Student engagement and CRM in higher education by itelligence okt15

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

© 2015 SAP SE. All rights reserved.

Did you know? Vision Leading

97 out of 100of the World’s Top 100

Universities run SAP solutions?

7500(Higher) Education institutions

world wide run SAP solutions?

Provide simple, modern &

innovative solutions to deliver

services to students to get them

onboard, learn, graduate &

succeed

Improve student’s lives by

making (Higher) Education

Services more accessible &

more relevant

Empower student success &

retention for superior results and

lifelong learning

STUDENT BEHAVIOR

STUDENTS ARE NO LONGER PASSIVE

…and they are armed to the teeth

Social

Email

Personal

OrderWeb

Mobile

Phone

ACROSS MULTIPLE CHANNELSSIMULTANEOUS INTERACTIONS DIGITAL AND PHYSICAL WORLD

Internet of things

Wearables

REFER

FRIENDS

POST

REVIEW

JOIN

GROUPS

TRACK

ORDER

RECEIVE

PACKAGE

MISSING

ITEM

SETUP

PHONE

BILLING

ISSUE

MAKE

PAYMENT

PHONE

DAMAGE

TERMINATE

SERVICE

NETWORK

ISSUE

RECEIVE

OFFER

DISCOVERY

STUDY

OFFER

ADMISSION

TRACK

STATUS

RESTART

SERVICE

SHOP &

BUYCONFIRMATION

MISSING

INFO

POST

REVIEW

STUDENT

INFORMATION

PAYMENT

ISSUE

CHANGE

ADDRESS

CONNECTED

JOIN

GROUPS

COURSES

SOCIAL

EVENTS

ALUMNI

REFER

STUDENTS

MOBILE

PRINT

DIGITAL ADS

WORD OF

MOUTH

SOCIAL

WEB

SITE

REVIEWS

SEARCH

KW/ADS

STUDENT

HELPDESK

WEB

SHOP

EMAIL

SOCIAL

WEB

SHOP

CONTACT

CENTER

CONTACT

CENTER

STUDENT

HELPDESK

SOCIAL

WORD OF

MOUTH

SOCIAL

EMAIL

AWARENESS

INTEREST

DECISION

ACTION

USE

ACTION

PROMOTER

DECISION

USE

EACH STUDENTTAKES THEIR OWN JOURNEYMANY POTENTIAL TOUCHPOINTS

APPLICATION

RECRUITMENT

AGENT

RECRUITMENT

OFFICER

ADMISSION

OFFICER

OPEN

DAYS

STUDENT

ADVISOR

STUDENT

BUDDY

GRADUATION

STUDENT

BUDDY

PORTALMOBILE

PROSPECT

LIFE LONG LEARNING

EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS

CHALLENGES

INSTITUTIONS ARE FACING

…Empowered students

…Digitalisation

…Adult learners | Diversity

SOURCE BOSTING CONSULTING GROUP, VSNU

…(Global) competition

EMPOWERING THE MODERN INSTITUTION

IT’S A DIFFERENT GAME WITH NEW RULES

OMNI-CHANNEL ORCHESTRATION IS NEEDED

57%Of marketeers have no clear omni-channelmarketing strategy

SOURCE – ECONSULTANCY AND EXPERIAN

USE DATA EFFECTIVELY

10%Of marketeers use data in a systematic way

SOURCE – TERADATA

Only

MARKETING CHANGES AND NEEDS

…Insights

…User Experience

…Speed & Agility

Higher Education is a competitive anddynamic market…

What can we learn from strong brands like Nespresso, H&M, G-Star, Lego and others?

What has been developed forHigher Education?

SOLUTION OVERVIEW

CURRENT SITUATION | SILO’S

…Data captured in different sources

…No consistency in experiences

…Complex, time consuming IT

Business cannot perform

EVERY JOURNEY IS UNIQUEAND EVERY POINT OF ENGAGEMENT MATTERS

CUSTOMER ENGAGEMENT & COMMERCE

SAP CUSTOMER ENGAGEMENT & COMMERCE | MISSION

Enabling companies to deliver contextual, consistent, and relevant experiences regardless of channel or device throughout the customer journey.

SAP CUSTOMER ENGAGEMENT & COMMERCE

CUSTOMER ENGAGEMENT & COMMERCE

Customer Profile

MarketingStudent data management

Sentiment Analysis

Recommendation

Conversion

Campaign Management

CRMCapture test scores

Education history

Collaborate

Manage requests andcomplaints

Social media integration

(M)CommerceOnline Content

Shopping basket

Personalisation

Payment

B2B and B2C

Product Content

Product information

Multi-channel publishing

Reviews customers

Collaboration

1 of 5 |CUSTOMER PROFILE (hybris profile)

Enables companies to build adynamic profile of a customer bycapturing all their touch pointswith the company across anychannels, and use these insightsto suggest specific offers or otheractions in real-time. The systemcontinuously enriches the profileusing analytics and learningalgorithms and is designed formaximum flexibility and massivescale.

CUSTOMER PROFILE (HYBRIS PROFILE)

journey

profile

HYBRIS PROFILE “VOICE OF THE CUSTOMER”

User Interface for customer

…Validate data and profile

…Usage

HYBRIS PROFILE | PROVIDES UNIQUE INSIGHTS

2 of 5 | MARKETING (hybris marketing)

I am digitally connected

I am socially networked

I am better informed

I am an individual

Context makesthe difference

WHAT THEYARE DOING NOW

REAL-TIMEINDIVIDUALIZATION

PRESENTATIONOF RELEVANT

CONTENT(PROSPECTIVE)STUDENT

TOUCHPOINTSWHAT THEY

MAY DO

WHAT THEY HAVE DONE

…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

HYBRIS MARKETING | CREATING TARGET GROUP

3 of 5 | CRM EDUCATION (SAP Cloud4Customer HE)

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

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 reportsMobility

Complete mobile apps, no extra cost

Support for iPad, iPhone, and Android

Business card scanner

Seamless UX with on-line

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

Duplicate

Checks

Crite

ria

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

TEST SCORES AND EDUCATION HISTORY

FACEBOOK INTEGRATION

FACEBOOK INTEGRATION

4 of 5 | (M)COMMERCE (hybris commerce)

HYBRIS COMMERCE | (M)COMMERCE

One (m)commerce platform (landing pages, web shops, mobile) for content, search andordering courses, modules or education related products

BUSINESS-TO-BUSINESS AND BUSINESS-TO-CONSUMER

In direct contact with the student… Business-to-business processes. A human resource manager from company XYZ as contact person…

SME

DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO

DIGITAL MANUFACTURING RETAIL WHOLESALE TELCO

COMPANIES USING HYBRIS COMMERCE

HYBRIS COMMERCE IN EDUCATION

‘Version Education’

by itelligence

RESPONSIVE DESIGN AND ALL B2C AND B2B BEST PRACTICES

Personalisation

Session

Login

Recommendation

Promotion

HYBRIS COMMERCE | PERSONALISATION

5 of 5 | PRODUCT CONTENT (hybris Product Content Management)

PRODUCT CONTENT MANAGEMENT

Catalog

Curriculum tickets

Merchandise

Books Software

Subscriptions

Social

Email

Personal

Ordering Web

Mobile

Phone

ACROSS MULTIPLE CHANNELSSIMULTANEOUS INTERACTIONS | DIGITAL AND PHYSICAL WORLD

Internet of things

Wearables

PLATFORM CONCEPT

One source for commercial product information for multi-channel use! (webshop, website, print, mobile, wearable)

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

PRODUCT CONTENT MANAGEMENT

User-generatedcontent

Communities Brand engagementand 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

PRODUCT CONTENT MANAGEMENT | IMPORT STRUCTURE

PRODUCT CONTENT MANAGEMENT | ENRICH CONTENT

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 effectivecollaboration

Web based

TRANSFORM

IMPROVETOUCH POINT EXPERIENCE

PROCESS AND DATA COMPLEXITY

Where to start?

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

ORGANISATIONAL CONDITIONS

ORGANISATIONAL CONDITIONS

Innovativeness | Competences

Vision and leadership

Ability tochange

leaders

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

…Persona’s

…Sentiment analysis on touch points

…Improvements

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

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

…Persona’s

…Sentiment analysis on touch points

…Improvements

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

As team (+ Bianca)

Bianca van den Hoven| 34

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

…Persona’s

…Sentiment analysis on touch points

…Improvements

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

Customer dimension

Employee dimension

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

Improvement to projects in Roadmap

• Roles

• Processes

• Applications

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

Project manager one of our Higher Education customers:

“the value of taking the detailed personaand his journey as starting point is thatyou really get aware of the channels. This forces to make choiches whichtouchpoints you want to adress andwhere you need to improve. (fromcustomer perspective, but also fromemployee perspective). It helped usenourmously in our changing process!“

CUSTOMER JOURNEY ANALYSIS TO ROADMAP

ORGANISATIONAL CONDITIONS

START SMALL AND LEARN!

Where to start?

NEXT STEPS

Meet & Greet hybris workshop

HANDS-ON WORKSHOP

Deeper insights

Discuss on strategy

Discover collaboration

TAKE AWAYS

TRANSFORM ORGANISATION AND TALENT TO STRATEGIC “GROWTH FACILITATORS”

Customer ProfieDynamic Student Journey

Customer Engagement &

Commerce PortfolioMulti-channel

Customer Journey Analysis

to RoadmapWhere to start

www.itelligencegroup.com

THANK YOU FOR YOUR ATTENTION

Q&A (just ask…)