student engagement and crm in higher education by itelligence okt15
TRANSCRIPT
HOW INSTITUTIONS FOR HIGHER EDUCATION CAN REACH NEW HEIGHTS IN THE DIGITAL AGE!
Marc van den Berk
itelligence
Manager Customer Engagement & Commerce Region Western Europe
Tom Kelly
itelligence
Account Executive Customer Engagement & Commerce
Rob Jonkers
SAP
Solution Manager for SAP (Higher) Education Cloud Solutions
© 2015 SAP SE. All rights reserved.
Did you know? Vision Leading
97 out of 100of the World’s Top 100
Universities run SAP solutions?
7500(Higher) Education institutions
world wide run SAP solutions?
Provide simple, modern &
innovative solutions to deliver
services to students to get them
onboard, learn, graduate &
succeed
Improve student’s lives by
making (Higher) Education
Services more accessible &
more relevant
Empower student success &
retention for superior results and
lifelong learning
STUDENT BEHAVIOR
STUDENTS ARE NO LONGER PASSIVE
…and they are armed to the teeth
Social
Personal
OrderWeb
Mobile
Phone
ACROSS MULTIPLE CHANNELSSIMULTANEOUS INTERACTIONS DIGITAL AND PHYSICAL WORLD
Internet of things
Wearables
REFER
FRIENDS
POST
REVIEW
JOIN
GROUPS
TRACK
ORDER
RECEIVE
PACKAGE
MISSING
ITEM
SETUP
PHONE
BILLING
ISSUE
MAKE
PAYMENT
PHONE
DAMAGE
TERMINATE
SERVICE
NETWORK
ISSUE
RECEIVE
OFFER
DISCOVERY
STUDY
OFFER
ADMISSION
TRACK
STATUS
RESTART
SERVICE
SHOP &
BUYCONFIRMATION
MISSING
INFO
POST
REVIEW
STUDENT
INFORMATION
PAYMENT
ISSUE
CHANGE
ADDRESS
CONNECTED
JOIN
GROUPS
COURSES
SOCIAL
EVENTS
ALUMNI
REFER
STUDENTS
MOBILE
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
WEB
SITE
REVIEWS
SEARCH
KW/ADS
STUDENT
HELPDESK
WEB
SHOP
SOCIAL
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
STUDENT
HELPDESK
SOCIAL
WORD OF
MOUTH
SOCIAL
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
PROMOTER
DECISION
USE
EACH STUDENTTAKES THEIR OWN JOURNEYMANY POTENTIAL TOUCHPOINTS
APPLICATION
RECRUITMENT
AGENT
RECRUITMENT
OFFICER
ADMISSION
OFFICER
OPEN
DAYS
STUDENT
ADVISOR
STUDENT
BUDDY
GRADUATION
STUDENT
BUDDY
PORTALMOBILE
PROSPECT
LIFE LONG LEARNING
EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS
CHALLENGES
INSTITUTIONS ARE FACING
…Empowered students
…Digitalisation
…Adult learners | Diversity
SOURCE BOSTING CONSULTING GROUP, VSNU
…(Global) competition
EMPOWERING THE MODERN INSTITUTION
IT’S A DIFFERENT GAME WITH NEW RULES
OMNI-CHANNEL ORCHESTRATION IS NEEDED
57%Of marketeers have no clear omni-channelmarketing strategy
SOURCE – ECONSULTANCY AND EXPERIAN
USE DATA EFFECTIVELY
10%Of marketeers use data in a systematic way
SOURCE – TERADATA
Only
MARKETING CHANGES AND NEEDS
…Insights
…User Experience
…Speed & Agility
Higher Education is a competitive anddynamic market…
What can we learn from strong brands like Nespresso, H&M, G-Star, Lego and others?
What has been developed forHigher Education?
SOLUTION OVERVIEW
CURRENT SITUATION | SILO’S
…Data captured in different sources
…No consistency in experiences
…Complex, time consuming IT
Business cannot perform
EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS
CUSTOMER ENGAGEMENT & COMMERCE
SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION
Enabling companies to deliver contextual, consistent, and relevant experiences regardless of channel or device throughout the customer journey.
SAP CUSTOMER ENGAGEMENT & COMMERCE
CUSTOMER ENGAGEMENT & COMMERCE
Customer Profile
MarketingStudent data management
Sentiment Analysis
Recommendation
Conversion
Campaign Management
CRMCapture test scores
Education history
Collaborate
Manage requests andcomplaints
Social media integration
(M)CommerceOnline Content
Shopping basket
Personalisation
Payment
B2B and B2C
Product Content
Product information
Multi-channel publishing
Reviews customers
Collaboration
1 of 5 |CUSTOMER PROFILE (hybris profile)
Enables companies to build adynamic profile of a customer bycapturing all their touch pointswith the company across anychannels, and use these insightsto suggest specific offers or otheractions in real-time. The systemcontinuously enriches the profileusing analytics and learningalgorithms and is designed formaximum flexibility and massivescale.
CUSTOMER PROFILE (HYBRIS PROFILE)
journey
profile
HYBRIS PROFILE “VOICE OF THE CUSTOMER”
User Interface for customer
…Validate data and profile
…Usage
HYBRIS PROFILE | PROVIDES UNIQUE INSIGHTS
2 of 5 | MARKETING (hybris marketing)
I am digitally connected
I am socially networked
I am better informed
I am an individual
Context makesthe difference
WHAT THEYARE DOING NOW
REAL-TIMEINDIVIDUALIZATION
PRESENTATIONOF RELEVANT
CONTENT(PROSPECTIVE)STUDENT
TOUCHPOINTSWHAT THEY
MAY DO
WHAT THEY HAVE DONE
…Data Management
…Segmentation and target groups
…Recommendation
…Convert
…Multi Touch Campaigns
…Loyalty
…Planning
…Channel Orchestration
…Dashboards
HYBRIS MARKETING MODULES
To deliver: insights, experience, speed & agility
HYBRIS MARKETING | CREATING TARGET GROUP
3 of 5 | CRM EDUCATION (SAP Cloud4Customer HE)
CRM HIGHER EDUCATION
Recruiting
• Create and manage prospective student
records
• Support student recruitment campaigns,
events, multi-channel communications, data
loads, workflow, across multiple recruitment
cycles, offices, and locations
Collaboration & Social
Feeds, followers, and
@mentions
Internal, customers, partners
Social selling
Integration Pre-built integration to SAP ERP & CRM, SAP
JAM, InsideView, D&B 360, Xactly & more
Mashups with most other apps
HCP portal For partner channel
management
Groupware Integration
Full-featured with 2-way sync
Support for MS Outlook,
Google Gmail and lotus notes
Real-time, scalable, powered by SAP HANA
Simplified enhancement tools for power users
Easily extended for tailored UX and business
processes
Platform
CRM HIGHER EDUCATION
Student & Alumni Management & Intelligence
Fast account and contact updates
Student Master Data
360 Customer Intelligence
Productivity & Personalization
Flags
Tags
Shelf
• Quick creates
• User-defined fields
• Workflow
Real-Time Analytics
Dashboards, ad-hoc reports, forecasting
Inclusive of front and back-office data
Mashups with SAP BW and Business
Objects
Custom dashboards, KPIs, and reportsMobility
Complete mobile apps, no extra cost
Support for iPad, iPhone, and Android
Business card scanner
Seamless UX with on-line
CRM HIGHER EDUCATION
Prospective Students
Leads
Prospective Students
Opportunities
Prospective Students
Individual Customers
C4C Student Recruitment
Universities searching for Prospective Candidates
High Schools
Social Media
University Website
Mail Ads
Alumni and families
Networking Events
Data Upload
Duplicate
Checks
Crite
ria
Target Groups
Prospective/ Current Students
Campaigns
Email, Surveys
Analytics
C4C Service
Tickets
Queries/Issues from
Prospective and Current Students
C4C Social
Social Collaboration
Demand Gen
TEST SCORES AND EDUCATION HISTORY
FACEBOOK INTEGRATION
FACEBOOK INTEGRATION
4 of 5 | (M)COMMERCE (hybris commerce)
HYBRIS COMMERCE | (M)COMMERCE
One (m)commerce platform (landing pages, web shops, mobile) for content, search andordering courses, modules or education related products
BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER
In direct contact with the student… Business-to-business processes. A human resource manager from company XYZ as contact person…
SME
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO
COMPANIES USING HYBRIS COMMERCE
HYBRIS COMMERCE IN EDUCATION
‘Version Education’
by itelligence
RESPONSIVE DESIGN AND ALL B2C AND B2B BEST PRACTICES
Personalisation
Session
Login
Recommendation
Promotion
HYBRIS COMMERCE | PERSONALISATION
5 of 5 | PRODUCT CONTENT (hybris Product Content Management)
PRODUCT CONTENT MANAGEMENT
Catalog
Curriculum tickets
Merchandise
Books Software
Subscriptions
Social
Personal
Ordering Web
Mobile
Phone
ACROSS MULTIPLE CHANNELSSIMULTANEOUS INTERACTIONS | DIGITAL AND PHYSICAL WORLD
Internet of things
Wearables
PLATFORM CONCEPT
One source for commercial product information for multi-channel use! (webshop, website, print, mobile, wearable)
EDITORIAL CONTENT
PRODUCT VIDEOS
SEARCH FILTERS IMAGES (HI-RES & LOW-RES)
RICH PRODUCT PRESENTATION
USER-GENERATED CONTENT
PRODUCT DESCRIPTION
CATEGORIES
PRODUCT FEATURES
CAMPAIGNS PROMOTIONS
SIZES ARTICLE NUMBER
PRODUCT NAME TECHNICAL FEATURES
PRODUCT CONTENT MANAGEMENT
MODULE CODE DESCRIPTION
PRODUCT CONTENT MANAGEMENT
User-generatedcontent
Communities Brand engagementand sales
Recommendations Real-time reviews Product & service related True stories!
Relevant Nonpromotional setting Conversations Discussions
On your platform Introduce related products Improve conversions Engage with your audience
PRODUCT CONTENT MANAGEMENT | IMPORT STRUCTURE
PRODUCT CONTENT MANAGEMENT | ENRICH CONTENT
PRODUCT CONTENT MANGEMENT
PCM Module
For all channels!
Maintain module information
Rich functionality as result of 13 years experience
Images, video’s
User generated content
Workflow for effectivecollaboration
Web based
TRANSFORM
IMPROVETOUCH POINT EXPERIENCE
PROCESS AND DATA COMPLEXITY
Where to start?
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
ORGANISATIONAL CONDITIONS
Innovativeness | Competences
Vision and leadership
Ability tochange
leaders
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Helps to focus
Same mindset
Bianca van den Hoven| 34
Single, Likes : Sports, Travel, Friends, Fun!
Competitive, Result driven.
Marketing Manager | develop skills continously
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
As team (+ Bianca)
Bianca van den Hoven| 34
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
…Persona’s
…Sentiment analysis on touch points
…Improvements
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Customer dimension
Employee dimension
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Improvement to projects in Roadmap
• Roles
• Processes
• Applications
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Project manager one of our Higher Education customers:
“the value of taking the detailed personaand his journey as starting point is thatyou really get aware of the channels. This forces to make choiches whichtouchpoints you want to adress andwhere you need to improve. (fromcustomer perspective, but also fromemployee perspective). It helped usenourmously in our changing process!“
CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
START SMALL AND LEARN!
Where to start?
NEXT STEPS
Meet & Greet hybris workshop
HANDS-ON WORKSHOP
Deeper insights
Discuss on strategy
Discover collaboration
TAKE AWAYS
TRANSFORM ORGANISATION AND TALENT TO STRATEGIC “GROWTH FACILITATORS”
Customer ProfieDynamic Student Journey
Customer Engagement &
Commerce PortfolioMulti-channel
Customer Journey Analysis
to RoadmapWhere to start
www.itelligencegroup.com
THANK YOU FOR YOUR ATTENTION
Q&A (just ask…)