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An Overview of the University of Derbys CRM Implementation

Tracey Robey
Principal Business Analyst (Enterprise Systems) Associate member of the CRM PAG University of Derby, United Kingdom t.a.robey@derby.ac.uk
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University of Derby
UK-based Higher Education institution with 23,000 students, studying on campus, online, at collaborative institutions (home and overseas) and business-to-business. PeopleSoft Campus 9.0, PeopleSoft Financials 9.1 and PeopleSoft CRM 9.1

Agenda
CRM Project History and Scope CRM Project Phase One
Online Marketing and Events 360 Degree View

The Future Lessons Learnt Help.. Questions

CRM Project History and Scope

PeopleSoft CRM 8.9 was originally implemented in 2005. The Business to Business functionality was used but not the Student Journey. In 2011 after reviewing three CRM solutions, a reimplementation of PeopleSoft CRM 9.1 was chosen by the Project Board. The CRM Project Board would have representation from all areas of the University. The CRM project would be split into phases, with the CRM Project Board agreeing each phase.

The Business Requirements

University wide CRM system, sharing information across departments 360 degree view of the student Sales, Leads and Opportunities for Business to Business Targeted, relevant, personalised communications with a consistent University branding Full reporting suite including conversion rates, marketing campaign effectiveness

The CRM project needs to be phased

Phase One: Re-implementation of PeopleSoft CRM 9.1

Integration with PeopleSoft Campus Solutions

Business to Business functionality Enquiry to Applicant section of the Student Journey

Phase One - Functionality and Modules

In order to deliver Phase One what functionality and Modules did we need to implement? Integration with PeopleSoft Campus Solutions Prospective Student Import Marketing Online Marketing Events Module The 360 degree view Sales, Leads and Opportunities

Phase One - Where to start?

First step is the configuration of the CRM system, followed by the Integration with Campus Solutions After configuration of the CRM system several test runs were conducted to evaluate integration performance During the testing we discovered a number of Campus Solutions customisations meant the integration would not work as delivered. The Campus Solutions customisations were updated to ensure the integration would work out of the box The live integration took place over a weekend

Phase One - What next?

A whole new way of working A Governance team was set up The remit of the Governance team: Agree naming standard for fields Agree mandatory fields Agree CRM v Campus Solutions Conduct audits and housekeeping Produce governance documents that form part of the training manuals for each piece of functionality

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CRM or Campus Solutions?

Campus Solutions
Student Administration OLA (AAWS) Transfers Student Financials Grading Advisement Graduation

Application Processing
Admissions Enrolment

Suspect

Prospect

Applicant

Student

Alumni

Enquiries Marketing Communications

Enquiries Prospectus Requests Marketing Communications Open Days

Alumni Relationship Application Enquiries, Appeals etc Marketing Communications Orientation Days Enquiries Appeals & Complaints Retention Activities Marketing Communications Graduation Ceremony Marketing Communications Enquiries

Alumni Events

CRM

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Phase One Rolling out to the University

Who are we going to Market to? Who is our Audience? What is the message we are sending? How often do we contact? Are different parts of the University contacting the same person on the same day with a different message?

A strong Marketing Communications plan that everyone agrees to is a MUST have

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Marketing - Programs

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Marketing - Functionality
Ability to create an Audience from within CRM or use a query created in Campus Solutions Automation Assign tasks to team members Record costs Report on effectiveness

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Marketing - Calendar

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Marketing - Event Dialog

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Marketing - Events

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Marketing Event Participants

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Marketing - Example Email

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The 360 Degree View

View Campus and CRM information all in one place Campus security is inherited i.e. if you are not allowed to view Admissions data in Campus, this will be secured in CRM Real time data via synchronous messaging Add notes View Marketing information

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The 360 Degree View

Enquiry to Application

Prospect

360o

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The 360 Degree View

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The 360 Degree View contd

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Future Phases
Roll out of the entire student journey Admissions, Enrollment, Retention, Assessment, Graduation and Alumni Workflow Service Centre for Higher Education Upgrade to CRM 9.2 Joint Menu with Campus Solutions Integration with Microsoft Outlook BI Reporting Mobile Apps

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Lessons Learnt
Clear Project Scope Involvement from ALL University departments Work closely with Campus Solutions End to End testing of anything in Campus must also include CRM Dedicated project team

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Lessons Learnt
Communication is key Manage the Culture change Committed functional staff are critical for implementation success Time

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Help
Tracey Robey
t.a.robey@derby.ac.uk

HEUG conferences, Alliance has an excellent CRM track

March 9th 12th 2014, MGM, Las Vegas, USA

HEUG website
http://www.heug.org/

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HEUG website

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HEUG CRM Forum (listserv)

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Constituent Relationship Management PAG

The CRM Product Advisory Group is composed of representatives from HEUG institutions with expertise in various product modules. PAG members consist of a diverse group of functional and/or technical users of the CRM product. Most members are in varying stages of their CRM implementation, and are able to bring differing perspectives. The CRM PAG facilitates communication about specific product features, problems, and enhancement opportunities between our HEUG community and Oracle CRM Product Strategists. CRM PAG members participate in regular meetings and conference calls to ensure we are serving the CRM HEUG community through soliciting feedback, providing helpful tips and new functionality, offering training through communications, webinars, and conference sessions.
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Any Questions?

?
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Contact Details
Tracey Robey Principal Business Analyst (Enterprise Systems) t.a.robey@derby.ac.uk

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