1. Enquiry & Contact Management Client Relationship Management (CRM)– Project 1 July 2014

2. Objectives
To raise awareness of the E&CM Project and engage our stakeholders in the development of an enterprise solution for client relationship management
Agenda
Client Relationship Management Strategy
E&CM Project – Purpose & Objectives
What’s Changing?
Benefits
Engagement and participation
Next Steps
University of Adelaide

3. Our Client Relationships
Student
Staff
Alumni
Parent
Prospective Student
Volunteer
Person Or
Organisation
Community
Employer/
Industry
Research Funder/
Partner
School/
Agent
Donor
Benefactor
Course participant
Government & Other Institutions
University of Adelaide

4. Our Client’s Experience
Prospective Student
Dealing with clients based on one role at a point in time, fractured by function and/or Faculty
University of Adelaide

5. Client Relationship Management Strategy
Provide the University with the capability to deliver a better client experience:
Leave those with whom the University interacts with a positive and enduring experience
Tailor student experience to individual needs and student body diversity
Engage with organisations in a professional and integrated way
Increase the value of client relationships over time
Build brand equity and improve advocacy
A new approach is needed to provide a single view of the client and enable
customised interactions that deliver mutual value
University of Adelaide

6. Client Relationship Management
Lifecycle
Know our clients and how the relationship changes over time
Distinct lifecycle for each client category, ending with an “ideal” level of engagement
Manage their progression to higher stages
Needs Based Segmentation
Value to the client
Define client groups to focus on their different needs and values
Develop value propositions for clients and segments
Customise interaction to maximise value for them
Lifetime Value (LTV)
Value to the University
Increases as the relationship develops
Recognise and assess the value of creating, developing and retaining relationships
Use this information to optimise the use of resources
University of Adelaide

7. E&CM Project - Purpose & Objectives
Our Purpose:
Deliver an enterprise solution for enquiry and contact management and a foundation for an integrated CRM platform for the University.
Our Objective:
Improve our clients’ overall experience by understanding, connecting and serving them better by:
Coordinating our relationship from a “whole of University” basis
Providing a single view of clients over time and all channels of communication
Customising communication to the needs, preferences and interests of our clients
Reducing the effort required by our administrative/service processes
Using “actionable” information to make the most of our resources
University of Adelaide

8. What’s Changing? Enquiry & Contact Management Web Self Service
Enterprise Solution: UoA processes & Oracle Right Now Cloud Service
Single view of interaction history
Personalised & customised responses
Prioritise & direct enquiries for action
Simple case management
Client Portal
Monitor volumes & service standards
Enquiry & Contact Management
Enable self service
Integrated knowledge base (University wide)
Internal and external use
Quick & easy to find answers
Access from any device (via browser)
Consistent & current information
Multiple languages
Web Self Service
E&CM
Contact recorded
Responding to enquiries
SLAs, responsibilities & opportunities for workforce optimisation
Integrate customer feedback, measures and reports
Web Self Service
Knowledge base
Develop content for Go live
Governance and maintenance (i.e. author, review, approve & publish)
Integrate with internet/intranet
University of Adelaide

9. What’s Changing? Lead Management Campaign Services
Capture prospective student enquiries (mobile approach for Schools, Open Day & Events)
Manage the UG pipeline
Coordinate contact with Schools & Agents
Improve the speed & quality of responses
Target recruitment campaigns
Lead Management
Create targeted lists & campaigns
Personalise & vary content
Notify clients of relevant events via their channel of choice
Identify candidates for PG campaigns
Measure campaign outcomes & effectiveness
Campaign Services
Lead Capture & Management
Lifecycle, segments and value propositions for prospective students and schools
UG pipeline, with and without Agents
Campaign Services
Campaign workflows
Content development and approval
Contact management guidelines
Leads for PG study
University of Adelaide

10. What’s Changing? Inside-out thinking Activity Focus Complex, fractured
Transaction (point in time service excellence)
Act within span of control
Treat customers the same
Outside-in thinking
Outcome Focus
Simple, integrated
Relationship (proactively create value over time)
Ownership across boundaries
Treat customers differently based on need and value
University of Adelaide

11. Benefits People & Organisations Staff “Know me”
International students
Growth 2%
7% increase direct recruitment
PG Studies up .5%
Efficiency benefits
People & Organisations
Staff
“Know me”
Continuity in service
Self-service capability
Less effort to find information, access services & get what they need
Quicker responses
Receive alerts when content of interest is updated
Less “junk mail”
Higher satisfaction with student services
Pick up from the last conversation
Find current information more easily
Reduce answer shopping
Fewer “simple” enquiries
Coordinated contact
Target & personalise outbound campaigns & measure impact
Optimise resources
Information to focus on cost-effective service
University of Adelaide

12. Who’s Involved? PROJECT TEAM LEADS REFERENCE GROUP Siobhan Guy
Student Administration
Ian Thomson
Ask Adelaide
Natalie Kourtidis
Office Future Students
Anita Berry
Marketing & Communications
Neil Feakin
Technical Services
Enquiry & Contact Management
Web Self-Service/ Knowledgebase
Prospective Students/
Lead Management
Marketing
Campaign Services
Technical and System Administration
Representatives from each Faculty, DVCA, International Services, Student Administration, Student Finance, Office for Future Students, University Engagement Branch, Marketing & Communications, Indigenous Education, Technology Services, Professional & Continuing Education, Ask Adelaide, International Student Services, Career Services
University of Adelaide

13. How will we define the UoA Processes?
1. Review Best Practice
OOTB Solution
Other University Practice
2. Document Proposed Approach
Define process
Process map
3. Consult Reference Group
Review and validate
Feedback on local impact
4. Consult Customer
Fit for Purpose customer forums
5. Communicate
What’s proposed?
How will it impact us?
Feedback
6. Recommend
Document outcome
Review and sign-off by E&CM Project Board
Role of Reference Groups: Consulted re: UoA approach; Understand local impact; Participate in testing & pilot training (as able); Support end users
University of Adelaide

14. Project Team’s focus in this phase:
Define: What are the “Out Of The Box” (OOTB) processes and how can we make them work for the UoA?
Scope: How much can we achieve and who will use it in Phase 1?
Deployment Phase 1: Ask Adelaide, Faculties, Marketing, International, Office for Future Students, Indigenous Education, Student Administration
Scope: Prospective & current students (excl. HDR), Agents, Schools, Parents
Plan: What do we need to do to prepare for “Go Live” and who will
do what?
When and how should we roll out the changes?
University of Adelaide

15. Next Steps for our stakeholders:
Managers discuss the Project with their teams and provide feedback to Project Team
Staff Survey in September
Representatives to participate in our work streams to design UoA processes and support the deployment of the solution (E&CM, Lead Capture, Campaigns, Knowledge Base)
Monthly meetings with stakeholders re: communication and stakeholder management
How we’ll keep you informed:
Updates at team meetings (standing agenda item)
Newsletters
Website (under development)
University of Adelaide