Report into the roll-out of a College-wide CRM system 1. Context The College will be applying for the Training Quality Standard (TQS) in November 2008 and 2009. A key component of the assessment process is the ability to demonstrate a robust and effective Customer Relationship Management (CRM) system that is used throughout the College and embedded within the curriculum. A true CRM system will need to encompass both business and non-business customers. Business Services Division (Fast Forward) has been using a stand-alone CRM system (Touchstone) since 2006, whilst an untapped CRM module is also available on EBS4. This report looks at both CRM systems and provides recommendations on:• which system should be rolled-out across the College • training and equipment requirements • possible timings for introduction 2. Overview of the three CRM systems 2.1. Touchstone system Touchstone (Microsoft Dynamics 3.0) is a commercial CRM solution designed to enable a closer relationship with business customers only. It is accessible easily and quickly via Microsoft Outlook (15 licences were purchased) and has a population of 350 business customers/prospects. It is currently being used to some degree by Business Services staff but not, they believe, to its full potential. The system appears to be very sophisticated, especially in terms of reporting, which can be done by individual members of staff. Business Services users received 1-2 days training on it initially, but feel that more would have been useful. There is a perception that it is not user-friendly, does not link or “talk to” EBS and that the EBS CRM module would be easier to use. In addition, access to Touchstone can be variable, sometimes being lost for several days at a time. The original cost was £10.5K of College money plus a further £10K of LSC funding. It is estimated that additional licences could cost circa £800 each, plus an annual software support cost of 20% of the licence fees. 2.2 EBS4 CRM module Current EBS4 access is divided into two areas: - live access, which is limited to support services, mainly CIS and Admissions; and Agenda access which is read-only except for the purposes of register taking. Access is via the NCS portal. The College has user licences for 50 users, which would make it suitable for widespread use at no additional cost. The CRM module could be used for business customers, whilst another unused module, the Enquiry module, could be used for non-business customers. This would require users to have two screens open. The CRM module does not appear to be as sophisticated as Touchstone, but does deliver the core range of functions that Business Services users require in terms of data and business information capture, storage and usage. Reporting would have to be performed by CIS on request. 2.3 Sugar CRM Open source software that can be customised to suit the college’s needs. The system will not cost anything on installation although predicted training costs may be incurred. The system can be either be hosted externally or installed locally. The Sugar CRM system will allow easy transfer of data across from current systems. It will also give appropriate read only or read/write access to appropriate levels. Upgrades and development to the system will not be charged and this system is being used in a number of businesses successfully.
3. How New College currently operates and the likely impact of a CRM system Incoming phone calls on the main College number are answered initially by Jess on Switchboard, or if her line is already in use, are diverted and picked up by any member of the reception team (Steve C, Steve J, Angela and Donna). The final tier of respondents, should everyone else be busy, are the two Admissions girls (Jill and Julie). Jess is not a dedicated receptionist as she is pulled off duties for up to 90 minutes each afternoon to send out post. The switchboard is manned 8.30 to 8pm on Monday to Thursday in term time and then switched to night mode. Calls fall roughly into two categories; those where the caller can be put through immediately to a named individual or area (e.g. Apprenticeships) and those where the enquiry is more general and requires a longer conversation and/or the written collection of contact data e.g. to send out literature. There is no firm data available on the number of calls received, the number missed, the average call duration or the nature of the call, although an estimate is that enquiry calls currently last between 2 and 3 minutes. The introduction of a widespread and effective CRM system is likely to raise the following issues for Reception:• The requirement for a clear and unequivocal usage policy e.g. which calls are logged by Reception staff and which are routed to other areas to log • The length of enquiry calls could increase to 3-4 minutes per call with a potential impact on existing workloads amongst staff • The requirement for a mandatory response script e.g. to establish whether the caller is from a business organisation or is a private learner • The need to establish a proper dedicated switchboard staffing system which might mean a reallocation of some of Jess’s additional duties e.g. post, elsewhere or (eventually) the recruitment of an additional member of staff • Future improvements to telephone equipment (currently viewed as adequate for the introduction of a CRM system but this situation may change) 4. Training and equipment requirements Training would be required by all those who are likely to be responsible for initially logging enquiries, but also those who need to view the progress of an enquiry or the history of a relationship with an individual enquirer or organisation. Sugar CRM training would be minimal (estimated to be less than half a day) and could be handled and cascaded internally by CIS, although on a formalised timetabled session basis in order to establish confidence in the system and people’s ability to use it. Touchstone training is likely to require a minimum of a day and incur costs in using external Touchstone staff. Training would be required by all Business Support staff and by selected members of the curriculum e.g. Curriculum Manager, Team Leaders and Team Administrators. Headset telephones need to be sourced and purchased for all heavy users of the system i.e. Reception and Front Desk staff, Business Services Division staff and selected others.
6. Comparative summary of the two CRM systems Linked to EBS Delivers required basic CRM functions Low cost Accessible via Outlook Self reporting User-friendly Short, inexpensive training requirement Used for business Used for non-customers
EBS Yes Yes Yes No No Yes Yes Yes Yes
Sugar Yes Yes Yes Yes Yes Yes Yes Yes Yes
Touchstone No Yes No Yes Yes No No Yes No
7. Recommendations • • • • • • •
Sugar CRM should be adopted as the College-wide CRM system and used as soon as possible (after training is conducted) Touchtone should be phased out gradually (the assumption being that CIS may not have time to write the transfer programme) Training sessions on Sugar CRM should be scheduled A formal usage policy and telephone script should be devised A supplementary paper-based form should be written and made available for back-up purposes e.g. for those who are not trained or who cannot immediately access. The process should be reviewed in approximately 6 months, especially data related to number and duration of calls A small project team consisting of a representative each from Business Services Division, CIS, Marketing, and Customer Services/Front Desk should take responsibility for the implementation of this roll-out