Strategic Customer Engagement: De Montfort University Alumni Report

This report provides a detailed analysis of strategic customer engagement, focusing on the De Montfort University (DMU) alumni. It begins with an introduction to customer engagement and its importance, followed by an overview of DMU alumni, including their evolution, activities offered, and the university's efforts to engage them. The report explores student and alumni engagement within Higher Education Institutions (HEIs), examining the motivations of both universities and alumni to build relationships, and discussing the benefits and challenges of such engagements. The report highlights the activities DMU offers to its alumni, such as sporting socials, global trips, clubs, events, and volunteering opportunities. Finally, the report provides recommendations for enhancing alumni engagement and concludes with insights into the future of alumni relations.

Strategic Customer
Engagement

TABLE OF CONTENTS
1. INTRODUCTION.......................................................................................................................1
2. Insight into DMU Alumni............................................................................................................1
Introduce DMU Aluni and its evolution over the years .............................................................1
Activities offered by DMU to their alumni ................................................................................2
3. Student and Alumni Engagement by HEIs .................................................................................2
a) HEIs want to establish relations with their students and alumni............................................3
b) Students and alumni want to develop relation with their university ......................................4
C) Benefits and challenges of establishing relationships of universities, students and alumni . 4
4) Recommendation ........................................................................................................................6
5) Conclusions ................................................................................................................................8

1. INTRODUCTION
Customer engagement is about the promoting consumers to interact and share in
experience create for them as business or brand. It is a term which can be complex to define and
even harder to calculate. It is the ongoing interactions among firm and consumers offered by the
firm which is selected by the consumers. It is the affective connection among consumer and
brand (Pansari and Kumar, 2017). Highly engaged consumer purchase more, promote more and
demonstrate more loyalty. Therefore, it is necessary to provide the high quality consumer
experience which is more essential element in consumer engagement strategy. This study is
based on DMU (De Montfort University) Alumni. It is the public university in the city of
Leicester, England. Report will explain insight into DMU Alumni which involves introduce
DMU Alumni and its evolution over the year as well as activities offered by DMU to their
alumni. It will define student and Alumni engagement by HEIs.
2. Insight into DMU Alumni
Introduce DMU Aluni and its evolution over the years
De Montfort University (DMU) is dynamic institutions with long and vibrant history of
improving people's lives through education. Alumni of De Montfort University are eligible to
personal borrowing memberships. The administrative assistant position was budgeted to
accommodate the growing workload and raise Alumni engagement through programming.
Alumni Relations was hired to create Class Representative programs and coordinate the reunion
efforts and other events (Hollebeek, Conduit and Brodie, 2016.). Alumni Relations has hosted
an average of 25 events across the US each year. In this context, DMU needs to strategic
planning and Alumni Relations office involve raising the number of alumni donors by 10% and
raising the scholarship dollars by 20%. University needs expand their geographical focus from
fields where alumni are concentrated to conferences and highly attended by the other alumni.
Alumni who graduated during the 70s and 80s still have negative feeling about what they believe
to be utilisation of tuition dollars in manners which did not benefit their education.
In order to that, these alumni are to start to give larger gifts at the prime age. Therefore,
DMU has very good reputation for financial management. One of main goal is to aid alumni
from the Azneer years reconnect and re-find sense the pride in their alma mater. University has
also expanded scope of development which can brought together traditional disciplines of
1

Alumni relations. In order to that, DMU alumni come together to organize an inspirational
conference on Black Education Matters. Due to success of the first event in March 2017 when
over 150 first, second and third year students attended, DMU's African and Caribbean Society
(ACS) decided to hold another conference this month. The aim of the conference was to inspire
and motivate Black and Minority Ethnic (BAME) students leading up to examination period
(DMU alumni come together to organise an inspirational conference on Black Education
Matters, 2018). Black Eduction Matters (BEM) was lighted from the statistic which will
continue to underpin the cause to why they will continue to pursue this event in DMU and
hopefully across universities in the UK. The students of BEM are less likely to gain first or 2:1
degree classification that is statistic from the Higher Education Funding Council for England.
Through measurement, it is realised that BAME students are not as eager and active as white
students.
Alumni as consumers which means students pay fee to follow education and this outcome
in education. Necessarily students paying important fees whether deferred or not, start to think of
themselves as consumers. Trust is the concept utilised to describe and build relationship. It is the
determined as the level of confidence in an exchange reliability and integrity of partner.
Relationship marketing for alumni, which determines different conceptions in the area for
relationship marketing which involves concern, trust, commitment and services. These can lead
to consumer relationship profitability under the conditions which company gives the high quality
services. In order to that, DMU must have followed the different stages for Alumni engagement
which involves know students want, designing fabulous Alumni websites, make the most of
content, establishing alumni surveys, focused alumni email campaign, embrace user-generated
self-satisfied, promote social media strategies, do not avoid in-person involvement, continuously
monitor and develop campaign (Gigliotti, 2015).
Activities offered by DMU to their alumni
The aim is bridge this attainment gap in many ways which is to give inspiration and
mentorship to students to accomplish top degree categorisation alongside the tools and abilities
for them to become more employable. The alumni had number of motivations for being included
in organizing the event. DMU alumni and guest speaker who graduated in 2017. For that, they
are inspired some people which probably have not heard a lot information about the creative
industry (Ashley and Tuten, 2015). They want to aid someone finds bit of direction which give
2

them motivation and understand there is a possibility in anything. It is essential because some
students from certain background can not feel that these chances are accessible to them. In this
context, DMU university offered the different activities to their alumni such as sporting socials,
DMU global alumni trips, clubs and network, events and reunions and volunteering.
3. Student and Alumni Engagement by HEIs
According to this Gigliotti, (2015) most alumni engagement is the best activities
redeveloped around direct mail campaigns, phone calls and student reunions. Now the digital age
means universities can engage with their alumni on more consistent and modern basis. For
alumni engagement, Higher Education Institutions of UK needs to follow the different strategies
such as gather useful information about their alumni, make persona maps for each alumni team,
utilization of tool to monitor engagement strategies, usage of LinkedIn to promote networking
and learning, usage Twitter for Brief Updates and shout outs, use Instagram for spending the
time in campus with alumni and so on.
a) HEIs want to establish relations with their students and alumni
As per the view of Bernal and Mille, (2014) Alumni are an essential and raising
stakeholder group within higher education. As alumni grow in numbers, their perspectives
become progressively essential. Alumni can offer informed, reflective analysis of higher
education and are valuable resource within programmes delivery and course promotion. Alumni
engagement can contribute to students experience and arguably is an essential indicator of the
sustained connection higher education institution build with their students as alumni move from
education into the workplace. Most of higher eduction institution are utilised the social media to
connect alumni getting tweet their alma matters alumni association asking for gift to the school
can not be far off.
In this context Osborn, Alkezweeny and Kecskes, (2015) Higher Education Institution
wants to establish relationship with their students and alumni, because alumni's are most loyal
supporter of the institutions in relation to advancement activity. Alumni are representative of
their alma matter and wider for revenue as well as placement chances. Higher Education
Institution have traditionally reached out to their alumni through hospitality events. Recent event
is “Home coming Days” which is networking events and swanky dinners. Universities use the
3

technology which is modification the way by which people in interact and get their information.
Many of universities are already grappling with interesting projects are starting as result.
According to that Ropp, (2014) Many of higher education institution require working
harder to segment them to better speak their language. For example social media management
software help to higher education institution measure engagement habits of alumni. This refers
they can determine whether they are responding more time on Twitter or LinkedIn. Universities
are utilised the LinkedIn which is professional social network designed to bring people together
in the business world. The focus of Alumni post graduation is discovering job which suits their
new qualification. It is the prefect manner to show students still they care about their progress.
On this media, universities can build their own group for graduates. These teams allow Alumni
to link with people from their classes and reach out to localized businesses trying new
employees.
In order to that Osborn, Alkezweeny and Kecskes, (2015) It tends to examine the factor
of students loyalty rather than studying the factor of alumni loyalty. Students loyalty only
included in long term relationship. It can be generated unless. It is returned to the school in
relation to understand their source and preceding. As per the view of Pansari and Kumar, (2017)
Alumni involvement is referred to the relationship that alumni has with their undergraduate
institutions after graduation. It involves of wearing the institution's brand and promoting the
organization to future students and providing time, talent and treasures.
b) Students and alumni want to develop relation with their university
In order to that Pansari and Kumar, (2017) Higher Education Institution want to set up
the relationship with students and alumni for many reasons such as return of investment of
outreach is statistical reality by alumni engagement which is dynamic needs to change. It is
unique entry point of many high profile and wealthy alumni. Universities also becomes platforms
for to reach out to alumni and make particular ask to them for sharing their advices and put in
positively light between people set they hold in the largest regard. All alumni are now open to
interact within the manner which can either start, repair, strengthens relationship with this kind
of approach. The communication landscape has modified, so that it is dramatically in the
previous time. Alumni engagement has never been challenging, yet it has never provided so
many chances. The higher education institution is to focus on alumni and expected chance for
alumni engagement. It is the promoted universities to reconsider the drivers for alumni
4

engagement and re-evaluate alumni perceptions of value within the mutually advantageous
relationship. Trust is the thought utilised to describe and build relationship. It is the determined
as the level of confidence in an exchange reliability and integrity of partner. These can lead to
trust and alumni relationship profitability under the conditions which company gives the high
quality services.
According to that Hollebeek, Conduit and Brodie, (2016) One of main reason of higher
education institution so many of time to interact with alumni through social media is that past
students are an exceeding source of fundraising chances and investment capital. Therefore,
universities asked their alumni for donations early which can damage their reputation by making
their look. Large part of their alumni are still paying back their loans. Large fundraising
campaign involve step known romancing. It means not reminding them for wonderful moment
those they spending in the campus but also providing them insight into ways their engagement in
their fundraising campaigns. It is effected on future of higher education institution. Therefore,
Instagram campaign aid their to interact with students emotionally before asking them for
money. The positive changes in alumni funds have made to their campus. Instagram is the great
platform for keeping their alumni in the loop. Therefore, higher education institution needs to
follow all techniques and strategies for increasing the engagement between alumni and students.
C) Benefits and challenges of establishing relationships of universities, students and alumni
According to that Gigliotti, (2015) All students are impulsed to try regular counsel and
support in their coursework for selecting the suitable career option. In all of areas and more,
professors which are an incredibly valuable resource. By building relationship with professors
during office hours and other interactions of class. Students gain chances to take benefits of their
expertise in many ways. In addition, professors are aware of all sorts of extra chances for
students involving internships, exploring experience, mentorship scholarship. Students who work
to know their professor well raise the likelihood that their interest and engagement sparks
professor to suggest chance to them. Most of higher eduction institution are utilised the social
media to connect alumni getting tweet their alma matters alumni association asking for gift to
the school can not be far off.
In contrast of Drezner, (2018) The world of alumni relations is in continuously flow. In
the inside of developing audience expectations and fas changing communications landscape,
alumni relation professionals are undertaken with preparing relationship among alumni and their
5

alam matters. Some alumni relations departments believe friend-raising has little connection to
fundraising. Alumni need to be engaged, wooed and be-friended. Due to, number of debt loads,
many of alumni have left college which is bad taste in their mouth. It seems only way to aid
offset which is by offering real value through discount loyalty programs.
As per the view Berger, (2016) The relationship between students and higher education
institution is very beneficial in relation to recognition exploration, critical thinking and college
satisfaction. There are significant benefits for creating students and alumni mentoring
programmes. Students can get the chances to communicate with professionals as well as learn
more about the knowledge and abilities required at the work. The benefits of set up relationship
to the institution in relation to increase experience and hob satisfaction within the universities.
This kind of programmes are also advantageous to alumni as they give them with chances to re-
linked with their Alma matter. Relationship among students and universities create benefits such
as motivation, increase knowledge and skills as well as career planning of the students. Alumni
involvement is very essential for universities and their students.
In comparison to that Volin, (2016) There are many challenges by establishing the
relationship between higher education institution and students. Challenges involve prevent the
process of students drop-out, quality of academic and social integration, unclear expectation and
so on. These factors are highly influenced the relationship between higher education institution
and their students.
According to that Crabtree and et.al., (2017) the relationship among the alumni and
higher education institution is very beneficial in effective manner. Alumni can give financial
support directly in kind of donations or indirectly through present to expected donors. It is
actively participation in peer to peer fundraising. They are in excellent position to factor
partnership among institutions and their workers. Alumni involvement is very essential for
universities and their students. They are the best word-of-mouth marketing chances across social
and professed network of industry. Interactions and suggestions by Alumni raise online profile
and facilitates strong digital presence. Alumni involvement is very essential for universities and
their students. The significance of collaboration among Alumni relation and development.
Alumni involvement is high priority for most alumni companies as well as higher educational
institutions.
6

In contrast, Drezner, (2018) There are many challenges through relationship among
higher educational institutions and alumni. Challenges alumni faces with transformation which
possible solutions for these challenges. Communicating with Alumni through new and
developing platforms, recognition prospects with capacity and disposition to provide and
positioning their institutions as relevant and central entities in the lives of key components. It is
necessary of having accurate and up-to-date contact information for alumni, donors which are
perfectly central to all that they as advancement professionals. It is the basic principle for
effective interaction, thriving, events, targeted and ongoing involvement and position.
4) Recommendation
Alumni engagement is about making powerful alumni under the flag of the educational
institution. They efforts should output personal and professional success messages and in the
procedure raise spirit of university. In order to that, DMU should be followed the different
techniques and strategies for customer engagement in relation to Alumni engagement. In order to
that, DMU should be utilised the digital strategy for developing relationship with Alumni.
Effective digital strategy is the best mode to save money, improve engagement and increase
more (Ashley and Tuten, 2015). Through digital evolution influences staff structure, budget and
allocation of business. DMU should follow crowdfunding by Alumni engagement. It is the
concept which audiences are already well-known with by other giving models. Through adopting
crowdfunding by higher education like DMU is the kind of micro-philanthropy which gives
added advantageous of providing the transparency while utilising called model to that their
audience already comfortable contributes. In order to that, DMU should adopt the social media
as techniques for engaging the Alumni within the universities. This can help to build the
relationship with Alumni. Through alumni engagement, it should be very beneficial for hiring
the students at the vacant position (Bernal and Mille, 2014). In relation to, DMU should be
created the Alumni website in which they must have focused on the design, home page, mobile
optimization, impressive providing page for still deciding donors, interactive and sticky content.
With attractive websites, DMU connect and build engagement with their Alumni.
In order to that, DMU must have followed the different stages for Alumni engagement
which involves know students want, designing fabulous Alumni websites, make the most of
content, establishing alumni surveys, focused alumni email campaign, embrace user-generated
self-satisfied, promote social media strategies, do not avoid in-person involvement, continuously
7

monitor and develop campaign (Gigliotti, 2015). These kinds of strategies aid to build the
relationship with the Alumni in the universities. In order to that, DMU should follow other
strategy like continued engagement from alumni must be earned, strategy must be built around
the needs of alumni not the university and the best always content efficient an activity. An
alumni involvement strategy needs careful consideration of things like trust and emotion. Most
significantly, it refers figuring out marketing methods which DMU utilise to raise those things.
This can help to alumni fundraising campaign and exponent educational brand. Alumni
involvement is not all that different from standard brand engagement. For various colleges,
successful alumni fundraising campaigns begin with good strategy. Before, DMU begin
attracting the attention of their graduates, university require finding out what they want to
achieve, where their visions is taking and what they are going to do get there (Drezner, 2018).
An excellent plan ensure that they have information needs to track the execution of their
campaign over time and make sure reaching is worked. Alumni involvement is very essential for
universities and their students. Interactions and suggestions by Alumni raise online profile and
facilitates strong digital presence. Alumni involvement is very essential for universities and their
students.
In addition to that, DMU should follow other techniques such as offer to make
introduction to interested alumni, boundary campus events which benefits from alumni presence,
brainstorm role and share resource to aid to build involvement from alumni ambassadors.
Alumni can involve with students and aid them see what life after college can look like. Alumni
start to set the important relations which will pay dividend in the year to come- all without the
direful student. Therefore, alumni involvement can be changed and feels somewhat out of range
for campus life and students actions office. Alumni whom team of current students can beneficial
from the best, so working with alumni relationship (LeDuc, 2017). Through this technique,
DMU should maintain the network which students built while on campus, utilise those network
as chance to stay in touch in meaningful modes. University can be considered modes to integrate
alumni into campus programming such as career panellists, decisions for events, staff for
students retreats and mentor for current students. Alumni involvement is very essential for
universities and their students. Most of higher eduction institution are utilised the social media to
connect alumni getting tweet their alma matters alumni association asking for gift to the school
can not be far off.
8

There is model of alumni relation as consumer relationship management which is IDIC
model which stands for identifying, differentiating, interacting and customizing.
9

In order to that, company as higher education institution need to follow this model for
building consumer relationship as per Alumni relationship management. This cam help to satisfy
the expressed needs of consumers.
In this context, DMU should adopt social media, video conferencing with class, serving
on panel, communicating with potential or incoming students and linking with soon-to-grads. In
relation to, DMU campus is part of affectionate memories and experiences. Students likely
learned thing or two about industry subjects and set themselves up for career success. Also, they
raise relations with their universities which grew to implanted loyalty (Berger, 2016.). For
colleges, the commitment of alumni can be powerful technique for fundraising chances and
brand awareness. Therefore, if DMU want to tap into those advantageous, so that they need to
discover mode to maintain relations with their students even after they receive their degree. Most
of the alumni involvement is the best activity turned around direct mail campaigns, phone calls
and students reunion. Alumni are representative of their alma matter and wider for revenue as
well as placement chances. Higher Education Institution have traditionally reached out to their
alumni through hospitality events. Recent event is “Home coming Days” which is networking
events and swanky dinners. It is the encouraged educational institutions to reconsider the drivers
for alumni engagement and re-evaluate alumni perceptions of value within the mutually
advantageous relationship (Volin, 2016). With this, DMU build relationship between students
and higher education institution as well as Alumni are very advantageous in relation to
recognition exploration, critical thinking and college satisfaction. There are significant benefits
10