This Explainer details what the CRM Programme is all about. It covers the background, benefits of a CRM, what’s coming up, and how staff can get involved.
What is Oxford's CRM Programme?
Oxford's CRM (Customer Relationship Management) Programme is a major change initiative aimed at transforming the University's engagement with its ‘customers’ – everyone who interacts with collegiate Oxford. It is part of the University's Digital Transformation programme and involves the co-creation of an institution-wide CRM platform which can provide timely, connected, and personalised digital services for end- users.
What is an institution-wide CRM platform?
An institution-wide CRM platform is a comprehensive system designed to manage and improve engagements with the University's community of stakeholders. The platform brings together data to enable enhanced and personalised communication, data-driven decision making, and more purposeful collaboration across departments, divisions and functions.
An example of how the platform could be used: It can help us to track a student’s entire Oxford experience from their first touchpoint through to the individual joining our alumni community.
A CRM platform provides the tools and data needed for our colleagues across the Collegiate University to be successful in their roles.
Why do we need a CRM programme?
Colleagues across the University currently experience daily challenges when communicating with their stakeholders. During the initial phase of Oxford’s Digital Transformation programme, several initiatives were proposed to fulfil the role of a CRM platform for different parts of the university. These initiatives attempted to address many of the daily challenges colleagues face during communication activity, specifically around processes and data access. However, as they were still siloed systems, they could not improve the key challenge of cross-collaboration and a unified digital experience for the entire Oxford community. Accordingly, the CRM Programme will work with stakeholders from across Oxford to co-create a single platform that will meet the essential needs of departments, divisions and functions allowing seamless collaboration.
What are the benefits of a CRM Platform?
- Improve colleague collaboration across the University with centralised data and a single version of the truth for our people data – e.g. students, prospects, leads and Alumni
- Provide personalised communication and support to students before, during and after their time at Oxford
- Build stronger relationships with all Oxford’s ‘customers’ such as researchers, students, alumni and donors through enhanced digital engagement and a new 360-degree view of everyone who interacts with Oxford
- Increased operational efficiency with more connected processes and systems
How does the CRM Programme align with other digital transformation programmes happening at Oxford?
The CRM Programme is just one of Oxford’s large-scale change initiatives supporting the University's broader digital transformation ambition. It aligns with other key programmes to create a cohesive approach to data management, product and service delivery, and strategic alignment. This alignment helps to build a unified digital future for the University. For example:
- The Data Strategy Implementation Programme - Accurate consistent and complete student and staff data is required to support the CRM platform
- Agile Continuous Improvement Delivery model - The CRM programme and platform will be using an Agile (CI) Delivery model to enable the programme to meet the evolving needs of the university and global digital landscape
- The Identity Improvement Programme - Making it possible for colleagues involved in giving people access to Oxford’s buildings, software, and services to have accurate and trustworthy identity data at their fingertips
When will the programme start?
The initial phase of the programme has already begun (in December 2024), with collaborative workshops and stakeholder engagement to shape and tailor the programme and agree how we can co-create the platform to meet the University's unique needs. To start with, in the initial phases, there will be a focus on onboarding functions within the central university onto the new platform.
When will I see changes?
This is a multi-year programme. You can expect to see significant changes as your department or function is onboarded onto the CRM platform. Although, due to the Agile delivery methodology, there will be continuous improvements to the platform to ensure its effectiveness.
How can I find out more?
The programme team are proactively seeking input from colleagues across the University to participate in workshops, provide feedback, and help capture end-user requirements and use cases. If you’re interested in learning more about the CRM Programme, take a look at the CRM Programme webpage.
