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• Sources of Revenue:– Commercialisation of Research– Consultancy/Product Related Services– CPD Courses/Work Based Learning– Facilities Hire– Knowledge Transfer
• Non Revenue Related– Student Placements/Employment/Creative Presence – Visiting Lecturers
What do we mean by Business Engagement?
• Universities Can Provide Many Things But Must :– Understand Our Business– Talk ‘Our Language’ – Be Responsive & Reliable– Act Like a Business– Be Available When We Are Working
The Customer Viewpoint
Find a way to meet our needs and the customers’
The Challenge
Implement a CRM System! Find a supplier and away we go.....
• That will solve all our problems (or will it?)
So What Do We Do?
Sometimes That Isn’t Enough
People, Process, TechnologyHowever great the system is, it cannot succeed if the people and processes don’t work
Customer
Relationship
Management
People
Process
Technology
• Culture change often needed• Don’t assume academics know how to talk to
businesses• Look outside in not inside out• Put the customer at the heart of everything
Attitude and Approach
What are the benefits?
How Can a CRM System Help?
• Depends who you are!
• Increased efficiency, less duplication of effort, removal of ‘silos’
• Better understanding of the ‘customer’ base
• Ability to achieve better returns from targeted marketing
• Increased opportunities to develop individual relationships into mutually beneficial strategic partnerships
• Improved ability to identify trends and produce forecasts and predictions so anticipate customer needs
Strategic Benefits
• The Vice Chancellor ?
• Senior Management ?• Business Development Staff ?• The Customers ?• Finance ?
• Other staff? ?
Who cares about these things?
Finding Benefits For Individual Users:
• Benefits are in the eye of the beholder
• The benefits at an operational level are often quite different to the strategic benefits
The Key to Achieving Strategic Benefits
These will vary be area and user
• Find out what causes ‘pain’• Use CRM to help• Examples:
– Managing enquiries and follow ups– Storing case study materials with bids– Managing student ambassador records– Points of contact and roles for projects
Operational Benefits
A centralised CRM system is key to managing business engagement but: • The appropriate people and processes must be in place
too including support from senior staff• There must be some benefits to the ordinary users or
they won’t use the system which means the strategic level benefits can’t be achieved
• It is often the little extra’s that make all the difference
Conclusion
