sugarcon 2013: customer experience: implementing crm from the customer’s perspective

Customer Experience at Macquarie UniversityImplementing CRM from the

Customer’s Perspective

Macquarie University• Sydney, Australia – 30,000 students• Not one of the “Group of 8”• Fierce battle for student recruitment• 4 Faculties + controlled entities

Environment

• Increased competition from – Traditional universities– Commercial alternatives– Emergence of MOOC

• Decreased international competitiveness

The initial brief • Improve student experience • Improved relationships with Industry and

Community and other institutions.• Improve the recruitment of International

Students

CRM with Objectives & Strategy

• Consider the Student’s Experience in every interaction

• Increase response rates to 100% • Reduce time to resolution • Reduce number of interactions to resolution • Increase transparency of process and policy,

and improve consistency across faculties, school and departments.

Strategy

• Centralize enquiry services• Analyse student enquiries and improve

resources• Write and publish Policies and FAQs• Monitor and improve time to resolution,

and number of interactions

Design Brief

• Single university-wide system• The system will scale to thousands of users• Integrate with OneID• Scalable and secure• Outsourced

InsightfulCRM’s Role

Implementation Challenges

• Executive Sponsors• Concurrent Projects• Conflicting Req’s• User Role Definitions

• Process Change• Org Structure Change• Communication• Training

Design Challenges

• Multitudes of • Departments• Stakeholders• Processes • Access Control

• Volume of • Users• Data• Data Interchange

Approach

• Underpinning Data & Security Architecture

• Bubbles• Custom Views on common data• Phased Implementations• Focus on Customer Experience

Platform Architecture

Sugar Enterprise PortalAcadem

ic Portal

LB

App1 App2 App3

Db2Db1

NFS Memcache

Students and Staff

AcademicCourseConvenors

Users

Case PortalKB

Results

• 40,000 Students and Prospective Students• 100,000 enquiries processed in 18 months• 5 Million page views on Knowledgebase• Better customer experience• Efficiency and productivity savings• Retirement of legacy systems

Success Factors

• Focus on the customer experience• Executive Sponsorship• Think Big• Start Small• Move Quickly