Leveraging Client Relationship Management

(CRM) Technologyto Drive Student Enrollment

Ms. Rachel HonoraFunctional Analyst IVUniversity of Houston

Mr. Chris CheathamAssistant Dean, Enrollment ManagementUniversity of Houston-Downtown

Ms. Kassidy GreenAssistant Director, Enterprise SystemsUniversity of Houston-Downtown

Ms. Jackie ChaneyApplication Lead, UHS Campus Solutions ServicesUniversity of Houston

What is CRM?• Customer (Constituent) Relationship

Management (CRM) technology is used by organizations to develop and maintain relationships and manage interactions with people.

• Offers tools for managing both incoming and outgoing communications with constituents.

• Available from a variety of companies, and software

CRM in Higher EducationIn higher education, “Constituents” are our Students. CRM can provide an at-a-glance view of a student’s relationship with your institution, including:• Print and Electronic Communications (mass campaigns and one-on-one)• Phone Conversations and In-person Visits• Chat Sessions• Web Visits• Inquiries• Admission Applications• Event Attendance

Enhance Communications and Services to Students throughout their Lifecycle

Benefits to Institution• Ability to build deeper relationships with

students through case management, event planning, and online inquiry management tools

• Ability to engage students with dynamic, multi-channel campaigns to keep them informed about the institution

• Reporting and analytic tools to help generate actionable prospect and applicant data

UHD Radius Implementation - Present• Infrastructure

– Two CRM-dedicated Full-time Staff• Coordinator, Client Relations Management• Functional Technical Support Analyst

– One Full-time Position for Communications and CRM Oversight

• Manager, Enrollment Communications and Client Relations Management

UHD Radius Implementation - Present• Implementation/Roll-Out

– Phased Approach (Integration work throughout)• Phase I

– Inquiries and Inquiry Forms– Prospect Imports– Life Cycles– Territory Management via Assignment Rules– Contact/Registration Modules (includes Educations, Test

Scores, and Organizations)» Including ability for Recruiters to make notes on

interactions with students– Marketing/Communications– Events (includes Microsites)

UHD Radius Implementation - Present• Inquires and Inquiry Forms

UHD Radius Implementation - Present• Contact/Registration Modules

– Contact Info– Application Info– Educational History– Attendee Status for Events– Communication Log– Contact Notes– Test Score Info

UHD Radius Implementation - Present• Marketing/Communications

UHD Radius Implementation - Present• Marketing/Communications – Email Campaign Analytics

UHD Radius Implementation - Present• Events and Microsites

UHD Radius Implementation - Present• Implementation/Roll-Out

– Phased Approach• Phase II

– Cases» Including Outlook Plugin Functionality

– Further Microsite development for Digital Marketing landing pages and Admitted Student Personal Sites (PURLS)

What’s Next for UHSGetting Started…

• UHS selected Hobsons Radius• Received Test Tenant (February 2016)• Executed Contract (March 2016)

Priorities

• Admissions/Recruitment • Analytics• Events• Expand to Non-Enrollment Services Areas

Goals

• Fully Functioning Client Relationship Management (CRM) System

• Trained Functional and Technical Staff • Trained Business Owners and Operational

Staff

Committees

• Executive Committee• Steering Committee • Discovery Workgroup• Core Implementation Team

EXECUTIVE COMMITTEE

Mara AffreYvette BendeckDenee ThomasKatina McGhee

STEERING COMMITTEE

Djuana YoungDe’Awn BunchRauchelle JonesBilly LagalKatina McGheeRichard Wall*Jackie ChaneyRachel HonoraChris Cheatham*

CORE IMPLEMENTATION TEAM

UHDjuana YoungJeff FullerLorianna MappsTierra WatersRoLana StarrDe’Awn Bunch

UHCLRauchelle JonesLinda HamiltonHope YoungCynthia UstoyJanel Dumbre

UHVBill LagalLinda ParrCheryl ShumberaShawn BrettDavid Reyes

UHDChris CheathamBonnie Mar

UHSRachel HonoraJackie Chaney

*As Needed

DISCOVERY WORKGROUPRoLana StarrJeff FullerTierra WaltersDe’Awn BunchCynthia UstoyHope YoungLinda HamiltonCheryl ShumberaShawn BrettBilly LagalRachel HonoraJackie Chaney

CRM IMPLEMENTATION

Radius Online Demo

• Held April 2016• Webinar• Facilitated by Hobsons• Allowed UHS staff the opportunity to view the

Radius functionality and ask questions about specific modules and data content.

Business Process WorksheetA tool Hobsons used to learn more about our:• Recruitment efforts and strategic enrollment

plans• Plans for roll-out• Committee Members• IT Resources• Communications• Possible Data Exchanges with PeopleSoft

Pre-Assessment Meeting

• Held May 2016• Shared Data• Security Roles• Communication Plans• Share Best Practices• Project Plan & Timeline (In Progress)

Hobsons University

• July 25 – 27th – Las Vegas• Gathering of enrollment and advising

professionals across the country• Training and best practices sessions• Registration is currently open• www.hobsonsuniversity.com

Thank You!

Questions??