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www.le.ac.uk
MyLeicester: A case study in CRM
Jonathan Tinnacher
Head of Student Recruitment
Division of Marketing, Planning and Communications
Why CRM?
• Wikipedia: Customer relationship
management (CRM) is a broadly
recognized, widely-implemented
strategy for managing and
nurturing a company’s interactions
with customers, clients and sales
prospects. It involves using
technology to organize, automate,
and synchronize business processes
What did we want to achieve?
• A single CRM solution for all student enquirers
and applicants, across all levels of study.
• A solution which allowed us to respond to the
needs, interests and decisions of the student.
• A solution which enabled the student to access
the information they want, where and when
they want it.
How did we proceed?
• Azorus: A portal-based
CRM solution
• Company based in
Canada. Worked with
HEIs in USA, Canada,
and one in UK.
Communication plans
Communications plans developed which
followed the student through each phase of
their journey:
• initial enquiry
• further interaction
• application
• registration
Principles of communication
Relevance to individual:
• Must be of interest to them
• Must be timely
• Must grab their attention
• Must be true to our brand
Examples of communications
• Enquiry portal
• Enquiry communications:
– Print: e.g. Prospectus, Open Day programme
– Email: e-zines
This is the light background
• There’s also a layout for a title with a light
background.
• And a layout for a plain slide and one with just
a heading.
• If you need more layouts you can make extra
masters. Go to Master slide view and create
new ones.
• Marvellous isn’t it?
This is the light background
• There’s also a layout for a title with a light
background.
• And a layout for a plain slide and one with just
a heading.
• If you need more layouts you can make extra
masters. Go to Master slide view and create
new ones.
• Marvellous isn’t it?
Monthly e-zines
• Relevance by virtue of timing
• Topic choices underpinned by
research
• Each e-zine checked for brand
messaging
• Each e-zine encourages reader
on a journey through different
media
• Clear ‘Call to Action’
Event e-zines
• Relevance established by
action of enquirer. Eg. booking
an Open Day
• Encourages further
interactions.
• Clear ‘Call to Action’
News e-zines
• Relevance established by
interests specified by student,
or by other enquirer data (eg.
year of entry, level of study
etc., enquirer interaction)
What have we achieved?
Since launch (Jan 10):
• Prospectus requests: 21,000
• Open Day bookings: 14,000
• Portal sign-ups: 1,400
What have the challenges been and
the lessons learned?
• Technical
• Timings – it always takes longer than you think!
• Communications and getting the team right
• Messaging and branding
What next?
• Undergraduate applicant communications
• PG enquiry and applicant pilot
• Applicant Open Day bookings
• Facebook application
• Full Departmental role-out
Discussion notes
• A discussion was held, and members described their involvement in CRM projects within their
own institutions. Themes of the discussions were as follows:
– Project team - Important to have a large enough team, with a mixed skill set (IT, Comms,
Data, Planning etc), in order to develop and maintain the project.
– Project timescales - Technical issues tend to mean that developing CRM takes far longer
than initially invisaged.
– Multiple systems - Some universities have different systems running different elements of
enquirer and applicant communications simultaneously. Different systems clearly have
different strengths and weaknesses and integration is key.
– Portal – Students will only return to a Portal is the content is rich enough and continually
updated.
– Matching / de-duplicating data – The ‘MyLeicester’ system uses the email address as the
unique identifier to match UCAS applicants with current enquirers. The system will also
match name and postcode (a 100% match is required if email address is different).
– Collecting enquiry data at events – Different institutions use different methods (most use
paper forms, but a couple are trialling use of laptops). Note that students do not tend to
like to queue or wait to do this, and any system needs to allow multiple users.
– Personalised prospectuses – A small number of institutions are taking personalisation
further and send our personalised printed prospectuses based on enquirer preferences.