Customizing Communication Workflows for CRM Recruit – A Case Study Kat Lehman DeSales University

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DeSales University Small, Catholic liberal arts university, located in Center Valley, Pennsylvania. Total Enrollment: 3,254 undergraduate, graduate and adult students. 1 to 13 faculty to student ratio with average class size of 18. 19 teams compete in NCAA Division III Middle Atlantic States Collegiate Athletic Conference and Easter Collegiate Athletic Conference. Admissions staff covers undergraduate admissions only. IT staff is split between desktop, applications, and web sections.

Agenda Importance of communication workflows Case Study – Accelerated BSN program Defining the scope Story boarding the design Building workflows Using conditional branching to best effect Ending workflows

The Importance of Communication Workflows Communication workflows allow you to customize messaging based on specific criteria. They can be very basic (best for when you are first starting out with Recruit) or they can be very complex. If done correctly, they can free your staff from routine messages while still providing a personalized touch to your applicants. If done incorrectly, they can have a negative effect on your recruiting efforts and create a frustrating experience for applicants and could damage the perception of your institution.

Case Study – Accelerated BSN Program First year transition from paper application to online application. Initial solution did not take into account how their staff worked. Result – frustrated applicants, frustrated staff, frustrated administration, and frazzled IT staff. Reset for 2018 recruiting period. Walked through all application processes. Walked through all communications to applicants. Review of application and what was required and what was missing. Currently, they are ahead of their numbers and look to have a record year.

Defining the Scope Do Don’t Determine how the program actually processes applicants. Communicate and repeat what the program is saying so you are sure you understand their meaning. Create a workflow diagram and walk them through it. Make assumptions based on other programs or academic levels. Base processes and workflows on what you think is the most efficient from an IT perspective. Try to change how they work, make the system work for them.

Using Visio for Wire Diagrams Providing a wire diagram of all the workflows associated with a program gives staff a visual reference for how information is processed when someone inquires about a program, registers for an event, or applies.

Story boarding Story boarding your process provides a realistic scenario of what an applicant experiences. When story boarding, create more than one persona to cover the possible scenarios you might encounter. Walk each persona through what you want to have happen in the process. Document everything! At choice points, make sure you have an end state or next step.

Building Workflows Go to Settings. Select Processes. Select New Process.

Building Workflows - 2 Enter the Process Name. Select the Entity you want to build the process for (contact, application, event, etc.) Select the category (workflow). Select OK.

Building Workflows - 3 Activate As = Process (or template). Available to Run Options: On-demand lets you run this manually if needed. Child is a sub-process. Select the Scope: User, only available to you. Business Unit only available to the specific Business Unit. Organization available to the entire organization. Select when the process is to start.

Building Workflows - 4 Select Add Step Example: Check Condition and send an email. Select Check Condition Build Query Add Send Email Step Build email and assign activity code End Workflow

Building Workflows - 5

Building Workflows - 6

Using Conditional Branching to Best Effect Conditional branching allows you to ask “if, then, otherwise” questions. Best if you need to qualify something. Used extensively in communications to send information to two separate prospect status groups. Example: Event Workflow

Ending Workflows Make sure you have an end state to your workflows or the workflow may loop. If you have already executed a line in a workflow, the stop state should be “Succeeded” at the end. We put a stop statement to be safe. Example: Supplemental Items

Open to the Floor Questions Comments

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