plan

Select

Implement

Verify

On

-Go

ing

Main

tenan

ce and

Man

agem

ent

Phase Activities Project Charter Discussion Business Process Review Requirements Definition

Functional Assessment Shadow System Discovery Vendor Re-Evaluation

Requirements Validation Demo Script Preparation RFP/RFI/Vendor Query1

Vendor Response Analysis Vendor Demo Evaluation Vendor Due Diligence

Implementation Planning Fit/Gap Analysis Gap Resolution Planning

Gap Resolution Tracking Functional Acceptance

Functional Verification Business Process Impact Post-Implementation Analysis

Stakeholder Feedback


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Content & Collaboration Model

Project CollaborationFunctional AssessmentRequirements GatheringBusiness Process ReviewProject CharterDemo EvaluationVendor EvaluationData Feeds to DD2 and DD3

DecisionDirector

DD2 RFP Response Mgr

DD3 Rqmt & Fit/Gap Mgr

Advantiv KnowledgePacks

3rd Party Content

Client’s Own Content

RFP/RFI ResponsePublished RequirementsDetailed Response CaptureResponse AnalyticsReusable Response RepositorySole Source JustificationData Feeds to DD and DD3

Requirements ManagementRequirements TrackingCost/Effort/Risk EstimationBusiness JustificationFit/Gap ManagementImplementation PlanningImplementation Results TrackingData Feeds to DD and DD2

or

or

Content Web-based Collaboration


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Customizable and reusable contentpresented in a familiar and easy to use interface

Configurable participant“forums” for many project activities – this example is a requirements definition activity

Completely web-based and browser-independent


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C-R-M?

Constituent - prospect, applicant, student, alum, donor, employee, others

Relationship - between the institution and each constituent

Management – the institution’s activities that initiate, direct, and track interactions with constituents


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Definition

Constituent Relationship Management is a business strategy with supporting technology designed to maximize benefits to both the constituent and the institution from their relationship.


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Institutional Goals are the Driver

Institutional Goals Strategies Solutions

Institutional goals drive CRM strategies which in turn determine system solutions.


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Competitive Advantage

"When colleges are at parity, distribution is similar, and pricing is equal… then the only competitive weapons are communication and relationships with customers.“

Tom Huddleston, VPMarketing, Communications, &

AdmissionsUniversity of Central Florida


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Value to the Institution

Potential* for:

more applicants (10% – 200% increase)

higher enrollments (20% - 50% increase)

higher ability students (ACT from 21/22 to 26)

better mix (400% increase in internationals)

higher first-year retention (24% increase)

higher four-year graduation (23% increase)

lower cost ($45,000 - $1,000,000 annual savings)

* all results obtained from documented case studies or personal interviews


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Actionable Information for Building and Sustaining Relationships

Faculty

Staff

ProspectiveStudent

EnrolledStudent

DonorParents

Alumni

ProspectiveEmployee

Life-longLearner

CRM SIS

LMS HRS

FMS

BI

CRMBI

CRM


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CRM Functional Components

EmployeeRelations

Common

Student Recruitment

Student Retention

InstitutionalAdvancement

Utilities

Employee Relations


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Student Life-Cycle CRM Components

• Constituent Data Mgmt• Campaign Mgmt• Communications Mgmt

• Event/Activity Mgmt• Interaction History• Analytics & Reporting

Common

Calendaring, data warehousing, document mgmt, security, workflow, etc.

Utilities

StudentRecruitment

StudentRetention

InstitutionalAdvancement

• Prospect Mgmt• Recruiter Mgmt• Applicant Mgmt• Self-Service

• Advising• Engagement• Intervention• Self-Service

• Alumni/Donor Mgmt

• Agent Mgmt• Gifts & Pledges • Self-Service

Employee Relations

• Recruitment• Engagement &

Retention• Self- Service


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Common CRM Functions• Constituent Data Mgmt - gather and maintain data

for all constituents

• Campaign Mgmt - set up and track marketing plans

• Communications Mgmt - plan and deliver communications to constituents

• Event/Activity Mgmt - set up campus visits, fairs, etc.

• Interaction History - record all outgoing and incoming communications and interactions with each constituent

• Analytics & Reporting - analyze data forplanning and operations; apply predictive models


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Student Recruitment CRM Functions

• Prospect Data Mgmt - gather and maintain data specific to prospects

• Recruiter Mgmt - manage information about recruiters and their assignments, calendars, activities, and tools

• Applicant Mgmt - gather and maintain data and track communications specific to applicants

• Self-Service - provide prospects and applicants with customized information and services on the web


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Student Retention CRM Functions

• Advising - gather and maintain data specific to advisees; manage information about advisor assignments, calendars, activities, and tools

• Engagement - track student participation in academic and other activities to support completing their education

• Intervention - identify at-risk students and provide counseling or other assistance

• Self-Service - providestudents with customized information and services on the web


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Utility CRM Functions• Access Control - allow access only to authorized users

• Bulk Email - send and track large volumes of email

• Data Loads & Exchanges - exchange data between systems

• Data Warehousing - capture and save historical data

• Document Mgmt - store/retrieve document images

• Security & Compliance - secure confidential data and comply with all laws and regulations

• Workflow - trigger and execute business process steps

• plus Admission Application Forms, Calendaring, ContentMgmt, Digital Repository, E-Payment Processing, Emergency Notification, Portal Framework, and Problem Mgmt


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Vendors in the CRM Space (as of Q3 2009)

• Astadia• Azorus• Campus Management/

Talisma• Datatel• EducationDynamics• Education Systems/ EMA

S• Hobsons• IntelliResponse

• Intelliworks• Jenzabar• Microsoft Dynamics• Oracle/Peoplesoft• RightNow Technologies• RuffaloCODY• SAP• SunGard HE• SugarCRM• TargetX

http://www.astadia.com/solutions/application-HigherEd_Recruiting_Platform.aspx

http://www.azorus.com/index.html

http://www.campusmanagement.com/en-us/products/Talisma%20CRM/Pages/default.aspx

http://www.campusmanagement.com/en-us/products/Talisma%20CRM/Pages/default.aspx

http://www.datatel.com/products/sem_student_services.cfm

http://www.educationdynamics.com/

http://www.educationdynamics.com/

http://www.emaspro.com/

http://www.emaspro.com/

http://www.hobsons-us.com/

http://www.intelliresponse.com/Our-Clients/Industry-Solutions/

http://www.intelliworks.com/Home

http://www.jenzabar.net/products.aspx?id=139

http://www.microsoft.com/education/solutions/crm.aspx

http://www.oracle.com/applications/peoplesoft/crm/ent/module/crm_higher_ed.html

http://www.oracle.com/applications/peoplesoft/crm/ent/module/crm_higher_ed.html

http://www.rightnow.com/

http://www.rightnow.com/

http://www.ruffalocody.com/

http://www.sap.com/solutions/business-suite/crm/index.epx

http://www.sungardhe.com/products/banner-enrollment-management-suite&r=crm

http://www.sugarcrm.com/crm/

http://www.targetx.com/


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For Additional Information

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CRM Executive Overview

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