EDU0196

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Copyright John Townsend 2001. This work is the

intellectual property of the author. Permission is

granted for this material to be shared for non-commercial, educational purposes, provided that this

copyright statement appears on the reproduced

materials and notice is given that the copying is by

permission of the author. To disseminate otherwise or

to republish requires written permission from the

author.

Learner Relationship ManagementThe Road to Customer Service

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Learner Relationship ManagementThe Road to Customer Service

John Townsend/Head of Corporate Information Systems

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Contents

1. Background & business model

2. Project 1 the Oracle Student SystemPeople, Systems andProcesses

3. Project 2 Expanding the System

Learner Relationship Management

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Liverpool John Moores University

(JMU) Overviewy 20,000+ students, 16,000+ FTEs

y 60% of students over 21; 30% part-time

y 2,600+ staff, 2,100+ FTEs

y 12th largest University in UK

y 5 main sites in central Liverpool

y 1997/98 income 98.5m

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Drivers

move from University- to learner-centred recruitment

retention

UK government drive towards lifelonglearning: Managed Learning Environments (MLEs)

e-University

Primary/Secondary/Tertiary/HE continuum

excellence through service not just product

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University-Centred

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Learner-Centred

Staff

Learners

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Lifelong Learning

cradle to grave learning support

requires learner profile that is portable

not just between departments within aUniversity, but also between differenteducational sectors, both in series andin parallel

this profile is the key to support, andmust be available and managed

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JISC Model of MLE

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MLE Definition

The JISC (Joint Information Systems

Committee) MLE Steering Group has said

that the term Managed Learning

Environment (MLE) is used to include thewhole range of information systems and

processes of a college (including its VLE if it

has one) that contribute directly, or indirectly,

to learning and the management of thatlearning

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From Unmanaged

Learning

Delivery

HR

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to Managed

Recruitment Finance

Enrolment

HR

Learning

delivery

ProgressionWelfare

Marketing

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Oracle E-Business Model

Integrated Back OfficeIntegrated Back Office

Students HR/Payroll FinanceStudents HR/Payroll Finance

Employees

Web Browser PortalWeb Browser PortalSelf ServiceSelf Service

Oracle Internet PlatformOracle Internet Platform

Internet

Procurement

Connected supply chain ...Customer focus Automated Transaction Processing

Integrated Applications Management Information

Internet Delivery24 x 7 Access...


Business IntelligenceBusiness IntelligenceCore ApplicationCore Application


Customers Suppliers, Partners

Customer

Relationship

Management

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Customer - Centred Approach

Components

Web Deployment

Student Application

Self Service

CRM

BI

Mass Reach; Lower Cost Of Ownership;

Convenience

Essential - flexible; comprehensive;

foundation stone of HE E-Business for

customers

Involve students/customers/ staff

Attract, Grow, Retain customer

base - best commercial practices

Analyse; Learn; Change

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Portable Learner Profileacademic progression

work-based learning

transferable skills

current enrolments

personal details

financial information

administrative transactions

access authorities

Common

Learner

Identifier

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Components of LRM

CRM -

iStoreMarketing

Sales

Service

OracleStudent System

(OSS)

Web Portal

Access

CRM:

Marketing

Sales

Service

Oracle

Student System

(OSS)

Student & Staff

Self Service

Web Portal Access

Integration:

VLE

CODA

HR

Timetabling

Business

Intelligence

Tools

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Project 1 Oracle Student System

JMU development partner for UK implementation

Project ongoing since February 2000

Go-live fall 2002

New approach system for not just about students Building block of LRM future integration with CRM

seen as essential & impending with Advanced

Recruitment component

Approach adopted both emphasises and highlightspeople and process issues which must be addressed

if approach is to succeed

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Systems, Processes, People &

Adoption & Learning

Process

Redesign

Systems

Development

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Oracle Student System

Project Management Approach

Based around PrInCE

Using Oracle AIM and PJM for practical

implementation Inclusive anyone who wants to be involved can be

Open comprehensive communications campaign

Focus on Adoption and Learning

Customer-focused including students in Projecttask teams

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Student Involvement

Students inside not outside

Student representation in review panels that definethe business processes to be reflected in the system

Students Union President on the Project Board

Four student placements as key staff in ProjectSupport running system demos, training staff users

Students actively engaged in Project Task Teams

Focus groups run by Students on Self-Service for

student input to definition of requirements Adoption and Learning/change management strategy

engaging with students as well as staff

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Adoption & Learning

To realise benefits of system & process changes,need to change management & staff behaviour to fit

new ways of working:

Cross-functional teams

Alignment with processes, not departments

Learner-centred = customer service ethos

Specialist to generalist (CRM/LRM)

Self-service model

Effective use of ICTs: training and understanding

Major cultural change for the University

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Management

According to a Gartner report, 95% of European

businesses installing CRM have concentrated on

technology at the expense of management behaviour

and employee compensation(Management Consultancy, October 2001)

CRM is a philosophy and a way of doing things, not a

technology(Steve Billingham, Cap Gemini Ernst & Young)

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Lessons Learned

cultural shift for staff is paralleled by cultural shift for

learner

LRM approach requires staff to focus more on

actively managing learners supported by a customer-

focussed management approach

requires student to more actively participate in

management of their own learning eg responsibility

for own data; for communication and information

management; for scheduling and organisation wont necessarily happen of its own accord

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Student Experience in an

Unmanaged Learning Environment

Difficult to find anyone to deal with query

Receive contradictory advice Lack of customer focus

We do not understand majority of processes

Many processes do not work Fee collection

Academic appeals

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Consistent level of service & information irrespective of

what course they are on

Transcripts via a web interface

Feedback on all exams &coursework

List of problem procedures

Online enrolment

Hold student information centrally where all staff can access

the same system, will help when trying to answer studentqueries. Staff would know what the student status was and

the student would not have to repeat things

Transparent processes that all students & staff are aware of

What Do Students Want?

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Project 2 - Learner Relationship

Management

Portable Learner Profile

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CommonLearner

Identifier

Library VLE OSS

Web portal

Finance

Portable Learner Profile

(CRM) personal detailsaccess authoritiesadministrative transactions

HR

academic record

record of

achievement

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Lifelong-Learner Relationship Management

Learners

Documents

EDU0196