1. The thing I'd like to know about CRM Architecture is…..+
slido.com
#CRMARC
The thing I'd like to know about CRM Architecture is…..
Jason Murphy
Rupert Frankum

2. University of Edinburgh
slido.com + #CRMARC
CRM Architect
Certified Salesforce CRM consultant
10+ years working with CRM in a variety of roles
5 years in HE

3. University of Plymouth
slido.com + #CRMARC
Technical Project Manager
Scrum Master for Education & Student Experience IT Portfolio
~11 years in HE
Web Design & Development Background
Co-Lead Salesforce UK HE User Group

4. slido.com + #CRMARC

5. Vision: slido.com + #CRMARC Enterprise Vision
Gartner CRM Deployment Model

6. Our ‘Core’ CRM slido.com + #CRMARC Enquiry Management
Account Management
Contact Management
Event Management
Application Processing
Campaigns
Interview Scheduling
Interaction Management
Programme & Module Enrolments
Curriculum Records
Projects
Opportunity Management
Experience Management
Agreement Management
Session Attendance Recording
Dashboards & Reporting
Student Recruitment & Central Admissions
More on way inc. Academic Community
Research & Innovation
Confirmation & Clearing
Careers & Employability
Academic Partnerships
International Student Support
*Not a true representation, not all layers are equal

7. Our Eco System: slido.com + #CRMARC Partner Faculty Timetabling
Student Record System
Timetabling

8. Lessons: slido.com + #CRMARC Architect / Enterprise Architect
Start with data (from source)
Get something in front of users – fail fast
Improve based on user feedback
Several iterations e.g. Application Processing
Slow to achieve goal, but results pay
Phased implementation, step changes
Agile methodology
Understand reporting requirements
Identified data owners
Shared understanding from top (and across)

9. Journey: slido.com + #CRMARC Enterprise CRM Rainbow Cake!
More users = More complexity
Academic Community
Student Services
Specialist system integration
More specialist systems! E.g. Appeals
Increased data flow (& process for error handling)
Operating model review
Oversight / Understanding / Agreements
GDPR (& Salesforce’s Individual offering)
Enterprise CRM Rainbow Cake!
*your cake may look different

10. slido.com + #CRMARC

11. Definition of a CRM Architect
A CRM architect would usually be an experienced CRM consultant and they will architect the technical solution.
They interact with customers and stakeholders to find out what they want, and then work out the best way to achieve this.
They recommend what technology to use for the various parts of the solution,  and also ensure the technical solution uses best practices.

12. Why did UoE Employ a CRM Architect?
“We felt that we needed someone who could lead the formation of a strategy, taking into account the devolved nature of the University and several existing small-scale implementations of CRM.  The strategy needed to consider the different uses of CRM and the data models and governance that needs to accompany those uses.  It was not a given that we could use a single platform or a single data model, and we also needed to consider how the CRM system(s) would interact with the University’s wider application and data architecture.”
Dave Berry - Enterprise Architect, University of Edinburgh

13. CRM Landscape at UoE
Podio

14. We need a better approach…

15. Where to Begin? In order to establish our ‘as is’ state we needed to:
Recognise that in order to meet our business needs we were looking at both CRM Implementation & Consolidation
audit our existing CRM platforms
measure the ‘maturity’ of our existing CRM use

16. Auditing Existing CRMs
Where are there ‘patterns’?
What data?
Are there automations or workflow?
What is the data model?
What does it cost?
Whose data?
Who uses it?
3rd Party Apps?
Are there integrations?
Who ‘owns’ it?
What reports does it generate?
Who supports it?
Is it compliant?
What is the security model?

17. Sample Data Model for CRM

18. Measuring CRM Maturity (based on JISC model)
All business units/functions use CRM system(s) on a regular basis
Strategic
Some units/functions use the CRM system(s) on a regular basis
Tactical
Single Unit/Function use CRM system on a regular basis
Peripheral
Relationships managed; no/little integration with other systems; multiple instances of ‘customer’ data
Relationships managed; integration with some other systems; movement towards a single instance of ‘customer’ data
Relationships managed; full integration with all relevant systems; a single instance of ‘customer’ data
Update across areas/functions
Functional Integration

19. CRM Maturity Levels Described
Peripheral · Isolated incidences of CRM usage · Limited approach to information sharing · CRM system mainly used to manage contacts · Some interoperability between systems but still a number of cultural issues in terms of a lack of a willingness for schools/departments to share info
Tactical · Multiple incidences of CRM usage · Informs service delivery and improvement · Use of CRM system across a number of departments/business units · Some integration with other institutional systems
Strategic · Institution-wide use of CRM across all business units · Informs strategic management of relationships · Fully integrated with other institutional systems.

20. Our Next Steps Were…
Establish a governance model & gain senior team buy in and support to drive change
Make a decision on our strategic approach and develop a communication strategy to engage a variety of stakeholders across the University
We have opted for a ‘CRM by Function’ approach rather than ‘Enterprise CRM’

21. What is CRM by Function?
Student Recruitment – Process Review & Procurement Project initiated
Student ‘On Programme’ – no current CRM activity in this function
Alumni Engagement – Existing CRM in place
Industry Engagement – Consolidation Project initiated

22. What next?
2 Projects running until 2019 in Student Recruitment & Industry Engagement
Developing integration strategy
Hoping to establish a ‘CRM Service’ to develop internal resources and prevent a repeat of the ‘proliferation’ of CRM

23. +
slido.com
#CRMARC
Questions?