Oxford's Customer Relationship Management (CRM) Programme
We are embarking on a transformative change programme to introduce a new CRM platform across the collegiate University. The new Customer Relationship Management (CRM) platform is a joined-up system that manages all the ways Oxford interacts with its communities - students, researchers, academics, professional services staff, alumni, donors, the public and anyone else who engages with the collegiate University.
What is a CRM platform?
A CRM platform is a joined-up system that helps manage, view and store information related to our current and potential communities – every individual who interacts with Oxford.
The system combines data from various sources and uses tools like automation and AI to make it easier to manage relationships with each individual person in the system. It will span divisions, departments, colleges and functions including development and alumni (DAE), student fees and funding, student welfare, outreach, continuing education and online education.
With the CRM programme we are implementing more than just a university-wide CRM system, it is a fundamental shift in how the collegiate University communicates, collaborates, shares information, and delivers services.
Why is a university-wide CRM system needed?
Given Oxford’s devolved nature, the collegiate University does not have one joined-up CRM system. As a result, it faces numerous challenges stemming from fragmented data, siloed systems, and inconsistent and uncoordinated communication between departments. These issues affect areas such as outreach, admissions, student services, development and alumni and core support functions like the people (HR) department.
A single CRM platform will make it easier for staff and students to do their day-to-day work. It will save time and effort by reducing administrative burden with simplified and automated processes.
For example, the CRM platform can improve how marketing teams create and send email campaigns; how researchers collaborate across institutions; and how HR teams manage parts of the employee experience. Prospective students can have an efficient and supported joining experience. Current students can get clearer and more relevant information to help their learning and life at Oxford; donors can receive more personalised communications.
The CRM platform will transform how we collect, store, view and use data about each individual who interacts with the collegiate University. It will change both how people interact with the Oxford, and how we, as staff interact with our communities.
Benefits to our communities
Prospective students will receive tailored information and support to help them on their journey to Oxford. The outreach team starts connecting with students from as young as nine and our prospective students are based across the globe. Having engaged with oxford once, whether online or in-person they won’t need to be ‘in the know’ to find out the about other opportunities and events available to them.
Meet Daphne
Daphne attends an open day event at Oxford and receives personalised information about the courses, campus facilities, and student life. After the event, Daphne is added to a mailing list and receives regular updates tailored to their interests. These updates include information about upcoming webinars, workshops, and social events that Alex might find useful.
A few weeks later, Daphne receives an invitation to a virtual Q&A session with current students and faculty members. This session provides Daphne with the opportunity to ask questions and learn more about the application process, scholarships, and other opportunities available at Oxford. Daphne doesn't need to actively search for this information; it is provided to them based on their initial engagement with Oxford.
As Daphne continues to receive tailored support and information, they feel more confident and informed about their journey to Oxford. They are aware of various opportunities and events without needing to be 'in the know,' making their transition to university life smoother and more enjoyable.
Students will receive personalised communication and tailored support helping to improve the student experience. Our student-facing colleagues will have the information they need to keep students safe, informed and engaged throughout their time at Oxford. The Oxford student community is more than just our undergrad and post-graduates, we have students from across education, including short courses, executive level and summer schools.
Meet Daphne
From the moment Daphne enrols, they are supported by student-facing staff with personalised communication and tailored support. Daphne receives regular updates about their courses, campus events, and opportunities that match their interests and needs.
One day, Daphne encounters a financial issue and needs assistance. Thanks to the CRM platform, the student finance team is already aware of Dapnhe's situation and can quickly provide the necessary support. They offer personalized advice on managing finances, available scholarships, and payment plans, ensuring Daphne feels secure and informed.
Meanwhile, the student welfare team is also in the loop. They notice Daphne has been feeling stressed and reach out with information about mental health resources, counselling services, and wellness workshops. Daphne appreciates the proactive approach and feels cared for and supported.
Throughout Daphne's time at Oxford, the CRM platform ensures that all relevant departments, including student systems, have the information they need to keep Daphne safe, informed, and engaged. Daphne receives timely notifications about important deadlines, academic support services, and extracurricular activities, making their student experience smooth and enriching.
Alumni will receive personalised and tailored information about what is happening at the university and how they can strengthen their connection with the Oxford alumni community. Reconnecting with their peers will be a thing of the past.
Meet Daphne
Meet Daphne, an alumnus of the collegiate University who was a rugby player while at Oxford. Daphne has been invited to the grand opening of a new sports facility at the university. The invitation highlights Daphne's involvement in university sports and the benefits of their support on the development of the new facility. By attending the event, Daphne will have the opportunity to see with former teammates, meet current student-athletes, and learn about the latest advancements in sports science and technology. This personalised approach ensures that Daphne feels valued and appreciated for their contributions, fostering a strong and lasting connection with the Oxford.
How are we delivering the programme
Our Customer Relationship Management (CRM) programme is a transformative change initiative to support improving relationships and embracing agile methodologies. We are working with colleagues across Oxford to streamline processes, reduce silos, improve communication and co-create a CRM platform that meets the essential needs of its users. Our delivery partner is Microsoft and their industry experts Kerv and SIS Global who have a wealth of knowledge in the higher education and fundraising sectors.
As part of Oxford's broader digital transformation ambition, the CRM programme wants to improve the experience of Oxford for all of our communities by putting the user at the heart supported by other key programmes such as the Data Strategy Implementation Programme and the Identity Improvement Programme. Find out more about the CRM programme governance (SSO Required).
Programme timeline
The programme is structured into three main phases:
Phase 1 (2025)
- Initial implementation focusing on digital marketing and case management.
- Event listing to replace OxTalks
- Build the initial core data model and security model
- Include data from existing systems such as PeopleXD (staff), DARS (Alumni) and SITS (applicants and students)
Phase 2 (2025-2026)
- Expansion of CRM functionalities including marketing, event management, and case management.
- Full replacement of DARS working with DAE and colleges, including colleges not currently using DARS
- The full student lifecycle, including tooling for teams to collaborate, such as student fees and funding, student welfare – building workflows across their functions, replacing spreadsheets, email and systems that are no longer fit for purpose.
Phase 3 (2026-2028)
- Expansion of CRM functionalities to onboard departments and divisions.
- Continuous improvement and development of CRM products and capabilities.
- New use cases identified through phases 1 and 2.
Where are we during Hilary term?
| Date | Meeting/Workshop |
|---|---|
| 10th Feb - 6th March | Discovery Workshops |
| 19th March | ITSS meeting - an introduction to CRM |
| 20th March | CRM Programme board |
| 27th March | How the University's Customer Relationship Management (CRM) Programme can support Public and Community Engagement with Research |
| 17th April | CRM Programme board |
Where are we during Trinity term?
| Date | Meeting/Workshop |
|---|---|
| 28th April |
Conference of Colleges - Standing Committee of Bursars (SCOB) |
| 6th May | Conference of Colleges - Estates Bursars Committee |
| 8th May | Conference of Colleges - ICT Steering Committee |
| 27th May | Conference of Colleges - Graduate Committee |
| 2nd June | Conference of Colleges - Senior Tutors Committee |
