how to select a crm system that works

CRM Challenged: How to select and sustain one that works for you

NAFSA 2017 Annual Conference • May 22 -‐ June 2, 2017

Kellie Faulkner | International Education Advantage, LLCDirector, Marketing Strategy

Megan Prettyman | Montana State UniversityDirector, International Recruitment & Admissions

INTRODUCTION

Essential Tools for International Student Recruitment

“Whereas once we knew our customers on a personal basis, now increasingly the relationship is anonymous -‐ a virtual distance sits between the organization and the customer.

Now, more than ever, we need to collect, analyze and use data to get to know our customers.” – Smart Insights

CUSTOMER RELATIONSHIP MANAGER (CRM)

ü Makes the sales department more productive

ü Makes the sales process simpler

ü Improves the overall customer experience

ü Provides analytics to inform business decisions

ü Generates and tracks leads

What is a CRM?

Customer Relationship Management System

CRM TOOLS

Consider benefits of industry specific vs. cross industry

WHAT THE HECK IS A MAP?

What is a MAP?

Marketing Automation Platform

ü Generates and qualifies leads

ü Nurtures leads from inquiry to customer

ü Manages email marketing campaigns

ü Reports on the success of your campaigns

MAP TOOLS

Consider benefits of industry specific vs. cross industry

CRM & MARKETING AUTOMATION PLATFORM (MAP) COMPARISON

What is the difference?

ü Both collect and manage customer dataü Both trigger sales and marketing actionsü Both have elements of marketing automation

The real difference is in the emphasis…

ü CRM emphasizes the sales processü MAP emphasizes online marketing

CRM & Marketing Automation Features

SELECTION PROCESS

How do I select the right system for my needs?

SELECTION PROCESS

Start with your goal in mind:Ø What do you want to achieve?

• Who is your audience?• How will you reach them?

Evaluate your current processes:Ø Identify what works and what doesn’t

• Technology• Manual processes

Ø Map out the ideal path of a leadØ Create your wish-‐list

• Functionality• Integration

Do I need a CRM, a MAP, or both?

SELECTION PROCESS

Other Factors to consider:

Ø School-‐wide or departmentalØ Budget (integrations/plug-‐ins, external support, contracts)Ø Resources (internal and external)Ø SaaS or Cloud Computing or HostedØ End users (adaptability, user experience)Ø Current path of a lead (mapping out your processes)

Then, and ONLY then, should you begin looking at your options!

DIGITAL MARKETING AUTOMATION

How does it all work?

DIGITAL MARKETING AUTOMATION

Prospect

CONTACT FORM

1 Week

EMAIL

224 Hours

EMAIL

1EMAIL

32 Weeks

EMAIL

41 Month

CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)

(Front)

(Back)

Offline to Online Tactics

CRM/MAP IN ACTION – CASE STUDY (Sandy Spring Friends School)

Landing Page

Nurturing Email Workflow

CRM/MAP IN ACTION – CASE STUDY (Montana State University -‐ Inquiry Form)

Inquiry Form on Website

CRM/MAP IN ACTION – CASE STUDY (Montana State University – Segmented Emails)

Prospective Student Applicant Admitted Student

Example: CRM and MAP integration (Hobsons/Radius)

EXPECTATIONS FOR IMPLEMENTATION

What should I expect during implementation?

EXPECTATIONS FOR IMPLEMENTATION

With a school-‐wide system implementation of a CRM/MAP, you can expect:

Ø Collaboration across campus

• Who are the key stakeholders?• Playing nice in the sandbox• One system, many users

Ø Varying levels of communication

Ø Unexpected implementation

“Where IT and Human Resources meet, challenges lie ahead.” – Intead

PREPARATION FOR IMPLEMENTATION

How should I prepare for implementation?


Identifying what works and what doesn’t:

Ø Map out processes

Ø Discover bottlenecks and black holes

Low tech, but effective!


How to use the CRM/MAP tool to solve your problems:

Ø Communication

Ø Reporting

Ø Tracking• Applicant progression• Vendor/agent performance• Team performance


Setting yourself up for success through training:

Ø Gain access to the ‘test’ mode and play around.

Ø Develop a contact person on campus who you can approach with CRM/MAP questions.

Ø Identify a project leader who can keep forward momentum during obstacles/challenges.

Ø Identify an internal team lead who can allocate consistent time to developing the program.• The leader needs to know the entire system• Team members only need to know their parts


Cleaning your data:

Ø Fresh start• Critical vs useless vs historic data

Ø Make sure the fields:• Are accurate• Are complete• Match your needs

Time to clean out that closet!


Labeling Example: Unit – Student Population – Subject line of email

Ø Consistent labeling mechanisms are important when working with cross-‐campus constituents


Developing your communication plan:

Ø Develop your copy, photos, & overall design with consistent branding

Ø Identify your targets (customer personas)

Ø Define your calls to action

Ø Time the communication sequence

Ø Think of every possible scenario for contact – and then expect to discover more

Ø Don’t try to make the new system work with old processes! Be flexible!• Use the tool to improve the process• Identify new opportunities and capabilities

ONCE YOU’RE LIVE….

You discover:

Ø You didn’t do everything the right way

Ø There were needs you didn’t anticipate• Data• Processes

Ø You need to deal with incorrect communication that might’ve been sent to constituents

Ø Finally being ‘live’ helps you identify the way the program actually works• Mixed bag

WORKAROUNDS

That all sounds great, BUT…

What about the budget challenged?

WORKING AROUND THE ABSENCE OF A SYSTEM

Other ways to communicate:

Ø Mail mergeØ Free software tools for email marketing (i.e. Mailchimp, Constant Contact)

Homegrown systems:

Ø Excel via shared drives or ‘clouds’Ø Access

WORKING AROUND THE ABSENCE OF A SYSTEM

Potential Challenges:

Ø Lack of integration with other systems• Inconsistent storage, labeling, and general use

Ø Limited analytics

Ø Minimal features and customization• Landing pages• Limit to number of test emails• Automation (workflows)

Ø Staff changeover à lost skills and knowledge

Ø Internal database = no one on campus has knowledge or can help you (“Where’s Bob?”)

THINGS TO CONSIDER

The ugly truth about implementing a CRM:

CRM MYTH BUSTER

Buy it and they will come…

Everything’s automatic…

It will reduce my workload…

We can’t afford it…

WHAT THE RESEARCH SHOWS

According to AACRAO’s 2014-‐2015 State of CRM Use in Higher Education Report:

75%are not maximizing the use of their CRM

59%Indicated their institution has been “moderately successful” in the use of

their CRM

70%of CRM initiatives fail to achieve their expected objectivesSource: Cap Gemini Ernst & Young

ROADBLOCKS

Biggest Roadblocks to “maximizing the use” of the CRM:

#1 -‐ Time to learn and implement

#2 -‐ Having the people to do the work

TIPS AND RESOURCES

Resources available to assist with the process:

Ø Canva for design

Ø Visio to map out processes

Ø Marketing consultants

Important tips:

Ø Have a plan (including resources)

Ø 3rd party vs direct (contracting/support)

Ø Be aware of hidden costs

Ø Support is key!

Don’t forget to look under the hood!

Continual analysis of what is working is critical to success.

You must have analytics built in and the skill set and time to evaluate the data you are getting from this activity.

FOR ADDITIONAL HELP

Download our “CRM Decision Guide: 7 Steps to a Successful Implementation”

Visit: http://info.intead.com/download-‐our-‐crm-‐planning-‐guide