Constituent Relationship Management
CRM System Planning and Selection:An Executive Overview
Advantiv Solutions & LL ConsultingSeptember 2009
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About Us
• System planning and selection since 1997• DecisionDirector® web-based collaboration
and decision support toolset• Student, Finance, HR-Payroll, CRM, soon LMS
• Planning and information system consultants• Many years experience with full range of
university administrative systems• Committed to institution and student success
Advantiv
LL Consulting
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Our Mission
To provide CRM information, system planning and selection tools and related services to colleges, universities, and public sector organizations.
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System Selection Process
ProjectCharter
Brainstorm
BusinessProcessReview
RequirementsDefinition
RequirementsValidation
Proposal/Vendor
Evaluation
SummaryEvaluation
Our CRM planning materials are designed to plug into the DecisionDirector system planning and selection tools and methodology.
CRM Methodology
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Project Collaboration with DecisionDirector
1DecisionDirector also supports in-house and on-going projects and systems
Plan
Select
Implement
Verify
On
-Go
ing
Main
tenan
ce and
Man
agem
ent
Phase Activities Project Charter Discussion Business Process Review Requirements Definition
Functional Assessment Shadow System Discovery Vendor Re-Evaluation
Requirements Validation Demo Script Preparation RFP/RFI/Vendor Query1
Vendor Response Analysis Vendor Demo Evaluation Vendor Due Diligence
Implementation Planning Fit/Gap Analysis Gap Resolution Planning
Gap Resolution Tracking Functional Acceptance
Functional Verification Business Process Impact Post-Implementation Analysis
Stakeholder Feedback
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Content & Collaboration Model
Project CollaborationFunctional AssessmentRequirements GatheringBusiness Process ReviewProject CharterDemo EvaluationVendor EvaluationData Feeds to DD2 and DD3
DecisionDirector
DD2 RFP Response Mgr
DD3 Rqmt & Fit/Gap Mgr
Advantiv KnowledgePacks
3rd Party Content
Client’s Own Content
RFP/RFI ResponsePublished RequirementsDetailed Response CaptureResponse AnalyticsReusable Response RepositorySole Source JustificationData Feeds to DD and DD3
Requirements ManagementRequirements TrackingCost/Effort/Risk EstimationBusiness JustificationFit/Gap ManagementImplementation PlanningImplementation Results TrackingData Feeds to DD and DD2
or
or
Content Web-based Collaboration
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Customizable and reusable contentpresented in a familiar and easy to use interface
Configurable participant“forums” for many project activities – this example is a requirements definition activity
Completely web-based and browser-independent
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C-R-M?
Constituent - prospect, applicant, student, alum, donor, employee, others
Relationship - between the institution and each constituent
Management – the institution’s activities that initiate, direct, and track interactions with constituents
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Definition
Constituent Relationship Management is a business strategy with supporting technology designed to maximize benefits to both the constituent and the institution from their relationship.
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Institutional Goals are the Driver
Institutional Goals Strategies Solutions
Institutional goals drive CRM strategies which in turn determine system solutions.
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Competitive Advantage
"When colleges are at parity, distribution is similar, and pricing is equal… then the only competitive weapons are communication and relationships with customers.“
Tom Huddleston, VPMarketing, Communications, &
AdmissionsUniversity of Central Florida
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Value to the Institution
Potential* for:
more applicants (10% – 200% increase)
higher enrollments (20% - 50% increase)
higher ability students (ACT from 21/22 to 26)
better mix (400% increase in internationals)
higher first-year retention (24% increase)
higher four-year graduation (23% increase)
lower cost ($45,000 - $1,000,000 annual savings)
* all results obtained from documented case studies or personal interviews
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Actionable Information for Building and Sustaining Relationships
Faculty
Staff
ProspectiveStudent
EnrolledStudent
DonorParents
Alumni
ProspectiveEmployee
Life-longLearner
CRM SIS
LMS HRS
FMS
BI
CRMBI
CRM
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CRM Functional Components
EmployeeRelations
Common
Student Recruitment
Student Retention
InstitutionalAdvancement
Utilities
Employee Relations
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Student Life-Cycle CRM Components
• Constituent Data Mgmt• Campaign Mgmt• Communications Mgmt
• Event/Activity Mgmt• Interaction History• Analytics & Reporting
Common
Calendaring, data warehousing, document mgmt, security, workflow, etc.
Utilities
StudentRecruitment
StudentRetention
InstitutionalAdvancement
• Prospect Mgmt• Recruiter Mgmt• Applicant Mgmt• Self-Service
• Advising• Engagement• Intervention• Self-Service
• Alumni/Donor Mgmt
• Agent Mgmt• Gifts & Pledges • Self-Service
Employee Relations
• Recruitment• Engagement &
Retention• Self- Service
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Common CRM Functions• Constituent Data Mgmt - gather and maintain data
for all constituents
• Campaign Mgmt - set up and track marketing plans
• Communications Mgmt - plan and deliver communications to constituents
• Event/Activity Mgmt - set up campus visits, fairs, etc.
• Interaction History - record all outgoing and incoming communications and interactions with each constituent
• Analytics & Reporting - analyze data forplanning and operations; apply predictive models
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Student Recruitment CRM Functions
• Prospect Data Mgmt - gather and maintain data specific to prospects
• Recruiter Mgmt - manage information about recruiters and their assignments, calendars, activities, and tools
• Applicant Mgmt - gather and maintain data and track communications specific to applicants
• Self-Service - provide prospects and applicants with customized information and services on the web
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Student Retention CRM Functions
• Advising - gather and maintain data specific to advisees; manage information about advisor assignments, calendars, activities, and tools
• Engagement - track student participation in academic and other activities to support completing their education
• Intervention - identify at-risk students and provide counseling or other assistance
• Self-Service - providestudents with customized information and services on the web
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Utility CRM Functions• Access Control - allow access only to authorized users
• Bulk Email - send and track large volumes of email
• Data Loads & Exchanges - exchange data between systems
• Data Warehousing - capture and save historical data
• Document Mgmt - store/retrieve document images
• Security & Compliance - secure confidential data and comply with all laws and regulations
• Workflow - trigger and execute business process steps
• plus Admission Application Forms, Calendaring, ContentMgmt, Digital Repository, E-Payment Processing, Emergency Notification, Portal Framework, and Problem Mgmt
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Vendors in the CRM Space (as of Q3 2009)
• Astadia• Azorus• Campus Management/
Talisma• Datatel• EducationDynamics• Education Systems/ EMA
S• Hobsons• IntelliResponse
• Intelliworks• Jenzabar• Microsoft Dynamics• Oracle/Peoplesoft• RightNow Technologies• RuffaloCODY• SAP• SunGard HE• SugarCRM• TargetX
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For Additional Information