Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management...

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Leveraging Client Relationship Management (CRM) Technology to Drive Student Enrollment Ms. Rachel Honora Functional Analyst IV University of Houston Mr. Chris Cheatham Assistant Dean, Enrollment Management University of Houston-Downtown Ms. Kassidy Green Assistant Director, Enterprise Systems University of Houston-Downtown Ms. Jackie Chaney Application Lead, UHS Campus Solutions Services University of Houston

Transcript of Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management...

Page 1: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

Leveraging Client Relationship Management

(CRM) Technologyto Drive Student Enrollment

Ms. Rachel HonoraFunctional Analyst IVUniversity of Houston

Mr. Chris CheathamAssistant Dean, Enrollment ManagementUniversity of Houston-Downtown

Ms. Kassidy GreenAssistant Director, Enterprise SystemsUniversity of Houston-Downtown

Ms. Jackie ChaneyApplication Lead, UHS Campus Solutions ServicesUniversity of Houston

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What is CRM?• Customer (Constituent) Relationship

Management (CRM) technology is used by organizations to develop and maintain relationships and manage interactions with people.

• Offers tools for managing both incoming and outgoing communications with constituents.

• Available from a variety of companies, and software

Page 3: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

CRM in Higher EducationIn higher education, “Constituents” are our Students. CRM can provide an at-a-glance view of a student’s relationship with your institution, including:• Print and Electronic Communications (mass campaigns and one-on-one)• Phone Conversations and In-person Visits• Chat Sessions• Web Visits• Inquiries• Admission Applications• Event Attendance

Page 4: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

Enhance Communications and Services to Students throughout their Lifecycle

Page 5: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

Benefits to Institution• Ability to build deeper relationships with

students through case management, event planning, and online inquiry management tools

• Ability to engage students with dynamic, multi-channel campaigns to keep them informed about the institution

• Reporting and analytic tools to help generate actionable prospect and applicant data

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UHD Radius Implementation - Present• Infrastructure

– Two CRM-dedicated Full-time Staff• Coordinator, Client Relations Management• Functional Technical Support Analyst

– One Full-time Position for Communications and CRM Oversight

• Manager, Enrollment Communications and Client Relations Management

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UHD Radius Implementation - Present• Implementation/Roll-Out

– Phased Approach (Integration work throughout)• Phase I

– Inquiries and Inquiry Forms– Prospect Imports– Life Cycles– Territory Management via Assignment Rules– Contact/Registration Modules (includes Educations, Test

Scores, and Organizations)» Including ability for Recruiters to make notes on

interactions with students– Marketing/Communications– Events (includes Microsites)

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UHD Radius Implementation - Present• Inquires and Inquiry Forms

Page 9: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

UHD Radius Implementation - Present• Contact/Registration Modules

– Contact Info– Application Info– Educational History– Attendee Status for Events– Communication Log– Contact Notes– Test Score Info

Page 10: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

UHD Radius Implementation - Present• Marketing/Communications

Page 11: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

UHD Radius Implementation - Present• Marketing/Communications – Email Campaign Analytics

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UHD Radius Implementation - Present• Events and Microsites

Page 13: Leveraging Client Relationship Management (CRM) Technology ... · Client Relationship Management (CRM)Technology to Drive Student Enrollment Ms. Rachel Honora. ... • Chat Sessions

UHD Radius Implementation - Present• Implementation/Roll-Out

– Phased Approach• Phase II

– Cases» Including Outlook Plugin Functionality

– Further Microsite development for Digital Marketing landing pages and Admitted Student Personal Sites (PURLS)

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What’s Next for UHSGetting Started…

• UHS selected Hobsons Radius• Received Test Tenant (February 2016)• Executed Contract (March 2016)

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Priorities

• Admissions/Recruitment • Analytics• Events• Expand to Non-Enrollment Services Areas

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Goals

• Fully Functioning Client Relationship Management (CRM) System

• Trained Functional and Technical Staff • Trained Business Owners and Operational

Staff

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Committees

• Executive Committee• Steering Committee • Discovery Workgroup• Core Implementation Team

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EXECUTIVE COMMITTEE

Mara AffreYvette BendeckDenee ThomasKatina McGhee

STEERING COMMITTEE

Djuana YoungDe’Awn BunchRauchelle JonesBilly LagalKatina McGheeRichard Wall*Jackie ChaneyRachel HonoraChris Cheatham*

CORE IMPLEMENTATION TEAM

UHDjuana YoungJeff FullerLorianna MappsTierra WatersRoLana StarrDe’Awn Bunch

UHCLRauchelle JonesLinda HamiltonHope YoungCynthia UstoyJanel Dumbre

UHVBill LagalLinda ParrCheryl ShumberaShawn BrettDavid Reyes

UHDChris CheathamBonnie Mar

UHSRachel HonoraJackie Chaney

*As Needed

DISCOVERY WORKGROUPRoLana StarrJeff FullerTierra WaltersDe’Awn BunchCynthia UstoyHope YoungLinda HamiltonCheryl ShumberaShawn BrettBilly LagalRachel HonoraJackie Chaney

CRM IMPLEMENTATION

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Radius Online Demo

• Held April 2016• Webinar• Facilitated by Hobsons• Allowed UHS staff the opportunity to view the

Radius functionality and ask questions about specific modules and data content.

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Business Process WorksheetA tool Hobsons used to learn more about our:• Recruitment efforts and strategic enrollment

plans• Plans for roll-out• Committee Members• IT Resources• Communications• Possible Data Exchanges with PeopleSoft

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Pre-Assessment Meeting

• Held May 2016• Shared Data• Security Roles• Communication Plans• Share Best Practices• Project Plan & Timeline (In Progress)

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Hobsons University

• July 25 – 27th – Las Vegas• Gathering of enrollment and advising

professionals across the country• Training and best practices sessions• Registration is currently open• www.hobsonsuniversity.com

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Thank You!

Questions??