CRM & Recruitment Best Practices

Brian Dycus

May 1st, 2013

Customer Relationship Management

Best Practices

• Meaningful Statuses

• Unique & Timely Messaging

• Trackable Milestones

• Intelligent Touch Points

• Simple Reporting

Worst Practices

• Poor “Filing” Systems

• Undifferentiated Messaging

• No Activity Records

• E-blasts & Call Campaigns

• Data, Data, Data!

3

CRM Best Practices: Goals

• Track & Build Relationships

• Plan Strategic Communications

• Record Interactions & Documentation

4

5

Step 1: Definitions

Activities – “Cases” Milestones Statuses

Send Welcome Email New Inquiry New Inquiry

Personal Phone Call Student Contact Engaged

Mail Brochure Demonstrated Interest Interested

Send Financial Aid Info Meeting Conducted Interviewed

Invite to Open House Application Started Applied

F.A. App Completed

6

Prospect Statuses

New Prospect Applicant Enrolled

New Inquiry Contacted New Application Registered

Interested Complete Active

Interviewed In-Review

Committed Accepted

Status Considerations

1. Sequential

2. Triggered by milestones

Communication Plans

Nudging Prospects

New Inquiry Contacted New Application Registered

Interested Complete Active

Interviewed Accepted

Committed

1. What activities that build relationship and commitment?

Communication Plans

Nudging Prospects

• Personal Introduction• School/Program Overview• Financial Aid Basics• Student Profiles

• 4 Emails• 4 Voicemails• 6 – 10 Calls

Sample: New Inquiry

1. Anticipate Needed Information

2. Determine Appropriate Medium

3. Determine Amount of Communication

4. Keep it Personal

9

Case RecordsEnrollment Milestones

Key Conversations Communication Records

New Assigned Appointment Inbound

Contacted Online Event Outbound

Scheduled Info Session Campus Event Follow-Up

Interviewed Program Info Confirmation/Reminder

App Started Fin Aid Info General Comments

App Completed Application Info

Enrolled Escalation

Transfer

Source Status Date/Time Notes

Phone Open Calendar Field

Email Closed Time Field

Web Chat

10

Lifecycle Roles/Stages

New Prospect Applicant

New Inquiry Contacted Started

Not Qualified Interested Completed

No Response Interviewed In Review

Inactive-Future Accepted

Closed -DNC Rejected

Chose Not To Apply Cancelled

Closed –DNC

11

Key Sort Variables: - Date Range- Advisor/Agent- Program- Lead Source

Key Sort Variables- Start Date- Program- Advisor/Agent

Purpose:Provides insight into strengths and weaknesses in the admissions process.

Purpose:Forecast enrollment numbers for pending starts and focus advisor efforts.

12

New Inquiry Contacted Interviewed Applied Enrolled

Not Qualified

No Response

Chose Not To Apply

Inactive Prospect

Closed Inquiry Rejected

Cancelled

Graveyard Statuses

Awareness Campaigns

13

13%

43%26%

10%

4% 3%

Not Qualified

NQ - Currently EnrolledNQ - Did Not Request InfoNQ - Duplicate EntryNQ - Incentivized InquiryNQ Invalid Contact InfoNQ - No Basis

11%

36%

22%

9%

22%

Inactive Prospect

30-day, Lost Con-tactFI - Current StudentFI - FinancialFI - Military DutyFI - Personal

Purpose:Provide insight into marketing and lead generation effectiveness.

Key Sort Variables: - Lead Source- Date Range- Program

Insight: Inquiry Generation

14

Purpose:Provide insight into admissions process effectiveness, agent effectiveness, and program value proposition.

Key Sort Variables: - Advisor/Agent- Program- Lead Source- Date Range

8%

27%

16%7%3%

2%

7%

16%

5% 8%

Chose Not to ApplyCareer OutcomesChose Another SchoolCost/TuitionCurriculumMajor Not AvailableNo Internet/ComputerPersonal/UnknownProgram FormatReputationSchedule Options

9%

32%

19%

8%3%3%

8%

19%

Cancelled Application45-day, Lost ContactChose Another ProgramFinancial Aid IneligibleMilitary DutyPersonal - FamilyPersonal - FinancialPersonal - HealthReputation

Insight: Enrollment Process

Summary & Tips• Define Statuses

• Avoid Grade Levels - Use Start Dates

• Simple Communication Plans• Utilize Conversion Reports• Create Responsive Communication Plans

• Connect To Other Departments (IW “Modules”)• F.A. Tracking• Document Tracking• Assigning Cases

Discussion & Next Steps

17

Outbound Call

Outbound Email

Appointment

Transfer to Campus

Escalation to Campus

Calls Inbound

Inbound Email

Follow-Up Interview Conducted

FA Packet Sent

Program Information Request

Application Sent

0 500 1000 1500 2000 2500

Cases Created

Open Closed

Purpose:- Track agent activity and

productivity.- Manage agents by

monitoring “open” activities

Key Sort Variables: - Date Range- Advisor/Agent- Program