Delivering Exceptional Student Service—Part 2
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Delivering Exceptional Student Service—Part 2

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Delivering superior customer service every day requires not only a student-centric culture but strong business processes and continuous improvement practices to be effective. Learn how Wayne State ...

Delivering superior customer service every day requires not only a student-centric culture but strong business processes and continuous improvement practices to be effective. Learn how Wayne State leverages ERP data while we listen to customers, provide prompt responses and solve problems to improve the student experience.

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    Delivering Exceptional Student Service—Part 2 Delivering Exceptional Student Service—Part 2 Presentation Transcript

    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Tuesday, June 25, 2013 Wayne State University Detroit, MI Higher Education Summit
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Adam Lincoln Lead Systems Integrator Computing & Information Technology
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Integration Philosophy Our approach: §  Balance Salesforce data needs §  Keep SIS processes inside SIS §  Find/prevent duplicates at data entry point
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. ERP Integration with Salesforce Prep data inside RDBMS (probably optional) Interface with other systems (e.g., CleanAddress); do more advanced prep logic; submit to BulkAPI For each record: new? match? unsure? Very few dupes in org data! If unsure, suspend and present to a person for review
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Nicole Brandenburg Associate Director for CRM
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Ann Elinski Assistant Director in SSC
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. SSC Data Feedback Loop
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Case Data for Partner Offices
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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!
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. §  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
    • HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.