Transcript CRM - Enquiry & Contact Management Reference Group

CRM - Enquiry & Contact Management
Reference Group Workshop
September 26, 2014
Project Scope & Plan
University of Adelaide
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Scope
In
Out
Customers
Prospective students
Current students
Parents
Schools/TAFE
International Agents
HDR students
Researchers
Short Courses
Alumni, Donors, Partners
Functionality
Contact record - Individuals and
organisations
Simple flags on contact records (e.g. “at
risk”, indigenous, VIP)
Web Self Service
Enquiry Management - web, F2F, phone
Simple Case Management
Outbound Marketing Campaigns - surveys,
event invitations & registration, emails
Standard reports
Account Management
Chat, telephony integration,
SMS
Complex Case Management
Full Event Management
Social Media
Complex personalisation of
content
New build reports
University of Adelaide
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Scope
In
Out
Users
All Faculties
Ask Adelaide
International Office
Indigenous Education
International Student Centre
Office for Future Students
Marketing & Communications
DVCA Administration and services teams
PCE
Engagement Branch
Academics
Technology Services
Devices
Staff – desktop Browsers and iPad App
Clients – all browser enabled devices
UoA developed Mobile
applications
Data
Integration
PeopleSoft CS
Exchange
TRIM, Hobsons, MyUni,
Continuity, Raisers Edge
Data
Migration
Quality data that is current, cleansed and
complete (upload or data entry)
University of Adelaide
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Plan
Incremental deployment - Knowledgebase January
Contact and Incidents and Marketing - April 2015
Key activities are scheduled as follows:
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15
Build, Configure and Test
Data Integration tasks
Configure Knowledgebase
Configure Contact Center
Configure Marketing & Campaigns
Prepare Test cases
Prepare Procedures
Prepare Training material
Prepare Deployment Plans
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15
University of Adelaide
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Anita Berry and Catherine Cherry
Marketing campaigns
University of Adelaide
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University of Adelaide
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Marketing
Process
Student (customer) value
Segmentation 
and
marketing
outreach

(all channels)
Surveys
University of Adelaide
UoA value
More appropriate and personalised
messages to keep up to date with
activities, offers or interests

Opportunity to create segments for
the purpose of marketing

Single view of the customer
The University has a single view record
of their contact with us so can pick up
where the conversation left off

No more spreadsheets

Student data management, easier
to keep details up to date

Reduced effort to design and
coordinate campaigns e.g. easier to
filter segments in or out

Measurement of engagement
(based on interaction with
marketing communications)

Improved attraction/conversion

Consistent branding

Better tracking of feedback,
interests, concerns, trends etc. and
direct focus on changes required

Less effort due to integrated
channels (web, email, F2F, social
media etc.)

Can view information of interest via
their portal

Can manage preferences and receive
messages via preferred channel

Receive less inappropriate messages

Can provide relevant and timely
feedback

Their voice is heard

Ability to control preferences
e.g. types of information they receive
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Marketing
Process
Student (customer) value
UoA value
Events

Alerted to appropriate events based
on preferences

Easier targeting and bigger pool of
potential attendees

Can manage registrations online

Reduced effort to manage events

Feel more expected and welcomed at
events

Extended data capture at events
(leads, surveys etc.) for improved
acquisition, support and service

Improved information
management e.g. who attended,
who didn’t attend, follow up
communication
Administrative
outreach
(all channels)
University of Adelaide

More appropriate and personalised
messages help to focus on important
information for students

Can ensure students have received
and reacted to important messages
– easier follow up

Less inappropriate messages

Less effort required
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Campaigns – high level process
Need for marketing or services campaign and target segment(s)
identified by Faculty, School or central area – broadcast or transactional
Message and content (incl. emails, surveys and invitations)
built by area using standard templates
Segment(s) and/or selection parameters defined.
Marketing assist with automated preference filtering and controls.
Message delivered to clients via email
Campaign responses monitored and additional actions e.g. enquiry response,
reminders (may be triggered by campaign rules)
Client records updated. Follow up actions taken (e.g. enquiries).
Campaign closed and reporting undertaken.
For events – attendance, new contacts and enquiries captured.
Marketing – design decisions
• The University owns the contact and the various areas input the
‘attributes’ – and can use these for targeting purposes
• Students will control their communication preferences via a client
portal, web pages or direct instruction
• Marketing messages cannot be sent if they have opted-out or
unsubscribed for that type of communication
• Dynamic segments will replace static lists that have to be
maintained in an Excel spreadsheet. Target communications based
on the information about that person, including opting-in,
community membership or behaviour (e.g. attended an event)
• TemplatesDOM
(e.g.INT
branding)
will
DOM
INTbe set by Marketing and
Communications and communications should be consistent with
the UniversityUGof Adelaide PG
writing styleATSI
guide
PCE
• The primary email address in the contact record is used for all
outbound communications (the UoA address will be the primary
email for current students and staff, and personal email address for
other contacts)
University of Adelaide
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Demonstration
• Segments
• Preference management
University of Adelaide
DOM INT
DOM INT
UG
PG
ATSI
PCE
13
Marketing and lead generation:
workstream relationships
Marketing and
Communications
New contact data
capture
- mailings structure
- campaigns structure
- events structure
- surveys structure
- templates
- branding
- approvals
Lead opportunity
Undergraduate
(domestic &
international)
Postgraduate
Coursework
(domestic &
international)
Contact data
capture
- UoA events
- expos
- high school visits
- campaigns (e.g. high school
leaver and PGCW)
- enquiries into Ask Adelaide
and/or schools / faculty
- etc.
Postgraduate
research (domestic
& international)
Faculty/ School/
Discipline area,
e.g. Master of
Nursing Science,
MBA
Prospect
lead
management
Marketing scope – phase 1
• What aspects will be delivered in phase 1?
– Customer portal for preferences self-management
– Definition of segments and their governance
• Customers at the centre (servicing their needs and wants)
–
–
–
–
–
Templates (for mailings, surveys, web pages)
Workflows for campaigns and events
Best practise for marketing
INT proofing and approvals
DOM INT
Governance
aroundDOM
testing,
ReportingUG
templates
ATSI
PCE
University of Adelaide
PG
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Activity
• Having seen this high level overview, what key
considerations would you like to put forward for the
project team to consider?
University of Adelaide
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Marketing – next steps
• Distribution of process maps for:
– Leads and campaigns – Events
– Leads and campaigns – Email
• Review of considerations put forward by reference group
and report back
• Workshop to review detail of process maps
• Promote collaboration through plans for a marketing
user group
University of Adelaide
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Client Life Cycle
- Lead Management & Targeted Communication
University of Adelaide
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Client Lifecycle Overview – Future Student
Client Lifecycle Overview – Future Student
So what will the CRM do for us in the Future
Student space?
• Prospective Student Knowledge Base
• Lead Capture (mobile, web, F2F, phone)
–
–
–
–
–
Campaigns
Events
Enquiries
Agents
SATAC
• Enquiry processing
• Enquiry visibility
Client Lifecycle Overview – Future Student
So what will the CRM do for us in the Future
Student space?
• Client matching (phone number, email address, SATAC
number,  student ID)
• Personalised communications
• Targeted communications
–
–
–
–
Initial
Follow-up
Encouragement
Thank you
• Business Intelligence & Customer Analysis
Client Lifecycle Overview – Student
Client Lifecycle Overview – Current Student
So what will the CRM do for us in the Current Student
space?
• Targeted communication and support
• Improved follow up
• On-boarding support
• Lifecycle support
• Enrolment, Finance, Exams, Results, Graduations
• Academic Support
• Assignments, Class changes, Exams, Academic performance,
Attendance, Retention, Transfer advice
• Personalised communications
• Targeted communications
• Business Intelligence & Customer Analysis
Lead Management – Challenges
 Multiple entry points into University
 Resourcing
 adding new contacts into database
 Managing contacts
 reducing / managing duplicates
 Managing campaigns across the University
 preventing students & prospective students from being
bombarded by University campaigns.
University of Adelaide
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Client Lifecycle Overview
Questions?
Client Lifecycle Overview – Activity 1
In table groups:
Identify 5 ways you could use the CRM to add value to your
area:
•
in the future student space
• with targeted communication to current students
Lead Management – Next Steps
1. Compile a list of the top 3-5 lead management
(recruitment) plans for 2015 for each faculty and/or
school
2. Compile a list of the top 3-5 current student
management (retention & support) plans for 2015 for
each faculty and/or school.
3. Determine how the CRM will be used to add value to the
planned campaigns in 2015.
University of Adelaide
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Knowledge Base
University of Adelaide
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Knowledgebase
• What is a Knowledgebase?
• In its simplest form – a really good FAQ tool.
• But
• It learns over time
• It allows prioritisation based on lifecycle
• It prompts and assists the user
• And
DOM INT
• ItsDOM
easyINTto maintain
ATSI
PCE
UGyou what PG
• It tells
it doesn’t know
• It can drive the telephone & face-to-face service
areas
University of Adelaide
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Knowledgebase
Self-serve
solutions.
Glad we
could help.
Prospective
Student
Knowledgebase
Current
Student
University of Adelaide
Thanks for
contacting
us.
DOM INT
UG
Hi, how can I
help?
PG
Come
ATSI
on in.
PCE
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Knowledgebase – Key Principles
 Identification is not required to access the Knowledgebase
 There will be two interfaces
 Prospective Students (and others)
 Current Students
 Knowledgebase style will encourage self-service for Current
Students and enquiries from Future Students
 Language will be “student friendly and focussed”, not
corporate
 Look & feel will be “App” style
 Connection to knowledgebase will be via an ‘Ask Adelaide?’
applet on front page and all appropriate web pages
University of Adelaide
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Knowledgebase – Some examples
http://documentation.custhelp.com/euf/assets/docs/february2014/tutorials/css/css_ad
min/css_admin_cp_customer_perspective.htm
https://ask.unimelb.edu.au/
University of Adelaide
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Knowledgebase – Governance & Management
 Ongoing Governance Group established
 Student Services, Technology Services, Marketing, Faculties
 Maintenance & Publishing centrally
 by Ask Adelaide
 as per style guide
 Content (knowledge) to be provided by Knowledge
Owners
 Faculties
 Schools
 Specialist areas
University of Adelaide
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Knowledgebase – Benefits
For Knowledgebase Users
•
Greater integrity of information
•
Less duplication and less to read
•
Content has a clear focus so easier to know where to find
information
•
Integration of webpages and knowledgebase make finding
relevant and complete information easier
•
High quality interface and flexible navigation options assist
usage
•
Can be seen on other web pages
•
Able to subscribe for updates to topics of great interest
University of Adelaide
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Knowledgebase – Benefits
For Staff Users
•
•
•
•
•
•
•
Better control of quality
Various ways of construction
Reduced effort
Easy to change if required
Easy to maintain
Easy to tune knowledgebase and improve quality
Single source of truth
University of Adelaide
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Knowledgebase – Challenges
• Single source of truth
•
•
•
•
“No brainers”
“30 metre punts”
“Everest climb”
“Over my dead body”
• Duplication of information
• Web pages / Knowledgebase
• Time & Timing
University of Adelaide
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Activity
• What challenges do you see in
implementing a single knowledgebase?
• How can these challenges be overcome?
University of Adelaide
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Client Lifecycle Overview
Questions?
Knowledgebase Management – Next Steps
1. Development of structure
Ian
2. Identification of Articles (1000+)
Ian
3. Assignment to owners
Ian (end Oct)
4. First draft of Articles
All (mid Dec)
5. Application of style guide
Ian
6. Publishing
Ian (end Jan)
University of Adelaide
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Contacts & Incidents
University of Adelaide
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Contacts & Incidents
• Some simple definitions that you need to know.
• What is a Contact?
– Noun
– A Person, or an Organisation
– Listed in the RightNow database
• What is an Incident?
DOM
DOM INT
INT
– Verb
ATSI
PCE a Contact
UG
PG
– Simply an interaction
between the University and
that is recorded within RightNow
University of Adelaide
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Contacts & Incidents
• Who’s in the database?
• Current students
» (interface with PeopleSoft)
• Prospective students
» (direct, from agents, from SATAC, etc.)
• Schools
•
» (counselors/key contacts)
DOM INT
DOM INT
Agents
UG
PG
ATSI
PCE
• Later
– Industry, Government, Research organisations, others
University of Adelaide
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Contacts & Incidents
Student
ID Number
Prospective
Student
Phone #,
Email, Name
Agent
Personal or
Organisation
Name,
Email
PG
DOM INT
School
University of Adelaide
UG
Hello, how can I
help?
ATSI
PCE
43
Contacts & Incidents
Face to Face
First point of
contact:
Telephone
• Faculty
• School
Web form
DOM INT
Email
Social Media
University of Adelaide
UG
• Branch or
PGDepartmentATSI
An
incident
is created in
Right Now
and data is
collected
PCE
• Ask
Adelaide
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Contacts & Incidents
Incident resolved
immediately
The
incident
in Right
Now is
assigned
to a
Queue
Incident needs
follow-up
Incident
resolved
Incident referred
to another
RightNow user
Incident
resolved
directly with
student
DOM INT
Incident referred
to SME
UG
PG
SME provides
information back
to Queue
University of Adelaide
Incident
Closed
Incident
ATSI
resolved by PCE
original Queue
operator
45
Contacts & Incidents – Entry points
• Telephone:
– Ask Adelaide Call Centre, Faculty & School offices, University
departments
• Web Form:
– Ask Adelaide Call Centre
• Email:
– Ask Adelaide Call Centre, Faculty & School offices, University
departments, individuals
• Chat (later)
DOM INT
DOM INTCall Centre
– Ask Adelaide
• Face-to-Face:
UG
PG
ATSI
PCE
– Ask Adelaide Hub Crew, Professions Hub, Faculty & School
offices
University of Adelaide
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Contacts & Incidents – Prospective Students
 All client contact will be recorded except for the very
menial (i.e. “way finding”).
 Later integration of Ask Adelaide telephone system
with CRM will allow identification of prospective
student by phone number or email
 Minimum
data
capture
to
make
an
enquiry
by
nonDOM
INT
DOM INT
students (low hurdle to create contact record)
UG
PG
ATSI
PCE
 Mobile version will allow data capture off site
University of Adelaide
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Contacts & Incidents – Current Students
 All client contact will be recorded except for the very
menial (i.e. “way finding”).
 Current Students will use a single sign-on using
their “a123456” number for web based enquiries.
 Students will see a summary of their transactions
and some detail in their RightNow portal.
DOM INT
DOM INT
 Referrals UG
to anotherPGplace (i.e.ATSI
Ask Adelaide
to
PCE
Faculty or School) will contain key information
already obtained & discussed.
University of Adelaide
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Contacts & Incidents – Staff
 All client contact will be recorded except for the very
menial (i.e. “way finding”).
 A process will be required to capture and record
interactions with those who don’t have access.
 Staff will use a single sign-on using their “a123456”
number.
 Forward to SME allows wider response without need to
DOM INT to individual academics).
DOM INT(i.e. referral
use RightNow
UG
PG
ATSI
PCE
 Integration with PeopleSoft means easy access to key
data on students.
University of Adelaide
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Contacts & Incidents – Key Principles
 The use of RightNow doesn’t change the principles of
Central/Faculty/School management of students
 Ask Adelaide provides frontline service (Level 1)
 Faculties, Schools & Specialist areas provide 2nd level service
 Incidents are allocated to Queues to be resolved.
 These will be based on teams rather than specific individuals.
 All generic emails will be diverted to RightNow and
reduced over time
DOM INT
DOM INT
ATSI
 Enquiries with
will be
PCE
UG multiple
PG components/questions
handled sequentially. Clients can receive multiple
responses to that enquiry.
University of Adelaide
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Contacts & Incidents – Challenges
 Ensuring the accuracy of data
 Understanding that RightNow is the one source
of data
 Change management
University of Adelaide
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Contacts & Incidents
Questions?
Activity
• What challenges do you see in
implementing enquiry and contact
management across the University?
• How do you believe these challenges can
be overcome?
University of Adelaide
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Contacts & Incidents – Next Steps
1. Continuing the detailed process design as part of the
system build, such as the queues we will use, types of
incidents etc.
2. Understanding what business processes, if any, may
need to be reviewed.
University of Adelaide
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Next Steps
University of Adelaide
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Headline take outs from today?
University of Adelaide
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October to December
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15
Build, Configure and Test
Data Integration tasks
Configure Knowledgebase
Configure Contact Center
Configure Marketing & Campaigns
Prepare Test cases
Prepare Procedures
Prepare Training material
Prepare Deployment Plans
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15
University of Adelaide
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Your next steps
• Communication and consultation activities as
development continues, including:
– Review of prototypes
– Feedback on procedural documentation
•
•
•
•
Development of Knowledgebase content for Go Live
Removal of duplicate FAQ’s or content from websites
Training plan (who needs to learn what & when)
Identify, cleanse and update data for migration to
RightNow (may extend to data entry)
University of Adelaide
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