1. Roads? Where we’re going, we don’t need roads…
Helen Simmonds
Business Analyst, Plymouth University

2. Outline
What does CRM mean for HE? How can Agile make for a better journey?

3. What is CRM?

4. What is CRM? “
…a strategy for managing all your company’s relationships and interactions with customers and potential customers. It helps you stay connected to them, streamline processes and improve your profitability. ”

5. What is CRM? “
More commonly, when people talk about CRM they are usually referring to a CRM system, a tool which helps with contact management, sales management, productivity and more. ”
Salesforce (no date) What is CRM?
Available at:
(Accessed: 16/05/2016).

6. CRM in practice
Enquiries
Marketing
Sales
Customer Service

7. What does CRM mean for HE?
Enquiries
Marketing
Sales
Customer Service
What does CRM mean for HE?
Enquiries
Student Recruitment
Admissions ?

8. What does CRM mean for HE?
Enquiries
Marketing
Sales
Customer Service
What does CRM mean for HE?
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY

9. Why is CRM in HE different?
Enquiries
Marketing
Sales
Customer Service
Accommodation
Agency
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY

10. Why is CRM in HE different?
Enquiries
Marketing
Sales
Customer Service
Accommodation
Agency
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY
Support
Services

11. Why is CRM in HE different?
Enquiries
Marketing
Sales
Customer Service
Accommodation
Agency
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY
Support
Services
Financial
Services

12. Why is CRM in HE different?
Enquiries
Marketing
Sales
Customer Service
Accommodation
Agency
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY
Support
Services
Financial
Services
Recruitment
Agency

13. Why is CRM in HE different?
Enquiries
Marketing
Sales
Customer Service
Accommodation
Agency
Enquiries
Student Recruitment
Admissions
STUDENT JOURNEY
Event
Management
Support
Services
Financial
Services
Recruitment
Agency

14. “Roads? Where we’re going, we don’t need roads…”
Rempel, C. (2011) Back To The Future – Synopsis, Reviews and Life Lessons (Part 1 of 3). Available at: (Accessed: 16/05/2016).

15. Make or break… Big change is daunting
Higher Education is always changing
BUT
Potential benefits are high!

16. Agile: make the quantum leap together

17. Agile in a nutshell
Relies on close relationship with a member of the area you are working with – they are your living specification
User stories, not a catalogue of requirements
Iterative delivery in Sprints
Ceremonies

18. What to tell Project Sponsors
Agile does not mean anarchy
Compatible with governance frameworks (e.g. Prince2)
Agile works!

19. What to tell Project Sponsors
Agile does not mean anarchy
Compatible with governance frameworks (e.g. Prince2)
Agile works!
Regular product delivery:
Start seeing benefit straight away
Reduces risk

20. Benefits for business leads
Far greater control of output
Business value
Flexible - can change priorities easily
Transparency

21. What is an Agile team like?
Does not fear failure
Reflective
Creative
Self-led
Gets things done

22. Seeding cultural change
Model good behaviour – stand-ups, show and tells, retrospectives
Inspire courage with a can-do attitude to problem-solving
Involve your business contacts in your team’s day-to-day work with systems and data.

23. The benefits we didn’t plan for
Cultural shift – analysis and evaluation
Improved digital literacy
Sharing datasets – data quality improvements
Product Owner Group – conversation
Improved relationships with IT services

24. 5 Reasons to go Agile Agile gets people talking
Agile is a game changer
Agile gives your team space to be creative
Agile reduces risk
Agile delivers value from the outset

25. Thank you Helen Simmonds helen.simmonds@plymouth.ac.uk
Clip art image by Cliparts.co [