building relationships with enterprise crm · student life-cycle architecture. executive sponsors....

Building Relationships with Enterprise CRM

UAccess SymposiumApril 16, 2019

Derek Masseth, Chief Technology Officer

UA’s Strategic Outcomes Are About Relationships & Partnerships

BY 2025…Persistence & Completion

Achieve significant increases in FTFT retention, four-year, and 6-year graduation rates.

Engagement Double alumni engagement and increase alumni giving to 14%.

Impact 10 signature partnerships with the public and private sector.

Destination Arizona

250K+ attending an annual UA grand challenge themed event .

Innovation & Partnerships Become the premier innovation center in the Southwest.

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UA Alumni

UA Foundation

UA Departments

UA Colleges

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Our Current State Overwhelms Students

Optimize digital experiences and empower human interactions

Enterprise Collaboration Information Sharing

Technology Enablement

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System of Engagement

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CRM Platform Capabilities

• 360° View• Marketing• Communications• Interaction tracking• Collaboration• Workflows• Embedded Analytics• Development platform!

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CRM in Higher Edu - ASU

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CRM in Higher Edu - Cornell

Constituents

Trellis Modules

Campus values

Campus Values

Trellis Modules

Constituents.

Trellis Enterprise Relationship Management

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Student Engagement Hub

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Student Life-Cycle Architecture

Executive Sponsors

Program Strategy Team

Enterprise CRM Team

Student

Alumni / Community

Corporate/ Govt.

Marketing

UA Power Users

Data Stewards

Data Subject Matter Experts

Needs, Best Practices, Adoption Advocacy

Priorities, Roadmap, Execution, Assessment

Data Governance, model, definitions, security, permissions

CRM Governance

Collaboratives led by domain thought leaders

Data stewards for each domain/data type (decision making authority)

Executive leaders from each domain area and representative academic colleges

Operational leaders from each domain area and representative academic colleges

Data subject matter experts. Dynamic participation based on need

CX

Culture

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Product Management Methodology

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Data Quality Technology & Process

Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Listening Tour

Student – User Research

Marketing – Discovery

Academic Advising Appointments

Early Progress Reports

Data

Gov

erna

nce

&

Road

map

Build

Str

eam

s

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2019 Roadmap

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Marketing – Phased Implementation

Advising Notes & Comms

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Tackling Big Issues

• Change management – culture and business processes

• Communication governance

• Data sharing

• Privacy

Collaborative Ideation

Early Progress Reports: Empathy Mapping

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In the Works• Program name and website – trellis.arizona.edu • Listening tours across campus• Student-faculty design studios• Fall 2019 – two products ready for launch

• Early Progress Report

• Academic Advising Appointments

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Questions?trellis.arizona.edu

ortrellis@list.arizona.edu