How could junk-mail and schooling effectiveness possibly be linked? The answer is “CRM” – Customer Relationship Management software. CRM is now firmly entrenched across a vast spectrum of businesses as a way of managing sales and marketing relationships with customers. Anyone possessing a loyalty (rewards or club) card will have their purchasing behaviours tracked by CRM, which then automatically triggers direct marketing activities such as special offers and tailored messages. But CRM is being increasingly used to support the learning process too.
Derivatives of CRM – known as XRM solutions – have been developed for a range of sectors. In healthcare for example XRM is used for a range of activities such as notifying patients of upcoming appointments and how to manage their illnesses.
As the schooling process is getting more data driven we are seeing a sharp increase in the use of CRM in education too. SRM – adaptations of CRM for students – i.e. Student Relationship Management, is rapidly on the increase.
SRM has been extensively used in Higher Education for a long time for a variety of purposes – e.g. implementing targeted marketing campaigns to prospective students and alumni. SRM is used in HE to support enrolment and to track financial matters such as the payment of fees. For similar reasons, SRM is also used extensively in private schooling.
In Brazil, Gestar—an independent software vendor—built an SRM system for private schools that not only handles the administrative “mechanics”, but academic matters too. The objective was to apply the concepts of “marketing one-to-one” to the complete relationship cycle with students – from the initial recruiting process to completion of school and beyond. By gathering and using the information generated in Management Information System (MIS) and Learning Management System (LMS) – eg attendance and individual assessments – it was possible for the schools served by Gestar to improve their effectiveness.
In schools using the Gestar SRM system dropout rates are reduced by cross-checking data across a range of “risk factors”. This makes it possible to identify students at risk of dropping out, and this automatically triggers processes such as setting up interviews, identifying the causes of dissatisfaction, and aligning the student’s objectives with what the school can offer.
Through linking with the LMS, SRM is able to determine if students are accessing the e-Learning tools, completing assignments within given deadlines, and if they are satisfied with their learning activities. Through automated workflows, “intelligent intervention” can be used to address specific problems.
Pre-defined workflows and escalations, in some cases completely automated, make it easier for a teacher to be more “granular” in how they address students’ individual needs. The benefit for the teacher is that their administrative burden is reduced. The benefit to the student is that they get a more personalised service.
So, as SRM is based on software used to manage sales and marketing, a key question is “what is the difference between a learning programme and a marketing campaign?” The answer, actually, is “not a lot”. The mechanics are very similar – place people into groups according to what you want them to learn or do; then step them through a series of linked actions until the goal is reached; then recycle the data to make ever improving interventions.
Another company offering SRM solutions for schooling systems is UK company lookred®. Working with New Line Learning Academy (NLL) – a consortium of public schools – in Kent, UK, founders Chris Poole and Matthew Woodruff had the innovative insight that it’s practically impossible to personalise relationships with thousands of students without using technology. To meet the goal of tailoring learning experiences for all students in the NLL consortium, Chris and Matthew designed a solution centred on SRM and the extensive use of Business Intelligence software.
Crucially, Chris and Matthew made the link between SRM and Intelligent Intervention. This involves setting up a set of “risk factors” that may affect learning performance, finding students who fit the risk profile, and then intervening through goal orientated actions. Imagine, for example, that a school has found that those students with the lowest reading ages perform the worse in examinations, then clearly reading age can be considered a risk factor. The same could be said for other attributes such as attendance, behaviour, or socio-economic factors.
To illustrate how SRM works, let’s explore further the ‘reading age’ example. Using SRM a teacher could run a report to identify all students with a reading age in excess of 2 years below their actual age. Armed with this data, the teacher can now trigger a whole set of automated events and escalations – e.g. getting students to reading clubs; persuading parents to encourage more reading at home; asking teachers to give extra reading support where needed etc. To do the same analysis and run the intervention programme using a paper based approach would be extremely resource intensive.
The goal of intelligent intervention isn’t to just react to a string of unrelated scores however, but rather to tackle deeper personal needs through addressing a range of student attributes. At the heart of the SRM is the student profile. This builds up over time and as more data is added, the smarter the interventions can get.
At New Line Learning, the data that is held in the student record could be easily used to make comparisons between groups of students.
A different example of how CRM can be exploited in schooling systems is in the area of professional development. In Maryland, USA, the State Education department used CRM to improve administration of certification. At any one point in time, there will be 160,000 people in the Maryland State Education System requiring certification of one kind of another. Overwhelmed with a backlog of requests processing times for new certificates extend to as long as 18 months. Working with Avanade, Maryland introduced a CRM system that reduced certificate-processing times to as little as five days and virtually eliminated dependence on paper.
WHY SRM IN THE CLOUD?
Besides the core advantages of scaling, managing resources and cost that applies to most aspects of Cloud based services, there are two additional advantages that SRM in the cloud brings:
1. Scaling interventions – there is technically no reason why an intervention – say for absences – can’t be deployed across multiple schools. If the risk factors, triggers and escalation paths are the same or similar, then a centralised system could potentially manage interventions across several schools simultaneously.
2. Better data – the more schools are contributing data to understand risks and how best to mitigate against them, the better. The more data, the more variables can be considered and the richer the decision making process.
In the business world, CRM is as much a philosophy as it is a software service At its core CRM is seen as a more customer-centric way of doing business enabled by technology. The focus of CRM is also shifting to encompass social networks and user communities.
For SRM to work in a schooling system the organisation must analyse its workflows and processes; some will need to be re-engineered to better serve the overall goal of tailoring services to students.
If student relationships are the heart of effective schooling, then SRM can be the engine that mediates relationships at scale.