Avis Contaque Crm
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Transcript of Avis Contaque Crm
CRM in Higher Education:Learners as Customers
Amit SharmaBusiness ManagerAVIS e Solutions
CRM in the Business Sector
“CRM is an enterprisewide business strategy designed to optimize profitability, revenue and customer satisfaction by organizing the enterprise around customer segments, fostering customer-satisfying behaviors and linking processes from customers through suppliers.”
– GartnerGroup
CRM: Consistent, Full View of the Customer
Customer-facing Sales Marketing
Customer-centric Service
Shipping Billing Fulfillment Planning
Customer-insight Analytics Predictive Modeling
But if you
think CRM
is only for
the
corporate
sector...
Think again...
“Every year, 10 million seats for sporting events are sold, 97 million airline tickets are purchased and 200 million continuing education courses are taken.”
– Jeff Creighton, founder and
chairman of EduPoint.com
Lifelong
learning
means
lifelong
relationship
s
CRM is more than getting students to take courses…
“Newly recruited students become retained students,
well-placed graduates become engaged alumni,
engaged alumni become inspired givers and parents
of newly recruited students.”
CASE Currents
March 2001
“Now, more than at any time in the history of Australian philanthropy, fund-seeking organisations must adopt a more businesslike approach if they are to capitalise on the giving potential of their constituencies.” Giving Trends in Australia 2000
O’Keefe & Partners
CRM in education: Learner Relationship Management
LRM is an enterprisewide strategy designed to optimize recruitment, enrollment, retention and customer satisfaction by organizing the institution around constituencies, fostering customer-satisfying behaviors and linking institutional processes to external entities.
Top CRM Goals for Business and EducationBusiness Education
Increasing customer satisfaction learner services3.7
Increasing revenue from existing customers lifelong learning, contributors 3.6
Improving retention rate keep students3.6
Acquiring new customers recruit students/contributors3.6
Improve selling resource productivity marketing and recruiting3.4
Boost market/segment share increase reach (global)3.3
Reduce customer support requirements self-service 3.1
Reduce transaction cost reduce service costs3.0
Importance (1-4)
CRM Yesterday and Today
A parallel path with ERP in higher education...
LRM Yesterday LRM Today1999 2001 2002+
Solutions
Technology
Focus
Perspective
Silo Solutions
Client-server
Administrative
Understand the student community that we serve and guided their behavior
Integrated
Internet-ready
Strategic
Students control their relationship with the university--they lead
What CRM Translates to in Education
Recruiter Management Prospect Management Membership
Management On-line applications
and enrollment
Technology Enabled “Selling” in Education
Self-Service Applications
On-line enrollment Web Credit Card
Payment eLearning
Academic Advising Communications Help Desk
Customer Service and Support
Public Relations Planning
Gift Entry Application Entry
Technology Enabled “Marketing” in Education
Transforming Student Services into LRM
Student Systems Today Admissions Student Records Student Receivables Degree Audit Grading and Assessment
With LRM Market analytics (targeted
campaigns) Self-service, online payment,
eCommerce Recruiting (predictive
modeling) Admissions (self-service) Academic Advising (modeling,
what if analysis) Call center, online help desk for
advising, campus information, and service & support
Show Me That You Know Me
Collect and track from the first contact
Provide lifelong services
Collaborative Campus Community
What the learner wants to know...
I’m a returning student. What credit can I get for life / professional experience?
How many of my credits will transfer?
Who is my advisor?How many more psychology
courses do I need for my sociology degree?
What classes are on line?What do other students think
of this class?
Remember: more than twice as many people will register for continuing education classes this year as will buy airline tickets.
Where are they?
What are their needs?
Can you find them?
Will they be able to find you?
What will you do with them?
How will you keep them?