Harvard Case - From Students to Alumni: Implementing CRM to Build Lifelong Relationships at HEC Montréal - Part A
"From Students to Alumni: Implementing CRM to Build Lifelong Relationships at HEC Montréal - Part A" Harvard business case study is written by Gregory Vial, Pierre-Majorique Leger, Romain Pourchon. It deals with the challenges in the field of Information Technology. The case study is 15 page(s) long and it was first published on : Dec 5, 2019
At HEC Montr'al, we recommend a multi-phased approach to implementing a CRM system that focuses on building lifelong relationships with alumni. This approach will leverage technology and analytics to enhance engagement, foster a sense of community, and ultimately drive positive outcomes for both the institution and its alumni.
2. Background
HEC Montr'al, a renowned business school in Canada, recognizes the importance of building strong relationships with its alumni. The school aims to leverage these relationships for various purposes, including fundraising, career development support, and knowledge sharing. However, the current system for managing alumni relations is fragmented and inefficient, lacking a centralized platform for communication, data management, and engagement.
The case study highlights the key protagonist, the Director of Alumni Relations, who is tasked with finding a solution to improve alumni engagement and maximize the benefits of the alumni network.
3. Analysis of the Case Study
The case study presents a clear challenge: HEC Montr'al needs to transition from a transactional approach to alumni relations to a more strategic, relationship-driven model. To achieve this, the school must adopt a comprehensive CRM strategy that encompasses the following key elements:
- Data Management: A robust CRM system will enable HEC Montr'al to centralize and manage alumni data effectively. This includes capturing demographic information, career paths, interests, and engagement history.
- Personalized Communication: The CRM system should facilitate personalized communication with alumni based on their individual profiles and preferences. This can include targeted email campaigns, event invitations, and tailored content.
- Engagement Tracking: The system should track alumni engagement with various initiatives, such as website visits, event attendance, and donations. This data can be used to identify trends, measure the effectiveness of programs, and tailor future initiatives.
- Community Building: The CRM system can be used to foster a sense of community among alumni by facilitating networking opportunities, mentorship programs, and online forums.
- Alumni Benefits: The CRM system should enable HEC Montr'al to offer valuable benefits to alumni, such as career resources, industry insights, and access to exclusive events.
4. Recommendaations
Phase 1: Assessment and Planning
- Needs Assessment: Conduct a thorough assessment of current alumni engagement practices, data management systems, and communication channels.
- CRM Selection: Evaluate and select a CRM system that aligns with HEC Montr'al's specific needs and budget. Consider cloud-based solutions for scalability and flexibility.
- Data Migration: Develop a plan for migrating existing alumni data into the new CRM system, ensuring data integrity and consistency.
- Stakeholder Engagement: Engage key stakeholders, including alumni representatives, faculty, and staff, to gain buy-in and support for the CRM implementation.
Phase 2: Implementation and Integration
- System Configuration: Configure the CRM system to meet HEC Montr'al's specific requirements, including data fields, workflows, and reporting capabilities.
- Training and Support: Provide comprehensive training to staff on using the CRM system effectively. Establish a support system to address user queries and troubleshoot issues.
- Data Enrichment: Develop strategies to enrich alumni data by encouraging updates, collecting feedback, and leveraging external sources.
- Integration with Existing Systems: Integrate the CRM system with other relevant systems, such as the school's website, fundraising platform, and career services portal.
Phase 3: Launch and Optimization
- Pilot Program: Launch a pilot program with a select group of alumni to test the CRM system and gather feedback.
- Marketing and Communication: Develop a communication strategy to promote the new CRM system and encourage alumni engagement.
- Data Analytics: Leverage data analytics to monitor alumni engagement, identify trends, and optimize CRM strategies.
- Continuous Improvement: Establish a process for ongoing evaluation and improvement of the CRM system based on user feedback and data insights.
5. Basis of Recommendaations
These recommendations are based on the following considerations:
- Core Competencies and Mission: The recommendations align with HEC Montr'al's mission to foster lifelong relationships with its alumni and leverage the alumni network for the benefit of the institution and its students.
- External Customers and Internal Clients: The recommendations prioritize the needs of both external customers (alumni) and internal clients (staff and faculty) by providing a user-friendly platform for communication and data management.
- Competitors: The recommendations consider the competitive landscape in higher education and aim to position HEC Montr'al as a leader in alumni engagement.
- Attractiveness: The recommended CRM system offers a strong return on investment by improving efficiency, enhancing alumni engagement, and driving positive outcomes for the institution.
6. Conclusion
Implementing a comprehensive CRM system is crucial for HEC Montr'al to transition from a transactional approach to alumni relations to a more strategic, relationship-driven model. By leveraging technology and analytics, the school can build stronger connections with its alumni, foster a sense of community, and unlock the full potential of its alumni network.
7. Discussion
Alternative approaches to CRM implementation include:
- In-house Development: Developing a custom CRM system could offer greater flexibility but would be more time-consuming and expensive.
- Open-Source Solutions: Open-source CRM options can be cost-effective but may require more technical expertise to manage and maintain.
The recommendations presented are based on the assumption that HEC Montr'al has the resources and commitment to invest in a robust CRM system. Key risks include the potential for data security breaches, resistance to change from staff and alumni, and the need for ongoing maintenance and support.
8. Next Steps
- Phase 1: Complete the needs assessment and CRM selection process within the next 3 months.
- Phase 2: Implement the chosen CRM system and integrate it with existing systems within the next 6 months.
- Phase 3: Launch the CRM system and begin optimizing its use within the next 9 months.
By following these steps, HEC Montr'al can successfully implement a CRM system that will transform its alumni relations strategy and build lifelong relationships with its graduates.
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Case Description
This case recounts the implementation of a customer relationship management (CRM) system in what is considered a non-traditional use case for this category of enterprise system. In the early 2010s, HEC Montréal, a leading Canadian business school in Montreal, Quebec, had to devise new strategies to respond to profound changes taking place in the labour market as well as within the higher education sector. To that end, the school embarked on a project to implement a CRM system to build and maintain strong bonds with its prospective, current, and past students. This three-part case study covers (1) the inception of the CRM project as one of strategic relevance to HEC Montréal, (2) the decisions that had to be made with regard to the implementation strategy - namely whether to adopt a plan-driven or an agile approach and whether to deploy the CRM on-premises or through a software-as-a-service (SaaS) provider - and (3) the unfolding of the first phases of the implementation.
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