Marisa Cox, University of ArizonaBrian Niles, TargetX
Moderator: James Rainey, Michigan State University
Selecting & Implementing a CRM System
The ProblemsData Dispersed - Different Systems/Vendors
Incomplete or Unavailable InformationMissed Opportunities for Recruiting
Everyone Not on the Same PageDuplication of Communication
Who got what?Direct mail or email campaigns
Who received or was sent it?Who “interacted” with it?
Who “bounced or returned” it?What are they receiving next?
What do we know?Determining Followup Activities
How & when did they hear about us?What have they given us about them?
What is their “opportunity score?”Who spoke with them last?
Current interest?On the phone with a prospect
What interest have they expressed?Have they applied for admission?What did they receive from us?
Did they come to campus?
Systems Evolution1980’s 1990’s 2000’s
Mainframe Client-Server CRM
DatatelQuoData
Homegrown
BannerDatatel
PeopleSoftPowerCampus
SAP
Add-on to Enterprise Systems
CRMCustomer Relationship Managementstudentprospect
_
CRM Components
Contacts Marketing SupportLead Generation
Lead CaptureWork-flow RulesTasks & Activities
Group Calendaring
Direct MailTelemarketing
Email BroadcastsEvent Registration
Search Ads
Typically under the purview of the
Enterprise system (although few have
CRM support capabilities)
Web Form
Lead Capture
Import Data
Web Site Visitors
Inbound Calls
Lists
Lead Generation
• Student Search• Email Campaigns• Direct Mail• TV, Radio, Billboards• Graduate Fairs• Word-of-Mouth• PR
Create New Leads
Recruiting Map
Recruiting Map
Qualified?Yes
Establish Contact?My Leads Duplicates Working LeadsYesNo
Dead Prospects
No
Distribute ProspectsAutomatically
Reduce DuplicationUp Front
Automate CampaignsEmail, Direct Mail, Phone
Put into CategoriesTrack Activities
Set Follow-up Tasks
Opportunity
Recruiting Map
Application Acceptance Negotiation DepositYesNo
Opportunities
Retention
Support
Marketing
Dead AcceptancesDead Opportunities
CRM System Enterprise
Major HED PlayersCollege Board Recruitment Plus
EMAS Recruitment ProEmbark Prospect Manager Group 422 ContinuumHobsons EMT Solutions
Jenzabar CRM Admissions OfficerTalisma Strategic Enrollment Management
TargetX Student Recruitment Manager
Non-HED PlayersSalesforceNetSuite
RightNowMicrosoft
IntegrationMass Email Campaigns
Online Applications/StatusEvent or Campus Visit Registration
Reporting & ForecastingWeb Inquiry FormsGroup Calendars
Telephony IntegrationRealtime Dashboards
Other ConsiderationsWeb-based (SaaS) vs. Software InstallHED Experience vs. Generalist CRM
Data Transfer CapabilitiesUser Rights/Permissions
Support & Guidance
More ConsiderationsUser-Interface (data entry, reporting, etc.)
Expandable (not one-size-fits-all)Customization without Breaking It
Start with the Customer!(you may have to change your processes)
• Establish a group of stakeholders• Evaluate current processes• Determine a clearly defined purpose for a new
system and functional requirements• Utilize alumni and other available resources
Assessing Need for a CRM
PURPOSE
REQUIREMENTS SUMMARY
SUCCESS METRICS
increase size of applicant pool & conversion
effectively & efficiently capture, use & manage data
improved pool of applicantsimproved conversionsuccessful fill classes
Defining Need for a CRM
• Meets scope of work, specifications and additional requirements
• Quality of references • Cost• Quality of customer service/responsiveness• Completeness of RFP response
Choosing a Vendor
Cost Factors• License fee• Implementation fee
– Usually one-time fee
• Fee per number of users/instances• Managed implementation
– optional
• Training• Fee for managing applications (if part of CRM)
– per application charge or annual charge
• University approval processes• Integration with university or other student
information systems• Time/resource restraints
Anticipating Challenges
Marisa Cox, University of ArizonaBrian Niles, TargetX
Moderator: James Rainey, Michigan State University
Selecting & Implementing a CRM System
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