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Simon Laing (in place of Tina Huddart)Science Recruitment Officer
Converting pupils to students : What might customer relationship management mean for us?
Introduction
Review undertaken in November 2006 making reference to the role of recruitment at University level, but concentrating on approaches taken at Faculty and School level.
Conclusion/ Recommendation – importance of pre and post application communication with the student.
Grow your own CRM strategy!
In small groups:
ID potential ‘impact’ zones
Brainstorm ideas to build/enhance relationship
Think outside of standard information provision
Too much can be bad!
Customer Relationship Management:UG Recruitment and Admission
Student applies to university through UCAS
Student confirms attendance at department open day
Student cannot attend department open day
Student attends open day in February/March
Information that student would have received at open day sent to student in February/ March
GCSE Pupils
Post-16 studies
Application passed to selectors/departments
Offer letter and open day invitation sent
Registered Students
(September)
Customer Relationship Management:UG Recruitment and Admission
Student applies to university through UCAS
Student confirms attendance at department open day
Student cannot attend department open day
Student attends open day in February/March
Information that student would have received at open day sent to student in February/ March
GCSE Pupils
Post-16 studies
Application passed to selectors/departments
Offer letter and open day invitation sent
Registered Students
(September)
Too slow
Enhance weaknesses
improved teachers/careers advise
More integration-More open days-improved provision for non-attendees-enhanced programme
School level approaches
Pre-registration questionnaires:
Focused on communication and decision making
Case studies: AFRD and CEGS
AFRD
Findings :
Adequate information during application process (79%)
More information before they got here (20%)
We communicated by mail best (74%)
We could though communicate more through e-mail (21%)
AFRD
Student recommendations on communicating better include: More teacher to student talk More information on accommodation More details about the course Regular contact and being kept up to date Important information posted on internet More information and quicker response time
in sending out the offer letter
CEGS
Findings : Attracted to their degrees – excellent
employment prospects, professional accreditation, practical work.
University – teaching, research, student union
The area – social scene, cost of living, transport links
CEGS
Approx 50% use league tables
Communication during application process just about right; could though be bordering on too much
Summary – what is being done?
More recruitment personnel
School recruitment groups
UCAS: 5 Day Target
Teachers groups and website
Web overhaul: design and attitude
E-communication
Summary – what is being done?
Parents, Finance, Accommodation, Travel Guides
Non-attendee packs
Adjusted open day programmes, dates and times (use of student ambassadors)
Keep warm materials (good luck in exams, newsletters, novelty items)
What next…
Faculty-wide review (and some standardisation?) of process
Aim to enhance relationship but not overwhelm
Assessment of new technology
Any Questions?