The Customer Strategy and Planning (CSP) team coordinates the development and deployment of the overarching ECU Customer Experience Strategy and Framework, Salesforce Campaign Governance Framework and Salesforce campaign coordination as well as implementation of new business growth initiatives.
We drive the strategic growth objectives of the University through the following key streams:
- Customer Experience (CX) Vision: we facilitate delivering ECU's CX vision
- Market Research and Analysis: we provide desktop analysis of market data for new and existing courses, demand trends, market share, and conversion s, ensuring all new campaign and growth initiatives are supported with data evidence and the value delivered to ECU from growth activities is clearly defined and communicated
- Customer Growth Strategy and Planning: we develop, define and deliver new propositions and initiatives to nurture leads and deliver on the ECU Strategic Plan 2017-2021 of revenue and student growth
- Campaign Planning and Coordination: we plan, execute and track campaigns in Salesforce CRM in line with Campaign Governance Framework, across the full student lifecycle
What does that mean?
We support future student growth and conversion of domestic students through:
- identifying opportunities and improvements of student journeys and student growth initiatives
- coordinating growth activities with other ECU teams (Future Student Engagements, Student Life, Student Administration, Brand and Marketing, ECU Schools) using a collaborative approach
- supporting future student-facing teams where needed with lead capture and follow up campaign design and delivery
- coordination of multi-channel campaigns for future student growth initiatives across the university
- collating and processing analytics to provide insights and recommendations and report on value delivered through ECU campaigns
- design and deliver customer journeys and automations that are customer centric, personal and just in time
- measure and report on our ECU Customer Experience across the whole of the student lifecycle
Our role is to better understand our prospective customers and design journeys and experiences that delight and inspire them to transform their lives through access to higher education at ECU.
What we can do for you?
CSP can work with you to design and run digital campaigns to follow up your prospective domestic students (anywhere between Lead and Enrolment). We also:
- design and deliver lead nurturing, offer follow up and enrolment follow up campaigns of leads in Salesforce CRM
- advise and support domestic recruitment strategy for ECU schools and service centre and targeting of audiences within Salesforce CRM
- perform desktop market research/analysis and report with insights and recommendations
- assist with major course reviews for current/potential courses and provide new course business cases regarding potential markets (all markets, including international) and competitors
- consider recent demand trends, using this information to refine the target market of ECU future students
- provide in-depth analysis of the current student base/pipeline, analysing conversion rates, applications and course viability
- support sales scholarships with promo codes and central funding approvals
Our insights and analytics supplement the development of engagement and recruitment strategies as we collaborate with Schools and other Service Centres to increase student commencements. We're here to provide accurate statistics and analytics regarding your recruitment activities, and are happy to discuss these with you.
Contact:
Email: customerstrategyplanning@ecu.edu.au
Phone: 6304 2575