Customer Relationship Management ("CRM") Re-Implementation - AWARD

Award outcome

Description

The University is seeking a supplier who will build and re-implement a new version of our current CRM solution using Microsoft Dynamics that meets the requirements of the Global Recruitment & Admissions ("GR&A") team he primary focus of this paper is on the current GR&A use of the MS Dynamics CRM system. The initiative is to simplify what is a complicated working environment which is not helped by the current configuration and associated business processes within the MS Dynamics system. The MS Dynamics CRM system in use by GR&A is the only system available for the recording, management and reporting of a significant volume of pre-application activity with prospective students. As a Tier 1 business-critical system, it supports all facets of university student recruitment and outreach. From application onwards, enquiries are still managed in the CRM system, however the application process and student record management is achieved with a different system, that is integrated into the CRM. It is the critical data repository and communication tool that enables the management of all pre-application activity; including handling enquiries, prospectus requests, event record management (both in person and digital), Clearing interest, and enabling proactive and continued engagement with potential students through scheduled and personalised marketing email communications, all designed to ensure Reading is seen as a desirable University destination and drive applications across all levels of study, from UK and overseas students. As a master record of all pre-application activity, the Microsoft Dynamics CRM system is also a critical tool in measuring the impact of our recruitment efforts, most notably through the integration with our system containing application data to show return on investment through the resulting recruitment pipeline. Over a 15-month cycle, team members from GR&A manage engagement with 45,000-50,000 leads (prospective students) within the CRM system, across Undergraduate, Postgraduate (Teaching and Research), International Foundation and Pre-sessional programmes. In addition, the CRM system is also critical for supporting longer term engagement with students looking for entry in future years, recording initiatives committed to as part of our Access and Participation plan and communicating with parents and other stakeholders in the University application journey, such as teachers and international agents.

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