International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Engaging Students as Customers

Customer Relationship Management (CRM)

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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To gain an understanding of

1. What CRM is

2. Why it is important

3. How to go about it

Presentation Objectives

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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CRM: A Definition

CRM = a strategy for

the active management of a relationship

with a customer to support their decision-making

TRANSACTION RELATIONSHIP

‘Customer Service’ =

demonstrating care and

commitment to customers

through initiatives like rapid response communication

s

‘Customer Focus’ = a bespoke or tailored service to individual customers

Sales = the purchase transaction

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Why CRM?

The Gilligan Report (2000)

• Poorly thought out, fragmented relationships between International Office and rest of the Institution

• Little detailed understanding of the markets in which they operate

• Little detailed customer or competitor research and analysis

• Few attempts to focus marketing spend

• Unclear selling propositions

• Little creative thinking

• General lack of urgency with response to student enquiries and offers of places

• The patchy and inconsistent follow up of enquiries!

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Is CRM the answer?

Most of our prospective &

current students are

‘Y Generation’ (Born 1978 –

1994)

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Yes, because…

• Online• Opinionated• Informed• Networked• Socially active• Early adopters of new technology

Our message must be relevant, innovative, and compelling

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Primary Objectives of CRM in Higher Ed….• To manage interactions with prospective students and their

influencers

• To engage prospective students, increasing their understanding of how the institution best matches their needs

• To communicate relevant brand messages to encourage action – eg application, commitment to offer, follow through

• Dialogue increases knowledge of needs and attitudes, allowing the institutions’ messages to become more• Relevant• Timely• Compelling

• CRM has a vital role to play in converting application to acceptance and enrolment

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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How to Recruit Students

Understand the MarketUnderstand the Consumer

Design ProgrammesPrepare Collateral

Manage the Channels

Generate InterestAdvertisingExhibitions

Private VisitsInstitutional Partnerships

Agent and sponsor trainingWork with Influencers

Manage the ProcessRecord Enquiries

Record ApplicationsKeep in Touch

Turn around QuicklyConversion Campaign

Deliver on the PromiseOutstanding welcomeSector leading supportGreat AccommodationListen to the customers

CRM space

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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Action session

International Recruitment 101 24-26/03/2010. Barcelona., Spain

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How does CRM fit into the student recruitment pipeline?