Skip to main content

CRM Strategy from Plymouth University

Last week, we were delighted to receive a visit from Rupert Frankum of Plymouth University.  Rupert was the technical manager for Plymouth's project to replace their old student recruitment and admissions processes with a modern system based on a CRM platform  You can see a shorter presentation that Rupert and his colleague Paul Westmore gave at this year's UCISA conference on the conference website.

Rupert gave an excellent talk, covering many aspects of their project.  For me, the highlight was the discussion of their CRM vision, which used an analogy of a Rubik's cube to give an image of how common technical components can support different parts of the recruitment process.  This explained the issues, and how they can be addressed, in an engaging and effective way.

This visit was timely for us. We have been building a business case for a CRM platform for several months, and the University is currently reviewing how we manage (or fail to manage) student recruitment.  We need a compelling explanation of how this technology can enable a real transformation of the face we present to the outside world, to become more responsive and to meet people's individual needs.  Rupert's presentation set us a high standard to aim for.

Comments

Popular posts from this blog

Presentation: Putting IT all together

This is a presentation I gave to an audience of University staff: 

In this seminar, I invite you to consider what the University’s online services would be like, if we worked together to design them from the perspective of the student or member of staff who will use them, instead of designing them around the organisational units that provide them. I’ll start with how the services might appear to that student or member of staff, then work back from there to show what this implies for how we work, how we manage our data, and how we integrate our IT systems. It might even lead to changes in our organisational structure.

Our online services make a vital and valued contribution to the work of our students and staff. I argue that with better integration, more consistent user interfaces, and shared data, this contribution could be significantly enhanced.

This practice is called “Enterprise Architecture”. I’ll describe how it consults multiple organisational units and defines a framework …

Not so simple...

A common approach to explaining the benefits of Enterprise Architecture is to draw two diagrams: one that shows a complicated mess of interconnections, and one that shows a nicely layered set of blocks. Something like this one, which came from some consultants:


I've never felt entirely happy with this approach.  Yes, we do want to remove as much of the needless complexity and ad-hoc design that litters the existing architecture.  Yes, we do want to simplify the architecture and make it more consistent and intelligible.  But the simplicity of the block diagram shown here is unobtainable in the vast majority of real enterprises.  We have a mixture of in-house development and different third-party systems, some hosted in-house, some on cloud infrastructure and some accessed as software-as-a-service.  For all the talk of standards, vendors use different authentication systems, different integration systems, and different user interfaces.

So the simple block diagram is, basically, a l…

2016 has been a good year

So much has happened over the last year with our Enterprise Architecture practice that it's hard to write a succinct summary.  For my day-to-day experience as enterprise architect, the biggest change is that I now have a team to work with.  This time last year, I was in the middle of a 12-month secondment to create the EA practice, working mainly on my own.  Now my post has been made permanent and I have recruited two members of staff to help meet the University's architectural needs.

I have spent a lot of the year meeting people, listening to their concerns and explaining how architecture can help them.  This communication remains vital, the absolute core of what we do and we will continue to meet people in this way.  We also talk to people in other Universities in order to learn from what they are doing and to share our own experience back.  A highlight in this regard was my trip to the USA last January.

Our biggest deliverable for the past year was the design of the data wa…