How can institutes improve recruitment? What is offered to support the dynamic student journey and how can you be agile, collaborate effectively in a complex multi-channel environment?
Student engagement and CRM in higher education by itelligence okt15
1. HOW INSTITUTIONS FOR HIGHER EDUCATION CAN
REACH NEW HEIGHTS IN THE DIGITAL AGE!
Marc van den Berk
itelligence
Manager Customer Engagement & Commerce Region Western Europe
Tom Kelly
itelligence
Account Executive Customer Engagement & Commerce
Rob Jonkers
SAP
Solution Manager for SAP (Higher) Education Cloud Solutions
18. CURRENT SITUATION | SILO’S
…Data captured in different sources
…No consistency in experiences
…Complex, time consuming IT
Business cannot perform
19. EVERY JOURNEY IS UNIQUE
AND EVERY POINT OF ENGAGEMENT MATTERS
CUSTOMER ENGAGEMENT & COMMERCE
20. SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION
Enabling companies to deliver
contextual, consistent, and
relevant experiences regardless of
channel or device throughout the
customer journey.
24. Enables companies to build a
dynamic profile of a customer by
capturing all their touch points
with the company across any
channels, and use these insights
to suggest specific offers or other
actions in real-time. The system
continuously enriches the profile
using analytics and learning
algorithms and is designed for
maximum flexibility and massive
scale.
CUSTOMER PROFILE (HYBRIS PROFILE)
journey
profile
25. HYBRIS PROFILE
“VOICE OF THE CUSTOMER”
User Interface for customer
…Validate data and profile
…Usage
30. WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION
OF RELEVANT
CONTENT(PROSPECTIVE)
STUDENT
TOUCHPOINTSWHAT THEY
MAY DO
WHAT THEY
HAVE DONE
31. …Data Management
…Segmentation and target groups
…Recommendation
…Convert
…Multi Touch Campaigns
…Loyalty
…Planning
…Channel Orchestration
…Dashboards
HYBRIS MARKETING MODULES
To deliver: insights, experience, speed & agility
33. 3 of 5 | CRM EDUCATION
(SAP Cloud4Customer HE)
34. CRM HIGHER EDUCATION
Recruiting
• Create and manage prospective student
records
• Support student recruitment campaigns,
events, multi-channel communications, data
loads, workflow, across multiple recruitment
cycles, offices, and locations
Collaboration & Social
Feeds, followers, and
@mentions
Internal, customers, partners
Social selling
Integration
Pre-built integration to SAP ERP & CRM, SAP
JAM, InsideView, D&B 360, Xactly & more
Mashups with most other apps
HCP portal For partner channel
management
Groupware Integration
Full-featured with 2-way sync
Support for MS Outlook,
Google Gmail and lotus notes
Real-time, scalable, powered by SAP HANA
Simplified enhancement tools for power users
Easily extended for tailored UX and business
processes
Platform
35. CRM HIGHER EDUCATION
Student & Alumni Management &
Intelligence
Fast account and contact updates
Student Master Data
360 Customer Intelligence
Productivity & Personalization
Flags
Tags
Shelf
• Quick creates
• User-defined fields
• Workflow
Real-Time Analytics
Dashboards, ad-hoc reports, forecasting
Inclusive of front and back-office data
Mashups with SAP BW and Business
Objects
Custom dashboards, KPIs, and reports
Mobility
Complete mobile apps, no extra cost
Support for iPad, iPhone, and Android
Business card scanner
Seamless UX with on-line
36. CRM HIGHER EDUCATION
Prospective
Students
Leads
Prospective
Students
Opportunities
Prospective
Students
Individual
Customers
C4C Student Recruitment
Universities
searching for
Prospective
Candidates
High Schools
Social Media
University
Website
Mail Ads
Alumni and
families
Networking
Events
Data Upload
DuplicateChecks
Criteria
Target Groups
Prospective/
Current
Students
Campaigns
Email, Surveys
Analytics
C4C Service
Tickets
Queries/Issues
from
Prospective and
Current
Students
C4C Social
Social Collaboration
Demand Gen
41. HYBRIS COMMERCE | (M)COMMERCE
One (m)commerce platform
(landing pages, web shops,
mobile) for content, search and
ordering courses, modules or
education related products
50. PLATFORM CONCEPT
One source for commercial
product information for multi-
channel use! (webshop, website,
print, mobile, wearable)
51. EDITORIAL
CONTENT
PRODUCT
VIDEOS
SEARCH FILTERS IMAGES (HI-RES
& LOW-RES)
RICH PRODUCT
PRESENTATION
USER-GENERATED
CONTENT
PRODUCT
DESCRIPTION
CATEGORIES
PRODUCT
FEATURES
CAMPAIGNS PROMOTIONS
SIZES ARTICLE
NUMBER
PRODUCT NAME TECHNICAL
FEATURES
PRODUCT CONTENT MANAGEMENT
MODULE CODE DESCRIPTION
52. PRODUCT CONTENT MANAGEMENT
User-generated
content
Communities Brand engagement
and sales
Recommendations
Real-time reviews
Product & service related
True stories!
Relevant
Nonpromotional setting
Conversations
Discussions
On your platform
Introduce related products
Improve conversions
Engage with your audience
55. PRODUCT CONTENT MANGEMENT
PCM Module
For all channels!
Maintain module information
Rich functionality as result of 13
years experience
Images, video’s
User generated content
Workflow for effective
collaboration
Web based
61. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Helps to focus
Same mindset
Bianca van den Hoven| 34
Single, Likes : Sports, Travel, Friends, Fun!
Competitive, Result driven.
Marketing Manager | develop skills continously
66. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Improvement to projects in Roadmap
• Roles
• Processes
• Applications
67. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
Project manager one of our Higher Education customers:
“the value of taking the detailed persona
and his journey as starting point is that
you really get aware of the channels.
This forces to make choiches which
touchpoints you want to adress and
where you need to improve. (from
customer perspective, but also from
employee perspective). It helped us
enourmously in our changing process!“
68. CUSTOMER JOURNEY ANALYSIS TO ROADMAP
ORGANISATIONAL CONDITIONS
START SMALL AND LEARN!
Where
to start?