Business Engagement: A collaborative approach Jackie Stafford NBS Business Engagement Co-ordinator

Business Engagement? What is Business Engagement? Why would we want to engage more with Business? Barriers to Business Engagement?

Funding SDF funding from HEFCE to support a move from a wide range of short term links with employers to a more focused and sustainable position Aim to provide a catalyst for work based engagement with both public and private sector employers

Why do CRM? Context for change Employer Engagement Agenda Economic climate – Diversification of funding – holistic approach to maximise opportunity – Greater challenges to clients (an opportunity for universities to help?) Increased competition – winning and maintaining clients

Key CRM Principles and Practice Defined as “Investing resources in key clients” 80/20 rule – 80% of return comes from 20% of your clients Need to focus on a manageable client base. 10 – 20 5:1 investment cost – 5 x more expensive to develop new relationship than maintain current

Where to focus efforts? ID New Prospects ID New Prospects Invest in Service Innovation Invest in Service Innovation Manage Critical Relationships Manage Critical Relationships Cross-sell and offer New products Cross-sell and offer New products EXISITINGNEW Services Clients EXISTING NEW 10-15% 40-50% 1-10% 15-25%

Building and maintaining relationships Implementing and managing the necessary management and administrative systems to provide professional and operational support Support business development activities across the Corporate and Executive Development Portfolios Work collaboratively across the University to inform the Employer Engagement Project Hub

CRM Approach Develop profile and engagement plan for each ‘client’ Gather intelligence – Google alerts, twitter, bdaily, networking, etc... – igoogle dashboard information feed igoogle dashboard Capture and share information using ACT! – Complexities around this? – Protocols

Strong existing relationships but can improve… – Coordination within School – Capture and sharing of information – Prioritising – Be more proactive (SDF roles to facilitate) 2 lists – Current clients increasing understanding identifying – Potential clients opportunities and way in NBS Approach

Holistic approach Client Organisation Workforce Development ResearchAlumni Placements KTP Consultancy CPD/Short Courses Events

Competitive Market Is this approach relevant and realistic? Which relationships do we already manage well? Starting point How close are we to a collaborative approach?collaborative approach?