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CRM Education
CRM Education
K. Krishnakumar Dr.A.Jayakumar * **
* Professor of Commerce, Periyar University, Salem – 11
** Associate Professor of Commerce, Periyar University, Salem – 11
CRM should be seen as a business strategy to maximize customer satisfaction with the service provided. This strategy may take the form of internal and external process and the selection and deployment of a set of support tools. In recent years, CRM has been adopted successfully in the business environment, particularly in the banking and telecommunications. It is also present in almost all sectors. Recently he found a place in education also become an essential tool for education institutions and providers working in the Web as a virtual or distance universities. providers of online learning tools offer many of its systems, features such CRM and IBM Learning Space, WebCT, and more general solutions providers such as Oracle, Peoplesoft and Siebel. In most cases, CRM concepts and techniques has led directly to education, considering it as a business, but regardless of the specific educational needs. In this scenario, it is common to find universities which provide individual responses to students becomes a priority, where universities have their own centers call or even when all channels of communication are integrated in a data center or when advanced data processing techniques are used to identify and classify groups within the student population.
CRM Education Center / Institution
The application of methods and techniques of CRM in the center of training requires some changes in processes both internal and external organization and even in its strategy. To ensure the successful management of change the traditional model of a new fact by the CRM, the conditions must be met:
1. The training center, in its short and medium term, it should be able to define concrete and measurable objectives must be expressed through indicators. Improve student satisfaction and the maximization of the education they receive must always be the ultimate goal. However, it is necessary to extrapolate the target general a more concrete set of indicators that are usually controlled by a balanced scorecard (BSC).
2. The organization must be able to delete all internal and external processes, while a mechanism to ensure proper operation. The integration process is a key issue, and the integration information systems that support them. In the centers of major education issues, it is common for management and administration processes are completely isolated the learning process that are controlled by teachers. Thus, the marketing department is responsible for the registration, the management department is responsible for registering, though various departments and teachers to develop learning methodology and manage courses, often with strong relationships between these different groups. This can cause loss important information, which limits the management awareness of the real situation of the organization.
3. The training center should be able to provide a single access point to their students in all channels of communication will be centralized. The Student Services Center should be fully integrated in the management and the learning process and should be able to attend different communication channels offered by new technologies. These include those associated with center management and development (corporate portals, Secretary of the Virtual Campus, the online learning systems, FAQs, etc), e-mail telephone and fax SMS, MMS, mobile devices (especially mobile 3G-UMTS and personal data assistants PDA) without launching new media such as TV Digital Terrestrial Television (DTT), through video conferencing or go further, virtual immersion. Fortunately, integrating all networks under the IP protocol to facilitate the creation of these centralized management of communication channels. At present, it is only possible to use Voice over IP (VoIP) and connect to the telephone network, SIP, or even use IP video systems in the context of H.323.
4. The training center should be able to acquire a thorough knowledge of their students through available information, albeit incomplete or partial. This information will be included in a comprehensive system of knowledge management (KMS), which is essential when we talk about education. This is the final use to give students the best possible treatment of individuals. This is particularly important given the time distance learning in which direct contact with students is not always possible or at least not very common. To this ancient knowledge is necessary to capture all information generated in the internal and external processes (administrative data, the learning activity, performance, use of communication channels, etc) and the process to build profiles of students, including the behavior of the organization. Once again, the new artificial intelligence technology and the fields of mining data you can provide those tools.
5. Finally, the training center, in a general process of change management has to offer teachers and support continuing professional development of these tools and their application. In summary, the ability of schools to establish medium and long-term strategy, setting goals Specific whose progress should be monitored through indicators identified and agreed the definition of internal processes and their integration into a common model the integration of information systems, operating all available information, the integrated management of communication channels, the ability to create profiles students, are some of the key skills should be acquired to successfully implement a model of CRM in your organization.
Why higher education to implement a CRM Business Strategy?
Higher education is about the same position CRM with the ERP, as it was far enough behind the commercial sector to benefit from the experience and mature technology. Departments and the Office of work as separate entities in many colleges and universities today. Given the limits of the divisions, it is often very difficult for these different institutional roles focus on their customers in a coordinated way. By providing a common platform for communication and customer interaction, CRM solutions are designed to eliminate organizational chimneys that prevent proactive customer interaction. CRM applications are also designed to increase the efficiency of the staff that interacts with customers and prospects. Using CRM applications can lead to Improve responsiveness to customers and a more complete picture of the whole "Cradle to grave life cycle" of the client. CRM solutions that directly link the LES systems are especially powerful because the institutions can lead to customers through a series of closed loop well-defined steps and processes to meet their needs. Given that CRM applications provide the framework to incorporate promote and implement best practices in customer-facing activities, ERP is the backbone, resources and operational applications for organizations more effective in achieving these objectives. The most exciting of all, CRM is the ability to promote and facilitate electronic commerce, which is the perfect collaboration between the Web an institution and its customers, suppliers and partners. CRM applications track and manage interactions and transactions with different customers across multiple channels including the Web. If an entity has a high degree of personal interaction, as recruiters or admissions officials development, CRM can expand these channels on the web, providing a framework for managing the interactions and transactions. CRM can also allow the purchase of goods or services online, and provide services and web-based support, all customized for each client.
Business issues relating to higher education institutions
By understanding the basic needs of education establishments superior, Saber Consulting has developed solutions to streamline operations and reduce costs by leveraging existing applications and technology to achieve quick results in the areas of quality as follows:
increasing competition for students
Know your customers and their needs
reducing manual tasks and improve the flow of dismissal
to integrate disparate technology systems and legacy
Solutions
CRM
customer education Superior comprised of students, staff, teachers, students and surrounding community. To significantly improve data collection and data mining, not only to see what customers are buying now, but to be able to understand their needs before and after registration allow the institutions to deliver personalized customer interactions and services targeted at a lower cost. Through data integration and custom queries and reports, Saber provides a single view of clients throughout the organization, resulting in the ability to project future needs of the academic community.
Self-service
Self-service reduces the demand for administrative staff redundant tasks or manual, and increases accuracy, efficiency and access to information. This is accomplished by providing customers 24 / 7 access to services. More than a website "static with few interactive features, Saber gives customers single sign-on real-time access to student teachers information data, financial, human resources, online advisor, e-procurement systems for residential use and in the cafeteria, just to name a few. The possibilities are enormous.
Legacy System Integration
Integration is the first challenge for IT departments today. As institutions to adopt new technology, many new systems purchased at the department level are not "talk" with other existing systems. Together with the fact that legacy systems are usually highly customized (often without proper documentation), the result is "silos" information which can not be shared throughout the organization. This results in the termination of the workflow, inefficiency and unnecessary spending.
BI
Evaluation today, Plan for the future. In response to the needs of the current mandate is not sufficient to ensure the success of an institution. In addition, information to take advantage of projected trends in student population, the performance measurement program, the effectiveness of the program placement of students, monitoring grant applications, award grants and the effectiveness of subsidy programs, you can determine the future success and profit.
A CRM example of higher education
New CRM processes and technology to stimulate growth of new types of resources and services. The following example highlights the possibility of implementing a CRM strategy to support the student in revenues and the recruitment process. Marketing and campaign management processes and applications can support both the establishment of goals and the admission of fundraising. For example, the institution may have a goal of education to recruit out of state students and minorities and increase the number of students pursuing health careers. An establishment of specific groups, using analysis data to determine the prospects are more likely to apply and why. A personalized mail campaign will be launched using both email and mail postcard. Within each distribution, the prospects would be given a personal identification code to access the university. All prospects are not responding in any channel (web, e-mail phone, fax, or other) will send the tracking email messages. A perspective receives the e-mail three days before receiving the document to the letter. Active perspective then the hyperlink and related to the recruitment of university web pages. The perspective is sought
enter their personnel identification code and is linked to a personalized home page and portal. The web page is customized based in interest from well-known research data. For example, if the prospect is interested in sports or group, relations with the sports department university or music club Web pages are provided. Or if the prospect of health appears as a career option, there are links to the websites of health services. " Finally, there is a standard that provides all prospective students, including admission procedures and application forms, information financial aid and scholarship search programs. The ability to navigate the site, a complete electronic card information, and requests information on treatment programs, physical and financial assistance. The university then control the responses of the potential client and starts the monitoring of communications, where appropriate.
The impact of CRM in Higher Education Business
New CRM processes and technology to stimulate growth of new types of resources and services. In the business of higher education, much of this new feature will focus on the student area. This exciting new level of functionality and performance for students will have a personal impact on students, as well as administrative and management, teachers and the institution as a whole. A look at each of the affected areas continues.
Students
Systems today have little to offer students, especially students new generation of technology enthusiasts who want to be more in control of their learning environment. Today's students require a higher level access to information about their options, their performance and their future. They also require technology resources is a integral part of their learning experience. The standard for access to faculty and student services will change as students expect online access to teachers Resources and services to students. The old ways of interacting with students to become unsustainable as they wait in line for hours, when instead of power choose a facility that can meet your needs in their own words, on their schedule, with support virtual systems.
Administrators
A CRM strategy for a university or a system of Administration of the University would also introduce an effective system of self-service allows the team administration to rethink the investment of administrative resources of institutional services. Moving responsibility for maintenance information for students and teachers and give them the opportunity to complete the relevant processes and access critical information security staff can concentrate on more productive, rewarding and rewarding activities, such as making personal connections with students and help them plan for the future.
Power
Today, low-value systems for teachers. In many institutions, there is a total disconnect between student services and educational programs. This discrepancy often reflected in the gap between administrative and academic computing. In the new learning environment, teachers and students services are closely related, resources dynamically and distribution strategies to enable student learning. Imagine for a moment where teachers can securely access learning profiles of students meeting the admission process for the preparation of personalized learning options for students who are struggling. Imagine a process by which a faculty member can make immediate referral of students to support the most important programs on campus, even when working in home. Finally, a system that is dynamically linked with students, faculty curriculum can develop an accurate picture of technological resources really make a difference in student learning.
Advancement
Fundraising is increasingly important in higher education. The aim is to "sell" the mission of the organization to donors. Success is measured by the results of application of frequency Gift "Having a purpose." Application is often done by volunteers who believe that sales of fundraising. In the CRM approach is individualized techniques apply to potential donors whose links with the institution have been established by another relationship, such as an athlete or a lover of music. The CRM approach identifies selects and generates lists of customers with specific information construction existing groups that will continue long after their gifts or their son or daughters have graduated. Some donors see their donations to investments in securities that are important to them. In addition, other value of these points of view of donors, making the defenders to articulate institution. With CRM, the whole institution, not just a small group of volunteers from your lawyers are concerned, and organized around the collection funds. Use technology to know that the latest contribution from a donor, was used to purchase football helmet is of great value in the request for donations next time. The ultimate goal is to encourage donors to contribute to the future without direct request.
The Institution
CRM offers a new structural framework and institutional management activities to attract and retain more clients. This is how all hotel guests can benefit greater access to information and services.
students, alumni, faculty and staff members access scanning and update information from any web-enabled device, anywhere in the world.
Advances in point to point integration between applications in a single range of business rules database integrated data and establishment of the library workflow process to erase the distinction between students, finance, alumni and human resources systems.
needs of the customer is the center rather than the rigid structure of the process that is central to current systems.
Administrative systems are fully integrated team of education and communication. The most important is the ability for a meaningful and strong institutional tools to put the entire institution about people. The work of higher education should focus on people not in their administrative systems.
What is the return on investment (ROI) of a CRM business strategy?
The benefits of implementing a CRM strategy are profound. Since the activities CRM and the technologies are relatively new to the teaching above, the best reference for the commercial sector. Include
Up to 42 percent increase in income
A Up to 35 percent reduction in cost of sales
Up to 80 percent decrease in errors for
reduction of up to 25 percent of the length of sales cycles
A maximum of 2 per cent increase in margins
Up to 20 percent increase in customer satisfaction ratings
For colleges and universities, which may lead to
Increase revenue through to improve the recruitment and retention
to reduced recruitment costs
Best customer service
conversions of a faster return
Improved customer satisfaction
In many colleges and universities entered into ERP implementations in order to improve customer service. To some extent, the improvement of services performed, but not because of increased support of customer interaction. These benefits were achieved through processing speed and improving data quality. Investment in CRM allows an institution to make better use of ERP investments. The CRM strategy and technology related are intended to facilitate direct interaction with customers. These processes and technologies can help the institution to acquire an overview of its customers and can help implement activities to capitalize on this knowledge. For a college or university to improve the potential of these technologies and processes, you must first determine his vision of customer service and relationships you want to animate, and must leave the implementation of the vision for managing small projects. For example, an institution must implement marketing and campaign management for the first time in the admissions office, and then expand its use in advance, human resources and payroll. Contact center application can be implemented first in the computer and then spread to student services, admissions, and other areas.
Conclusion
Faced with economic change, technological, cultural and widespread academic institutions seeking to improve the value and effectiveness of their relationships with existing customers and attract new customers and loyal. As institutions begin to take e-business and e-learning, CRM driving forces will even stronger. The concept of effective customer information management as a productivity problem is replaced by the need for effective customer management an advantage competitive. systems of tomorrow will be well beyond the productivity-related characteristics (such as registration of students on the Web) to develop information Customer service as a strategic advantage. The concept of students, alumni, faculty and staff as "customers" will become an imperative competition having a profound impact on how colleges and universities to attract, retain and serve customers of all kinds.
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About the Author
K.Krishnakumar
Lecturer in Commerce, Periyar University, Salem – 11
Dr.A.Jayakumar
Reader in Commerce, Periyar University, Salem – 11
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