Enquiry & Contact Management
Client Relationship Management (CRM)– Project 1
July 2014
Objectives
To raise awareness of the E&CM Project and engage our stakeholders in the
development of an enterprise solution for client relationship management
Agenda
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Client Relationship Management Strategy
E&CM Project – Purpose & Objectives
What’s Changing?
Benefits
Engagement and participation
Next Steps
University of Adelaide
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Our Client Relationships
Student
School/
Prospective
Student
Staff
Agent
Government
& Other
Institutions
Volunteer
Person
Or
Organisation
Parent
Research
Funder/
Partner
University of Adelaide
Employer/
Industry
Course
participant
Alumni
Community
Donor
Benefactor
3
Our Client’s Experience
Prospective Student
Dealing with clients based on one role at a point in time, fractured by
function and/or Faculty
University of Adelaide
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Client Relationship Management Strategy
Provide the University with the capability to deliver a better client experience:
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Leave those with whom the University
interacts with a positive and enduring
experience
Tailor student experience to individual
needs and student body diversity
Engage with organisations in a
professional and integrated way
Increase the value of client
relationships over time
Build brand equity and improve
advocacy
A new approach is needed to provide a single view of the client and enable
customised interactions that deliver mutual value
University of Adelaide
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Client Relationship Management
Client
Lifecycle
Know our clients and how the
relationship changes over time
Distinct lifecycle for each client
category, ending with an “ideal”
level of engagement
Manage their progression to
higher stages
University of Adelaide
Needs Based
Segmentation
Lifetime Value
(LTV)
Value to the client
Value to the University
Define client groups to focus on
their different needs and values
Increases as the relationship
develops
Develop value propositions for
clients and segments
Recognise and assess the value
of creating, developing and
retaining relationships
Customise interaction to
maximise value for them
Use this information to
optimise the use of resources
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E&CM Project - Purpose & Objectives
Our Purpose:
Deliver an enterprise solution for enquiry and contact management and a
foundation for an integrated CRM platform for the University.
Our Objective:
Improve our clients’ overall experience by understanding, connecting and
serving them better by:
 Coordinating our relationship from a “whole of University” basis
 Providing a single view of clients over time and all channels of
communication
 Customising communication to the needs, preferences and interests of our
clients
 Reducing the effort required by our administrative/service processes
 Using “actionable” information to make the most of our resources
University of Adelaide
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What’s Changing?
Enterprise Solution: UoA processes & Oracle Right Now
Cloud Service
• Single view of interaction history
• Personalised & customised
responses
• Prioritise & direct enquiries for
action
• Simple case management
• Client Portal
• Monitor volumes & service
standards
• Enable self service
• Integrated knowledge base
(University wide)
• Internal and external use
• Quick & easy to find answers
• Access from any device (via
browser)
• Consistent & current information
• Multiple languages
Enquiry &
Contact
Management
Web Self Service
University of Adelaide
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What’s Changing?
• Capture prospective student
enquiries (mobile approach for
Schools, Open Day & Events)
• Manage the UG pipeline
• Coordinate contact with Schools &
Agents
• Improve the speed & quality of
responses
• Target recruitment campaigns
• Create targeted lists & campaigns
• Personalise & vary content
• Notify clients of relevant events via
their channel of choice
• Identify candidates for PG
campaigns
• Measure campaign outcomes &
effectiveness
Lead
Management
Campaign
Services
University of Adelaide
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What’s Changing?
Inside-out thinking
Activity Focus
Complex, fractured
Outside-in thinking
Outcome Focus
Simple, integrated
Transaction (point in time
service excellence)
Relationship (proactively
create value over time)
Act within span of control
Ownership across boundaries
Treat customers the same
Treat customers differently
based on need and value
University of Adelaide
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Benefits
International students
•
Growth 2%
•
7% increase direct
recruitment
PG Studies up .5%
Efficiency benefits
Net Cash Flow
$3,000,000
$2,500,000
$2,000,000
$1,500,000
$1,000,000
$500,000
$0
($500,000)
Upfront 2015
2016
2017
2018
($1,000,000)
($1,500,000)
($2,000,000)
People & Organisations
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“Know me”
Continuity in service
Self-service capability
Less effort to find information, access
services & get what they need
Quicker responses
Receive alerts when content of interest
is updated
Less “junk mail”
Higher satisfaction with student
services
University of Adelaide
Staff
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Pick up from the last conversation
Find current information more easily
Reduce answer shopping
Fewer “simple” enquiries
Coordinated contact
Target & personalise outbound
campaigns & measure impact
Optimise resources
Information to focus on cost-effective
service
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2019
Who’s Involved?
PROJECT TEAM LEADS
Siobhan Guy
Student Administration
Ian Thomson
REFERENCE GROUP
Enquiry & Contact
Management
Ask Adelaide
Web Self-Service/
Knowledgebase
Natalie Kourtidis
Prospective Students/
Lead Management
Office Future Students
Marketing & Communications
Marketing
Campaign Services
Neil Feakin
Technical and System
Administration
Anita Berry
Technical Services
University of Adelaide
Representatives from
each Faculty, DVCA,
International Services,
Student
Administration,
Student Finance,
Office for Future
Students, University
Engagement Branch,
Marketing &
Communications,
Indigenous Education,
Technology Services,
Professional &
Continuing Education,
Ask Adelaide,
International Student
Services, Career
Services
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How will we define the UoA Processes?
1. Review Best
Practice
OOTB Solution
Other University
Practice
4. Consult
Customer
Fit for Purpose
customer forums
2. Document
Proposed
Approach
3. Consult
Reference Group
Define process
Feedback on local
impact
Process map
Review and validate
5. Communicate
6. Recommend
What’s proposed?
Document outcome
How will it impact us?
Review and sign-off by
E&CM Project Board
Feedback
Role of Reference Groups: Consulted re: UoA approach; Understand local impact;
Participate in testing & pilot training (as able); Support end users
University of Adelaide
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Project Team’s focus in this phase:
 Define: What are the “Out Of The Box” (OOTB) processes and how
can we make them work for the UoA?
 Scope: How much can we achieve and who will use it in Phase 1?
Deployment Phase 1: Ask Adelaide, Faculties, Marketing, International, Office
for Future Students, Indigenous Education, Student Administration
Scope: Prospective & current students (excl. HDR), Agents, Schools, Parents
 Plan: What do we need to do to prepare for “Go Live” and who will
do what?
When and how should we roll out the changes?
University of Adelaide
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Next Steps for our stakeholders:
 Managers discuss the Project with their teams and provide
feedback to Project Team
 Staff Survey in September
 Representatives to participate in our work streams to design UoA
processes and support the deployment of the solution (E&CM, Lead
Capture, Email Campaigns, Knowledge Base)
 Monthly meetings with stakeholders re: communication and
stakeholder management
 How we’ll keep you informed:
₋ Updates at team meetings (standing agenda item)
₋ Newsletters
₋ Website (under development)
University of Adelaide
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