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 e-mail (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?