Using Technology For Ss & Mktg
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Using Technology For Ss & Mktg

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Improving student services with technology

Improving student services with technology

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Using Technology For Ss & Mktg Presentation Transcript

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