WITC s CRM Journey. Presentation to WACRAO - November 8, 2018

Transcription

1 WITC s CRM Journey Presentation to WACRAO - November 8, 2018

2 Presenters Kris Vesel, Dean of Students, Superior Campus CRM Project Lead for Inquiry, Events and Communications Laura Sullivan, Director of Enrollment CRM Project Lead for Online Application, Application Management, and PeopleSoft Integration Benita Allen, Dean of Students, Ashland Campus CRM Project Lead for Decision and Retention

3 Wisconsin Indianhead Technical College 2 year public technical college/60+ career programs 4 separate campuses (multiple outreach centers) Average age: 26 Size of District: 10,500 square miles (11 counties) Headcount and FTE Data for Headcount: 4,962 Unduplicated for Credit Headcount: 14,476 Unduplicated for Non-Credit Headcount: 18,815 Total = 2,148 FTE Student Information System - PeopleSoft CRM Salesforce/TargetX

4 Why WITC Needed a CRM Automate Inquiries Expand beyond print materials Ability to communication via Text and Event registration and tracking Tracking of recruitment efforts

5 Why WITC Needed a CRM, cont. No real online application Limited staff with knowledge of students next steps We wanted a full picture of the student Data non-existent or not easily accessible Test scores had to be manually reviewed for admission Hand tracked program capacities

6 Why WITC Needed a CRM, cont. Admissions Decision, and Retention Admissions meetings Counselor communication Retention alerts Online program students

7 WITC Looked at the Big Picture Initially led by IT Department because two divisions wanted a CRM Waited for the right moment Full integration with PeopleSoft Cross-Functional involvement Collaborative decisions

8 Teams, Teams, and more Teams RFP Team Discovery Team Development/ Implementation Team PS Integration Team Business Process/Training Team

9 In the Beginning Staff assigned CRM in addition to their regular jobs: Two IT staff assigned as CRM Administrators Three Student Services Leads as content experts One ConEd content expert to lead B & I contract development Five training leads end users (short term pilot) One administrative support Plus we hired one outside part-time consultant to be our project lead

10 Along the way. Resignations Job promotions Life events Staffing issues

11 Halfway through the project the leadership of the entire thing switched to us. We felt we were being looked at like this.

12 When in reality we were feeling like this!

13 Project Lows TargetX team had little experience with 2-year colleges CRM terminology Internal IT staff had to learn our admissions process TargetX had great training tools but they wouldn t lead us through them Many opinions, teams, meetings, expectations, delays, and decisions. Workload and stress!!!

14 Project Lows, cont. PeopleSoft integration Vendor development team was working outside the WITC business hours (overseas) Developers had not actually worked with a Peoplesoft/ Salesforce integration Challenges with poor testing of developed and delivered code Great staff but it took much longer than we, and they, expected

15 We also had Some Project Highs Leaders in a large project Eliminated student barriers Created efficiencies Developed business process Leadership support

16 Project Highs, cont. Increased knowledge of CRM Improved the student experience Increased collaboration Personal and professional growth The CRM Sisters were created!

17 Highs and Lows Hiring a project lead Every business process had to be changed and documented Size of the project - took on the entire implementation at once Challenged the status quo Timing New Web site went live same year

18 Ready or Not Project Launch Months Prior - Sneak peak events at each campus Mid-June - two day in-person kickoff and training Detailed Business Process Book Weekend Work - Loaded 40,000 records from PS (5 yrs) Week of June 25 - Soft roll out and testing Monday, July 2, 2018 Go-live for Everyone July - Skype Q & A sessions by topic & in person visits A trained manager lead at each campus

19 WITC s New Justice League of CRM Super Hero's

20 Highlights of WITC s CRM

21 Communications Lead: Kris Vesel

22 Prospects & Inquires Online inquiry form Requires less information No manual entry of inquiries More - less paper mailings Includes option for nondegree seeking, and transfer information New prospect level added to our enrollment funnel

23 Communications Automated s Ability to text message Personalized communications Ability to track and manage communication campaigns Ability to send one-off s and text students for various scenarios (appointment confirmations, reminders, etc.)

24 Communications, cont. Campus staff no longer sending snail mail letters Centralized print communications Postage savings Print materials cost savings less printing, more links included in campaigns Ability to create and customize communications in a quick, efficient manner

25 Online Application & Application Management Lead: Laura Sullivan

26 Online Application Simpler Secure Faster Intuitive application fee Disclosure statements built right in

27 Online Student Dashboard Immediate notification of admissions requirements

28 Internal Application Management Single Screen Access To: Contact Info Enrollment History Assessment Scores Applications All s sent All auto-communications sent History of all interactions Test Messages Previous HS and College Event history Financial Aid Increased knowledge all staff now have a full picture and can answer questions Better reporting with improved data tracking and information Ability to recruit students with incomplete apps

29 Time Savings through Workflows Auto capacity tracking Auto completion of admissions requirements HS/GED Diploma Assessments Disclosure statements Auto change of status to meeting bucket when items completed

30 Improved Funnel Data

31 Decision Module Lead: Benita Allen

32 Decision Module During the admissions meeting students Receive the same experience Identify support services Are provided immediate supports Receive immediate notification of admission decision Leave better informed on next steps

33 Decision Module, cont. Benefits and Efficiencies Customer Service Paperless Better Tracking of Funnel Time Savings & Staff Efficiency

34 Retention Lead: Benita Allen

35 Retention, Phase I Immediate follow-up of referrals Improved customer service Better tracking of retention alerts (referrals) Ability to view interactions Better understanding of staff workload Improved client reporting

36 Retention Phase II Implement and automate retention alerts integrated with BlackBoard Develop manual retention alert process for non-academic alerts Refine retention reports Develop the capability of a Student Success Center Team Integrate admissions survey into the student record

37 In 3 ½ Months Applications 1,900+ online applications and 375+ manually entered paper applications Inquiries/Communications/Events 6,000+ campaigns with an average open rate of 58% 136 events 752 inquiries Retention 851 referrals from faculty and other staff

38 In 3 ½ Months 39% success rate of converting incomplete applications to completed New Leadership Dashboards (Enrollment Funnel, Staff Tasks, etc.) Changed all Program Admissions Requirements after just 2 months (Open Admissions) Fall 2018 headcount up by almost 2% - first increase since 2015

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