Interview with the founder of CDP institute, David Raab.
Interview with the founder of CDP institute, David Raab. Curious what a #CDP can
Education
Branche
Educational institutions
In an era of continuing technological advances and increasing competition, it is critical for educational institutions to gain a deep understanding of their diverse customer groups, including interested parties, enrollees, students, alumni and the business community. By understanding the unique needs, interests and expectations of these target groups and applying effective communication strategies, educational institutions can differentiate themselves, add value and build lasting relationships. Using a Customer Data Platform (CDP), educational institutions can meet this challenge and reach their customers in a personalised and meaningful way, enabling them to thrive in today's dynamic educational environment.
The importance of a 360° view of the student
Consolidated student data at each stage of the student journey are the basis for personalised and relevant communication. They enable institutions to flexibly tailor their offerings to individual educational demand and form the basis for further analysis and the deployment of Artificial Intelligence (AI).
Trends
Trends in higher education
Read an overview of the latest trends within the education industry.
The data of interested parties, applicants, current students and alumni are kept in different systems at many institutions. For the interested parties there is a CRM system, the applicants enter the SIS - whether or not via Studielink - and the alumni are often registered in local departmental databases. This lacks good insight into all behaviours of and contact moments with one and the same person. For example, it is not immediately recognised that an enrollee has previously studied at the same institution. And also, the fragmentation of data makes it difficult to determine the effectiveness of different recruitment activities.
Educational institutions are seeing their target groups change significantly. Whereas studying used to be something young people did in preparation for their professional careers, nowadays you see that working and studying are increasingly combined. Working people constantly need to keep their professional knowledge up to date, and as a result part-time and continuing education courses are taking an increasingly prominent place in the educational offerings.
But combining work and study also creates a desire for flexibility in the educational offerings. Students no longer necessarily want to follow the entire program, but want - depending on their personal learning objectives - flexible modular education. And in order to be able to offer targeted personalised education, it is necessary to have a good understanding of the student, regardless of what stage of the student lifecycle they are in.
When personalisation has become the norm, students, enrollees, alumni and the business community expect relevant and timely communications from educational institutions. A CDP enables the widespread delivery of personalised messages, such as recommendations for courses, events or career opportunities. By using automated campaigns and dynamic content, institutions can send targeted communications that match their customers' specific interests and needs, leading to improved engagement and satisfaction.
Content
Blogs and webinars
What is Next Best Action and Why You Need It
What is Next Best Action? One of the key ways that businesses can use
What is a CDP and why you need one
What is a CDP and why you need one CDPs enable a 360-degree view
Customer Insights
Since the data of interested parties, enrollees, students, alumni and external relations are usually maintained in different systems, it is not well possible for institutions to meet the digital service expectation of today's student and no good insight exists into the effectiveness of the recruitment activities carried out. Due to the highly fragmented information, communicating personally and relevantly with students at all stages of their student journey is a major challenge and no good basis exists for data analysis and the further deployment of AI. Intouch365 can help institutions gain the right customer insights.
Customer Data Strategy
Analysing and bringing together available data is one thing, determining what you want with it is quite another. What do we want to do with what data? What more data would we like to collect? How do we align the service model with student preferences and how does this affect the further flexibilisation of the educational offerings? Intouch365 is happy to work with your institution to develop a customer data strategy.
Customer Machine Learning (AI)
The unique and unified customer view obtained in a customer data platform can also be used to feed algorithms, which in turn play a role in driving relevant communication with students and/or predicting their behaviour. As a result, dropout risk or doubt during the study choice process, for example, can be detected early, allowing intervention by, for example, an additional study choice counseling session.
Customer Data Platform (CDP)
Technological development in the area of data aggregation and consolidation has been very rapid in recent years, resulting in the availability of Customer Data Platforms (CDPs). In such a platform, data from multiple sources, structured and unstructured, can easily be brought together and consolidated. This creates unique and unambiguous customer profiles, on the basis of which it is possible to perform analyses and make predictions. An important function of a CDP is therefore not only to bring together and harmonise customer data from different sources, but also to enrich these data with data sets available in the cloud, such as demographic data or data from DUO.
Customer Journey en Process Optimisation
For years, institutions have been primarily concerned with optimising their own processes in an attempt to make internal operations more efficient. The process that the student goes through, the so-called student journey, was not taken into consideration enough. Intouch365 can help to improve the student experience, by making it the starting point for every contact moment with the institution.
Privacy laws and Compliancy (i.e. GDPR)
The requirements placed on institutions regarding privacy laws are complex and demanding. And due to the high fragmentation of customer data across multiple systems, it is not easy for many educational institutions to be compliant with regulations such as the GDPR. Intouch365 can help ensure that you do comply with the laws and regulations.
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