CRM - Enquiry & Contact Management Reference Group Workshop September 26, 2014

1. CRM - Enquiry & Contact Management Reference Group WorkshopSeptember 26, 2014

2. Project Scope & Plan University of Adelaide

3. Scope University of Adelaide

4. Scope University of Adelaide

5. Plan Incremental deployment - Knowledgebase January Contact and Incidents and Marketing - April 2015 Key activities are scheduled as follows: University of Adelaide

6. Anita Berry and Catherine Cherry Marketing campaigns University of Adelaide

8. University of Adelaide

9. Marketing University of Adelaide

10. Marketing University of Adelaide

11. Campaigns – high level process

12. 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) • Templates (e.g. branding) will be set by Marketing and Communications and communications should be consistent with the University of Adelaide writing style guide • 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) DOM INT DOM INT ATSI PCE UG PG University of Adelaide

13. Demonstration • Segments • Preference management DOM INT DOM INT ATSI PCE UG PG University of Adelaide

14. Marketing and lead generation: workstream relationships Prospect lead management

15. 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 • Governance around testing, proofing and approvals • Reporting templates DOM INT DOM INT ATSI PCE UG PG University of Adelaide

16. 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

17. 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

18. Client Life Cycle - Lead Management & Targeted Communication University of Adelaide

19. Client Lifecycle Overview – Future Student

20. 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

21. 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

22. Client Lifecycle Overview – Student

23. 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

24. 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

25. Client Lifecycle Overview Questions?

26. 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

27. Lead Management – Next Steps • Compile a list of the top 3-5 lead management (recruitment) plans for 2015 for each faculty and/or school • Compile a list of the top 3-5 current student management (retention & support) plans for 2015 for each faculty and/or school. • Determine how the CRM will be used to add value to the planned campaigns in 2015. University of Adelaide

28. Knowledge Base University of Adelaide

29. 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 • Its easy to maintain • It tells you what it doesn’t know • It can drive the telephone & face-to-face service areas DOM INT DOM INT ATSI PCE UG PG University of Adelaide

30. Knowledgebase Knowledgebase Self-serve solutions. Glad we could help. Current Student Hi, how can I help? Thanks for contacting us. Come on in. Prospective Student DOM INT ATSI PCE UG PG University of Adelaide

31. 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

32. Knowledgebase – Some examples http://documentation.custhelp.com/euf/assets/docs/february2014/tutorials/css/css_admin/css_admin_cp_customer_perspective.htm https://ask.unimelb.edu.au/ University of Adelaide

33. 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

34. 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

35. 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

36. 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

37. Activity • What challenges do you see in implementing a single knowledgebase? • How can these challenges be overcome? University of Adelaide

38. Client Lifecycle Overview Questions?

39. Knowledgebase Management – Next Steps • Development of structure Ian • Identification of Articles (1000+) Ian • Assignment to owners Ian (end Oct) • First draft of Articles All (mid Dec) • Application of style guide Ian • Publishing Ian (end Jan) University of Adelaide

40. Contacts & Incidents University of Adelaide

41. 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? • Verb • Simply an interaction between the University and a Contact that is recorded within RightNow DOM INT DOM INT ATSI PCE UG PG University of Adelaide

42. Contacts & Incidents • Who’s in the database? • Current students • (interface with PeopleSoft) • Prospective students • (direct, from agents, from SATAC, etc.) • Schools • (counselors/key contacts) • Agents • Later • Industry, Government, Research organisations, others DOM INT DOM INT ATSI PCE UG PG University of Adelaide

43. Contacts & Incidents Student ID Number Prospective Student Phone #, Email, Name Hello, how can I help? Agent Personal or Organisation Name, Email DOM INT ATSI PCE UG PG School University of Adelaide

44. Contacts & Incidents Face to Face • First point of contact: • Faculty • School • Branch or Department • Ask Adelaide An incident is created in Right Now and data is collected Telephone Web form DOM INT Email ATSI PCE UG PG Social Media University of Adelaide

45. Contacts & Incidents The incident in Right Now is assigned to a Queue Incident resolved immediately Incident Closed Incident needs follow-up Incident resolved Incident referred to another RightNowuser Incident resolved directly with student DOM INT Incident referred to SME Incident resolved by original Queue operator ATSI PCE UG PG SME provides information back to Queue University of Adelaide

46. 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) • Ask Adelaide Call Centre • Face-to-Face: • Ask Adelaide Hub Crew, Professions Hub, Faculty & School offices DOM INT DOM INT ATSI PCE UG PG University of Adelaide

47. 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 non-students (low hurdle to create contact record) • Mobile version will allow data capture off site DOM INT DOM INT ATSI PCE UG PG University of Adelaide

48. 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. • Referrals to another place (i.e. Ask Adelaide to Faculty or School) will contain key information already obtained & discussed. DOM INT DOM INT ATSI PCE UG PG University of Adelaide

49. 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 use RightNow (i.e. referral to individual academics). • Integration with PeopleSoft means easy access to key data on students. DOM INT DOM INT ATSI PCE UG PG University of Adelaide

50. 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 • Enquiries with multiple components/questions will be handled sequentially. Clients can receive multiple responses to that enquiry. DOM INT DOM INT ATSI PCE UG PG University of Adelaide