International Recruitment /03/2010. Barcelona., Spain 1 Engaging Students as Customers Customer Relationship Management (CRM)

International Recruitment /03/2010. Barcelona., Spain 2 To gain an understanding of 1.What CRM is 2.Why it is important 3.How to go about it Presentation Objectives

International Recruitment /03/2010. Barcelona., Spain 3 CRM: A Definition CRM = a strategy for the active management of a relationship with a customer to support their decision-making TRANSACTIONRELATIONSHIP ‘Customer Service’ = demonstrating care and commitment to customers through initiatives like rapid response communications ‘Customer Focus’ = a bespoke or tailored service to individual customers Sales = the purchase transaction

International Recruitment /03/2010. Barcelona., Spain 4 Why CRM? The Gilligan Report (2000) Poorly thought out, fragmented relationships between International Office and rest of the Institution Little detailed understanding of the markets in which they operate Little detailed customer or competitor research and analysis Few attempts to focus marketing spend Unclear selling propositions Little creative thinking General lack of urgency with response to student enquiries and offers of places The patchy and inconsistent follow up of enquiries!

International Recruitment /03/2010. Barcelona., Spain 5 Is CRM the answer? Most of our prospective & current students are ‘Y Generation’ (Born 1978 – 1994)

International Recruitment /03/2010. Barcelona., Spain 6 Yes, because… Online Opinionated Informed Networked Socially active Early adopters of new technology Our message must be relevant, innovative, and compelling

International Recruitment /03/2010. Barcelona., Spain 7 Primary Objectives of CRM in Higher Ed…. To manage interactions with prospective students and their influencers To engage prospective students, increasing their understanding of how the institution best matches their needs To communicate relevant brand messages to encourage action – eg application, commitment to offer, follow through Dialogue increases knowledge of needs and attitudes, allowing the institutions’ messages to become more Relevant Timely Compelling CRM has a vital role to play in converting application to acceptance and enrolment

International Recruitment /03/2010. Barcelona., Spain 8 How to Recruit Students Understand the Market Understand the Consumer Design Programmes Prepare Collateral Manage the Channels Generate Interest Advertising Exhibitions Private Visits Institutional Partnerships Agent and sponsor training Work with Influencers Manage the Process Record Enquiries Record Applications Keep in Touch Turn around Quickly Conversion Campaign Deliver on the Promise Outstanding welcome Sector leading support Great Accommodation Listen to the customers CRM space

International Recruitment /03/2010. Barcelona., Spain 9 Action session

International Recruitment /03/2010. Barcelona., Spain 10 How does CRM fit into the student recruitment pipeline?