Creating Wealth in the Connected Economy

1
Creating Wealth in the Connected Economy
Application of Customer Relationship Management
to Student Profiling by Oswald Siu, Francis Yue,
CN Lo City University of Hong Kong World
Productivity Congress November, 2001
2
Agenda

• 1. Introduction
• 2. CRM, Customer Relationship Management
• 3. SRM, Student Relationship Management
• 4. Measuring Effect
• 5. Observations

3
Introduction 1/3

• CRM, Customer Relationship Management
• - Competitive edge
• - Knowledge-based economy
• - Globalization
• - Advancement in Web technology
• - Leads to personalized services
• - Integrates with customer service

4
Introduction 2/3

• SRM CRM applied to education
• Students, the customers
• Teaching, the customer service
• Learning needs and wants, the values
• CRM/SRM
• - NOT only a technologic tool
• - Also a strategy

5
Introduction 3/3

• CRM/SRM Strategy
• 3-CONs for e-Commerce, Siu(2000)
• 3-stage Maturity Model
• - CONTACT initiates business relations
• - CONTENT enlivens the relations
• - CONTEXT bonds

6
Applicability of 3-CONs to Customer Relation
Management

• CONTACT
• - Inbound and Outbound Touch-points
• Call Centres
• Websites
• Storefronts
• etc
• - Initiates Enables Business Relation

7
Applicability of 3-CONs to Customer Relation
Management

• CONTENT
• - Communication Meaning
• Understand
• Mode Customer Behavior
• - Increase Sale and Profit

8
Applicability of 3-CONs to Customer Relation
Management

• CONTEXT
• - Generate Interactions to Deepen Relations
• business to customer
• customer to business
• customer to customer
• - Creates new business dimensions
• horizontally
• vertically
• - Improves Customer Retention Loyalty

9
Electronic Customer Relationship Management (eCRM)

• - eCRM, CRM via the Internet
• - Pervasive computing devices
• - Artificial intelligence solutions
• - Mass-customization
• - Personalize services

10
Possibilities with e- CRM

• - Contact (Operations) CRM
• - Back-end CRM
• - Content CRM
• - Context (building) CRM
• Contact (Operations) CRM possibilities
• Contact and delivery front-end servicing
• through e-channels, the Internet, mobile call
  centers

11
Content Possibilities with e- CRM (1/2)

• Back-end CRM
• - data management
• - data warehousing
• - analytic-CRM
• - Data warehousing brings enterprise
  operational, historical and external data into
  a central repository
• - Data mining extracts data and analyzes
  underlying patterns, trends and relationships

12
Content Possibilities with e- CRM (2/2)

• Content Analytic CRM
• - Increase in computing power
• - Individualized communication strategies
• - personalization of service offer delivery

13
Context Possibilities with e- CRM

• Context building CRM
• - Beyond customer-provider relation
• - eCRM can develop communities of
• customers
• providers
• - One-stop Shop Context
• - Collaborative Context
• - Electronic Data Interchange Outsourcing
• - Supply Chain Management

14
Student Relation Management

• CRM applied to education-- SRM
• Customer - Student
• Service - Teaching
• Value - Learning Wants/Needs
• SRM allows focusing on education values delivered
  in a student oriented process

15
SRM at City U HK (1/5)

• Student profiling
• - CityU Intranet
• - CAPP (Curriculum Advising Program Planning)
• - Mobile Contact
• Rich Contact Content, Heading Mobile
• Teaching feedback
• - Formative Evaluation Improvement Package
• - Summative Teaching Feedback Questionnair
• Occasional Contact, Manual, Superficial
  Content, Lack Context

16
SRM at City U HK (2/5)

• Web Teaching
• - WebCT, common CityU platform
• - WebCT capabilities
• File Transfer
• Video Conference Online Seminar
• Forum, Multi-lateral Dialogue, Peer-assisted
  Education
• E-mail Bulletin Board
• Online Assessment Progress Tracking
• Some Traffic Viewing Tracking
• Limited Personalization Support
• Student Database to be Leveraged on, Context to
  be Furthered

17
SRM at City U HK (4/5)

• Division of Commerce (CM)
• - 60 WebCT courses
• - Database for student works
• - Program Intranet
• - Staff Intranet
• - Business Informatics Lab
• - In-Cafe
• Riding on
  Infrastructure, Driving for Context

18
SRM at City U HK (5/5)

• - Extranet (e-Community) Teamspace
• Virtual Counter-part of In-Cafe
• - M-commerce Laboratory
• Wireless Business Solutions Testing with
  Students as Consumer Surrogates
• - U-life and E-life Portal
• Community trade, News, Edutainment
• Context building from
  Mutual Impact among Industry, Students
  Instructors

19
Studying the effect

• Assessment results by exposure to SRM

20
Observations

• 1. Contact, Content, Context - sufficient
  elements for CRM/SRM Strategy
• 2. Virtual Strategy Co-creation Units fill
  Gaps
• 3. Context Horizontal, Vertical,
  Multi-directional
• 4. Ultimate SRM Context- Student-Student-Instruct
  or e-Life
• 5. Education/Enterprise can be transformed for
  Value/Wealth Creation through SRM/CRM

21

• End of Presentation,
• Thanks!