Advising as Relationship Management

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Advising as Relationship Management

• Chris Farren, Faye Vowell, Chuck Williams
• Western New Mexico University
• 2007 NACADA National Conference

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Goals of this session

• Introduce Customer Relationship Management (CRM)?
• How it's used for Commercial business
• Why it's important in Academic business
• Examine advising as CRM or Advising Relationship
  Management (ARM)?
• Learn why
• Thriving ARM Thriving Students Thriving School

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What is customer relationship management (CRM)?

• Integrated processes used by organizations to
  manage relationships with customers
• Customer Information
• collecting
• storing
• analyzing
• Art/Science of gathering and using information
• to build customer loyalty
• to increase customer value.

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Advising Relationship Management (ARM)?

• Art/Science of gathering and using information
  about your advisees so that they
• persist
• earn better grades
• take more courses successfully
• tell other students what great advising services
  are offered
• Creates customer (advisee) loyalty
• Creates customer (advisee) value

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Customer Zones of Loyalty

• Customers can be divided into three zones
• Zone of Defectioncustomers are extremely hostile
  and have the lowest level of satisfaction
• Zone of Indifferencecustomers have a medium
  level of customer satisfaction and loyalty to the
  company
• Zone of Affectioncustomers are apostles for
  the company
• CRM focuses on bringing customers from level 1 to
  level 3 and retaining them there.

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Advising Relationship Management (ARM)

• Customer loyalty translates into student-advisee
  persistence in your program or school
• Customer value translates into retention, grades,
  word of mouth publicity, taking and being more
  successful in more courses

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Three Aspects of CRM

• There are three essential aspects of CRM
• Operational
• Collaborative
• Analytical
• These aspects can be applied to both commercial
  and academic environments

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Operational Aspect of CRM

• Supports front office business processes,
  including sales, marketing and service
• Each interaction is added to a customers
  history staff can retrieve information on
  customers from the database
• Different customers have to be treated
  differently
• Variables like customer ranking, actual value,
  and potential value are strategy drivers

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Collaborative Aspect of CRM

• Covers direct interaction with customers
• Internet personalized web pages
• Email direct responses
• Automated phone answering self service
• Focused personal interface personalized
• Perceived as custom-service
• Objectives can include cost reduction and service
  improvements

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Analytical Aspect of CRM

• Analyzes customer data for variety of purposes
• Design and execute targeted marketing campaigns
• Analysis of customer behavior to aid product and
  service decision making
• Financial forecasting and customer profitability
  analysis
• Risk assessment
• http//en.wikipedia.org/wiki/Customer_relationship
  _management

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How can these ideas about CRM be related to the
advising relationship?

• Advising is about relationships.
• Advising is a process in which advisor and
  advisee enter a dynamic relationship respectful
  of the student's concerns. Ideally, the advisor
  serves as teacher and guide in an interactive
  partnership aimed at enhancing the student's
  self-awareness and fulfillment.
• O'Banion, T. (1972). An academic advising model.
  Junior College Journal, 42, 62-69.

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Operational CRM Organization-level Processes
CRM
CRM
ARM
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Operational CRM ARM
CRM
ARM
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Collaborative CRM ARM
CRM
ARM
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Analytical CRM ARM
CRM
ARM
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Analytical CRM ARM
CRM
ARM
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Implementing ARM

• Review your mission statement
• Segment your student population
• Map the advising process for each segment of your
  population
• Set goals in terms of performance
• Create measurements to determine if you are
  making progress toward your goals
• Gather the data and analyze the data
• Take action

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Data . . . What data??

• Who are our advisees?
• Traditional
• Returning
• Full/Part time
• How much do we know about them?
• Married/Single
• Ethnicity
• Children/Family
• In Transition
• Academic Maturity

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Advising Products

• WNMUs advising products
• Career planning (course, major, profession)?
• Scheduling/drop add/degree planning
• Confidence building
• Decision making/goal setting
• Referrals
• Tutoring
• Counseling
• Heuristic knowledge of how to negotiate the
  system
• Student success

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Actions What We Have Done

• Advising Syllabus
• Weekly Advisor Training
• Mustang Express Training and Use
• Protect Financial/Scholarships 15 hrs, not 12
  hrs
• Early Alert
• Student Success Survival Skills
• Customer Friendly Communication
• Campus Letters

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ARM Tool Advising Space

• Presents Student Data to Advisor
• Provides Degree Plan Reviews
• Allows Immediate Registration

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Advising Space ARM tool
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Advising Space
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Advising Space
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Advising Space
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Advising Space
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Actions What We Could Do

• Expand Developmental Courses
• Involve Support Services
• Include Self-Efficacy Focus
• Create Online Student Processes
• Pre-Screening
• Free Skills Course
• Online-Unique Advising
• Immediately Use Data Gained from Freshman
  Orientation

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Advising Relationship Mgt (ARM)?

• What could you do on your campus?