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RECRUIT ENGAGE CONVERTSAP CUSTOMER ENGAGEMENT & COMMERCE IN HIGHER EDUCATION
itelligence and SAP | Marc van den Berk| 28 juli 2015
Introduction
Institutes are facing retail challenges: new competitors are around, the buying process is not linear anymore, students surf the internet and shop online with their cell phones. Educational institutes need to recruit effectively and preferably filter out the ‘high potentials’. Once recruited institutes should stay attractive and above all be able to offer comfort and transparency. All this should happen in a communicative landscape that contains: Internet, Social Networks, ‘Mobile’ but also with traditional touch points, like Open Days, a Service Desk and Deans. In this dynamic world more and more institutes are mapping the ‘Lifelong Student Journey’, adjust their strategy and use data analytics for more efficiency and profitability.
itelligence offers educational institutes an advanced solution, based on best practices from the consumer market. Unique as a platform, with an impressive realtime Big Data Engine; based on four pillars:
MARKETING | CRM | COMMERCE | CONTENT
But first…
STUDENT BEHAVIOR
NEW MARKETING REALITY THE DIGITAL TRANSFORMATION
of consumers leverage more than 2 channels
56%
Cross channel interactions
spent by people daily on digital media
5 hours
Shift to digital medium
of CMO’s believe data is the most underutilized asset
50%
Data explosion
SOURCE E-MARKETING IN US ON ADULTS
WE ARE NEVER FAR FROM A SCREEN. WITH HIGH EXPECTATIONS ON SERVICE
STUDENTS ARE NO LONGER PASSIVE
…and they are armed to the teeth
Social
Personal
eCommerce
Web
Mobile
Phone
ACROSSMULTIPLE CHANNELSSIMULTANEOUS INTERACTIONS
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
EVALUATION
JOIN
GROUPS
COURSES
SOCIAL
EVENTS
ALUMNI
REFER
STUDENTS
MOBILE
DIGITAL ADS
WORD OF
MOUTH
SOCIAL
WEB
SITE
REVIEWS
SEARCH
KW/ADS
STUDENT
HELPDESK
WEB
SHOP
SOCIAL
WEB
SHOP
CONTACT
CENTER
CONTACT
CENTER
STUDENT
HELPDESK
SOCIAL
WORD OF
MOUTH
SOCIAL
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
PROMOTER
DECISION
USE
EACH STUDENTTAKES AN 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
… Globalisation & complex society
…Adult learners | Diversity
SOURCE BOSTING CONSULTING GROUP, VSNU
…Business-to-business
INSTITUTIONS ARE FACING
…Pressure on profitability
…Competition
…Changing labour market
SOURCE BOSTING CONSULTING GROUP, VSNU
… Increase free choices in bachelor
… Lifelong learning
… Quality (fast on track)
INSTITUTIONS ANSWERS…
EMPOWERING THE MODERN INSTITUTION
IT’S NOW A DIFFERENT GAME WITH NEW RULES
CREATING UNPRECEDENTED AMOUNTS
OF DATA
90%of world’s data was created in the
past 2 years
SOURCE – IBM
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
MODERN COMMUNICATION AND MARKETING CHANGES
INSIGHTS
…Unified view on student
…Detailed targeting
…Real time
ENGAGING STUDENT EXPERIENCE
…Cross channel Experience
…Contextual based interactions
…Cultivate loyal brand advocates
SPEED & AGILITY
…Closer internal and
external collaboration
…Optimize marketing mix and
data use to improve conversion
…Streamline processes
INGREDIENTS TO PERFORM
EXPERIENCE
• Orchestrate
• Connect
• Transact
INSIGHT
• Analyze
• Listen
• Predict
AGILITY
• Optimize
• Strategize
• Collaborate
Insights Agility Experience
Develop a deeper understanding of your (prospective) students, understand the real-time intend of each of them.
React quickly to opportunities and signals, align your teams and resources and understand marketing performance.
Engage each (prospective) student in an individual way, that nudges them towards conversation.
Higher Education is a competitive anddynamic market…
what can we learn from strong brands like Nespresso, H&M, G-Star, Lego and others?
what is developed for HigherEducation?
SOLUTION OVERVIEW
CURRENT SITUATION | SILO’S
SAP CEC PLATFORM
Enabling companies to deliver contextual, consistent, and relevant experiences regardless of channel or device throughout the customer journey. (SAP CEC Software mission)
OMNI-CHANNEL CUSTOMERS ARE MORE PROFITABLE
Source: RSR Research, June 2013
RECRUIT ENGAGE CONVERT
SAP CEC PLATFORM
MarketingStudent Data Management
Recommendation
Conversion
CRMEducation package!
Cloud
User Friendly
Rich Functionality
CommercePersonalisation
Shopping basket
Payment
B2B and B2C
Content Management
Modules
Collaboration
Multi-channel output
Integrated or per module. Based on world class platform!
CONVERSION @SAP CEC PLATFORM
ABANDONED BASKET
SAP CEC PLATFORM
$ LEAD LOST
TRADITIONAL MARKETING
$ LEAD IN CRM
JOAN: PROSPECT
`COMMERCE TO CRM
CONVERSION @SAP CEC PLATFORM
ABANDONED BASKET
SAP CEC PLATFORM
$ LEAD LOST
TRADITIONAL MARKETING
$ Module in Basket
JOAN: PROSPECT
Advanced AnalyticalRe-marketing
WHAT STUDENTS HAVE BIGGEST CHANGE TO “RETURN” AFTER GRADUATON?
Sentiment Chance Student_ID Last name First name
97 67,7 201459 Verbloemen Danielle
96,5 66,6 109281 Spruyt Mikel
96 64,2 230033 Verkoelen Gaby
96 64,2 653389 Smit Peter
94 63,9 748000 De Kroon Fabian
1 of 4 | 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
CONTENTSTUDENT
TOUCHPOINTSWHAT THEYMAY DO
WHAT THEY HAVE DONE
SAP HYBRIS MARKETING– PRODUCT VIEW
3rd Party Applications(for data & execution)
HYBRIS MARKETING
SAP Applications
* basics available ** roadmap
Acquisition* Conversion Loyalty**
Insight
Segmentation
Planning
Recommendation
Orchestration**
Batch & Events
Social providers
Mobile providers
Email Engines
Ad Providers
hybris Commerce
SAP ERP
SAP Sales
SAP Service
Marketing Data Management
Batch & Events
2 of 4 | CRM – EDUCATION
Manage a student’s lifecycle from recruitment to alumni and beyond
Offer integration with standard Student Information System (SIS) components and outside solutions.
Extend the reach through third parties and direct marketing to schools and prospective students
VISION FOR HIGHER EDUCATION
Enable education institutions around the world to run, grow and transform
SAP CLOUD FOR CUSTOMER – 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
Connect and engage with prospective students, enrolled students, alumni, and external relations across all channels
Maximize insights into your prospective communication strategies and effectiveness
Provide service excellence across all university internal and external interactions
Platform to support rapid innovation into new services and engagement
C4C FOR HIGHER EDUCATION
3 of 4 | E-COMMERCE
E-COMMERCE
One commerce platform (web shops, mobile) for search andordering courses, modules or education related products
hybris commerce is an omni-channel platform, that helps customers to optimize service and sell more products through every touch point, channel and deviceby providing a single view of the customer, products and orders
E-COMMERCE
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
LEADING PLATFORM ACCORDING TO ANALYSTS
RESULTS OF HYBRIS CUSTOMERS
Based on hybris annual customer survey.
Better Process and Data Management
PERSONALIZATION IS ONE OF THE STRENGHTS
E-COMMERCE
e-commerce
Multiple webshops in one application
Multiple product types (courses as well as t-shirts or study material)
Payment
B2B and B2C
Commerce best practices
Personalisation
Recommendations
Compare
Coupons
4 of 4 | CONTENT
PRODUCT CONTENT MANAGEMENT
Catalog
Curriculum tickets
Merchandise
Books Software
Subscriptions
PLATFORM CONCEPT
One source for commercial course information for multi-channel use! (webshop, website, print, mobile)
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
ACCORDING TO ANALYSTS A LEADING SOLUTION…
INTELLIGENT WORKFLOW’S TO OPTIMIZE COLLABORATION AND SPEED…
PRODUCT CONTENT MANGEMENT
PCM Module
Maintain module information
Rich functionality as result of 13 years experience
Images, video’s
User generated content
Workflow for effectivecollaboration
Web based
ITELLIGENCE
ITELLIGENCE 360o
CUSTOMERS IN EDUCATION
ROC West Brabant
Maastricht University
KAUST King Abdullah University of Science & Technology
KU Leuven
VU University Amsterdam
ROC De Leijgraaf
Patras University
La Trobe University
Wageningen University
Van Hall Larenstein University of Applied Science
Vistula University
Saxion University of Applied Sciences
Frankfurt University of Applied Sciences
University of Ulm
Newcastle University
EISTI: Ecole d'Ingénieurs
Leibniz Universität Hannover
WHITE PAPER STUDENT & LEARNING PREDICTIVE ANALYTICS
MASTERS IN ANALYTICS
NEXT STEPS
Meet & Greet hybris workshop
HANDS-ON WORKSHOP
Deeper insights
Discuss on strategy
Discover type of collaboration
We take care of you and yourcustomers!
http://itelligencegroup.com/nl/engagement-commerce-for-higher-education/
Marc van den Berk
