Following are responses to questions asked during the Student Services Division’s October 20 faculty/staff webinar, “Guided Pathways — An Imperative for Change.” See a schedule of future webinars below.
1. What does CRM stand for? What does it mean?
“CRM” is customer relationship management or constituent relationship management. By definition, it refers to how a business manages interactions with customers. At ACC, it refers to “CRM Recruit,” the enrollment management software ACC is implementing to help nurture students from the point they express interest in attending college through the recruitment and enrollment cycle.
ACC is implementing systems and processes to help nurture students from the point they express interest in attending college through the recruitment and enrollment cycle.
2. Will the CRM capture students applying through Apply Texas?
Yes. ApplyTexas applications will be imported into the Recruit system. ApplyTexas applicants will receive the same response and support as those completing the ACC application.
3. How will students submit their documents into the CRM? Is it all electronic?
Yes. Applicants will submit digital test score reports and unofficial transcripts into a document repository. As with ApplyTexas, residency questions are embedded into the ACC application. TSI scores for applicants who test at ACC will automatically flow into their record. Processing these documents electronically will expedite the application process and reduce the number of trips applicants must make to a campus. Students still will need to submit an official transcript.
4. Is this going to apply to older applications that have been in the system for awhile or just the most recently submitted applications?
The new enrollment management processes have been applied to recent applications only; however, our enrollment management strategy includes “re-engagement campaigns” to encourage previous applicants to reconnect with ACC.
5. At what point are these prospects entered into our Colleague system? After application? After transcripts are in?
An applicant record transitions to the Colleague database after supplemental documents are processed, the application is considered complete, and the applicant is “moved to student.” At this point, the student should be ready to attend an Area of Study Information Session or visit with an academic advisor. Students may proceed to advising with an unofficial transcript — they do not need to wait until the college receives their official transcript.
6. How does this integrate with Degree Map?
It doesn’t. Degree Map supports the academic advising process once the enrollment advising process is complete. CRM Recruit will be used to support students through admissions as they identify their goals. During the admissions process, they are introduced to tools to help them plan and register for their first semester of classes. Program Maps, Areas of Study, Student Planning, and Degree Map all are topics enrollment advisors will address when they engage with prospective students.
7. Are we able to provide this information in different languages?
At this time, application and enrollment systems are in English. ACC’s Enrollment Management Office, including Recruiting and the Student Services Help Desk, have bilingual staff to assist with Spanish-language inquiries. We plan to eventually add an international student application in CRM Recruit, and we will research the need for other languages.
8. We are partnered with 12 other colleges for the Texas Pathways Project. How does ACC compare with those other institutions using the guided pathways model? Is there anything we can learn from them to help speed up this transition?
The Texas Pathways Project is an initiative to help more institutions transition to guided pathways. Participating colleges will serve as models for other colleges in the state. ACC is ahead of many institutions in its guided pathways implementation. There also are some areas and student outcomes where we are not where we think we should be, relative to our peer institutions. We’re looking forward to learning from the experiences of other Pathways Project colleges at biannual gatherings.
9. Will the CRM intelligently prioritize pending issues? Example — identifying a student who is missing a transcript, AoS Information Session, or has current holds — so that frontline staff can proactively reach out, or will the system (through a mail-out) reach out to the student?
Interactions through CRM Recruit will be managed by the Recruitment and Enrollment team, so frontline staff will not need to reach out to prospective students. There are processes to engage students along the enrollment process, including automated emails and phone calls by enrollment advisors. The admissions process has been streamlined to allow for efficient targeted outreach.
10. Regarding technology, can we have a more robust advising chat presence?
This is a good idea. Additional advising applications are coming, including a CRM application that works with CRM Recruit and focuses on advising. Until then, the Student Services Help Desk offers online chatting with operators who are well-trained in enrollment topics. Students can find the Live Chat button on Student Services Help Desk webpage. They also may contact the College Destination Center at 512-223-7747.
11. How does a CRM help us track, monitor, and then help students whose circumstances prevent them from enrolling until a year or two later?
Enrollment management and marketing strategies, supported by our CRM system, will help us engage with these students because, for the first time, we will be able to easily identify them. Through re-engagement campaigns we will help them work toward their goals when the time is right for them. We will be able to tailor and focus our interaction to help them identify and overcome enrollment barriers. We will be able to offer a personal contact they can talk to as needed.
12. Do you plan to make scanners available for students to upload documents? Regarding degree map, if students submit their transcripts, a tool like Degree Map can help them see where they are starting and what AoS/certificate/degree is most within reach, yes? Could it help them make a good AoS choice?
This is a good question that represents a lot of opportunity. Each Student Services suite, including the Admissions and Records desk, should have a copier with scanning capability. Students can upload documents they bring to campus. Our goal is to reduce these kind of steps required for admission.
Our registration and planning tools cannot automatically load previously taken classes from transcript – these still need to be evaluated. Enrollment advisors are trained to review transcripts and can help students select an area of study. Students who already have 12 or more credits are not required to attend an AoS Information Session. Once their application is complete and supplemental documents are received, they may register for classes or visit an advisor if they would like help evaluating their options.
13. Have you considered a mobile phone app for students to access information on the status of their application per the CRM? Is it available in an Android app?
Yes. The application will be mobile responsive. Once they have an ACCeID, students can conveniently access the EllucianGo app on Apple or Android smartphones.
Stay up-to-date with developments related to the guided pathways transition. Dates and topics for future webinars are:
Friday, November 11; 8:30 a.m.: – Advising
Friday, December 9; 8:30 a.m. – Counseling
Friday, January 27; 1:30 p.m. – Early Alert & Academic Standards of Progress
Friday, February 10, 8:30 a.m. – Learning Support