Building CRM (Customer Relationship Management) With Your Students

Presenter: John Daley, University of St. Thomas The dirty word of the year is "attrition". The opposite of student success, attrition refers to students who fail to complete your class or, worse, drop out of school completely. Attrition results in disengaged students and closed doors. How do we minimize this deadly poison? Techniques that increase the connection between student and teacher are vital in an online environment, but they are equally relevant in a hybrid or residential environment as well. Finding ways to have your students communicate with you, and giving them relevant and helpful assistance, helps build a relationship with your students that is more accurate characterized as partners in learning.

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Building CRM (Customer Relationship Management) With Your Students

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Presenter: John Daley, University of St. Thomas The dirty word of the year is "attrition". The opposite of student success, attrition refers to students who fail to complete your class or, worse, drop out of school completely. Attrition results in disengaged students and closed doors. How do we minimize this deadly poison? Techniques that increase the connection between student and teacher are vital in an online environment, but they are equally relevant in a hybrid or residential environment as well. Finding ways to have your students communicate with you, and giving them relevant and helpful assistance, helps build a relationship with your students that is more accurate characterized as partners in learning.
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  1. Building CRM (Customer Relations Management) With Your Students

    Slide 1 - Building CRM (Customer Relations Management) With Your Students

    • John Daley
    • University of St. Thomas
  2. Thank you!

    Slide 2 - Thank you!

  3. Welcome!

    Slide 3 - Welcome!

    • Who are you?
    • University professor at two universities (University of St. Thomas and Globe University in Minnesota)
    • Retired US Navy nuclear submarine officer and weapons specialist
    • Former professor and graduate of the Naval Postgraduate School (Computer Science) in Monterey
    • Former I.T. corporate vice president and director of engineering
    • Former Dean of Academic Affairs for a 1,700 student, 3-campus community college
    • 2015 Cengage Learning Computing Conference
    • 3
  4. Using CRM Techniques to Increase Student Success

    Slide 4 - Using CRM Techniques to Increase Student Success

    • Decrease drops
    • Increase attendance
    • Increase student engagement
    • Make your students eager to come to class!
    • Make your students dismayed if they have to miss class!
    • 2015 Cengage Learning Computing Conference
    • 4
  5. 2015 Cengage Learning Computing Conference

    Slide 5 - 2015 Cengage Learning Computing Conference

    • 5
  6. CRM Defined

    Slide 6 - CRM Defined

    • A management philosophy according to which a company’s goals can be best achieved through identification and satisfaction of the customers' stated and unstated needs and wants.
    • Ref: Business Dictionary, http://bit.ly/1w6NX7y
    • 2015 Cengage Learning Computing Conference
    • 6
  7. Student Success Defined

    Slide 7 - Student Success Defined

    • Student Success = Number of students who ultimately pass your class divided by the number of students who present for class (sits)
    • 2015 Cengage Learning Computing Conference
    • 7
  8. Enrollment (sits)  = Success + Attrition

    Slide 8 - Enrollment (sits) = Success + Attrition

    • Attrition: students who fail to complete your class because of either:
    • Dropping your class, or
    • Failing your class
    • Why do students fail?
    • 2015 Cengage Learning Computing Conference
    • 8
  9. They’re Gone!

    Slide 9 - They’re Gone!

    • The great majority of students who fail a class, fail due to absence!
    • 2015 Cengage Learning Computing Conference
    • 9
  10. From the “Firm Grasp of the Obvious” department:

    Slide 10 - From the “Firm Grasp of the Obvious” department:

    • It’s really hard to teach students, if they aren’t in class!
    • 2015 Cengage Learning Computing Conference
    • 10
  11. Incentives?!

    Slide 11 - Incentives?!

    • At least one for-profit career college gives faculty bonuses for high attendance rates.
    • Even if yours doesn’t, wouldn’t you take pride if you had fewer absences in your classes than your colleagues?
    • 2015 Cengage Learning Computing Conference
    • 11
  12. Thank you, social media and video games.

    Slide 12 - Thank you, social media and video games.

    • 2015 Cengage Learning Computing Conference
    • 12
    • Adult attention spans are decreasing:
    • 12 seconds in 2000
    • 8 seconds in 2013
    • (a goldfish has a 9-second attention span1)
    • Reference: National Center of Biotechnology Information, http://bit.ly/1eVIoMH
  13. And now, solutions!

    Slide 13 - And now, solutions!

    • (the problem has now been adequately defined; on to the solutions!)
    • 2015 Cengage Learning Computing Conference
    • 13
  14. CRM Solution: Part One

    Slide 14 - CRM Solution: Part One

    • 2015 Cengage Learning Computing Conference
    • 14
    • Increase student engagement
    • The student’s:
    • Desire to attend
    • Desire to learn the material or skills
    • Fear of absence: “Did I miss anything?”
  15. CRM Solution: part one

    Slide 15 - CRM Solution: part one

    • 2015 Cengage Learning Computing Conference
    • 15
    • How?
    • Connect students with the relevance of the class to their future success.
    • Increase student engagement
  16. CRM Solution: part one

    Slide 16 - CRM Solution: part one

    • 2015 Cengage Learning Computing Conference
    • 16
    • Raising expectations: a true story
    • One faculty member made great strides by re-engineering their FDOC (First Day Of Class) instruments, including:
    • Attendance Policy: 100%
    • Exceptions: contagious or riding in an ambulance!
    • Minimize classroom distractions (sp., mobile phones) with classroom policy
    • Notify instructor prior to absence
    • Customer List management
    • Increase student engagement
  17. CRM Solution: part one

    Slide 17 - CRM Solution: part one

    • 2015 Cengage Learning Computing Conference
    • 17
    • Increase student engagement
    • Be shocked, and demand explanation, when they are absent.
    • Use Blackboard or available LMS
    • Email students ASAP when absent
    • “Is everything okay? Please let me know how I can help.”
  18. CRM Solution: part one

    Slide 18 - CRM Solution: part one

    • 2015 Cengage Learning Computing Conference
    • 18
    • Homework Zero (handout)
    • FDOC (First Day Of Class) graded assignment
    • Due at midnight on FDOC
    • Student survey questions and contact information
    • Many absent students are unable to be contacted by school, due to changing addresses or phone numbers
    • If it’s not graded, students frequently do a poor job or don’t do it at all
    • Increase student engagement
  19. CRM Solution: Part Two

    Slide 19 - CRM Solution: Part Two

    • 2015 Cengage Learning Computing Conference
    • 19
    • Most students crave to see the connection of your class to their success.
    • Find, exploit, and repeat that connection!
    • Students need to be reminded of the relevance of your class to their future success.
    • Underscore Relevance!
  20. CRM Solution: part two

    Slide 20 - CRM Solution: part two

    • 2015 Cengage Learning Computing Conference
    • 20
    • Underscore Relevance
    • Relevance: Success stories
    • Personal examples where the skills learned in class benefited you (the instructor)
    • Students who have come back and thanked you for teaching them skills that made a difference in their careers
    • News stories (or LinkedIn articles) underscoring relevance
  21. CRM Solution: part two

    Slide 21 - CRM Solution: part two

    • 2015 Cengage Learning Computing Conference
    • 21
    • Assignment One (handout)
    • FDOC (First Day Of Class) graded assignment
    • Due one week from FDOC
    • Students find a job listing that matches their goal upon graduation, print it out, and get it signed and dated by career services, advisor, or mentor
    • Underscore Relevance
  22. CRM Solution: part two

    Slide 22 - CRM Solution: part two

    • 2015 Cengage Learning Computing Conference
    • 22
    • Guest Speakers/Field Trips
    • Imagine: a graduate who is a success!
    • Try to match age of speaker to average student age
    • Find them on LinkedIn or by networking with colleagues as conferences (like this one!)
    • Underscore Relevance
  23. CRM Solution: Part Three

    Slide 23 - CRM Solution: Part Three

    • 2015 Cengage Learning Computing Conference
    • 23
    • Are students losing their engagement with the class?
    • How do you know?
    • Signs that it’s too late
    • Absences
    • Distracted students
    • Complaints
    • Assess, assess, assess! (continuously!)
  24. CRM Solution: part three

    Slide 24 - CRM Solution: part three

    • 2015 Cengage Learning Computing Conference
    • 24
    • Survey Your Students!
    • Survey as an icebreaker
    • “How Are We Doing?” about 25% into course
    • Formal assessment results (previous and/or current classes)
    • Minute papers
    • Learning Journals
    • Effective Assessment
  25. CRM Solution: part three

    Slide 25 - CRM Solution: part three

    • 2015 Cengage Learning Computing Conference
    • 25
    • Got iPads? Microsoft Surface? Other Tablets?
    • Socrative, NearPod, or similar tools
    • “What was the (a) easiest, and (b) most difficult thing for you about today’s class?”
    • Put students in groups matching “most difficult” topics with “easiest”
    • Effective Assessment
  26. CRM Solution: part three

    Slide 26 - CRM Solution: part three

    • 2015 Cengage Learning Computing Conference
    • 26
    • Feedback to students:
    • Quiz results (graphs, means, standard deviations)
    • Show class example of great assignment (from anonymized student)
    • Use expert from field to review class submissions of case studies, projects, etc. (also: résumés!)
    • Effective Assessment
  27. Summary: CRM for Success!

    Slide 27 - Summary: CRM for Success!

    • Maximize student success, while minimizing attrition, by:
    • Increase student engagement
    • Emphasize relevance
    • Assess, assess, assess! (FDOC, during, and after)
    • 2015 Cengage Learning Computing Conference
    • 27
  28. Thank you so much!

    Slide 28 - Thank you so much!

    • 2015 Cengage Learning Computing Conference
    • 28
    • Questions and Discussion
    • john.daley@stthomas.edu