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Ähnlich wie Een ander perspectief: het herontwerp van de Student Journey in de zeer competitieve Hoger Onderwijsmarkt in de UK
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Een ander perspectief: het herontwerp van de Student Journey in de zeer competitieve Hoger Onderwijsmarkt in de UK
- 1. CORE SYSTEMS MODERNISATION Een ander perspectief: Het herontwerp van de Student Journey in de zeer competitieve Hoger Onderwijsmarkt in de UK A different perspective: Redesigning the student journey in the highly competitive UK Higher Education market Jon Lees (De Montfort University) Mark Arts (itelligence)
- 2. Core Systems Modernisation Agenda Welcome Who and where are DMU Higher Education in the UK Core Systems Modernisation Programme The journey ahead Lessons learned What’s in it for us? Student Experience at DMU Questions
- 3. Core Systems Modernisation Welcome to Leicester London Birmingham Liverpool Glasgow Edinburgh Leeds Manchester Leicester 14th-largest metropolitan economy in the UK by GDP (£27.5 bn) King Richard III reburied in Leicester Cathedral in 2015 Population: 350,000 50.6% White British 37.1% Asian 6.3% Black 3.5% Mixed Race 2.6% other Two Universities Home to Leicester City Football Club
- 5. Core Systems Modernisation HE Market – 2016/17 162 higher education institutions in the UK 2.32 million students studying at UK higher education institutions. Undergraduate: 1.76 million Postgraduate: 551,585 Full-time: 1.80 million Part-time: 518,930 Students from the UK: 1.87 million Students from the EU: 134,835 Students from non-EU countries: 307,540 Figures from 2015–16 show that more than 90% of graduates were in work or further study within six months of leaving university.
- 6. Core Systems Modernisation UK HE Market The SLC is a non-profit making Government-owned organisation providing loans and grants to students in universities and colleges in the UK Higher Education Statistics Agency - experts in UK higher education data and analysis, and the designated data body for England. UCAS is an independent charity and are the UK Universities and colleges admission service. UK Visas and Immigration is part of the Home Office and make the decision about who has the right to visit or stay in the UK. OFS regulate English higher education providers on behalf of all students. The CMA advises providers about their consumer law obligations to undergraduate students
- 7. Core Systems Modernisation Founded in 1870 – Leicester School of Art No. of Students 19,576 Home 15,990 (82%) EU 1151 (6%) Overseas 2435 (12%) No. of staff 3000+ 2017 League position 67th Intro to DMU Ethnicity DMU Sector Asian 22.9% 13.7% Black 17.5% 9.5% White 48.9% 69.0% Other (& mixed) 9.9% 6.7% Unknown 0.8% 1.0% 2016/17 Enrolments Disability DMU Sector Declared 19.6% 11.9% Not declared 80.4% 88.1% Gender DMU Sector Male 43.1% 44.2% Female 56.9% 55.7% Age DMU Sector Under 21 68.9% 79.1% 21 and above 31.1% 20.9%
- 8. Core Systems Modernisation HE Market: ‘home’ admissions Market contraction: 6.5% fewer applications and significant declines at key competitors Demographic downturn Intense competition Significant increase in advertising spend by competitors Dramatic slashing of tariff at Clearing UG enrolments 4269 (2013/14) to 5896 (2017/18) PG enrolments 314 (2013/14) to 660 (2017/18)
- 9. Core Systems Modernisation Delivering an integrated student experience
- 10. Core Systems Modernisation Meet Jim…
- 11. Core Systems Modernisation Jim’s student experience at DMU
- 12. Core Systems Modernisation Jim’s student experience at DMU
- 13. Core Systems Modernisation Jim’s student experience at DMU
- 14. Core Systems Modernisation Jim’s student experience at DMU
- 15. Core Systems Modernisation • Old and out of date systems • More than one version of the ‘truth’ • Average user experience • Many workarounds In addition… Our systems didn’t work for us, we worked for them
- 16. Core Systems Modernisation How DMU are delivering an integrated student experience Student-centric approach & coordinated service delivery across campus Seamless integration of all areas of the university Improved student satisfaction, reduced complaints, better retention Analytics: data available to all student touchpoints via a single repository, not a functionally-specific view Targeting of information, advice and guidance to the right students at the right time, anticipating customer needs Target resource to meet cyclical student demand
- 17. Core Systems Modernisation Finance and Procurement The Core Systems Modernisation is the programme to deliver the vision of ‘Modern Processes for a Modern University’ People and Payroll Student Lifecycle and CRM Core Systems Modernisation
- 18. Core Systems Modernisation What is SLcM & CRM? Together they will follow our students throughout their journey with DMU SLcM = Student Lifecycle Management Manages the ‘transactional’ interactions with our students such as their personal record, their grades, finances, progression etc. Replacing QLS, Academic Database and Admiss (& more) CRM = Customer Relationship Management Manages and facilitates student-facing communications from first point of contact through to alumni, as well as our wider partners. Replaces Microsoft Dynamics
- 19. Core Systems Modernisation The journey ahead May June July Aug Sept - Oct SLcM: Initial 4 Programmes • Marks entry • Assessment boards • Progression • Graduation SLcM: Admissions Pilot CRM: • Marketing & Communications • International Office • School & College Recruitment • Disabilities, Advice & Support • Enquiry Management • Events • #DMUglobal SLcM: Admissions for January 2019+ SLcM: Remaining Programmes CRM: Admissions Interviews
- 20. Core Systems Modernisation Lessons Learned - DMU • Governance structure and supplier management • Budget management • Requirements and design • SAP capability
- 21. Core Systems Modernisation Lessons Learned - itelligence • Start with intensive training / familiarisation before detailed requirements are specified • Project team size and project management • Localisation • UCAS – Studielink • Student Loans Company – DUO • UKVI – IND • Etc. • Competition to attract students much stronger • Clearing day • Student engagement
- 22. Core Systems Modernisation Lessons for Dutch Higher Education • Competitive Dialogue Tender Procedure • Student engagement (CRM, marketing, etc.) • Live integration Studielink vs file based integration UCAS • Live integration DUO vs file based reporting HESA • Disabilities management (starts pre education) • Student diversity
- 23. Core Systems Modernisation What’s in it for us? Improved communications with enquirers, applicants and alumni Modern supported systems Data driven decisions Enable enhanced international reach and effectiveness Single source academic structure and calendar Academic self service access to their students progress and performance 24/7 self service – any time, any place, any device Facilitate student attainment and retention Up to date information available in real time Less duplication
- 24. Core Systems Modernisation Remember Jim? What’s in it for him?
- 25. Core Systems Modernisation Delivering an integrated student experience
Hinweis der Redaktion
- HESA: Higher Education Statistics Agency – they are experts in UK higher education data and analysis, and the designated data body for England. In the UK, Higher education providers have a statutory requirement to report data to the HE funding bodies HESA was set up by agreement between higher education funding councils, higher education providers, and the relevant government departments. Both the Further & Higher Education Act 1992 and the White Paper ‘Higher Education: a new framework’ identified a need for a more aligned and co-ordinated approach to higher education statistics and information. they gather information about all aspects of the UK HE landscape. This includes information about: Students, staff and graduates Finances and estates Academic departments and courses Public engagement and commercial enterprises. UCAS: UCAS is an independent charity and is essentially the UK’s admission service for Universities and colleges. They process more than three million UG applications every year. The Student Loans Company (SLC) is a non-profit making Government-owned organisation providing loans and grants to students in universities and colleges in the UK. central role in supporting the Higher Education (HE) and Further Education (FE) sectors by: making timely and accurate payments of maintenance grants and loans to learners; and ensuring timely and accurate payments of tuition fee loans to HE and FE providers. SLC services around 1.8 million applications per year, responds to 4.5 million phone calls from borrowers and has over 6 million repaying or due to repay customers with loans totalling more than £100 billion UG fees were increased to £9000 wef 2012/13 UKVI: UK Visas and Immigration is part of the Home Office and make the decision about who has the right to visit or stay in the UK. It affects DMU:
- Times Higher Education 2018 Ranking position 67th Refer to difference international and EU Students from China, India and Cyprus account for more than 50% of the University’s EU & other student intake
- Approx 20% of our students are recruited through clearing – talk about clearing
- To help deliver our Integrated student experience DMU work towards it’s Strategic Framework. This contains the Strategic Theme to, “Transform our students by delivering an individual student experience.” It goes on state, “We will provide an integrated student support system that brings together personal tutors with our academic and welfare support services.” A modern CRM approach, embraced across the institution, was the means to achieve this integrated service experience to our students. To give you a real insight into the student experience, I’d like to introduce Jim….
- I’d first like to introduce you to Jim, a DMU UG student.
- Here’s a sample of some of the services offered to Jim within my Directorate, Student and Academic Services alone
- Jim’s student journey is not without challenges along the way. Jim accesses a range of SAAS services during his three years. But how does Service A know that Jim has already met with Service B and so on? How do you think Jim feels about his experience?
- He’s a bit frustrated at times! There’s a paradox here too. The more support Jim requires, the more services he’s likely to touch, but the greater the potential for Jim to feel the lack of integration between these services.
- We can take this one step further and look at the services Jim may use outside just SAAS. The potential for Jim to feel even less integration between DMU’s services becomes even greater.
- If that wasn’t enough…. our current systems are old and very soon to be out of warranty. With tens of standalone systems that didn’t ‘talk’ as we’d have liked created the need for multiple spreadsheets, databases grew. After 17 years its hard to see the wood for the trees….so many spreadsheets, so many systems, so many workarounds and so many versions of the truth. As you can imagine the user interaction with our old systems was average. Not only for our students but out staff and academics
- It’s clear what we needed to do and the benefits for both Jim and for all of us involved in delivering services to students.
- To facilitate this, In April 14 we launched the Core Systems Modernisation programme. Replacing our core systems for Finance and Procurement, People and Payroll and SLCM & CRM with one fully integrated SAP solution. With the vision of Modern Processes for a Modern University Since then, SAP Finance & Procurement went live on 1 august 2016, followed by People & Payroll in April 2017. To complement this we also launched our web-based 24/7 DMUhub for staff that hosts the front end SAP Fiori tiles But I’m here today to talk to you about SLCM & CRM. My specific role was to act as Project Director for SLCM.
- So how are we getting on?
- Give examples -
- Soon Jim will interact with DMU much the same way he does other service providers…. And let’s think about Jim as a person, not just a DMU student. His DMU experience is just one service he’s likely to experience at any one time. Is Jim comparing his DMU service experience with other universities or with his bank, utilities provider, mobile phone company etc? When Jim phones his bank, does the person in the call centre shout across the room asking if anyone’s spoken to Jim recently? No. Why? Because these modern service providers have a customer-centric approach supported by a CRM and good records management.
- To conclude, the CSM project is so much more than implementing a system. It’s not about the technology but about thinking about Jim’s experience and the academic experience and putting this at the centre of how we coordinate our services. It’s also about using the intelligence we obtain from the CRM/SLCM to learn as an organisation and to adapt our services to meet evolving student needs and behaviours in a highly competitive market context.