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Learner Relationship Management
The Road to Customer Service
Copyright John Townsend 2001. This work is the
intellectual property of the author. Permission is
granted for this material to be shared for noncommercial, educational purposes, provided that this
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Learner Relationship Management
The Road to Customer Service
John Townsend/Head of Corporate Information Systems
Contents
1. Background & business model
2. Project 1 – the Oracle Student System
People, Systems and Processes
3. Project 2 – Expanding the System
Learner Relationship Management
Liverpool John Moores University
(JMU) Overview
 20,000+ students, 16,000+ FTEs
 60% of students over 21; 30% part-time
 2,600+ staff, 2,100+ FTEs
 12th largest University in UK
 5 main sites in central Liverpool
 1997/98 income £98.5m
Drivers
• move from University- to learner-centred
• recruitment
• retention
• UK government drive towards lifelong
learning:
• Managed Learning Environments (MLEs)
• e-University
• Primary/Secondary/Tertiary/HE continuum
• excellence through service not just product
University-Centred
Learner-Centred
Learners
Staff
Lifelong Learning
• cradle to grave learning support
• requires learner profile that is portable
not just between departments within a
University, but also between different
educational sectors, both in series and
in parallel
• this profile is the key to support, and
must be available and managed
JISC Model of MLE
MLE Definition
The JISC (Joint Information Systems
Committee) MLE Steering Group has said
that the term Managed Learning
Environment (MLE) is used to include the
whole range of information systems and
processes of a college (including its VLE if it
has one) that contribute directly, or indirectly,
to learning and the management of that
learning
From Unmanaged …
HR
Learning
Delivery
…to Managed
Recruitment
Learning
delivery
Welfare
HR
Finance
Enrolment
Progression
Marketing
Oracle E-Business Model
Employees
Customers
Web Browser Portal
Self Service
Web Browser Portal
Self Service
Business Intelligence
Core Application
Customer
Relationship
Management
Suppliers, Partners
Web Browser Portal
Self Service
Internet
Procurement
Integrated ‘Back Office’
Students
HR/Payroll
Finance
Oracle Internet Platform
Connected supply chain ...Customer focus… Automated Transaction Processing…
Integrated Applications… Management Information…
Internet Delivery…24 x 7 Access...
Customer - Centred Approach
Components
BI
Analyse; Learn; Change
CRM
Self Service
Student Application
Web Deployment
Attract, Grow, Retain customer
base - best commercial practices
Involve students/customers/ staff
Essential - flexible; comprehensive;
foundation stone of HE E-Business for
customers
Mass Reach; Lower Cost Of Ownership;
Convenience
Learner Relationship Management
Portable Learner Profile
•academic progression
•work-based learning
•transferable skills
•current enrolments
Common
Learner
Identifier
•personal details
•financial information
•administrative transactions
•access authorities
Components of LRM
Integration:
Student & Staff
VLE
Self Service
CODA
Web Portal Access
HR
Oracle
Student SystemTimetabling
(OSS)
Oracle
Web Portal
Student System
Access
(OSS)
CRM iStore
CRM:
Marketing
Business
Marketing
Sales
Intelligence
Sales
Service
Tools
Service
Project 1 – Oracle Student System
•
•
•
•
•
JMU development partner for UK implementation
Project ongoing since February 2000
Go-live fall 2002
New approach – system ‘for’ not just ‘about’ students
Building block of LRM – future integration with CRM
seen as essential & impending with ‘Advanced
Recruitment’ component
• Approach adopted both emphasises and highlights
people and process issues which must be addressed
if approach is to succeed
Systems, Processes, People & …
Process
Redesign
Systems
Development
Adoption & Learning
Oracle Student System
Project Management Approach
• Based around PrInCE
• Using Oracle AIM and PJM for practical
implementation
• Inclusive – anyone who wants to be involved can be
• Open – comprehensive communications campaign
• Focus on Adoption and Learning
• Customer-focused – including students in Project
task teams
Student Involvement
Students inside not outside
• Student representation in review panels that define
the business processes to be reflected in the system
• Students Union President on the Project Board
• Four student placements as key staff in Project
Support – running system demos, training staff users
• Students actively engaged in Project Task Teams
• Focus groups run by Students on Self-Service for
student input to definition of requirements
• Adoption and Learning/change management strategy
engaging with students as well as staff
Adoption & Learning
• To realise benefits of system & process changes,
need to change management & staff behaviour to fit
new ways of working:
•
•
•
•
•
•
Cross-functional teams
Alignment with processes, not departments
Learner-centred = customer service ethos
Specialist to generalist (CRM/LRM)
Self-service model
Effective use of ICTs: training and understanding
• Major cultural change for the University
Management
According to a Gartner report, 95% of European
businesses installing CRM have concentrated on
technology at the expense of management behaviour
and employee compensation
(Management Consultancy, October 2001)
CRM is a philosophy and a way of doing things, not a
technology
(Steve Billingham, Cap Gemini Ernst & Young)
Lessons Learned
• cultural shift for staff is paralleled by cultural shift for
learner
• LRM approach requires staff to focus more on
actively managing learners supported by a customerfocussed management approach
• requires student to more actively participate in
management of their own learning eg responsibility
for own data; for communication and information
management; for scheduling and organisation
• won’t necessarily happen of its own accord…
Student Experience in an
Unmanaged Learning Environment
• Difficult to find anyone to deal with query
• Receive contradictory advice
• Lack of ‘customer focus’
• We do not understand majority of processes
• Many processes do not work
• Fee collection
• Academic appeals
What Do Students Think of
University Staff?
• Feel like you are an interruption
• Sometimes hear “its not my job to deal with
that”
• Not all staff are helpful
• Some staff do not like to admit there is a
problem (because they think they will be
blamed…..)
• Possibly linked to the ‘blame’ or ‘fear’ culture?
What Do Students Want?
Consistent level of service & information irrespective of
what course they are on
Transcripts via a web interface
Online enrolment
List of problem procedures
Feedback on all exams &coursework
Transparent processes that all students & staff are aware of
Hold student information centrally where all staff can access
the same system, will help when trying to answer student
queries. Staff would know what the student status was and
the student would not have to repeat things
Project 2 - Learner Relationship
Management
Portable Learner Profile
Learner Relationship Management
Web portal
Portable Learner Profile
Common
(CRM)
access authorities
personal details
administrative transactions
academic record
Library
VLE
record of
achievement
OSS
Finance
Learner
Identifier
HR
Lifelong-Learner Relationship Management
Learners