gmac annual conference 2008
DESCRIPTION
Presentation by Brian Niles and Marisa Cox at the annual GMAC conference on Implementing a CRM system.TRANSCRIPT
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Marisa Cox, University of ArizonaBrian Niles, TargetX
Moderator: James Rainey, Michigan State University
Selecting & Implementing a CRM System
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The ProblemsData Dispersed - Different Systems/Vendors
Incomplete or Unavailable InformationMissed Opportunities for Recruiting
Everyone Not on the Same PageDuplication of Communication
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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?
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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?
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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?
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Systems Evolution1980’s 1990’s 2000’s
Mainframe Client-Server CRM
DatatelQuoData
Homegrown
BannerDatatel
PeopleSoftPowerCampus
SAP
Add-on to Enterprise Systems
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CRMCustomer Relationship Managementstudentprospect
_
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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)
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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
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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
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Recruiting Map
Application Acceptance Negotiation DepositYesNo
Opportunities
Retention
Support
Marketing
Dead AcceptancesDead Opportunities
CRM System Enterprise
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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
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Non-HED PlayersSalesforceNetSuite
RightNowMicrosoft
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IntegrationMass Email Campaigns
Online Applications/StatusEvent or Campus Visit Registration
Reporting & ForecastingWeb Inquiry FormsGroup Calendars
Telephony IntegrationRealtime Dashboards
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Other ConsiderationsWeb-based (SaaS) vs. Software InstallHED Experience vs. Generalist CRM
Data Transfer CapabilitiesUser Rights/Permissions
Support & Guidance
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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)
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• 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
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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
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• Meets scope of work, specifications and additional requirements
• Quality of references • Cost• Quality of customer service/responsiveness• Completeness of RFP response
Choosing a Vendor
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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
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• University approval processes• Integration with university or other student
information systems• Time/resource restraints
Anticipating Challenges
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Marisa Cox, University of ArizonaBrian Niles, TargetX
Moderator: James Rainey, Michigan State University
Selecting & Implementing a CRM System