2014–2015 State of CRM use Higher Education
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The document summarizes the findings of a survey conducted by Hobsons on CRM use in higher education. Some key findings include: - 64% of responding institutions use a CRM system while 36% do not but 42% of those are considering one. - CRMs are primarily used for recruitment and admissions but least for career services. - Over 3/4 of institutions feel CRM-supported processes are easier and less time consuming for most departments. - However, only 3% use their CRM for the full student lifecycle and 59% feel they have only moderately succeeded with CRM. - The top roadblocks to maximizing CRM use are time/resources to learn and
2014–2015 State of CRM use Higher Education
- 1. Hobsons University – July 2015 Hobsons University – July 2015 2014–2015 State of CRM use Higher Education Brian Mikesell – VP, Market Engagement Hobsons
- 2. Hobsons University – July 2015 Lynn Drees Associate VP, Student Services State College of Florida, Manatee-Sarasota Jens Larson Manager of Student Communications Eastern Washington University Adam Castro VP, Enrollment Management Bloomfield College Panelists
- 3. Hobsons University – July 2015 Our goal was to map the current landscape of CRM use among institutions to determine its Impact on institutional effectiveness
- 4. Hobsons University – July 2015 Full student lifecycle engagement “The ways in which learning providers organize their connections with students over the lifetime of their association.” Ideal CRM Use Source: Joint Information Systems Committee (JISC) http://www.jisc.ac.uk/media/documents/programmes/jos/slrm_report.pdf
- 5. Hobsons University – July 2015 Strategic use of Data “The linkage between constituent relationship management (CRM) and student information systems (SIS) is becoming increasingly important in the higher education market, moving from a nice to have capability to a must have one.” Ideal CRM Use Source: 2010 OVUM “Industry solutions guide: Selecting a CRM vendor in the higher education market”
- 6. Hobsons University – July 2015 Ranged from 1,000 to more than 20,000 students Various institution types – mostly Associate’s, Bachelor’s and Masters Primarily U.S. institutions Variety of affiliations – mostly state, independent non-profit and religious Respondents
- 7. Hobsons University – July 2015 2 branches A. Own and use at least one CRM CRM use by institution function CRM and SIS data integration Institutional success in using CRM Roadblocks CRM implementation impact CRM communication methods B. Do not own or use at least one CRM Is CRM being considered? Survey
- 8. Hobsons University – July 2015 Most Institutions Use CRM 1
- 9. Hobsons University – July 2015 Respondent CRM Use 36% no Of those who said no, 42% are considering one 64% yes Of those who said yes, 62% own more than one
- 10. Hobsons University – July 2015 Institutions use CRM to manage their many day-to-day functions 56% of institutions use CRM for recruitment & admissions Career Services was the least likely to be supported by CRM
- 11. Hobsons University – July 2015 CRM Data Use Enrollment Planning Evaluation of Communication Plans Budgeting Effectiveness of Development Mgmt. of Class Schedule/Course Catalog Other 217 183 57 18 42 49 Note. These numbers represent the number of participants who selected each option. This question was asked only of those who have a CRM and was optional. Participants were able to select more than one response.
- 12. Hobsons University – July 2015 CRM: Essential Institutional Technology 2
- 13. Hobsons University – July 2015 3/4 or more indicated for all departments or functions that their CRM- supported processes are easier & take less time
- 14. Hobsons University – July 2015 More than 80% felt these services took Less time with CRM
- 15. Hobsons University – July 2015 Advising Student Life Registration Career Services/Employment Housing Alumni/Development Student Support Service
- 16. Hobsons University – July 2015 Recruitment Admissions More than 20% felt that these services took More time with CRM
- 17. Hobsons University – July 2015 Impact on Staffing and Policy 20% indicated change in policy as a result of implementing CRM 59% had a change in staffing associated with functions supported by CRM
- 18. Hobsons University – July 2015 Senior Communication Officer 57% 43% yes no
- 19. Hobsons University – July 2015 Most Colleges and Universities Believe They Aren’t Using CRM To Its Fullest Potential 3
- 20. Hobsons University – July 2015 3/4 indicate that their institution is not maximizing the use of CRM
- 21. Hobsons University – July 2015 For Example: Many communication Methods Available – few used Texting not used by many even though its use is more popular than phone or email Email most common followed by paper and telephone
- 22. Hobsons University – July 2015 Only 3% reported using CRM to support the full student lifecycle
- 23. Hobsons University – July 2015 59% indicated the perceived level of overall success with their CRM was “Moderately Successful”
- 24. Hobsons University – July 2015 62% do not currently have all of the data needed from CRM imported into the SIS for analysis & institutional planning
- 25. Hobsons University – July 2015 Common Roadblocks To Success 4
- 26. Hobsons University – July 2015 Roadblocks to Maximizing Use of CRM Time to learn & implement People to do the work Product expertise Product limitations Lack of financial resources Buy-in from other parts of the institution Vendor/Provider support Other 183 151 127 87 90 62 42 94 Note. These numbers represent the number of participants who selected each option. This question was asked only of those who have a CRM and was optional. Participants were able to select more than one response.
- 27. Hobsons University – July 2015 How Institutions Can Maximize CRM 5
- 28. Hobsons University – July 2015 Strategic Context: Clarify how CRM fits into the overall business strategy. CRM Selection and Implementation Guidance Capabilities Assessment: Conduct a current CRM needs and capabilities assessment. Business Case Development: Establish a reason for implementing CRM. Implementation Plan: Create a plan with manageable goals, actionable steps and execute as planned. Senior Champion: Assign an Executive Sponsor to be responsible for the success of the project. Source: Nguyen, T.U., Sherif, J.S., & Newby, M. (2007). Strategies for successful CRM implementation. Information Management & Computer Security, 15(2), 102-115. https://vwcrmhandbook.pbworks.com/w/page/52081662/Good%20Practice%20in%20Customer%20Relationship%20Management
- 29. Hobsons University – July 2015 Successful CRM use takes strong institutional leadership, comprehensive change management, perseverance, and a willingness to let go of old business practices. Moving from limited use to Strategic CRM is used across all business units; informs strategic management of relationships and is fully integrated with other institutional systems. Cultivate CRM culture after implementation through team building exercises and training. Sources: Shum, P., Bove, L., & Auh, S. (2008). Employees’ affective commitment to change: The key to successful CRM implementation. European Journal of Marketing, 42(11/12), 1346-1371. https://vwcrmhandbook.pbworks.com/w/page/52117394/CRM%20Maturity 17
- 30. Hobsons University – July 2015 Full Report available at http://www.aacrao.org/resources/resources-detail-view/new-survey-explores-impact- of-crms-on-institutional-effectiveness-in-higher-ed-industry American Association of Collegiate Registrars and Admissions Officers @2014 American Association of Collegiate Registrars and Admissions Officers. All rights reserved. No part of this report may be reproduced in any form without permission in writing from AACRAO. brian.mikesell@hobsons.com
Editor's Notes
- #2: Wendy and Brian – introductions Wendy –handles taking care of ‘housekeeping’ tasks. Allow people to enter questions during the presentation and we will get to them during or at the end.
- #3: Brian – do my own survey right after this.
- #4: CRMs: make institutions more effective EQUALLY : enabling a higher level of student success Future research? Are student facing elements to CRM especially around enrolled students their success?
- #5: A ‘verb’ not a ‘noun’ Might want to define the term ‘learning providers’ since the slight previous called them ‘institutions’ Maybe just clarify that they are the same thing.
- #6: Wendy SISs were trying to absorb CRM functionality NOW CRM is it’s ‘own’ thing ‘
- #7: Wendy – 606 responded Are you able to give the breakdown count of 2-yr, 4-yr public and 4 yr private? People might want some visibility on that since we see few 2-yr adopting CRM at the moment but it is changing.
- #8: Brian – do my own survey right after this.
- #9: Conclusion #1
- #10: Brian ~400 of 600 have one. Educause 2013- study 6 months 56% - 8% growth. 73% by 2016 – so nearly a 20% increase in a two year period with 3 out of 4 campuses having a CRM. Guided by: 42% of all institutions who do not have a CRM are considering one. It’s essential now: 100% by 2020?
- #11: Brian -CRM - Managing people who are not or no longer on your campus. All other people are enrolled – SIS. 2nd :alumni relationships/donor management 2 endpoints and now merging together- come here or give CRM really started in recruitment and admissions nearly 20 yrs (R+, Goldmine, ACT, Filemaker)
- #12: Brian: 1) QUESTION 1: Can anyone give me an EXAMPLE of how the are using their CRM data? CRM Byproduct: Data Improve business and improved decision making. Only half are doing it. Struggle time or knowledge: #1 method which was enrollment planning (regions, events and students) Close behind #1 was ‘evaluating your communication plans. What works for different audiences Parents = print, young students =email, working adults=mobile open rates, interaction rates, opt-out frequency, timing, etc. to the optimize your upcoming communication plan. The other methods which are further beyond indicate CRMs finding their way out of admissions offices into academic advising and development/advancement focused on fundraising activities
- #13: Wendy
- #14: Wendy
- #15: Wendy
- #16: Wendy Not a large number of institutions who are using their CRM for these non-enrollment/admissions purposes (yet) but those who are are finding it to be very beneficial.
- #17: Wendy Question 2) Why? Ideas of why more than 20% said more. Still implementing Tool can DO more and provide POWER they didn’t have previously – so they do often take on more tasks. (flip phone - smart phone).
- #18: Wendy Question 3: any tips of how to get your team more comfortable with the new tool? Going digital Have staff? In implementation –maybe have certification of your staff Policy: data management, more centralized and standardized communication, tracking and control
- #19: Wendy Question: we are rarely working with a SCO on campus. Do you have any insights on if this person is embracing CRM?
- #20: Brian They all know it can do more. They know during the sales cycle that they saw it do so much more. So why is this happening?
- #21: Brian. acknowledging it’s a problem. QUESTION 3; What are you all doing to FiX?
- #22: Brian One problem. Why? Unsure how best to utilize …for example a ‘come visit us’ email but not text as a text whereas a ‘we received your transcript’
- #23: Brian: Solution providers are saying this. IT departments and CIOs are looking for it. but how many feel it’s reality? Too many hurdles to cross – some technical but most due to process differences across offices.
- #24: Brian Slide is linked to 75% of institutions are not fully maximizing the use of their CRM 1) Have you set goals to even measure what success means? Do goals change as maturity occurs? Still new People untrained Doing old things in a new thing
- #25: Brian: Ask question Or from SIS to their CRM Why: Unplanned SIS data Happening? Running reports out of a CRM is often preferred. As many CRMs add advanced analytics and business intelligence modules – Prediction: SIS and other student systems on campus may begin porting information to their CRM and begin using it for analysis and institutional planning.
- #26: Wendy
- #27: Wendy: Question 4) Any others to share? Unaware of the amount of change that it may cause. Plan - not try to squeeze this in Once live, continue to train, optimize and plan. Leverage solution providers who work with so many schools day in and day out
- #28: Brian
- #29: Brian Q: Any other advice from audience? Does it fit with campus strategy – 5 yr plan? Do you have one already you don’t know about? What is it going to fix? By how much? Set goals How to implement? Do you have a champion?
- #30: Brian CRM becomes institutionalized Strong leadership and let go of old – and don’t hide data – no secrets Connect all CRM users frequently, share and improve
- #31: Wendy Might want to invite everyone to the AACRAO conference and let folks know that we will do this prezo again look forward to continuing the conversation. Q&A