Phase 2 of Relationship Management, initiated with Grant Call 13/10, has funded a portfolio of 16 projects to support institutions across three strands, including a new area focussed on supporting mutually beneficial alumni engagement:
Strand I - Good practice in Customer Relationship Management (CRM)
Delivery of a comprehensive Online Handbook of good practice in CRM processes and approaches for BCE in HE and FE - duration 12 months. This will integrate refine and enhance the CRM Self-analysis Framework.
Strand II - Student Progression, Retention and Non-Completion
Demonstrator projects delivering service innovations that improve the quality of the student experience, specifically to enhance progression and retention to minimise non-completion - duration 18 months.
Strand III - Alumni Engagement
Demonstrator projects, developing and validating innovative processes and harnessing web technologies to support mutually beneficial alumni engagement - duration 18 months.
All projects will be supported and synthesised by JISC CETIS, who are also managing the Relationship Management Experts Group which has been established in Phase 1 of Relationship Management and developing a CRM community of practice, to enhance learning and built on projects experience across the sector to help address key challenges and opportunities.
This second phase of Relationship Management shares the same objectives as Phase 1, with some additional ones. Through this portfolio of projects, JISC intends to enable the following outcomes:
- better connectedness between BCE, central resources (such as IT and marketing), student administration and alumni functions to enable an enterprise-wide approach to developing and maintaining strategic relationships;
- enhanced capability and understanding within higher and further education of good practice in relationship management processes, the underlying business processes and the change and investment management implications;
- increased understanding of different operational processes and use of ICT systems deployable by FE and HE institutions to support the Student Lifecycle in order to enhance the student experience and identify ‘at risk’ students in order to reduce non-completion rates and improve student retention rates;
- enhanced understanding and capability in mutually beneficial alumni engagement across HE and FE, particularly the opportunities enabled by web technologies and innovative information management;
- enhanced capability within the sector to utilise service design, service blueprinting and process mapping/modelling techniques as a means of analysing and improving the customer experience;
- an improved experience for students, whether campus-based or remote;
- an improved customer experience for external business and community partners;
- improved ability for institutions to derive benefits and greater sustainability from interactions with business and community partners.