Collaborative Findings for BCE CRM Final Meeting 26th March 2010, York Group 2

Summary of key findings Sharing and validation of contact information Perceive added value Understanding current processes Scope of CRM: student, finance etc. Systems integration Marketing initiatives

Sharing and validation of information Sharing Information o Cultural Barriers o Lack of trust & understanding o Creating secure environment o Strategic commitment Validity of Information CRM is only as good as the information it holds o Clear "ownership" of data - or "someone else’s job" ? o Agreed processes are important

Perceived Added Value Clear benefit to each stakeholder group before initial buy-in to CRM o Senior team (management) o Operational staff (academics and business development) However, added value of CRM needs to be long-term o linked to validity of data - if the system doesn't provide value to its users then what is its purpose? o Once users are disengaged from a system then it is hard to re-engage them! o Processes are important

Understanding Processes What is a Business Process? Why do Business process modeling? o Shared understanding o Identifying Interfaces o Improvement o Foundation for system sec

Scope of CRM  Students: Enrolment & fees Alumni  Finance: Track bids, project awards and research grants Enterprise bidding process Management of funds Centralised vs. Localised activities

Systems integration Full or partial integration Cost v Benefit Industry practice Walk before you can run

Marketing initiatives Strategy Market intelligence Policies and procedures Inter and intra institution communication, relationship and trust Infrastructure & support

Summary of Stakeholder Requirements  Consistent Processes  Liaising role responsible for the data (BDO)  Consolidated system  Data integrity

Summary CRM – People and Processes Strategic Leadership Buy-in Clear Communication Cultural Change Define Process Manage Expectations