Plataformas tecnológicas para TIC360. Del CRM al LRMtic.crue.org/wp-content/uploads/2016/04/1c_Andr_s_Prado.pdf · 2016-04-27 · Transformación digital en la era del cliente Fuente:

Plataformas tecnológicas para TIC360. Del CRM al LRM

Andrés Prado. Director TIC UCLM.. [email protected]

De TIC360 a TICx360

De una evaluación 360 de las TIC a tecnologías para perspectivas 360 en la Universidad

¿Transformación digital?

Fuente: Erik Johanssom

Transformación digital en la era del cliente

Fuente: Forrester Research

Universidad Digital 2010

CRM identificado como plataforma para la UD2010

CRM. Una definición formal

CRM system: Strategy, business processes, and software for managingand enhancing institution`s interactions with customers, such ascurrent and prospective students, alumni, faculty and staff; andcurrent and prospective donors.

EDUCAUSE, 2015

El CRM de ayer vs. CRM moderno

De la eficiencia interna al acompañamiento del cliente

De procesos internos al entorno completo

De la eficiencia interna al acompañamiento del cliente

De funcionalidades a segmentación

Del marketing a IoT

De eficiencia a cuota de mercado

Soluciones CRM en diferentes etapas

Fuente: Gartner Inc.

Alumni CRM

Student Retention CRM

CRM en el reloj tecnológico


Ingreso Alumnos CRM

Student Retention CRM

Alumni CRM

Cambios en plataformas TI

Fuente: EDUCAUSE

“Between implementationand replacement projects,CRM systmes are the secondmost rapidly changingsystema area in highereducation”

EDUCAUSE, 2015

Análisis de mercado CRM. Forrester

Forrester Wave™: Customer Service Solutions For Enterprise Organizations, Q4 ’15

Forrester Wave™: CRM Suites For Midsize Organizations, Q1 ’15

Análisis de mercado CRM. Gartner

Magic Quadrant for the CRM Customer Engagement CenterMagic Quadrant for SalesForce Automation

Mercado CRM Educación. EDUCAUSE

“Only 64% of the market isusing the TOP 5 Systemvendors”

EDUCAUSE, 2015

Mercado CRM Educación. Europa

Muestreo 176 universidades

StudyPortals, 2015

Mercado CRM. SUE Muestreo 25 universidades

Elaboración propia, 2016

0 2 4 6 8 10 12

No, pero está prevista para un plazo inferior a 2años

No. No hay previsión de implantar CRM

Sí

Cuenta de ¿Dispone su universidad de una plataforma CRM?

0

1

2

3

4

5

6

7

Microsoft Otra Salesforce SugarCRM (en blanco) CiviCRM

Cuenta de Si dispone de una plataforma CRM, indique la solución utilizada

Pulir el diamante


CRM. Estrategia – Procesos ‐ Tecnología

“While CRM is oftencharacterized as a technologysolution, it is fundamentally abusiness strategy. […] Technologyis a building block, but just one ofeight”

Gartner, 2014


Ejemplo ilustrativo de Modelode Motivación para la adopciónde un nuevo sistema CRM enterminología ArquitecturaEmpresarial

IBM, 2012


Fuente: University of Adelaida.

Evaluación de interacciones con la universidad a lo largo del ciclo de vida de la relación

CRM. Estrategia – Procesos ‐ TecnologíaUniversity Groups Individual (Lifecycle) Organisations

Pros

pect

(D

omes

tic)

Pros

pect

(In

t’l)

UG S

tude

nt

PG S

tude

nt

HDR

Stud

ent

Alum

ni

Dono

r

Staf

f

Volu

ntee

rs

Susp

ect/

Pros

pect

Corp

orat

e

Gov.

Partn

er

Inst

itutio

ns

Int’l

Agen

ts

Com

mun

ity

(Sch

ools,

gr

oups

etc)

UEB

Office Future Students

Student Services & Admin

Learning and Teaching (DVCA)

Marketing & Communications

Faculties/Schools

Research Institutes

Human Resources

Adelaide Graduate Centre

International Office Overseas

Academics

Executives (VC / DVC)

TAS / Counseling & Disability Services

ARI

P & CE

Hobsons

Ejemplo ilustrativo de análisisde entidades “cliente” yentidades de la Universidad

UoA, 2013


Muestreo 176 universidades europeas

StudyPortals, 2015


Muestreo 25 universidades SUE

Elaboración propia, 20160 1 2 3 4 5 6 7

Acceso a la universidad

Alumni

Investigación

Relaciones con empresas

Soporte a Servicios Universitarios

(en blanco)

Cuenta de Si dispone o tiene previsto disponer de una plataforma CRM, ¿en que ámbitos aplica?


Ejemplo ilustrativo deModelo de Aplicaciónpara la adopción de unnuevo sistema CRM enterminología ArquitecturaEmpresarial

IBM, 2012

Lo que nos espera


CRM Educación. Tendencias. Gartner

Gartner Strategic Planning Assumption: By 2020, one‐third of institutions willsupport university admission with a combination of point solutions, CRM andbusiness process outsourcing (BPO), rather than the student information system(SIS).

If you have not already done so, implement CRM technologies to enable your institution to use modern customer‐centric tools to identify, reach and cultivate the best students for yourinstitution.

Analyze how technology can streamline your institution's admission process, with specificattention to how you can automate the swift collection of required documents and generatespeedy but sound decisions

Evaluate BPO offerings to spot opportunities to improve the recruitment, admission and enrollment activities.


CRM Educación. Tendencias. Forbes

LRM: Learning Relationship Management

The LRM will rise as a new category to makeonline and blended learning, competency‐based learning, and the unbundling of theuniversity far more fruitful and productive forlearners, educational institutions, and employers.

LMSLMS replicate in virtual space theclassroom and its activities ortransactions management of assignments storage and dissemination of content, gradebooks course policies …

LMRLRM are student‐focused: support the various human interactions that drive learning try to offer a 360‐degree view of eachstudent experience built around individualized human dynamics …

Tendencias LRM

Fuente: EDUCAUSE

Bibliografía• Speyer, M. “The Total Economic Impact™ Of Blackbaud CRM For Higher Education”. Forrester, 2015.

• Laviña, J.; Mengual. L. “Libro Blanco de la Universidad Digital 2010”. Fundación Telefónica, 2008.

• Lang, L. “Maximize Institutional Relationships with CRMs”. EDUCAUSE 2015

• Leggett, K. “The Modern CRM”. Forrester, 2014.

• Lowendahl , J.M. “Hype Cycle for Education, 2015” Gartner, 2015.

• Thayer, T. “IT Market Clock for Higher Education, 2015”. Gartner, 2015.

• Van Vught, T. “Customer Relationship Management (CRM) Systems in Higher Education”. StudyPortals, 2015.

• Legget, K. “The Forrester Wave™: CRM Suites For Midsize Organizations, Q1 2015”. Forrester 2015.

• Legget, K. “The Forrester Wave™: Customer Service Solutions For Enterprise Organizations, Q4 2015”. Forrester, 2015

• Desisto, R. “Magic Quadrant for Sales Force Automation” Gartner, 2015.

• Maoz, M. “Magic Quadrant for the CRM Customer Engagement Center” Gartner, 2015.

• Catiglioni, F. “Enterprise architecture in the age of cloud services”. IBM, 2012.

• Thayer, T. L. “Achieve a 360‐Degree Student View With CRM in Higher Education”. Gartner, 2014.

• Smith, R. “Customer Relationship Management Strategy”. University of Adelaida, 2013.

• Calhoun, K. “Predicts 2016: Building the Foundation for the Digitalization of Education”. Gartner, 2015.

• Horn, M. “5 Predictions For Education In 2015”. Forbes, 2015.

• Leblanc, P. “The Human‐Technology Intersection: A Framework”. EDUCAUSE, 2015.

• Donaire, J.; Prado, A. “Aplicación de estrategias crm para la mejora de la eficiencia en la oferta de servicios universitarios”. Universidad de Castilla – La Mancha, 2012.

• Ilustraciones de Erik Johansson


Documents

Plataformas tecnológicas para TIC360. Del CRM al LRMtic.crue.org/wp-content/uploads/2016/04/1c_Andr_s_Prado.pdf · 2016-04-27 · Transformación digital en la era del cliente Fuente: