Presenter
- Jake Hornsby, CIO, CSU East Bay
Been on this journey for a year and a half, but the mission is the same: make students successful
- Academic prep
- Enrollment mgmt
- Financial aid
- Student engagement & well-being
- Data driven decision making
- administrative barriers
Roadmap: 2017: Kickoff, build team, select vendor and base tools > 2018 Quick wins > 2019 Branch out > 2020+ endless innovation
Going Big: what are we doing or will with CRM?
- University Extension: manages student lifecycle & interactions between faculty, students and admin; automated comm via marketing cloud; service cloud (planning)
- ITS: partner program of opportunity tracking and campus wide, open reporting (Tableau)
- Campus Wide CRM project (Compass): Marketing automations; service for student success (case mgmt, knowledge, live chat, bots; Advancement (gifts, marcom, volunteers, community, social listening); Student community (OrgSync replacement); other (volunteers for Salesforce campus-wide, internships, scholarships, international/grad/other programs; Mobile app (ModoLabs replacement)
Summary of Current Programs
- Programs: advancement, communications, student community, expanding service cloud
- Partners: EigenX, Appirio, UC Innovations, Salesforce (5 campus collaboration
Adoption rate bumps every time we bring on new use cases
How does this all work?
All aimed at nudging individuals through to completion:
- Marketing and communications
- Student Experience/Case Management
- Building communities
And the subtext: reducing legacy debt, reducing costs (sort of), simplifying, making a student experience.
Theme 1: Marketing and Communications
Automated marketing, using real people data; social listening and advertising.. We create user journeys, which can branch endlessly. We want to at least know that when they reach a certain stage in the funnel, are they a “hot prospect?”
Theme 2: Student Experience and Case/Queue Management
- Case Management
- Forms & requests
- Chatbots/AI (auto suggest, case deflection)
- A real one stop shop?
Theme 3: Building Communities
- Advancement
- Student
- Prospective
- Parents
Giving Control to the Users
- Graduate/Intl. programs
- Colleges and programs
- Student Life
- Academic Advising
- Athletics
- Police
- Fixing old stuff
- Hr?
- Etc.
Total Costs
- High for professional services/one-time
- Medium for total recurring
- Significant replaced/cost avoidance
- Net difference (but not real, will be reinvested)
General Issues
- Culture: how to fix? particularly understanding experiences vs. efficiency. Can we have a student experience program without a staff experience one?
- Products: classic higher ed or open market
- Partners: which one? and when?
- People: hard to find, hard to keep; how can we collaborate?
Getting Involved
- Power of us hub
- Cal State collaborative (Northridge, Fullerton, Monterey Bay, Chico and East Bay)
- Local community groups (non-profits are experts)
- Ask us for a demo…make sure to include primarily administrators!
Q: some constituents want it, what’s their reception to this that can be viewed as an additional set of work? JH: each constituency knows what they want, they want the data pushed to other areas once they have it.
Q: what role does Salesforce play in higher education? JH: I don’t know how to answer that question.
