Category Archives: relationship management

Service Design is the future!

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It is true to say that we are lucky enough at times to be able to work on something that really is interesting, and that for me is true of the world of ‘service design’. I encountered this area as part of my work supporting the JISC Relationship Management programme, and can honestly say that it has genuinely piqued my interest. I only wish I had more time to learn more about it and ‘do’ service design in earnest.

It is a relatively new area, especially for education. Service design can help institutions to examine their processes from a student-centred point of view, and then by making improvements where required, it may be possible to:

• Improve student retention;
• Improve administrative processes;
• Provide a competitive edge;
• Reduce risks;
• Identify student needs, expectations and feelings.

Some people working on the projects in the programme have been so bitten by the bug that they report to have found their calling after many years, and are following the route to becoming specialists in it where possible.

I may sound evangelical about it all, but I do believe that to be successful, institutions would do well to at least nod to the basic concepts of the approach. Empathy is the key. For want of a better comparison, it is about customer service (and I know, many in education, particularly Higher Education, hate the concept of viewing students as customers.) But if we take the basic nuggets, then it boils down to putting yourself in the shoes of those that you are catering for, and it would be useful to adopt an ‘undercover boss’ approach and actually be in the thick of it and see it from the real perspective. We think we know what our students want but often we are wrong, or at best slightly off the mark. So many companies get customer service wrong, and we always remember those that get it right. And vote with our feet. It is the same for education.

I was pleased to discover that there are even jobs for ‘Service Designers’ but of course these are in large corporations, not the education sector. But maybe one day?

More about Service Design:
The CETIS Service Design briefing paper is averaging about 3500 downloads per year and is a useful starting point.

The CETIS wiki has a section on Service Design Resources. The latest addition to this is a Service Design toolkit website offering a toolkit as an introduction to the methodology of service design, in particular for the design of public services. Includes some useful (free) downloads to use when adopting the service design approach.

There is also a section on service design in the ‘Just Enough’ resource that we are developing which includes findings from the current projects and the synthesis from the last programme.

The wikipedia service design entry is also of use.

Overview of the work in the JISC Relationship Management Programme

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We thought it would be useful to provide a brief overview and update of the work taking place in the current Phase of the JISC Relationship Management Programme, as the projects are nearing completion so naturally have many interesting findings. The Programme runs from March 2011 to August 2012 and consists of three strands:

Strand 1: Good practice in CRM handbook
– a comprehensive online handbook of good practice in CRM processes in HE and FE, which will integrate, refine, and enhance the SAF (Self Analysis Framework, which was developed as part of Phase 1 of the Relationship Management Programme).
Strand 2: Student retention, progression and non-completion
– the student focussed projects in Phase 1 focussed on the earlier stages of the student lifecycle. This strand (8 projects) takes in the pastoral stages and uses a ‘service design’ approach to help inform the development of projects to help students at risk of non-completion.
Strand 3: Alumni engagement
– Again using service design, these seven projects focus on the final stage of the student lifecycle and are exploring innovative ways of engaging alumni.

The projects are detailed further below with brief summaries. The usual final reporting information will be produced but what will also be helpful is the availability of short videos to be hosted on YouTube; these will summarise the main work of each project and the main issues and developments which occurred. They will be available later in the year (likely to be September 2012). They will be available on the JISC BCE (Business and Community Engagement) YouTube channel. We already have a mini-presence there from the last RM Programme.

Good practice in CRM handbook
This Handbook is being developed by one joint project between Huddersfield University and the University of Teesside as part of the Programme. The draft version of the Online Handbook in CRM (Customer Relationship Management) Good Practice is now available; you can take a look at the draft version.

The project team are also on the look-out for more case studies, so if you feel you are an exemplar of good practice in BCE (Business and Community Engagement) CRM or if you have any comments, please get in touch with the team at crm@hud.ac.uk
You can also follow their project blog

Student Progression, Retention and Non-completion
These eight projects have been using service design techniques to try and improve the student experience at the mid-points of the student lifecycle (Teaching and Learning, Pastoral Care, and Employability). They have been focussing on several areas:
• Using data analytics (“traffic lighting”) to identify students who may be at risk of failing (Loughborough University, Roehampton University, University of Derby, University of Southampton)
• Improving resources for support, such as mental health resources and streamlining placement processes (North Glasgow College, University of Nottingham, University of Sheffield)
• Using smartcards to deliver bursaries (University of East London).

Alumni Engagement
These seven projects have been using service design techniques to try and improve the student experience at the alumni stage of the student lifecycle. They have been focussing on several areas:
• Using social media to encourage alumni to engage with each other (University of Hertfordshire, University of Surrey)
• Establishing mentoring schemes where alumni mentor undergraduates (Aston University, Brunel University, University of Glasgow)
• Supporting the transition to work and encouraging lifelong professional development (Cardiff Metropolitan University, University of Kent).

These projects were all funded as part of Phase 2 of the JISC Relationship Management Programme , which ran from March 2011 to July 2012. Further information is available from the JISC CETIS RM Programme support website
JISC CETIS are running the Support and Synthesis project for the Programme and much more information will be coming out later in the year, including web resources and guidance materials.

Managing Relationships across the pond

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It may sound like something for Kermit the frog, but no, I am talking about ‘Relationship Management’ and how the work here in the UK has been picked up in the USA.

I recently starting working on the JISC Relationship Management programme, which is genuinely a really interesting look at how institutions deal with the people they interact with. Relationship management is becoming increasingly important in the tertiary education sector as institutions try to meet the challenges of funding cuts and increased student and community expectations. Employers and other external customers may have the potential to help the sector navigate through these difficult times, however good customer relationship management is necessary to maintain and develop such relationships.

Sharon Perry, my colleague also working on CETIS support of the JISC programme, was in touch with Elliot Felix of BrightSpot in New York about service design in HE. His focus is more on using service design to design/improve educational spaces, however he has written a briefing paper on 7 things You Should Know About Service Design and mentions Derby’s work which they did as part of the programme.

They got together through Twitter, which is how he picked up the Service Design in HE Briefing Paper that the University of Derby produced for CETIS as well as their project work. He’s just in the process of writing a paper for the Journal of Learning Spaces and also mentions Derby’s work there.

He was interested in the design of learning spaces (he’s aware of JISC projects in this area) and also the Relationship Management Programme as a whole, and Sharon gave him further info, for example the link to the SLRM case studies on the JISC website. It is really promising to hear that the work here is of relevance and interest in other countries and it will be interesting to explore such links further and see what we can learn from across the pond also.

Are we crawlers, walkers or Runners when it comes to Business Intelligence in Higher Education?

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I was pleased to attend with JISC colleagues the recent

UCISA Business Intelligence event in Bristol In the context of current CETIS work in the support and synthesis project for Customer Relationship Management (CRM) Student Life-cycle support project.

There were a variety of speakers at the event and a great deal consistency of issues raised, issues relevant to our work in CRM/SLRM. There were however also some quite notable inconsistencies.
One of the speakers described business intelligence in Higher Education (HE) as being a “mature “ area whilst another revealed when conducting an ad hoc straw poll of those attending the event (largely UCISA members ,Management and Information Systems Managers/Directors in HE) asking the audience to categorise where they believed their institutions were with Business Intelligence as Crawlers (Very much at the early scoping stage) Walkers (Scoping and pre-planning stage) and Runners (Planning and implementation stage) Out of an audience there were no runners about six or seven confessed walkers with the rest of us admitting to being crawlers, which I think is probably a more accurate reflection as to where institutions are just now.

William Liew and Martine Carter talked about Business intelligence activities at the University of Bristol which were driven from a financial measurement perspective and their attempts to integrate systems across research, procurement and student data and in their words “eliminate” local systems in order striving for the very bold ambition of“true” data for financial purposes. In their work they recognised multi stakeholder perspectives and quite honestly detailed the barriers they encountered. I must confess to having a little difficulty when one approach or one model is presented as THE model. Models from my perspective are a useful tool “A way of presenting a particular view of the world or representation from a particular perspective “too often they presented as THE view of THE organisations, it is one of the inherent deficiencies of modelling of any persuasion.

I was also very interested in David Sowerby’s presentation regarding the University of Bedfordshire’s student retention system and recognised the potential significance of this approach, in particular given the current Border Agency requirements of institutions to monitor foreign student attendance. Metrics relating to student “engagement” were presented, metrics based on consistent parameters being applied across the institution and values set against these parameters to define levels of student “Engagement” in order to flag up potential retention issues… all interesting stuff.
Some of the key points in BI implementation highlighted were:
1. Stakeholder Engagement buy-in ownership was essential.
2. The need for (process) modelling.
3. Data Quality – Bad data in Bad data out.
4. The need for meaningful Key Performance Indicators (KPI)
I am mindful that I will be attending the IMS GLC Learning Impact conference in the US in May 2010 and contributing to the Analytics discussions at this event.

I suspect our US colleagues are, using the earlier analogy, runners and they will indeed be running with Business Intelligence, although whether this is in the right direction will be the big question.