DEVELOPING A CRM VISION AND STRATEGY THE GLASGOW

DEVELOPING A CRM VISION AND STRATEGY – THE GLASGOW APPROACH SESSION 37007 Wed 12 th October EMEA ALLIANCE 11 -12 OCTOBER 2016

PRESENTERS Susan Robertson Ian Crossley CRM Project Manager Campus Community, CRM and Infrastructure Support and Development) University of Glasgow susan. robertson@glasgow. ac. uk University of Glasgow ian. crossley@glasgow. ac. uk EMEA ALLIANCE 11 -12 OCTOBER 2016

• • UNIVERSITY OF GLASGOW • • • Established in 1451 4 th oldest English-speaking University in the world In the global top 100 universities A broad-based, research-intensive institution 18 K Undergraduate 5 K Postgraduate Masters 2. 2 K Postgraduate Research 5. 5 K Staff (academic and administrative) EMEA ALLIANCE 11 -12 OCTOBER 2016

GLASGOW & CRM OUR IMPLEMENTATION STRATEGY: USE CUTTING EDGE TECHNOLOGY AS DELIVERED (WHERE POSSIBLE) TO PROVIDE A WORLD CLASS SERVICE TO APPLICANTS, STUDENT & STAFF Our position • Peoplesoft CRM 9. 2 • Fully integrated to CS v 9. 0 (tools 8. 54) EMEA ALLIANCE 11 -12 OCTOBER 2016

OVERVIEW 3 1 Online enquiry form and importing preapplicant data Phased approach to implementation 4 2 ECommunications for applicant conversion Future plans – what next? EMEA ALLIANCE 11 -12 OCTOBER 2016

HOW WE GOT HERE Key people New approac h Previous pilots EMEA ALLIANCE 11 -12 OCTOBER 2016

PHASE 1: APPLICANTS E-Communications • Personalisation Core Recruitment and Marketing activity • 360 degree view EMEA ALLIANCE 11 -12 OCTOBER 2016

SUPPORTING THE APPLICANT CYCLE Preparation: • Customer journey mapping • Clear communication plan • Work directly to requirements of the business - clear brief Benefits: • Live applicant data • Re-use queries • Personlised communications • 360 degree view on individual basis EMEA ALLIANCE 11 -12 OCTOBER 2016

TARGETED E-COMMUNICATIONS EMEA ALLIANCE 11 -12 OCTOBER 2016

CHALLENGES AND OPPORTUNITIES Challenges: Template Designer – html skills How to others manage these issues? Reliant on others (query building) Opportunities: Integration with CS Reporting output – minor customisation Ability to view Campus and CRM interactions in once place (on an individual basis) EMEA ALLIANCE 11 -12 OCTOBER 2016

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PERFORMANCE REPORT - DELIVERED Delivered reporting EMEA ALLIANCE 11 -12 OCTOBER 2016

PERFORMANCE REPORT - CUSTOMISED EMEA ALLIANCE 11 -12 OCTOBER 2016

E-COMMUNICATION FUTURE PLANS Scheduling communications Automating communication based on applicant statuses Dynamic content and profiles 2 -way dialogs EMEA ALLIANCE 11 -12 OCTOBER 2016

PHASE 2: PREAPPLICANTS Online enquiry form • Auto Reponses Lead import • Data collection EMEA ALLIANCE 11 -12 OCTOBER 2016

ONLINE ENQUIRY FORM Help reduce traffic Lead opportunities Not OLM – due to reliance on html developers Flexibility and ongoing maintenance EMEA ALLIANCE 11 -12 OCTOBER 2016

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Form - html Email - html EMEA ALLIANCE 11 -12 OCTOBER 2016

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Response configuration EMEA ALLIANCE 11 -12 OCTOBER 2016

Email routing configuration EMEA ALLIANCE 11 -12 OCTOBER 2016

IMPORTING PREAPPLICANT DATA Enquiry data Recruitment events Conversion to applicants Follow-up responses Email enquiries Prospect load customisation EMEA ALLIANCE 11 -12 OCTOBER 2016

PREPARE DATA FILE EMEA ALLIANCE 11 -12 OCTOBER 2016

CREATE TEMPLATE SELECT THE MESSAGE EMEA ALLIANCE 11 -12 OCTOBER 2016

SUBMIT THE FILE EMEA ALLIANCE 11 -12 OCTOBER 2016

REVIEW THE DATA, DEFAULTS AND MAPPING EMEA ALLIANCE 11 -12 OCTOBER 2016

SUBMIT THE MESSAGE EMEA ALLIANCE 11 -12 OCTOBER 2016

REVIEW DATA IN IMPORT BATCHES EMEA ALLIANCE 11 -12 OCTOBER 2016

SUMMARY OF PROSPECT LOAD Can be used to submit a data file to (almost) any Service Operation Handler Could work in any People. Soft System (not restricted to CRM) University of Glasgow is happy to share this solution with other Academic institutions EMEA ALLIANCE 11 -12 OCTOBER 2016

SUMMARY AND CONCLUDING THOUGHTS WHAT NEXT? EMEA ALLIANCE 11 -12 OCTOBER 2016

FUTURE PLANS – PHASE 3 Beyond the Centre Event registration Pre-applicant workflow Triggered communications Dynamic content Offline data capture EMEA ALLIANCE 11 -12 OCTOBER 2016

CONCLUDING THOUGHTS ANY QUESTIONS? EMEA ALLIANCE 11 -12 OCTOBER 2016

PRESENTERS Susan Robertson Ian Crossley CRM Project Manager Campus Community, CRM and Infrastructure Support and Development) University of Glasgow susan. robertson@glasgow. ac. uk University of Glasgow ian. crossley@glasgow. ac. uk ALLIANCE PRESENTATIONS WILL BE AVAILABLE FOR DOWNLOAD FROM THE CONFERENCE SITE EMEA ALLIANCE 11 -12 OCTOBER 2016

THANK YOU! EMEA ALLIANCE 11 -12 OCTOBER 2016