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 (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?