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CASE STUDY
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Inaugural Student Recruitment CRM
Loughborough University
After spending 4 years at University of Leicester in CRM and Change Management roles, I was looking for a new challenge, which Loughborough University provided.
The University were embarking on a new project to invest in a CRM platform and strategy that integrated all of the Student Recruitment cycle:
- School visits and career fairs
- Prospectus requests
- Prospect communications
- Student Union tours
- Open Day visits
- Applicant communications
- Departmental Visit Days
- Confirmation/Enrolment communications
These significant changes enabled higher engagement with prospective students, more Open Day bookings with record (and more accurate) attendance rates and a unified picture of recruitment as prospects were linked to applicants, showing the Return on Investment of campaigns and providing better analysis for year-on-year comparisons.
CRM & Data Audit
Prior to implementation many different processes and system were adopted across central and departmental functions, with few correlating and requiring manual intervention for execution and reporting.
Working with each department, a complete Audit was carried out to establish the requirements for the functions. This helped gain trust and buy-in as departmental requirements were listened to, but more importantly data was collected to show that most departments were wanting the same data & fields.
CRM Implementation
The cornerstone to the proposal was ensuring that enquiry/lead management was centralised and certain communications automated to enhance the customer journey.
All previous enquiry data was collated and cleansed, before importing into a CRM platform to enhance the ability of RoboVeg to develop targeted campaigns, visualise sales pipelines and ensure that all are working from the same record.
Introducing the CRM platform enabled some automated communications to be set up, keeping enquirers informed and managing customer expectations. It also meant that campaign effectiveness is measured and visible.
CRM TRAINING
As this was a first for Loughborough University, with so many Stakeholders across multiple teams, academic schools and central departments, it was huge task to ensure that the correct people got trained with the right functionality required.
Super-users were identified to assist with cascading information and channeling feedback from the various teams.
The training took place initially as groups completing scenario based task to both understand the CRM platform, its layouts, the functionality and how it would impact their workflows.
Super-users were identified to assist with cascading information and channeling feedback from the various teams.
The training took place initially as groups completing scenario based task to both understand the CRM platform, its layouts, the functionality and how it would impact their workflows.
Further specific User Groups were formed to ensure that training was at the correct levels - novice, intermediate and advanced.
All training was supported by detailed notes and screenshots.
CRM DEVELOPMENT
After launching the initial platform with data capture and email communications, we quickly moved to develop solutions to keys areas of the student recruitment process - Prospectus Requests and Open Days.
Prospectus fulfilment was largely a manual process carried out by the Print Centre. Requests were collated by Marketing, who then emailed in batches to the Print Centre, who would then create a mail merge to print covering letters for prospectuses.
Automating this process through the CRM reduced fulfilment time by 2 weeks and improved accuracy due to not sending spreadsheets by email.
Creating an Open Day booking system that allowed for real-time registration via QR scanning, gave real-time attendance reports segmented by any demographic, but more importantly, reduced reporting time by 2 weeks so attendance details were available an hour after an Open Day
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At Cymer CRM, our mission is to provide insightful CRM consultancy services, helping organisations develop well configured CRM platforms that aligns with their unique business needs, while maintaining the highest standards of integrity.
The goal is to enhance your Return on Investment and empower your operations for profitable business growth, making
Cymer CRM the go-to independent CRM solutions provider in the UK.
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Cymer CRM is a trading Style of Cymer Marketing Solutions Limited
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