Harvard IT Summit 2014

Not Just for Sales!

Relationship Management with Salesforce at Harvard

Harvard IT Summit 2014

Introductions

Kristina BarrettCourse Coordinator, Program in General Education, FAS

Ethan KiczekDirector, Harvard Web Publishing

Annie RotaAssociate Director, Academic Technology for FAS

Jason SmithAssociate Dean of Enrollment & Retention, DCE

Conor WaligoryBusiness Analyst, Student Information Systems

Harvard IT Summit 2014

Student Recruitment & Retention

Harvard University Division of Continuing Education (DCE)

Student Recruitment & Retention - The “Enrollment Funnel”

Student Recruitment & Retention - W-Curve

Students need:

● Support

● Information○ Timely○ Unique○ Specific○ Behavior-Driven

● Harvard University Extension School● Over 100 years of history● 600 On-Campus and Online Courses● Undergraduate and Graduate Degree Programs approx. 14,000 Students● Professional Certificates● Health Careers Program

● Harvard University Summer School Program● Over 300 Courses ● High School Students● Visiting College Students approx. 6,000 Students● Harvard College Student● Adults and Professionals

● Professional Development ProgramThere has to be a better way...

Student Recruitment & Retention - DCE Today

DCE needs to:

● Know our prospective and current student population better● Align and optimize recruitment efforts● Build quality, long-lasting relationships● Cultivate those relationships over time● Serve our student population better● Focus on service and success● Collaborate and innovate

The Salesforce CRM platform meets these demands...however, Adult and Continuing Education students are unique.

Student Recruitment & Retention - Why Salesforce?

● Leverages the significant infrastructure of the worlds leading CRM platform● Consolidation of DCE operations into one platform● Management of entire recruitment, enrollment and retention processes● System access● Personalized automation● Flexibility● Real-time reports and dashboards● Increased efficiencies● Customizable and measurable

Student Recruitment & Retention - Targeted Approach

Harvard University Division of Continuing Education plans to use the Salesforce platform and Jenzabar Continuing Education product, Higher Reach to:

● Capture better data for deeper insights● Measuring and analyzing email and phone campaigns, office visits, problem resolution -

using real-time reports ● Track and monitor prospective student interest and applicant/student success● Create and send personalized communications using automated workflows● Improve student engagement● Re-focus on the student experience and just-in-time information● Effectively and efficiently manage the continuing education student lifecycle● Increase enrollment

Student Recruitment & Retention - Looking Forward

Harvard IT Summit 2014

Harvard Web Publishing

Serving Internal Customers - Why does HWP use Salesforce?

● Track the customer lifecycle

● Planning - resource capacity and launch calendar

● KPI measurement

● Helps us learn from experience

Serving Internal Customers - How do we use Salesforce?

● Accounts with hierarchy

● Contacts

● Training classes and participants

● Website usage and quality

● Custom objects, triggers and apex code

● Geckoboard dashboard (http://www.geckoboard.com/)

● Rollup Helper (http://www.passagetechnology.com/)

Serving Internal Customers - Customizations and apps

Harvard IT Summit 2014

Student Information Systems

SIS Stakeholder TrackingWhy we chose to use Salesforce:● We needed a way to track a large complex program

with vast amount of stakeholders● Large (50+ employees) distributed project team● Web Publishing was already using it, we saw parallels

between our use cases● CedarCrestone(CCI), our PeopleSoft consulting

partners, has Salesforce experts and was ready to help implement our Salesforce instance

SIS Stakeholder TrackingHow we use Salesforce:● Every team member has a license, different access● Accounts and Contacts used to track key emails, phone

calls, and meetings● Engagement tracking

○ Academic Advising departmental discovery meetings○ Executive Committee meetings

● Campaign customization○ Interactive Design and Prototyping (IDP)○ Future user experience sessions

SIS Stakeholder TrackingWhat we have learned using Salesforce:● Salesforce instance was fast to configure, easy to use

and has proven valuable to the PMO● Value of Salesforce depends on consistent usage of the

product● Some problems with reporting due to primary contact

issue, which is why we had the campaign customization developed

● Outlook to Salesforce plugin automatic sync issue

SIS Stakeholder TrackingWhat we plan to do next with Salesforce:● Strive for consistency in adoption and timeliness of data● Utilize Salesforce chatter to capture more outcomes

from meetings● Utilize reports/dashboards● Track student and faculty engagement● Streamline maintenance of account/contact records

Harvard IT Summit 2014

Faculty & Course Support

Faculty & Course Support

Faculty & Course Support: What have we learned so far?

Harvard IT Summit 2014

Discussion & Questions

Thank you!

Harvard IT Summit 2014