Developing standard processes in extension registration

One of the discussion topics associated with registration processes this week has been the need for standardization of processes across the extension organization.  In my CRM implementation reading, understanding existing processes and mimicking them in the CRM processes is recommended to improve success in achieving CRM goals.  Our processes are beginning with registration, so I begin my thoughts on standardized registration processes in extension, across a system that spans 67 counties.

Registration seems like a simple process back in my days in the county - once the event was scheduled the appropriate process for registration is established.  In "the good old days,"  when we were first putting computers on our desks, this generally meant mailing out forms and fliers, putting information in our newsletters and newspapers and then waiting for either the paper forms or phone calls so names could be added to the list of participants.  Then we added technology - lists were kept in computer files and we listed our email address to accept registration or questions about the event.  We began promoting events online.

Today, our clientele can go to our websites and register online.  As we receive phone calls or other registrations, we add them to an online computer application which now serves the role of our earlier computer file.  However, instead of adding information to a computer file we are adding it to a database that helps us know what sessions people want to take, whether they want to participate in future programs, etc.  In addition, the participants can easily forward their invitation to any of their friends via email, helping to market the program.  We still promote the program through our other communication chains, although most of our newsletters and the newspapers may be online in addition to or instead of in paper form.  Online allows easy access to links to registration.  It also opens the potential audience to people who may not have previously been on our mailing lists.  So, there are many benefits to the shift.

So, what are the variables in how registration was handled in the past and can be handled today?  We're still relying on people close to the event site to respond to questions and assist individuals in the registration process.  Staff still assist educators in meeting preparation.  Of course, the professionals involved have to become familiar and comfortable with the online registration system - so this means providing training.  This is no different than in most cases where we went from keeping registrations in a notebook to keeping them in a computer file.  Training should include how to get the information necessary from the system to know who plans to attend what training session and who has or has not paid, fix name tags, order meals, etc.  Earlier communication about what was happening - what, when, where, how - still needs to occur between those planning the program and involved in registration processes.  This may have previously occurred in office staff meetings and may now have to move to phone, email or video communications since registration staff and educators may not be in the same office.   This seems doable.

Help me with this - what are processes related to registration that you feel are unique to your office situation?  And while you're at it, how do you see them being achieved utilizing an online application?  And finally, what are potential benefits or losses to be considered in moving to an online environment?

CRM for Extension

Another area of inquiry has been CRM (or customer relationship management) for extension.  The college has made the decision to pursue this and my charge is to consider implementation.  One of the first things we need to do in order to have successful implementation is to make employees aware of why we are asking them to adopt a particular CRM system.  This is explored in this blog.

While you've gathered from my other posts, and already knew if you really know me, I believe that with or without a "technology-based system" the management of customer relationships has long been a strength of strong extension programs.  The idea of focussing on the customer's needs to determine programming directions is nothing new - whether we use one-on-one opportunities, advisory groups, or technology-based surveys to collect this information - the point is we have been collecting this information and using it to drive business decisions.   But we have probably been able to put greater emphasis on the face-to-face methods for gathering input because of our unique structure which provides an office in each county of the state and because in the past a lot of our educational programming has been provided in a face-to-face environment.  However, there are segments of the population we have not been reaching.  For many of these people our office hours and the dates/times we traditionally offer programming are not convenient.  So, we have begun strengthening our on-line delivery which requires mechanisms to gather input in an on-line environment.  So, we're good on this part - what it tells us in terms of what the product looks like that we use is that it needs to provide a way to report both face-to-face input along with information gathered in on-line environments.  The ability to connect and allow for input for our online customers is one of the primary reasons for implementation of the CRM.

Along with all of higher education, extension programs are being asked to provide greater evidence of impact and success to support accountability to stakeholders and funding organizations.  Data is generally gathered throughout the various levels of the state organization.  States are at different levels in reporting - ranging from providing basic participation data to providing data that indicates personal or governmental savings related to long term impacts.  The latter is the goal.  This could be another factor driving towards implementation of a CRM system - for data collection to be used for reporting.  A CRM system would need to provide a great deal of flexibility and ease in reporting to be successful in this realm.  State systems have varied success in building and implementing extension-specific models for this purpose.  CRM's tend to be more business-focused - units sold over time - so this adaptation may prove challenging.

Has your state extension program adopted a CRM?  If so, how is it proving beneficial to your organization and customers?  I'd appreciate your input.