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What is a CRM Strategy
A Constituent Relationship Management (CRM) strategy is a comprehensive plan that outlines how an organization manages its interactions and relationships with current and potential constituents (e.g., students). At the center of a CRM strategy are the constituent’s needs–all the organization's activities, decisions, and interactions are coordinated to support those needs. CRM technologies use constituent touchpoints –data stored, organized, and analyzed– to provide a deeper understanding of each constituent’s journey and surface actionable insights to support them along the way.Ìý
Learner Lifecycle CRM
In December 2023, CU Â鶹ӰԺ’s Executive Leadership approved the vision for a new CRM strategy—Learner Lifecycle CRM (LL CRM)—designed to empower every learner throughout their entire journey by providing the support and information to those who need it, when they need it. While the vision provides a clear destination, fully realizing this vision requires a strategy to further define the requirements and ongoing decisions regarding campus processes and the technology ecosystem that best serves CU Â鶹ӰԺ learners’ needs.
While the campus has made significant progress over the last decade to enhance the processes and tools that support learner engagement, in order to continually improve the learner experience, the implementation of the LL CRM is crucial in providing a holistic, 360–degree view of a learner as well as the tools needed to streamline and fortify the processes associated with their journey. This comprehensive approach not only enhances the campus’s capacity to deliver more effective and cohesive support to learners but also provides a feasible roadmap for improving business operations. Simultaneously, it contributes to bolstering data security and cultivating a more sustainable technology ecosystem.
LL CRM Key Value Drivers and Results
Enhanced, engaged and responsive learner-centered experience will result in improved student satisfaction and retention measures.
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Better visibility and understanding of the entire 360-degree learner experience, along with improved analytics by leveraging data and insights, will result in more streamlined issue resolution.
Streamlined administrative work, increased efficiency, enhanced resource allocation, and improved day-to-day operations will reduce repetitive and/or manual tasks, allow for increased cross-functional partnerships and increase capacity for highly impactful student service activities.Ìý
Integrated resilient technology to support the end-to-end journey of all CU Â鶹ӰԺ learners will result in reduced ongoing maintenance costs, reduced need for ad-hoc integrations and related development requirements and allow support a scalable ecosystem.
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Benefits of LL CRM
- Elevates a culture of care for every learner
- Achieves better learner outcomes by integrating insights across recruitment, admissions, and learner support functions
- Enables proactive, personalized engagement experiences
- Improved and more effective support of learners
- Enhances campus operations
- Improves productivity through automation, better data access and timeliness, easier collaboration, and more user-friendly interfaces
- Makes scalable, personalized communications easier
- Enables personalized engagement strategies and experiences for all audiences
- Establishes an agile technical foundation
- Introduces a consistent, scalable technology foundation, equipped to meet evolving institutional and learner needs
LL CRM with a Shared Vision
- Provide a 360° view of the learner engagement
- Serve as an integrated technology platform
- Enable staff with visibility, data, and tools to improve student experience
- Bring up-to-date data and content from other systems to the Web experience via application programming interface (APIs) to ensure consistent messaging
- Capture and share web user data to inform data-informed decision-making
- Utilize a customer data platform (CDP) for an enhanced constituent personalized experience
- Establish clear and understood data definitions to enable reliable interoperability between systems of record
- Centralize and distribute trusted data to inform decision-making
- Standardize and utilize API integrations between systems to maximize availability and visibility of appropriate data
- Establish clear, unified CRM and Web Governance (i.e., CRM Strategy Program Governance) integrated into broader CU Â鶹ӰԺ IT Governance
The campus Learner Lifecycle CRM vision and strategy is aÌýcross-campus collaborationÌýaligned withÌýCU Â鶹ӰԺ’s broaderÌývisionÌýto be a leader in addressing the humanitarian, social and technological challenges of the 21st century, supports and enables theÌýBuff Undergraduate SuccessÌý(BUS) initiative and dovetails with the newÌýTransformation and Financial ResilienceÌýinitiatives.
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