Using Technology to Improve Student Services: Better Quality and Better Results Naj Shaik Karen Vignare Kishia Brock
Marketing Environment: Higher Education <ul><li>Competitive  online/distance learning marketplace </li></ul><ul><ul><li>mo...
Education: Core & Supporting Services <ul><li>Core Service : Teaching and learning that occurs in a(n) (un)structured virt...
Student Profile <ul><li>Students are smart shoppers and expect quality learning experiences. </li></ul><ul><li>Students ca...
Internet (Web 1.0) Marketing: Methods <ul><li>Web Advertisements </li></ul><ul><ul><li>Banner Swapping / Exchanges </li></...
Effectiveness Internet (Web 1.0) Marketing <ul><li>Institution’s Perspective </li></ul><ul><ul><li>Increasing competition ...
What : Relationship Marketing <ul><li>All marketing activities, directed to establishing, developing, and maintaining succ...
Relationship Marketing: Organizational Level <ul><li>Goal: create non-imitable and superior value to the student. </li></u...
Relationship Marketing:  Student Level <ul><li>Building Relationships </li></ul><ul><ul><li>Human interactions over the du...
Why :  Relationship Marketing? <ul><li>Competitive  advantage </li></ul><ul><ul><li>competitors cannot replicate value-add...
Who : Relationship Marketing <ul><li>Full-time marketers (limited contact with students)  </li></ul><ul><ul><li>Marketing ...
(Relationship) Marketing: Misconceptions <ul><li>Why do I need to be a marketer? </li></ul><ul><li>My job is to assist wit...
What is Marketing? <ul><li>Marketing is  90% attitude  and  10% technique . </li></ul><ul><ul><li>A marketing attitude of ...
Customer Relationship Management (CRM) <ul><li>Tool to tie all the tools together </li></ul><ul><li>All data—marketing, po...
Educational Systems Admissions Financial & Administrative Student Records CRM or Data mining
 
Software Support <ul><li>Maximizer </li></ul><ul><li>Essentially an E-CRM tool </li></ul><ul><li>Allows for all e-marketin...
Marketing & Service  <ul><li>Keeping customers are essential </li></ul><ul><ul><li>Knowing which customer to keep </li></u...
Datamining <ul><li>CRM and Data mining </li></ul><ul><li>Using data to predict best students </li></ul><ul><li>Creating pr...
Rio Salado College Kishia Brock [email_address] May 8, 2008
Rio Salado College, Established in 1978 <ul><li>Total annual headcount- 61,000 </li></ul><ul><ul><li>Online learners - 28,...
Rio’s Online Student: <ul><li>The Digital Native  </li></ul><ul><ul><li>Female </li></ul></ul><ul><ul><li>Average Age 26 <...
Rio Student Services Model <ul><li>Convenience </li></ul><ul><li>Flexibility </li></ul><ul><li>Sense of connection with th...
Relationship Management How we do it! <ul><li>Systems approach  </li></ul><ul><li>One source of data, electronic </li></ul...
Technology  and Services <ul><li>Self-service (admissions/enrollment) </li></ul><ul><li>Online chat </li></ul><ul><ul><li>...
Customer Relationship Management -Initial Design  <ul><li>Phase 0 </li></ul><ul><ul><li>Create MS CRM environment HW </li>...
Customer Relationship Management – continued <ul><li>Phase II </li></ul><ul><ul><li>Create a flexible materials request pa...
Customer Relation Management  Tool (CRM)
Information Requests
Customer Relation Management  Tool (CRM)
RioGram – “push” communication
Why DL_sQUAL ? <ul><li>SERVQUAL (1988) </li></ul><ul><li>E-S-Qual (2005) </li></ul><ul><li>Why Distance Learning Service Q...
SERVQUAL (1988) /  E-S-Qual (2005) <ul><li>Service quality is different from manufacturing product quality. </li></ul><ul>...
Why Distance Learning Service Quality? <ul><li>Complex mosaic of services encompassing both on-site and online service int...
Constructs
EFA: Factor Loadings & Alpha values
Future Directions <ul><li>This study is part of an ongoing research collaboration.  </li></ul><ul><li>Further content vali...
Selected References <ul><li>Shaik, N. (2005). Marketing Distance Learning Programs & Courses: A Relationship Marketing Str...
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Using Technology For Ss & Mktg

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  • Using Technology For Ss & Mktg

    1. 1. Using Technology to Improve Student Services: Better Quality and Better Results Naj Shaik Karen Vignare Kishia Brock
    2. 2. Marketing Environment: Higher Education <ul><li>Competitive online/distance learning marketplace </li></ul><ul><ul><li>more institutions offering online programs </li></ul></ul><ul><ul><li>dot.coms positioning as a low cost alternative </li></ul></ul><ul><li>Internet / Web has empowered students </li></ul><ul><ul><li>students have a large selections of programs </li></ul></ul><ul><ul><li>Institutions are less in control </li></ul></ul><ul><li>Convergence towards “Hybrid” Models </li></ul><ul><li>Consortium Model : inter-institutional collaborations </li></ul>
    3. 3. Education: Core & Supporting Services <ul><li>Core Service : Teaching and learning that occurs in a(n) (un)structured virtual / traditional class is the core component. </li></ul><ul><li>Supporting Services : Services critical to student learning experience include information about courses, advising, registrations, student account, orientation, help-desk, complaint handling, feedback and placement. </li></ul><ul><ul><li>Students frequently come into contact with these services [known as “ touch points ” or “ moments of truth ”] for the duration of study at the institution. </li></ul></ul><ul><ul><li>Services create added value to the students and determine the quality of learning experiences. </li></ul></ul>
    4. 4. Student Profile <ul><li>Students are smart shoppers and expect quality learning experiences. </li></ul><ul><li>Students can actively participate in the co-creation and re-mixing of new content. </li></ul><ul><li>Non-traditional students </li></ul><ul><ul><li>a sizable presence on campus </li></ul></ul><ul><ul><li>those with a degree enroll to update skills </li></ul></ul><ul><ul><li>enroll part-time, temporarily stop-out, and transfer between institutions </li></ul></ul>
    5. 5. Internet (Web 1.0) Marketing: Methods <ul><li>Web Advertisements </li></ul><ul><ul><li>Banner Swapping / Exchanges </li></ul></ul><ul><ul><li>Affiliate Web sites, Spot Leasing </li></ul></ul><ul><ul><li>Pop-up / Splash Screen </li></ul></ul><ul><li>Search Engine Ad Word </li></ul><ul><ul><li>Keyword Search (optional placement ads) </li></ul></ul><ul><ul><li>Embedded search links </li></ul></ul><ul><li>E-mails </li></ul><ul><ul><li>Unsolicited Targeted & Un-targeted e-mails </li></ul></ul><ul><ul><li>Targeted opt-in e-mails </li></ul></ul><ul><li>Chat Rooms and E-Zine Ads </li></ul><ul><li>Mobile Phones & GPS Technology </li></ul>
    6. 6. Effectiveness Internet (Web 1.0) Marketing <ul><li>Institution’s Perspective </li></ul><ul><ul><li>Increasing competition among institutions </li></ul></ul><ul><ul><li>Competitors match incentives & promotions </li></ul></ul><ul><ul><li>Marketing campaigns are loosing effectiveness </li></ul></ul><ul><li>Student’s Perspective </li></ul><ul><ul><li>Flooded with advertisements and promotions </li></ul></ul><ul><ul><li>Paying less attention to marketing campaigns </li></ul></ul><ul><ul><li>Blocking & filtering ad and promotion messages </li></ul></ul>
    7. 7. What : Relationship Marketing <ul><li>All marketing activities, directed to establishing, developing, and maintaining successful relational exchanges. </li></ul><ul><li>Purpose : attract, maintain and enhance student relationships. </li></ul><ul><li>Goal : is to transform indifferent students into loyal alumni. </li></ul><ul><li>Strategy : balanced emphasis on student enrollment and student retention strategies. </li></ul><ul><li>Shaik, N. (2005). Marketing Distance Learning Programs & Courses: A Relationship Marketing Strategy. Distance Learning Administration 2005 Conference, Georgia. </li></ul>
    8. 8. Relationship Marketing: Organizational Level <ul><li>Goal: create non-imitable and superior value to the student. </li></ul><ul><li>Process management: </li></ul><ul><ul><li>the complete chain of activities has to be coordinated and managed as one total process. </li></ul></ul><ul><ul><li>requires collaboration among functions and departments responsible for student teaching and learning. </li></ul></ul><ul><ul><li>Student Relationship Management System </li></ul></ul><ul><li>Gummesson, E. (1999). Total Relationship Marketing. Rethinking Marketing Management: From 4Ps to 30Rs. Oxford: Butterworth-Heinemann. </li></ul><ul><li>Shaik (2005). Service Center – A Student Relationship Management Application. The 11 th Sloan-C International Conference on Asynchronous Learning Networks, Florida, USA. </li></ul>
    9. 9. Relationship Marketing: Student Level <ul><li>Building Relationships </li></ul><ul><ul><li>Human interactions over the duration of the student stay at the institution are most important in building relationships. </li></ul></ul><ul><li>Maintaining & Enhancing Relationships </li></ul><ul><ul><li>Type and quality of educational services are critical to successful maintenance and enhancement of student relationships. </li></ul></ul><ul><li>Gummesson, E. (1999). Total Relationship Marketing. Rethinking Marketing Management: From 4Ps to 30Rs. Oxford: Butterworth-Heinemann. </li></ul>
    10. 10. Why : Relationship Marketing? <ul><li>Competitive advantage </li></ul><ul><ul><li>competitors cannot replicate value-added services that are unique to the institution. </li></ul></ul><ul><li>Revenue from retention </li></ul><ul><ul><li>satisfied students complete the program and generate a steady stream of revenue. </li></ul></ul><ul><ul><li>additional cost of marketing is zero to the institution. </li></ul></ul><ul><li>Revenue from enrollments </li></ul><ul><ul><li>loyal alumni generate revenue through referrals. </li></ul></ul><ul><ul><li>cost of viral marketing is zero to the institution. </li></ul></ul><ul><li>Noel-Levitz, Inc. (2004). Retention Savings Worksheet. USA Group Noel-Levitz, Inc. </li></ul><ul><li>Urban, G. (Winter 2004). The Emerging Era of Customer Advocacy. MIT Sloan Management Review. </li></ul>
    11. 11. Who : Relationship Marketing <ul><li>Full-time marketers (limited contact with students) </li></ul><ul><ul><li>Marketing Department </li></ul></ul><ul><ul><li>Recruitment Staff </li></ul></ul><ul><li>Part-time marketers (frequent contacts with students) </li></ul><ul><li>Mid-level Management </li></ul><ul><li>Admissions Staff </li></ul><ul><li>Registration & Student Accounts Staff </li></ul><ul><li>Orientation & Advising Staff </li></ul><ul><li>Faculty & Instructional Support Staff </li></ul><ul><li>Help-desk Staff </li></ul><ul><li>Grönroos, C. (2000). Service Management and Marketing. NY: John Wiley </li></ul>
    12. 12. (Relationship) Marketing: Misconceptions <ul><li>Why do I need to be a marketer? </li></ul><ul><li>My job is to assist with the registration - enrolling students to courses. </li></ul><ul><li>Student orientation has nothing to do with marketing. </li></ul><ul><li>Student advising and marketing are two very different activities and processes. </li></ul><ul><li>I am hired to teach students. </li></ul><ul><li>I am not qualified to perform marketing tasks. </li></ul><ul><li>This is not a call center. </li></ul><ul><li>I am not a telemarketer. </li></ul>
    13. 13. What is Marketing? <ul><li>Marketing is 90% attitude and 10% technique . </li></ul><ul><ul><li>A marketing attitude of mind is required across the institution. </li></ul></ul><ul><ul><li>Every institution has the capabilities to cultivate the attitude. </li></ul></ul><ul><ul><li>It does not cost a lot. </li></ul></ul><ul><ul><li>Internet Marketing by staff vs. outsourcing to internet marketing services consultants. </li></ul></ul><ul><li>Create value added services to support quality teaching and learning experiences. </li></ul><ul><li>Provide a non-imitable and memorable experience to the students. </li></ul>
    14. 14. Customer Relationship Management (CRM) <ul><li>Tool to tie all the tools together </li></ul><ul><li>All data—marketing, potential students, communications with all, registered students, completion, any interactions with helpdesk </li></ul><ul><li>Need philosophy to accompany a customer mindset </li></ul><ul><li>Now its is time for data mining </li></ul>
    15. 15. Educational Systems Admissions Financial & Administrative Student Records CRM or Data mining
    16. 17. Software Support <ul><li>Maximizer </li></ul><ul><li>Essentially an E-CRM tool </li></ul><ul><li>Allows for all e-marketing </li></ul><ul><li>All service pre and post student affiliation </li></ul><ul><li>Tracking/Resolution Tools (Cases and Notes) </li></ul>
    17. 18. Marketing & Service <ul><li>Keeping customers are essential </li></ul><ul><ul><li>Knowing which customer to keep </li></ul></ul><ul><ul><li>Loyal and profitable </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><ul><li>Online self-help </li></ul></ul>
    18. 19. Datamining <ul><li>CRM and Data mining </li></ul><ul><li>Using data to predict best students </li></ul><ul><li>Creating profiles </li></ul><ul><li>Creating additional psychographics to attract the students </li></ul>
    19. 20. Rio Salado College Kishia Brock [email_address] May 8, 2008
    20. 21. Rio Salado College, Established in 1978 <ul><li>Total annual headcount- 61,000 </li></ul><ul><ul><li>Online learners - 28,000 </li></ul></ul><ul><li>450 unique course </li></ul><ul><ul><li>Classes start every Monday </li></ul></ul><ul><li>12 associate degrees </li></ul><ul><li>Post Baccalaureate degree </li></ul>
    21. 22. Rio’s Online Student: <ul><li>The Digital Native </li></ul><ul><ul><li>Female </li></ul></ul><ul><ul><li>Average Age 26 </li></ul></ul><ul><ul><li>Working </li></ul></ul><ul><ul><li>Time Strapped </li></ul></ul><ul><ul><li>Savvy Online </li></ul></ul><ul><ul><li>Consumer </li></ul></ul><ul><ul><li>Returning student </li></ul></ul>
    22. 23. Rio Student Services Model <ul><li>Convenience </li></ul><ul><li>Flexibility </li></ul><ul><li>Sense of connection with the institution </li></ul><ul><li>Sense of connection with other learners in the institution </li></ul><ul><li>Online learning success tips </li></ul><ul><li>Help with technology </li></ul>Beede, M., & Burnett, D. (1999) Planning for Student Services: Best Practices for the 21st Century. Ann Arbor: Society for College and University Planning. Online Learning
    23. 24. Relationship Management How we do it! <ul><li>Systems approach </li></ul><ul><li>One source of data, electronic </li></ul><ul><ul><li>Student can pull data </li></ul></ul><ul><li>“ Push” technology </li></ul><ul><li>Technology – enable not as solution </li></ul><ul><ul><li>Electronic advising system, Chat, online student union (orientation, social networking) </li></ul></ul>
    24. 25. Technology and Services <ul><li>Self-service (admissions/enrollment) </li></ul><ul><li>Online chat </li></ul><ul><ul><li>24/7 library, helpdesk, </li></ul></ul><ul><li>Online Advisement System </li></ul><ul><li>CRM </li></ul><ul><ul><li>Prospect - alumni </li></ul></ul><ul><li>Online student lounge </li></ul><ul><ul><li>Online orientation, social network, clubs </li></ul></ul>
    25. 26. Customer Relationship Management -Initial Design <ul><li>Phase 0 </li></ul><ul><ul><li>Create MS CRM environment HW </li></ul></ul><ul><ul><li>Design security model and roles </li></ul></ul><ul><ul><li>Deliver technical training to administrators and IT staff </li></ul></ul><ul><ul><li>Develop back-up and recovery plan </li></ul></ul><ul><li>Phase I </li></ul><ul><ul><li>Design and develop user interfaces </li></ul></ul><ul><ul><li>Develop workflows </li></ul></ul><ul><ul><li>Data Integration w/Matrix, ESF, Helpdesk, RioLearn </li></ul></ul><ul><ul><li>Early Warning Detection – At-Risk Factors </li></ul></ul><ul><ul><li>Report Design and Development </li></ul></ul><ul><ul><li>Develop end user training plans </li></ul></ul>
    26. 27. Customer Relationship Management – continued <ul><li>Phase II </li></ul><ul><ul><li>Create a flexible materials request page </li></ul></ul><ul><ul><li>Design and Develop CRM User Interfaces </li></ul></ul><ul><ul><li>Develop workflows </li></ul></ul><ul><li>Phase III </li></ul><ul><ul><li>LSQ Integration </li></ul></ul><ul><ul><li>Automated Risk assessments / Workflows </li></ul></ul><ul><li>Phase IV </li></ul><ul><ul><li>Corporate sales team integration with CRM </li></ul></ul><ul><ul><li>Goldmine Data Migration </li></ul></ul>
    27. 28. Customer Relation Management Tool (CRM)
    28. 29. Information Requests
    29. 30. Customer Relation Management Tool (CRM)
    30. 31. RioGram – “push” communication
    31. 32. Why DL_sQUAL ? <ul><li>SERVQUAL (1988) </li></ul><ul><li>E-S-Qual (2005) </li></ul><ul><li>Why Distance Learning Service Quality? </li></ul><ul><li>Purpose & Objectives of Research </li></ul>
    32. 33. SERVQUAL (1988) / E-S-Qual (2005) <ul><li>Service quality is different from manufacturing product quality. </li></ul><ul><li>SERVQUAL developed for measuring inter-personal nature of service encounters in face-to-face interactions. </li></ul><ul><li>Online (eCommerce) service interactions are different from in-store (in-person) interactions. </li></ul><ul><li>E-S-Qual was developed for measuring interpersonal nature of service interactions in eCommerce environment. </li></ul>
    33. 34. Why Distance Learning Service Quality? <ul><li>Complex mosaic of services encompassing both on-site and online service interactions. </li></ul><ul><li>Wide range of online service interactions unique to online distance learning. </li></ul><ul><li>Inter-personal on-site service encounters such as: </li></ul><ul><ul><li>campus orientation, admissions, advising </li></ul></ul><ul><li>Inter-personal online service encounters such as: </li></ul><ul><ul><li>online registration, online payments, online course delivery (WebCT), online virtual communities. </li></ul></ul><ul><li>SERVQUAL and E-S-Qual are not directly applicable to online distance learning. </li></ul>
    34. 35. Constructs
    35. 36. EFA: Factor Loadings & Alpha values
    36. 37. Future Directions <ul><li>This study is part of an ongoing research collaboration. </li></ul><ul><li>Further content validation using rigorous factor analysis methodologies has been scheduled. </li></ul><ul><li>Objective is to standardize the scale. </li></ul><ul><li>Share the DL_sQual questionnaire with distance learning institutions to promote service quality. </li></ul><ul><li>Goal is to increase student enrollments and retention in distance learning programs. </li></ul>
    37. 38. Selected References <ul><li>Shaik, N. (2005). Marketing Distance Learning Programs & Courses: A Relationship Marketing Strategy. Online Journal of Distance Learning Administration , 8(2), Summer 2005. </li></ul><ul><li>Shaik, N., Lowe, S., & Pinegar, K. (2006). DL_sQUAL: A Multiple-Item Scale for Measuring Service Quality of Online Distance Learning Programs. Online Journal of Distance Learning Administration , 9(2), Summer 2006. </li></ul><ul><li>Sheth, J., & Parvatiyar, A. (2000). Handbook of Relationship Marketing. Sage Pub. </li></ul><ul><li>Parasuraman, A., Berry, L., & Zeithaml, V. (1988). SERVQUAL: A multiple-item scale for measuring service quality. Journal of Retailing, 64(1). 12-40. </li></ul><ul><li>Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research. 7(3). </li></ul>
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