Education Technology

Compass crm Program year 2: completing the 360 degree view of the student (how we did it, benefits, and how much it cost)


  • 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:

  1. Marketing and communications
  2. Student Experience/Case Management
  3. 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.

By Paul Schantz

CSUN Director of Web & Technology Services, Student Affairs. husband, father, gamer, part time aviator, fitness enthusiast, Apple fan, and iguana wrangler.

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