Delivering Exceptional Student Service—Part 2

HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Tuesday, June 25, 2013
Wayne State University
Detroit, MI
Higher Education Summit

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., 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

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

Delivering Exceptional Student Service—Part 2

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