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Engaging Students as Customers

Engaging Students as Customers. Customer Relationship Management (CRM). Presentation Objectives. To gain an understanding of What CRM is Why it is important How to go about it. 2. CRM: A Definition. CRM =

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Engaging Students as Customers

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  1. Engaging Students as Customers Customer Relationship Management (CRM)

  2. Presentation Objectives • To gain an understanding of • What CRM is • Why it is important • How to go about it 2

  3. CRM: A Definition CRM = a strategy for the active management of a relationship with a customer to support their decision-making TRANSACTION RELATIONSHIP ‘Customer Service’ = demonstrating care and commitment to customers through initiatives like rapid response communications ‘Customer Focus’ = a bespoke or tailored service to individual customers Sales = the purchase transaction

  4. Why CRM? The Gilligan Report (2000) Poorly thought out, fragmented relationships between International Office and rest of the Institution Little detailed understanding of the markets in which they operate Little detailed customer or competitor research and analysis Few attempts to focus marketing spend Unclear selling propositions Little creative thinking General lack of urgency with response to student enquiries and offers of places The patchy and inconsistent follow up of enquiries!

  5. Is CRM the answer? Most of our prospective & current students are ‘Y Generation’ (Born 1978 – 1994)

  6. Yes, because… • Online • Opinionated • Informed • Networked • Socially active • Early adopters of new technology Our message must be relevant, innovative, and compelling

  7. Primary Objectives of CRM in Higher Ed…. To manage interactions with prospective students and their influencers To engage prospective students, increasing their understanding of how the institution best matches their needs To communicate relevant brand messages to encourage action – eg application, commitment to offer, follow through Dialogue increases knowledge of needs and attitudes, allowing the institutions’ messages to become more Relevant Timely Compelling CRM has a vital role to play in converting application to acceptance and enrolment

  8. How to Recruit Students Understand the Market Understand the Consumer Design Programmes Prepare Collateral Manage the Channels Deliver on the Promise Outstanding welcome Sector leading support Great Accommodation Listen to the customers CRM space Generate Interest Advertising Exhibitions Private Visits Institutional Partnerships Agent and sponsor training Work with Influencers Manage the Process Record Enquiries Record Applications Keep in Touch Turn around Quickly Conversion Campaign

  9. Action session

  10. How does CRM fit into the student recruitment pipeline?

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