Creating a Better Student Experience
Ohio State’s Enterprise Project includes implementing a solution to support effective relationship management with prospective and current students. Salesforce is a Customer/Constituent Relationship Management (CRM) system that will coordinate tailored engagement with prospective students and track specific touchpoints with current students.
The need for a more robust CRM tool was identified during the Student Relationship and Experience Management Business Process Transformation workshops. The workshop participants, a diverse group of staff who work with students in various ways, recommended a CRM as a transformational component in the ideal future of the business.
Goals and Benefits
- Provide a holistic view of student interactions, ultimately attracting and enrolling talented prospects and better serving current students.
- Increase efficiency by integrating data across complementary systems and facilitating coordination across departments, resulting in more effective business analytics and clear, cascaded messaging.
- Simplify core processes by automating incoming queries and routing appropriately, reducing administrative burden and allowing more time for student support.
Timing and Scope
The initial launch of Salesforce in 2020 will encompass three areas within the Office of Student Academic Success (OSAS): Undergraduate Admissions, Graduate and Professional Admissions, and Buckeye Link. Salesforce will replace Undergraduate Admissions’ current CRM functionality (Talisma). Additional units within OSAS will also be able to leverage the case management functionality in a later release. The Enterprise Project’s roll-out of Salesforce will occur through three release periods:
Release 1 – January 2020
- System of record for undergraduate inquiries and prospects.
- Case management for inbound inquiries currently managed through Talisma.
- Engagement and activity history for Outreach & Recruitment and the Academic & Diversity Initiative.
- Creation, management and analysis of marketing campaigns and communications for recruiting.
- Directly integrate, or securely exchange data, with systems that currently integrate with Talisma.
Release 1.1 – March 2020
- Communications and case management for Orientation.
- Engagement and activity history for First Year Experience.
- Case management for inbound inquiries currently managed through HelpSpot and other systems for Honors & Scholars.
Release 1.2 – June 2020
- Case management for inbound inquiries currently managed through HelpSpot and other systems; includes Buckeye Link, Bursar, Registrar, Student Financial Aid and ARCA.
Release 2 – Late summer/early autumn 2020
- System of record for central grad-professional inquiries and prospects.
- Case management for inbound grad-professional inquiries.
Release 3 – 2021
- System of record for individual grad-professional department inquiries and prospects (at their option).
- Establish integrations between Workday and Salesforce.
Frequently Asked Questions
What is a CRM?
A CRM (Customer/Constituent Relationship Management) system serves as a repository of information about constituents, such as potential and current students, including a history of interactions with them over time. CRM tools support case management and make it easy to segment constituents into sub-groups for targeted communications.
Why is Salesforce needed in addition to Workday?
Salesforce will complement Workday’s functionality to provide an optimal student experience. Workday will house all student information, focusing on the business processes needed to keep the university functioning and productive. Salesforce will add a relationship-driven lens that provides a clear view of the touchpoints the university has with all prospects and students. It is one way for the university to effectively build and maintain relationships with students, creating an exceptional student experience.
I work with students. How can I get access to Salesforce?
The initial launch of Salesforce encompasses Undergraduate Admissions, Graduate and Professional Admissions, and Buckeye Link. A later release will extend functionality to additional areas in the Office of Student Academic Success, but further expansion of Salesforce has not been approved at this time.
Who can I contact with questions about Salesforce?
Please email firstname.lastname@example.org with any additional questions.