Post on 23-May-2020
Plataformas tecnológicas para TIC360. Del CRM al LRM
Andrés Prado. Director TIC UCLM.. andres.prado@uclm.es
De TIC360 a TICx360
De una evaluación 360 de las TIC a tecnologías para perspectivas 360 en la Universidad
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
CRM en el reloj tecnológico
Fuente: Gartner Inc.
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. 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
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
CRM. Estrategia – Procesos ‐ Tecnología
Ejemplo ilustrativo de Modelode Motivación para la adopciónde un nuevo sistema CRM enterminología ArquitecturaEmpresarial
IBM, 2012
CRM. Estrategia – Procesos ‐ Tecnología
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
CRM. Estrategia – Procesos ‐ Tecnología
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?
CRM. Estrategia – Procesos ‐ Tecnología
Ejemplo ilustrativo deModelo de Aplicaciónpara la adopción de unnuevo sistema CRM enterminología ArquitecturaEmpresarial
IBM, 2012
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.
Fuente: Gartner Inc.
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