Crm for data driven
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This document discusses how a small graduate school used a customer relationship management (CRM) system to enhance their enrollment management strategies and increase enrollment. It describes how the school implemented the CRM to improve: 1) Projecting enrollment numbers by tracking inquiries, applications, and enrollments over time. 2) Conversion of applicants into enrolled students by capturing more detailed information on student interactions and communication. 3) Retention of current students by moving processes like medical forms and housing applications online within the CRM. The school was able to raise enrollment in 5 of 6 programs by 21% and increase revenue after implementing data-driven practices using their CRM to better manage the enrollment pipeline.
Crm for data driven
- 1. Using a CRM for Data Driven Decisions and Enhanced Enrollment Management: Scaling Technology at a Small Institution Kim DeRego – Associate Dean for Enrollment Management Abe Gates – Assistant Director of Graduate Admissions Peter DeRego – Assistant Dean of Student Affairs
- 2. Poll! Polleverywhere.com • Text one of the numbers below to 22333 – 909390: My school is thinking of adopting a CRM and I want to see what’s possible. – 909395: We have a CRM but we are looking for new ways to use it. – 909404: I’m looking for specific strategies / steps to pitch the idea of a CRM to decision makers. – 909407: I heard there were snacks but I don’t see any.
- 3. Master’s degree programs based in social justice and experiential learning Conflict Transformation International Education Sustainable Development TESOL Service, Leadership and Management
- 4. Our Pipeline Inquiries 1500-2000 Started applications 800-1000 Completed Applications 350 Enrolled students 170
- 5. Who we are 6 System (Salesforce) implementations 30 Years of experience in Enrollment and Admissions RESULTS: -Raised enrollment in 5 of 6 Graduate Programs by 21% -Increased tuition revenue from 3.6 million to 4.4 million -Increased housing revenue by another 100k
- 6. OBJECTIVE: How to maintain a personal, high touch enrollment experience while implementing data-driven practices to increase enrollment and tuition revenue Projecting • Before the CRM – historical yield and pipeline management • Setting up the data model Conversion • High touch enrollment at a small institution • Tracking mechanism • Realigning the culture Retention • Moving from paper to electronic forms • What next
- 7. Data Driven Projecting • Prior to Salesforce – historical yield and pipeline management • Current Methodology
- 9. Converting Our Pipeline Inquiries 1500-2000 Started applications 800-1000 Completed Applications 350 Enrolled students 170 3 Full Time Admissions officers Direct follow up within 24 hours Direct follow up every 15 days Reviewed within 5 business days Communication on key events / financial aid / housing /etc.
- 10. Data Driven Conversion • Past experience (2 minutes to record a phone call, no record of email, limited management tracking) • Current Experience – tools allow High Touch – External Application – Internal Application and Review Process – Scholarship Form • Information Captured (phone calls, emails, contacts, events) • Management Tools • Culture and accountability
- 11. Financial Aid • Historical analysis - #students converted at different discount rates • Implications on revenue • Raising tuition revenue by adjusting discount rate • Building financial aid process into Salesforce
- 12. Data Driven Retention • Online forum where students interact with administration • Electronic forms – Medical forms – Student ID’s – Housing form • Next steps for SIT: Salesforce Communities
- 13. How to get started • Vision • Identify executive sponsors • Business Case • Budget • Identify 3rd party consultants, internal administrator(s) • Scope (phases) – admissions, financial aid – start small • Costs
- 14. Objectives • Introduce CRM as a way to manage admissions / enrollment while maintaining high-touch interactions • Projection • Conversion • Retention • Practical next steps