Advanced CRM Strategies in 2022

ABOUT THIS EPISODE

Lawrence Levy, Founder and President at EnrollmentRX, joins the podcast to talk about getting beyond the tick box of we “have” a CRM to running the advanced operational strategies to make sure you’re fully maximizing its student data value.

You're listening to enrollment growth university from Helix Education, the best professional development podcast for higher education leaders looking to grow enrollment at their college or university. Whether you're looking for fresh enrollment growth techniques and strategies or tools and resources, you've come to the right place. Let's get into the show. Welcome back to enrollment growth university, a proud member of the connect Edu podcast network. I'm Eric Olson with Helix Education and we're here today with Lawrence Leeby, founder and president at enrollment Rx. Lawrence, welcome to the show. Thanks Arek. Really excited to talk to you today about advanced crm strategies in two thousand and twenty two. But before we digin, can you give the listeners a little background on enrollment Rx? Sure enrollment Rx is a sales force partner. We focus on the education space, providing solutions for recruitment, admissions and decisions. ...

We like to call that making sales force rat are ad so we like to say we transform sales force into a into the rad solution for recruitment, admissions and decisions. I love that concept of transforming sales forts itself into you, because I think, I think, if you go back a decade ago, just convincing higher ed to buy a sales force license to embrace crm as a whole was a big stepping stone in our evolution of student did and management in high read. But talk about today why merely having a crm isn't the end game anymore, but how it's the advanced operations within it where the real value lies. Absolutely yeah, we speak to a lot of schools that have been trying to adopt crm or have adopted crm for years now. It with mediocre results. So maybe they're crm is still requiring them to use multiple systems. Maybe maybe by adopting their crm now, they're logging into two separate systems in...

...order to accomplish their day to day tasks, or their serum system can handle the complexity of their ongoing requirements. Right something like the pandemic is a really good example of all of a sudden there's new requirements vaccines that are required, maybe just to come on campus or part of your application process, and were you able to add that in your crm system or was that something that was beyond the skill set of your team? So we really talked about nowadays a concept of composable software, the idea that you really can empower your operations team and your non it personnel to take control of the system and make the system do those things that they would want to do for their daytoday tasks, rather than being limited by the systems. Where you can, where you reliant on IT professionals and software engineers in order to make changes to the system. That's really where we're focus that I'm providing those types of composable solutions. Yeah,...

...let's start deep diving into that advanced operations, because I love the concept of composable software. I don't fully understand what it means. Help us deep dive there, just moo vocabulary standpoint. Help US understand composable software. help us understand why you believe clicks, not code. configurability is so critical to having these truly empowered RM administrators be the drivers for our institutions. Right, absolutely so. We will see often circumstance where, for example, in the university or college environment, where the board might approve a brand new program right. It's never been offered before at that institution and all of a sudden they're offering a new program whether it's a nursing programmer, business programmer, architecture program whatever that case may be. Maybe that program has twenty new fields on the application that have never been required before for any other program. Applicants for that particular program have to fill out supplemental information. The nursing program has additional supplemental requirements...

...that no other program has, as an example, and so we feel that it's very important that the operational folks, that that the director of admissions or the director of operations, the person who knows what the rules should be about who should see these fields on the application, what checklist requirements are required on the application. Those are the people that should be able to configure the automation and figure the logic inside of the system with clickst code to be able to say hey, anybody applying for this program, these are the fields they see, these are the checklist items that they are required to submit. And if that, if those rules should change, those same operational people should be able to make those changes to the system. If you look at traditional crm software, that was never the case. Traditional Cem software required a team of software developers or the vendor, maybe one time a year, was willing to make...

...those kinds of changes. And if you didn't get your changes in and on time, you had to wait another whole year before you could even make your changes again. That's what traditional software look like, and composable software clicks, not code software. Is that yet that the operational folks are completely empowered, have the same set of tools that the vendor has, that an it software developer might even have to be able to make those kinds of changes? I think one of CRM's early promises to higher Ed was the promise of automation, the promise of doing more with less. But what use cases do you really see automations power with within a crm? Sure? Well, if we look at always in the world of Rad as we call it, right so, in recruitment and admissions and decisions. For us, automation is really around the idea that how does the system know to create a new record? How does...

...the system know to assign a record to a certain person? How does the system know what to do so, for example, when somebody applies to the business program versus the nursing program, how does the system know what checklist requirements those two different applicants need? Or an UNDERGRAD versus a graduate applicant, how does the system know that it should automatically? For graduate applicant have these five checklist requirements that have to submit, but for an undergraduate applicant there's seven different checklist requirements that they have to submit and then an automatically triggers that. How does the system know? Right? So that kind of automation is what we talked about. How does the system know to automatically assign it to a particular counselor a record based on certain criteria in certain conditions? Now there's infinite automations that we could talk about, but those are some of the important ones. Is when we talk about automation versus architecture and what's more important. Architecture is...

...very important, but automations even more important in our experience. I love those examples of operational automation. Let's take deeper, specifically into marketing automation. What does advanced multi channel marketing automation look like within a CRM run at its best? Absolutely so. We talk to so many colleges and universities about knowing who an applicant is and speaking to an applicant like we know who they are. Right. So when an African fills out an inquiry form, they tell us their first men their last name and their email address and their phone number and whatever other information we wanted to collect from them in that particular form. So when we send them an email, we should be able to speak to them like we know who they are. When you send me an email, call me by my name, show me pictures of things that are interesting to me. If I said I'm interested in the art program show me pictures of the art building and pictures of the art program. If I said I was interested...

...in the in the business program show me pictures of calculators. Right. So these are the kinds of things that we talked about. When we say personalized communications and Multi Channel Communication, is the idea that we're able to do that, whether it's an email text. So if you're sending me a text message, same thing. Personalize that. Talk to me, call me by my name, Talk to me about the program I'm interested in, talk to me about the event that I've registered for, because you have all of this data in the system already, so use that data to talk to me as if you know me. So a crm is only as powerful as how much we know them. As the data and systems it's connected to and talking to. How do we make sure work integrating to all of our critical systems and don't get blocked or stuck along the way? Sure? Well, we certainly consider crm to be one of the enterprise systems that it institution would be operating with.

The other two major enterprise systems that we typically see at a university or college would be their student information system, the SIS, and their learning management system, their elms. But what we want to do is be that crm system, that system of engagement that brings all of that data to life, in other words the student information system, often also known as the EARP system. That's the system of record that knows that somebody has registered for a course or has paid their tuition or has is failing, is getting a low GPA. So it's storing that information, it has that data, but what is it doing with that information? Nothing, aside from storing it. So we want that data to be put into the CRM system and bring that data to life right once it's in the in the CRM system, that we can we can do something with it. We can assign a task to a councilor we...

...can send the communication, an email, a text to the student or to the applicate notifying them of something. So that is where that integration becomes so important. Now, from a rat perspective enrolling our X, we believe philosophically that all RAD activities, recruiting, admissions and decisions and activities should occur in the CRM system and only admitted student data should be put into the student information system. This is actually a novel concept relatively speaking. There's many, many schools that have been using their student information system as their application management system. We think that's incorrect. Right we think that there's no reason why incomplete application should ever go into your SAS, that only admitted students or completed applications, that a minimate should go into your SAS philosophically, and everything else from an application, applications started perspective should be occurring in your crm. But the minute...

...an application is complete and enrollment accepted, that is where that integration with their sis should occur so that that applicant, who's now an admitted student can immediately register for class and the register and for classes would occur in the SIS. So our community college clients especially are the ones that want real time integration between those two systems so that the second somebody has applied and is admitted as an applicant at that college, they can immediately start registering for classes, paid tuition in for so much to do to do this, well, beyond just say yes, we have a crm. Lawrence, really great stuff. Finally, leave us with some next steps advice. Per institutions listening to this maybe doing some of this really well, maybe some of these things are new to them. They want to operate their crm's the highest level. They want to maximize the value they get out of it. How should they think about that challenge? Well, I think that the most important thing. We when we had...

...the same decision to make as an institution from a technology perspective, we had to decide, when we went into this business, how did we want to deliver this solution, and we needs to make sure that we're future proof. Whatever we do today, we want to make sure that ten years from now we're still going to be on that technology. From a technology perspective, because crm is so I mean technology changes so rapidly. So from a future proof perspective, our recommendation is to choose a platform that will give you the future proof technology. In Our case we chose sales force. We think it's the best future proof platform in the world and that provides for not just a segmented focus on one part of the student life cycle, like admissions, but really the reason for the platform play is that you want to be able to expand beyond that across the entire student life life cycle. So admissions into student success, into maybe career services, into alumni and advancement management, all of that...

...on one platform rather than having multiple siload crum system one crm for admissions at separate crm system for advancement. We think that's a that's the wrong strategy to have siload serum systems. We think the right strategy is to have one platform that can expand across that entire student life cycle when you're ready to do it. And what we provide for is that entry point into admissions where you get started with admissions, get up and success usful on the platform, and then from there you certainly can scale to the areas of the life cycle. Lawrence, thank you so much for your time today. What's the best place for listeners to reach out if they have any follow up questions? They can always go to our website, enrollment rxcom, or, of course, they can email us at info and enrollment R xcom. Awesome, laurence, thanks so much for joining us today. Thank you, I appreciate it so much. Attracting today's new post traditional learners means adopting new enrollment strategies. Helix educations data...

...driven, enterprise wide approach to enrollment growth is uniquely helping colleges and universities thrive in this new education landscape, and Helix has just published the second edition of their enrollment growth playbook with fifty percent brand new content on how institutions can solve today's most pressing enrollment growth challenges. Downloaded today for free at Helix Educationcom. Slash playbook. You've been listening to enrollment growth university from Helix Education. To ensure that you never miss an episode, subscribe to the show in Itunes or your favorite podcast player. Thank you so much for listening. Until next time,.

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