Coventry
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Coventry as PDF for free.
More details
- Words: 1,202
- Pages: 24
Page 1
An Integrated Approach to Customer Relationship Management & Portal Development in HE Peter Yeadon Programme Director CRM & Portal Development June 2007
Page 2
Content Coventry University Strategy Alignment CRM and Coventry University Portal Applicant Portal CU Portal – Key Issues Future Direction Q&A
Page 3
Coventry University: Our History • • • • •
Established in 1843 as Coventry College of Design Evolved and grew through the years, notably as Lanchester Polytechnic during ’70s and ’80s University status in 1992 Our historic strengths: product design, healthcare and engineering Market niche: - Advanced, vocational and professional education - Work=related and work-based learning - Updating specialist skills
Page 4
BUSINESS, ENVIRONMENT & SOCIETY ENGINEERING & COMPUTING
HEALTH & LIFE SCIENCES ART & DESIGN
Page 5
Coventry University: The Present Basic statistics: • 17,000 students • 2,400 staff • £125m turnover • City Centre Campus (significant landowner) • • • • • •
5 Faculties / Schools 6 Service Departments Students’ Union 4,000 undergraduate students – 2007 entry Average 5:1 applications to places Regional / UK / EU and International
Page 6
Business Goals & Objectives A dynamic, enterprising and creative university – excellent education enriched by a focus on applied research
Major Goals of the Vision • Student-centred and client-focused • Smart campus and processes • Enterprising place to learn and work • Less bureaucracy; fast to market
Page 7
Objectives and KPIs Increased student numbers Increased efficiency Increased fundraising Better student retention More valuable business relationships Improved image
Page 8
Strategy Review Web-based information provision – several sites, several domains, uncontrolled content, out of date information, duplication A new website, a new portal, a new customer focus •
Central control over external marketing web-site
•
Distributed portal (MS SharePoint) for everything else
•
Positive relationship between students and the university (full student lifecycle)
•
Mechanism for student and staff communities to develop
•
Personalised content tailored directly to the user
•
Integrate existing applications (never enter the same data twice for in scope systems)
•
Rich collaboration facilities
Page 9
Coincident CRM & Portal aims CRM • One common CRM layer across the campus
Portal • Personalised one-stop shop for university information sources
•
Keep legacy processing systems where appropriate
•
Integrated content management systems
•
Increased efficiency through simplified workflow
•
Administrative efficiency through collaborative working
•
Value added efficiency through integration with Portal
•
Increased efficiency through greater Office integration
•
Increased self-service for all
•
Personalised experiences for staff, students, partners, applicants…
Wanted: a CRM & Portal Programme
Page 10
Business Transformation Optimise
People , Process , Tools , Information
Improve
Customer Service
New “Care” CRM System Core generic CRM: • Contact Management • Enquiry Management Specific processes: • Placements • Admissions
Deliver
Business Goals
New MS SharePoint Service Portal Navigation: • Student Portal • Staff Intranet Collaboration: • Cross-boundary sites • Research
Page 11
Page 12
Page 13
CRM & Portal Integration •
Integration between CRM and Portal holds the key to big improvements Legacy/external systems
Line of sight to lifecycle history SOLL D epartments Services
Enquiries
UNIVERSE Contact & Enquiry Management
Phoenix Partnership
Student Records
Admissions
N on -U C AS Applications
Process Workflows
SharePoint Portal
UCAS
Applications Offers
Placements Careers
Admissions
SMS Texts
Care CRM
Current Students & Staff
Audiences
CV U pload
Applicant Portal Progress Enquiry
CU External Website s nt a ic pl p A
Page 14
Contact Management • • • • • •
Business contacts via Corporate Partnerships Academic and business contacts within Research Centres Students and applicants are now customers! Student records integrated with the CRM layer Outlook emails attached to customer records Sharing of contacts across the campus has begun!
Portal - enhanced • Remote access to contact details • Online forms for contacts to supply new and updated details • Status of contact recognised by portal – personalization • Single sign-on to the CRM layer
Page 15
Enquiry Management • • • •
Reliable comms history – documents, emails, texts, etc Extensible to all customer interactions across full lifecycle Management reporting Simple workflow for passing enquiries to other areas and tracking progress
Portal - enhanced • Web-based technology implemented across multiple sites • Responses tailored to known personalized groupings • Future SharePoint version (MOSS 2007) will permit some workflow outside the CRM layer • Ability to turn enquiries into applications • Grant permission to the Applicant Portal
Page 16
Careers & Placements • • • •
Student records visible within CRM as contacts Special workflow defined for setting up and monitoring placements New “tick-box” control over placement process involving students, tutors and the Placements Centre Business meeting functionality extended for careers interviews
Portal - enhanced • Collaborative WSS site supporting placement activities • Students to upload CVs into CRM • Partner organisations access for submitting progress/monitoring
Page 17
UCAS Admissions • • • • •
UK undergraduate applications channelled through UCAS UCAS applications automatically visible within CRM layer Complex workflow – assess/offer/reject/accept Automatic comms (texts, Outlook emails) Management reporting
Portal - enhanced • Applicant portal to permit applicant progress enquiries • Personalised information and specific workflow options • Open day booking for (pre-)applicants • Applicant interview booking and processing • Recording prospectus requests by potential new applicants
Page 18
Set up the texting task
SMS Texting Run the task in Care
Text received by mobile
Ensure appropriate support arrangements are ready to field enquiries
Page 19
Applicant Portal Status of Application returned
Content personalised on login
Page 20
Applicant Portal • •
• • • • • • •
Recognition of applicants as a specific audience Combining the power of web-based communication to a known community of applicants supported by CRM campaign management Discussion forums, interactive web-space involving Student Ambassadors, etc Direct control of the Applicant Portal with Admissions staff Access to selected “internal” information (eg social) Online enquiries integrated with CRM layer Ability to support Loyalty Scheme approach Extensible to Pre-Applicant Portal Start of cradle-to-grave customer care
Page 21
CU Portal – Current Key Issues •
Local ownership
•
Keeping within accessibility guidelines
•
Integration with applications – web parts for teaching and learning (“CUOnline” VLE module webs)
•
Integration with applications – Single Sign-On
•
Identity Management a growing area of strategic interest
•
Speed of response eg Voting for Student Union posts
•
Upgrade path for SharePoint identified – SharePoint Portal Server 2003 – Windows SharePoint Services v2.0 – Minimal licence cost uplift for adopting MOSS 2007 – Significant advantages for Portal Navigation and Collaboration
Page 22
Future Direction • Increase in Self-service functions – – – – – –
Account information for achievement scholarships Uploading CVs (Careers/Placements) Application status enquiry Maintenance requests Staff HESA returns Internal recruitment via Staff Intranet – Event booking – Submit enquiries
Page 23
Future Direction • Governance – Contact Management Forum for data ownership issues: protect and encourage – Information Architecture Group for what information is held where: tracking the master data and key application development: understand the processes – Merging of external and internal web-based strategies – VLEs, Portals, external webs
• Management Information is key • Extending Community – Enhanced collaboration through the portal – Blogs via MOSS 2007 – Video streaming and podcasts
Page 24
An Integrated Approach to Customer Relationship Management & Portal Development in HE Peter Yeadon Programme Director CRM & Portal Development June 2007
Page 2
Content Coventry University Strategy Alignment CRM and Coventry University Portal Applicant Portal CU Portal – Key Issues Future Direction Q&A
Page 3
Coventry University: Our History • • • • •
Established in 1843 as Coventry College of Design Evolved and grew through the years, notably as Lanchester Polytechnic during ’70s and ’80s University status in 1992 Our historic strengths: product design, healthcare and engineering Market niche: - Advanced, vocational and professional education - Work=related and work-based learning - Updating specialist skills
Page 4
BUSINESS, ENVIRONMENT & SOCIETY ENGINEERING & COMPUTING
HEALTH & LIFE SCIENCES ART & DESIGN
Page 5
Coventry University: The Present Basic statistics: • 17,000 students • 2,400 staff • £125m turnover • City Centre Campus (significant landowner) • • • • • •
5 Faculties / Schools 6 Service Departments Students’ Union 4,000 undergraduate students – 2007 entry Average 5:1 applications to places Regional / UK / EU and International
Page 6
Business Goals & Objectives A dynamic, enterprising and creative university – excellent education enriched by a focus on applied research
Major Goals of the Vision • Student-centred and client-focused • Smart campus and processes • Enterprising place to learn and work • Less bureaucracy; fast to market
Page 7
Objectives and KPIs Increased student numbers Increased efficiency Increased fundraising Better student retention More valuable business relationships Improved image
Page 8
Strategy Review Web-based information provision – several sites, several domains, uncontrolled content, out of date information, duplication A new website, a new portal, a new customer focus •
Central control over external marketing web-site
•
Distributed portal (MS SharePoint) for everything else
•
Positive relationship between students and the university (full student lifecycle)
•
Mechanism for student and staff communities to develop
•
Personalised content tailored directly to the user
•
Integrate existing applications (never enter the same data twice for in scope systems)
•
Rich collaboration facilities
Page 9
Coincident CRM & Portal aims CRM • One common CRM layer across the campus
Portal • Personalised one-stop shop for university information sources
•
Keep legacy processing systems where appropriate
•
Integrated content management systems
•
Increased efficiency through simplified workflow
•
Administrative efficiency through collaborative working
•
Value added efficiency through integration with Portal
•
Increased efficiency through greater Office integration
•
Increased self-service for all
•
Personalised experiences for staff, students, partners, applicants…
Wanted: a CRM & Portal Programme
Page 10
Business Transformation Optimise
People , Process , Tools , Information
Improve
Customer Service
New “Care” CRM System Core generic CRM: • Contact Management • Enquiry Management Specific processes: • Placements • Admissions
Deliver
Business Goals
New MS SharePoint Service Portal Navigation: • Student Portal • Staff Intranet Collaboration: • Cross-boundary sites • Research
Page 11
Page 12
Page 13
CRM & Portal Integration •
Integration between CRM and Portal holds the key to big improvements Legacy/external systems
Line of sight to lifecycle history SOLL D epartments Services
Enquiries
UNIVERSE Contact & Enquiry Management
Phoenix Partnership
Student Records
Admissions
N on -U C AS Applications
Process Workflows
SharePoint Portal
UCAS
Applications Offers
Placements Careers
Admissions
SMS Texts
Care CRM
Current Students & Staff
Audiences
CV U pload
Applicant Portal Progress Enquiry
CU External Website s nt a ic pl p A
Page 14
Contact Management • • • • • •
Business contacts via Corporate Partnerships Academic and business contacts within Research Centres Students and applicants are now customers! Student records integrated with the CRM layer Outlook emails attached to customer records Sharing of contacts across the campus has begun!
Portal - enhanced • Remote access to contact details • Online forms for contacts to supply new and updated details • Status of contact recognised by portal – personalization • Single sign-on to the CRM layer
Page 15
Enquiry Management • • • •
Reliable comms history – documents, emails, texts, etc Extensible to all customer interactions across full lifecycle Management reporting Simple workflow for passing enquiries to other areas and tracking progress
Portal - enhanced • Web-based technology implemented across multiple sites • Responses tailored to known personalized groupings • Future SharePoint version (MOSS 2007) will permit some workflow outside the CRM layer • Ability to turn enquiries into applications • Grant permission to the Applicant Portal
Page 16
Careers & Placements • • • •
Student records visible within CRM as contacts Special workflow defined for setting up and monitoring placements New “tick-box” control over placement process involving students, tutors and the Placements Centre Business meeting functionality extended for careers interviews
Portal - enhanced • Collaborative WSS site supporting placement activities • Students to upload CVs into CRM • Partner organisations access for submitting progress/monitoring
Page 17
UCAS Admissions • • • • •
UK undergraduate applications channelled through UCAS UCAS applications automatically visible within CRM layer Complex workflow – assess/offer/reject/accept Automatic comms (texts, Outlook emails) Management reporting
Portal - enhanced • Applicant portal to permit applicant progress enquiries • Personalised information and specific workflow options • Open day booking for (pre-)applicants • Applicant interview booking and processing • Recording prospectus requests by potential new applicants
Page 18
Set up the texting task
SMS Texting Run the task in Care
Text received by mobile
Ensure appropriate support arrangements are ready to field enquiries
Page 19
Applicant Portal Status of Application returned
Content personalised on login
Page 20
Applicant Portal • •
• • • • • • •
Recognition of applicants as a specific audience Combining the power of web-based communication to a known community of applicants supported by CRM campaign management Discussion forums, interactive web-space involving Student Ambassadors, etc Direct control of the Applicant Portal with Admissions staff Access to selected “internal” information (eg social) Online enquiries integrated with CRM layer Ability to support Loyalty Scheme approach Extensible to Pre-Applicant Portal Start of cradle-to-grave customer care
Page 21
CU Portal – Current Key Issues •
Local ownership
•
Keeping within accessibility guidelines
•
Integration with applications – web parts for teaching and learning (“CUOnline” VLE module webs)
•
Integration with applications – Single Sign-On
•
Identity Management a growing area of strategic interest
•
Speed of response eg Voting for Student Union posts
•
Upgrade path for SharePoint identified – SharePoint Portal Server 2003 – Windows SharePoint Services v2.0 – Minimal licence cost uplift for adopting MOSS 2007 – Significant advantages for Portal Navigation and Collaboration
Page 22
Future Direction • Increase in Self-service functions – – – – – –
Account information for achievement scholarships Uploading CVs (Careers/Placements) Application status enquiry Maintenance requests Staff HESA returns Internal recruitment via Staff Intranet – Event booking – Submit enquiries
Page 23
Future Direction • Governance – Contact Management Forum for data ownership issues: protect and encourage – Information Architecture Group for what information is held where: tracking the master data and key application development: understand the processes – Merging of external and internal web-based strategies – VLEs, Portals, external webs
• Management Information is key • Extending Community – Enhanced collaboration through the portal – Blogs via MOSS 2007 – Video streaming and podcasts
Page 24
Related Documents
Coventry
November 2019 22
Employability At Coventry University
May 2020 12
Hunan Coventry Menu
October 2019 12
Coventry Conversations Autumn 2009
May 2020 6
Coventry Conversations Spring 2009
December 2019 19