The University is introducing a new system for Customer Relationship Management.
A new system will help manage the University's interactions with existing and potential customers and stakeholders – including students, alumni, research funding organisations and collaborators.
They are all vital to Otago's success so we want to enhance the University's relationships with them, while also expanding its relationship network, says Project Sponsor and Deputy Vice-Chancellor (External Engagement) Professor Helen Nicholson.
Information Technology Services Director Mike Harte says tasks that the customer relationship management tool Microsoft Dynamics 365 will help Otago with – as it is introduced over the next few years – include:
- Coordinating and tracking past and planned interactions with students, alumni and external organisations, including specific individuals
- Providing a University-wide system that shows each interaction with individual customers and stake holder. Then, for example, a single event to promote research could be used to recruit postgraduate students while simultaneously engaging with alumni, employers and potential collaborators
- Raising the profile of researchers and research
- Letting staff see all the advice and direction already provided to a student
- Engaging early with high calibre prospective students to help ensure applications become enrolments
- Enhancing and expanding international research and teaching partnerships
- Increasing opportunities for engagement with iwi
- Reducing duplication by no longer storing information on different systems
The system collates and analyses data from many sources – including email, websites, telephone systems, social media etc – to learn more about customers' and stakeholders' preferences, changes in behaviour, trends, and other relevant information that can be used to help enhance relationships and services, while also informing decision-making and marketing, Mr Harte says.
Features of the system include:
- Centrally storing contact details, profiles, activities, interactions and documents so they are easy to find, share and update – all University parties can see what is happening with each customer and stakeholder, improving communication internally and externally
- Integration with existing external and internal systems – including eVision (student management) and Raiser's Edge (fundraising)
- Surveying stakeholders in real time
- Sending bulk emails, texts and notifications
- Social media listening
- Being available on mobile devices (phones etc)
Microsoft Dynamics 365 will have a similar look and feel to Microsoft Office, is hosted on Microsoft Azure (in the cloud), and is supplied by Fusion5, whose support will include updates, infrastructure and database administration, Mr Harte says.
The Project Manager is Burcu Cakmak, who is part of the University's IT Projects Unit.
Staff training and change management will be included in this project.
Implementation will be delivered in three phases:
Phase 1:
July 2019-May 2020. Using Otago's existing data to set up the system, integrating with Raiser's Edge, working with Research and Enterprise, the Development and Alumni Relationship Office, and parts of the International Office, to meet their needs.Phase 2:
August 2020-August 2021. Integrating student data and telephony into the system, meeting the needs of Schools' Liaison, AskOtago, Student Experience and Marketing Services.Phase 3:
Likely to start late 2021 and take about 2-4 months. Implement the system for marketing, communications, and reviewing social media.