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