Measuring Success:Data Analytics and the Enrollment Services Technology Group Presented by Melissa Hutson and Gus Monzon Hobsons University 2015

2. Measuring Success:
Data Analytics and the Enrollment Services Technology Group
Melissa Hutson
Gus Monzon
July 27, 2015

3. Enrollment Services Technology Group
Inbound/Outbound Contact Center Support
Application Development
Business Intelligence, Analytics, and
Strategic Planning
Process Automation
Student Data Expertise

5. Listening to the Student Voice
A case study of the Office for Student Financial Aid (OSFA)

6. For the period between Oct. 2012 – Sep. 2013, 111,450
calls were made to the Office of Student Financial Aid.

7. Estimated 21% went unanswered.
Approximately 50% took place during a
peak period.

8. OSFA Call Volume – October 2012 to October 2013
Peak PeriodPeak Period

9. For a similar period, 16,850 walk-in visits were logged.

10. Financial Aid Customer Service Survey
“…calling into the FA office is always a problem.”
-Frustrated Student

11. Inspiration

12. Telecenter as a Touch Point
• Complete, FAFSA
No Admissions Application
• Incomplete, FAFSA
No Admissions Application
Unique Count in Target
Group = 2,007
Yield = 21
(1%)
FAFSA, No Admissions Application
• Applied, Not Admitted
• Admitted, Not Signed Up for
Orientation
• Signed Up for Orientation, Did
Not Attend
• Attended Orientation, Did Not
Enroll
Unique Count in
Target Group = 8,046
Yield = 449
(5.6%)
Freshman, Not Enrolled
• Applied, Not Admitted
• Admitted, Not Signed Up for
Orientation
• Signed Up for Orientation, Did
Not Attend
• Attended Orientation, Did Not
Enroll
Unique Count in
Target Group = 1,736
Yield = 329
(19.0%)
Transfer, Not Enrolled
By Target Pop. – Summer 2013 Campaign

13. UTEP Strategic Plan

14. Overarching Goals
Use the CRM to re-establish mutual goals:
Increase success in new student enrollment
First-year retention
Persistence
Completion

15. Evaluating Departmental Goals
Targeted use of constituent relationship
management systems
Promote use of self-service systems
Improve OSFA web experience
Establish Contact Center inbound call services

16. OSFA Customer Service
Pre-Evaluation

17. Major Triggers of Service Demand
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Triggers Contributing to Peak Period
Service Demand

18. Sub-Analysis of Pending Requirements
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Income
Verification
Form
IRS Transcript General Terms And
Conditions
Loan
Adjustment
Form
Electronic
Corrections
Master
Promisary
Note/
Entrance
Counseling
KEYS
Session
FAFSA
Corrections
TEXAS Grant Income
Adjustment
Form
Pending Requirements (13.95%)

19. 7,385
12,243
15,238
18,060
20,838
22,455
24,045
25,283
26,074
26,857
27,628
21%
36%
44%
53%
61%
65%
70%
74%
76%
78%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
5000
10000
15000
20000
25000
30000
Verification Aid Status Student Loan
Inquiry
Satisfactory
Academic
Progress
Summer Aid Pending
Items
Financial Aid
Application
Inquiry
Award Status Balance Due Consortium
Agreement
Loan Amount
Request
Form
Office of Student Financial Aid
Walk-In Service Volume
Walk-in Service Volume for Issue Type Walk-In Service Volume Cumulative Count Cumulative Percent of Walk-In Service Volume
OSFA Walk-in Service Volume

20. Areas of Analysis: E-mail Inquiries
1,410
2,094
2,724
3,190
3,558
3,774
3,917
4,057
4,187
4,299
4,404
26%
38%
49%
58%
65%
69%
71%
74%
76%
78%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Pending Status Account
Issues
Disbursement Eligibility Process Refund Amount
Awarded
Summer Aid Award Letter Other
Department
E-mail Inquiry Volume for Issue Type E-mail Inquiry Volume Cumulative Count Cumulative Percent of Walk-In Service Volume
OSFA E-mail Inquiry Volume

21. OSFA E-mail Analysis

22. Financial Aid Process Evaluation

23. Financial Aid Process Evaluation

24. Planning

25. Strategy
Manage peaks in service demands
Leveraging outreach capacity with
multi-channel communication
Break down departmental silos

26. Managing Peak Service Demand
Peak PeriodPeak Period

27. Leveraging Outreach Capacity with Multi-Channel Communication
Multi-Channel
Communication
ESTG Contact
Center
Knowledge
Base
Student
Portals
Inbound/
Outbound
Calls
Walk-in
Service
Phone Blasts
WebsiteSurvey
Email

28. Break Down Departmental Silos
Contact
Center
SBS OSFA

29. Implementation

30. Implementation Plan
CRM Revitalization
Develop/redesign enrollment applications
Contact Center
Demonstrate impact of data driven
decision making

31. Financial Aid Process Evaluation

32. CRM Revitalization
Communication Mapping
Communication Analysis
Communication Planning
Organizing and Archiving
Departmental CRM Use and Training

33. CRM Revitalization
CRMSIS
Pearson
ApplyTexas Qualtrics
Student Search
Contact Center
App

35. Contact Center
Contact Center Representatives
Subject matter experts
Sharepoint Knowledge Base
Accurately collecting and
recording data

36. Contact Center Application

37. Contact Center Application

38. Contact Center Application

39. Contact Center Application

40. OSFA Customer Service
Post-Evaluation

41. Reevaluation of OSFA Communication

42. Reevaluation of OSFA Communication
Contact Center Monthly Report: August 2014
Contact Center Customer Inquiries Contact Center Efficiency Contributions
Total Inbound Calls 19,159 Total Contact Hours 1,267
Level 1 Resolved 13,655
Overall Average Daily
Capacity Gain (Hrs) 57.6
Level 1 Call Resolution Rate 71%
Before CRM Revitalization Average Call Hold Times >30 minutes (Peak Period)
After CRM Revitalization
Average Peak Period Call Hold Times ~ 1.5 minutes (Peak Period)
W/ Average Call Duration ~ 4 minutes (Peak Period)

44. Summary of Outcomes
Requires communication, coordination, and
collaboration among all stakeholders (across
departments/divisions)
Makes use of multi-channel customer
communication
Effective customer service strategy

45. Summary of Outcomes
85%
69%
23%
27% 28%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Current Prospective Ind. Avg.
OSFA Email View and Interaction Rates
View Rates Interaction Rates
CRM E-mail Reliable Mode of Communication

46. Summary of Outcomes
Web Services
MyStatus provides timely, relevant, targeted, and
actionable information
Supports student decisions through significant
stages of the student lifecycle
Platform has become an integral part of the multi-
channel communication strategy, supporting
Undergraduate and Graduate student populations

47. Summary of Outcomes
Efficiency Contributions
Contact Center operations has provided increased human
resource capacity (data below represent June 2014
results)
392 Hours – Total Contact Hours handled by the Contact
Center
17.8 Hours – Average Daily Capacity Gain (slightly more
than two FTEs contributed to OSFA operations)

48. New Developments

49. HUGS
Academic
Colleges
Business
Administration
Liberal Arts
Student Affairs
Recruitment
New Student
Orientation
Scholarships
Extended
University
Online
Programs
Military
Services
Undergraduate
Studies
Academic
Advising
Early College
HS
UTEP Prep
Enrollment
Services
Admissions
Financial Aid
Student
Assessment &
Testing
Enrollment
Services
Center
Business
Affairs
Student
Business
Services
Hobsons CRM Stakeholders

50. Break Down of Departmental Silos
Contact
Center
SBS OSFA
Communication
Collaboration
Coordination
Integrated Approach
to Student Outreach
Unified Message to
Constituents

51. MPN
Threshold
7/24/15
Invoices
Out
Week of
7/27/15
Disbursement
8/14/15
Tuition
Deadline
8/17/15
Refund
Processing
Begins
8/17/15
Classes
Begin
8/24/15
Census
Day
9/9/15
RNP
campaign
launch
Fall 2015 OSFA Communication Planning

52. Contact Center Information Dashboard

53. Contact Center Information Dashboard

54. Inspiration

55. Planning Future Communications
ESTG process centers on customer service and
satisfaction
At the heart of this process is the CRM, helping us to:
enhance departmental relationships
bridge broken processes
assess the strategic gap
facilitate the delivery of relevant, timely, targeted, and
actionable information

56. Summary
Operational
Efficiency &
Effectiveness
Analytics
Communication
Plan Execution
Enhanced
Customer
Experience
CRM

57. Questions?