delivering exceptional student service—part 2

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Tuesday, June 25, 2013 Wayne State University

Detroit, MI

Higher Education Summit

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Presented by Ann Elinski, Assistant Director

Nicole Brandenburg, Associate Director Adam Lincoln, Lead Systems Integrator

Wayne State University

Student Services: Delivering Exceptional Student Service – Part 2


Adam Lincoln Lead Systems Integrator Computing & Information Technology


About Wayne State University Combines the academic excellence of a major research university with the practical experiences of an institution whose history, location and diversity make it a microcosm of the world students will enter when they graduate

§ 30,000 students: 2/3 undergraduate and 1/3 graduate § 400+ undergraduate, grad. and professional programs § Central undergraduate admissions and student service § Decentralized graduate admissions § Banner (Ellucian) ERP


Session Goals Show a variety of methods and uses for Student Service

§  Technical approaches to integration §  Native capabilities for

•  Proactive service •  Internal management

§  How a student’s inquiry moves through the system and •  Becomes part of reporting •  Provides feedback •  Contributes to better proactive service


Integration Philosophy Our approach: §  Balance

Salesforce data needs

§  Keep SIS processes inside SIS

§  Find/prevent duplicates at data entry point


ERP Integration with Salesforce Prep data inside RDBMS (probably optional)

Interface with other systems (e.g., Clean Address); do more advanced prep logic; submit to Bulk API

For each record: new? match? unsure?

Very few dupes in org data!

If unsure, suspend and present to a person for review


Walk in Controller Integration Visitors follow a simple Flow to "sign in"

§  Case created, using internal unique ID if provided to link to Contact record

§  Alternatively, collects generic information for purposes of linking to Contact

Integration hook provided with Apex exposed as a REST resource


Nicole Brandenburg Associate Director for CRM


Salesforce Marketing Campaigns Email campaigns §  Prospective students are done through Salesforce and postal

campaigns are also indicated in Salesforce campaigns §  Applicants/admits are split between Banner and Salesforce

HTML templates are created through a home-grown CMS tool which generates opens and click-throughs


Outbound Call Campaigns � Call campaigns are handled

through Salesforce by use of reports for targets and Flow to easily record the call results

�  Information is stored on the Campaign Member detail

�  Through the flow we are also able to include a call script/talking points if needed


Communications Calendar �  Previously, Campaigns were posted just to Chatter �  Every user within EM has access to add communications

(email, postal, call campaigns, events) �  Email campaigns are linked from the calendar to provide

users access to content and target count. �  The calendar allows SSC to more efficiently manage staff

and information to assist with student inquiries


Salesforce Chatter §  No instruction by high

user adoption §  Used to provide daily

updates on processing times, communications, and processes and also for motivation

§  A method for users to reach out to CRM support


Ann Elinski Assistant Director in SSC


SSC Data Feedback Loop


Initial Student Contact §  Phone calls are done

through an ACD phone system; manual case creation

§  Email-to-Case for all five SSC email addresses

§  Front counter sign in

§  All Cases: § Office, reasons and topics

assigned §  A brief summary of the

conversation is added to the case


All Cases Have Email Follow-Up §  Email templates have been set up so staff can email

information instead of waiting for students to write down instructions §  This decreases service times by quickly dispersing information §  Increases first call resolution

§  Templates are customizable so Specialists can add a personal touch, or answer additional questions


Case Data for Partner Offices §  Month End Reports

show changes in case reason and contact volume §  Allow partner offices

to see if our proactive strategies are having an affect on case volumes

§  Total cases since SSC opened 10/3/11 – 5/31/13: 243,979


Case Data for Partner Offices


Outbound call campaigns developed from case trends

After reviewing trends in case reasons and other data we added outbound call campaigns for: §  Financial Aid

§  Wellness checks on our Fall 2012 Freshman to proactively ask if they have questions or need assistance

§  Students who have not turned in all of their verification documents §  Students who have a rejected FAFSA

§  Admissions §  Call students who have incomplete Admissions Applications


Tools used to facilitate proactive service and feedback

§  Outbound call campaigns developed from case trends

§  Customer Service Survey to deliver feedback on every case

§  Staff knowledge assessment through Surveys


§  Outbound call campaigns developed from case trends

§  Customer Service Survey to deliver feedback on every case

§  Staff knowledge assessment through Surveys

Tools used to facilitate proactive service and feedback


§ Documented and standardized training and assessment

§  Improvements in financial aid processes §  Implementation of a calling tree in SSC § Focused communications §  Improved clarity of forms

Results!


§  Changing divisional processes is stressful and involves hard work and dedication to the end goal of exceptional customer service

§  Each office involved needs to be willing to take a fresh look at "how things have always been done"

§  Partner offices need to ask questions and become curious about their data trends

§  Individuals need to commit to reviewing the data in a continuous improvement process mentality

§  Requires a change in mindset from reactive service to proactive service

§  The payoff is increased student satisfaction with a goal to higher retention rates (ROI)

Change is Hard Work


§ Accountability through transparency § Re-engineer back office processes to be visible to

students § Reduction in incoming case volume

§ Move to proactive student outreach § Use Salesforce to create more call campaigns/

“wellness checks” for our students §  Improve retention and graduation outcomes §  Investigate new ways to support recruitment

engagement for new prospects

Vision for the Future