Constituent Relations Management (CRM) System

Improve communication with campus constituents, primarily prospective and current students, utilizing Talisma CRM (Constituent Relations Management. Project Working Group Bill Ryder, Becki Ingersoll, Mirela Blekic, and Jeff Pinkerton Project Description Managing communication with students across campus is often a laborious process managed by a variety of independent and asynchronous systems and applications. This disconnect across campus leads to varied levels of service and a lack of archived communication. This project focuses on the use of Talisma CRM, purchased by Portland State University during the summer of 2010, in order to improve the quality and type of communication facilitated by adopting units. It is expected that improved communication will lead to: improved relations with students; a more informed student body; and, ultimately, improved rates of matriculation, retention, and graduation. Background PSU has processed a yearly average of 10,376 undergraduate fall term admissions applications for the period of 2006 2010, extending an average of 7,837 offers of admissions and netting a total of 21,123 students an average of 54% of those admitted. For the period of 2006-2010, PSU has seen a steady increase in retention from 67.5% to 70.0% for first-time full-time freshmen. While this represents a positive trend, there are still a large number of students who leave PSU during or after first year. There are a variety of reasons why such students do not continue at PSU, but we know that feeling integrated into the PSU community, interacting with staff and students, and receiving academic advising tailored to their particular needs, can help some at-risk students navigate through the challenges of their freshman year and gain the confidence and footing needed to successfully continue. In support of other University enrollment management and retention initiatives, Talisma CRM will expand the Universitys ability to have more frequent, ongoing personalized interactions with prospects and students. The expected outcome is to enroll and retain those students who will benefit from PSU programs and offerings while simultaneously enhancing and energizing our University community. Action Items Transition Recruitment activities from Banner and other databases to Talisma Transition recruitment event management from various databases to Talisma CRM Integrate Instant/Live Chat feature Utilize Talisma iServices for web form data integration to support recruitment and retention activities (ex. event registration, advising/counseling sign-in, etc.) Facilitate initial and ongoing training and process review/improvement for Talisma teams and endusers Expand upon initial Talisma implementation during summer 2012 to include all undergraduate academic advisers, University Honors, Diversity & Multicultural Student Services, and Career Center
These actions will reduce

Key Barriers - Varied and disparate unit/department solutions for managing electronic communication - Reliance on custom databases to store data outside of Banner

These actions will achieve

Goals 1. Unified communication and event management system 2. Repository of interpersonal communications leads to improved awareness of unique student needs 3. Increased PSU interdepartmental collaboration re: student needs/services
These actions will ultimately lead to

Continued development of automated communications to prospective and current students in support of both transactional activities (ex. application/transcript received, Deans Presidents List honors, etc.) and academic progress (ex. registration notifications, academic interventions, community engagement, etc.) Develop and implement first-year student academicyear communication campaign (UnSt)

1. Improved relationship between institution and constituents via improved communication practices 2. Higher enrollment, retention, and graduation rates of those students who will benefit from PSU programs and offerings while simultaneously enhancing and energizing our University community.

Council of Academic Deans

Implementing Department

Admissions and Records

Project Working Group

AACRAO Consultants

Executive Committee

AVP Enrollment Management

Public Meetings

Faculty Senate

VP EMSAl

Decision Matrix Key: (R) Recommend, (A) Agree, (P) Perform, (I) Input, (D) Decide. Implement CRM at PSU D A R CRM for recruiting and retention D Transition Recruitment activities from Banner and other databases to Talisma Transition recruitment event management from various databases to Talisma CRM Integrate Instant/Live Chat feature D Utilize Talisma iServices for web form data integration to support recruitment and retention activities (ex. event registration, D advising/counseling sign-in, etc.) Facilitate initial and ongoing training and process review/improvement for Talisma teams and end-users Expand upon initial Talisma implementation during summer 2012 to include all undergraduate D academic advisers, University Honors, Diversity & Multicultural Student Services, and Career Center Continued development of automated communications to prospective and current students D in support of both transactional activities and academic progress

R R R R R P P P P

Recommendations and Decisions Specific practices targeted for CRM software roll-out include: Developing specific campaigns for recruiting applicants and advising students that include events, targeted communications, and personalized outreach. Tracking the points at which prospects and current students engage with PSU and assuring a continuing cycle of well-timed and meaningful interactions that take into account the unique interests and needs of each individual.

Website

Provost

Vendor

ARC

Tracking advising interactions and proactively reaching out to advisees via targeted communications that anticipate advisee needs. Replacing cyclical, labor-intensive recruitment and retention practices with an automated, cost-effective process that offers faster, more frequent outreach, analytic tools, and broader accessibility, thereby freeing personnel to focus on improving recruitment and retention offerings and assessing program effectiveness. Increasing inquiry response times for prospective applicants and advisees through use of inquiry response-time indicators, use of instant messaging, and development of canned responses and knowledgebase content. Creating a library of consistent, informative, and directed responses for use by PSU recruitment and advising personnel. Utilizing online chat as a new medium through which prospective and current students can get brief questions answered with the hope of reducing other mediums of inquiry. Online event management and registration for recruitment activities. Improving students' online experience by creating knowledge database, a web self-service, which will enable students find information they need in a timely manner. Articulate a clear path to enrollment for prospective students via the web. Allow prospective students to request information, sign-up for recruitment and yield activities and events, and guide admitted students through their next steps to enroll at PSU.

By allowing PSU to engage prospects and advisees earlier, and to sustain engagement with prospects and students in a more personalized, anticipatory manner, the Talisma CRM solution will provide an additional tool for PSU to achieve these outcomes: Grow a larger applicant pool whose interests better align with PSU core strengths Enroll a higher percentage of admitted applicants Achieve higher retention rates in a students first and subsequent years at PSU Assure a greater percentage of enrolled students attain their educational objectives Allow recruitment services to touch more prospective applicants without adding labor costs Allow advising staff to have the data and tools they need to manage and interact with a greater number of students in a pre-emptive and meaningful manner Have tools and data with which to measure the effectiveness of specific recruitment and retention strategies Funding Required Expense/Year Project Management Talisma Software Talisma Hosting Set-up Moxi Knowledgebase Implementation Talisma Hosting Talisma License Moxi License Personnel Total Timeframe and Metrics May 2011 September November December Winter term 2012 Spring 2012 Summer 2012 Go Live (Interaction Management) UnSt Survey Import & Campaign Configuration Continuation of Phase 1 objectives Public Demos & Development of Request Process for new units/enhancements Identification and sequencing of Phase 2 adopting units Implement Phase 2 units & complete recruitment and event transition FY11 62,682 116,000 8,050 10,000 223,705 50,803 29,250 2,000 43,060 $546,250 FY12 FY13

52,073 29,981 2,050 174,459 $258,563

53,375 30,731 2,101 179,183 $265,390

Perspective
How will we create long-term shareholder value? What is our value proposition?

PSU-centered
Deliver value to the institution Deliver value to students

Student-centered
Increase prospect conversion (enrollment) and loyalty (retention/graduation) Increase student satisfaction

Measure
Increase % of apps who enroll Increase % of students who enroll for following fall or graduate Increase student satisfaction Utilize interaction topics to understand what students need and use this information to drive campaign and web content Improve response time Increase number of canned responses available to Talisma end-users for common questions Increase targeted proactive campaigns rather than reactive Host campus software demos Offer on-going system training and opportunities for feedback/input for continuous process improvement

What processes are key to driving our strategy?

Promote efficiency and effectiveness

Faster response-time and improved quality of interaction

What competencies, technologies and culture do we need?

Sustain innovation and change through continuous improvement

Improve understanding of student needs by analyzing customer information