What's On Their Minds? Voice of the Student Report

1

IR Kn owl edge S eries

What’s On Their Minds?
Voice of the Student Report
Published by IntelliResponse
Tap into the Online Questions
and Concerns of Modern Higher
Education Students

“Knowledge is of two kinds. We know
a subject ourselves, or we know where
we can find information on it.”
– Samuel Johnson

What’s On Their Minds? Voice of the Student Report 2

Table of Contents
I About This Report.............................................................................................................. 3
II The Data........................................................................................................................... 4
III Notable Trends – Highlights and Commentary from the Top Questions.................................. 5
i. Prospective Students..................................................................................................... 6
.
Overall Areas of Interest..................................................................................................... 6
Key Trending Questions: The Story Behind the Query..................................................... 8
Trend Data versus School Data: How Administrators Apply the Information...................... 8
ii. Current Students. ......................................................................................................... 11
.
Overall Areas of Interest............................................................................................. 11
Key Trending Questions: The Story Behind the Query................................................... 12
Trend Data versus School Data: How Administrators Apply the Information.................... 12
iii. Financial Aid.................................................................................................................. 15
Key Trending Questions: The Story Behind the Query................................................... 16
iv. IT Help Desk.................................................................................................................. 19
.
Key Trending Questions: Telling the Story of the Future. ............................................... 20
.
IV Resulting Implications – What Does it All Mean?................................................................ 23
Cater to Web Savvy Students...................................................................................... 23
Don’t Forget the Parents. ........................................................................................... 23
.
Why is student satisfaction so important?................................................................... 23
How is customer satisfaction delivered online?............................................................ 24
V Actionable Next Steps – What Can Be Done?. ................................................................... 25
.
1. Know What an Enhanced Online Student Experience Should Look Like...................... 25
2. Overcome Silos of Information Bottlenecks. ............................................................ 25
.
3. Include Feedback Opportunity................................................................................. 25
4. Test and Test Again!............................................................................................... 25
5. Right-Channel Your Audience................................................................................... 25
6. Make Your Phone Number Accessible...................................................................... 25


I About This Report
The Dawn of the 21st Century Campus

Samuel Johnson’s centuries-old observation on
knowledge couldn’t be more applicable to the mindset
of today’s modern student.

When students seek to find information these The 2009 Voice of the Student Report contains
days, they turn first, and often exclusively, to one more than three years of compiled data and
place: the Internet. They’re going there in droves commentary to provide a unique overview of
to ask questions. They expect rapid, complete, what is really on the mind of the modern student
and accurate answers and desire the ability to when they are seeking answers from current or
serve themselves using technology, or interact prospective schools.
with their peers to get information online. Today’s
students are far more comfortable interacting on What you’ll find in this report:
a social networking site or on their school web
site than on the phone or even via standard email • Notable Trends in Higher Education –
communication, let alone making the journey in Highlights from hundreds of the top online
person to a campus office or department. questions posed by students at schools across
North America, derived from aggregate data
This is both an opportunity and a challenge drawn from tens of millions of posed questions,
for today’s higher education institution. The • Departmental Impact – Key insights impacting
opportunity lies with applying technologies a wide variety of departments and issues
that exist today to make it not only possible, but effecting students and staff in Higher
exceedingly cost effective, to make information Education, and
accessible to students when and where they seek • Actionable Next Steps – Recommendations to
it – in digital form. The challenge is that any improve the student experience at your school.
information that appears in any way cumbersome
to access will reflect poorly on the institution, and
institutions must deliver information across an
increasingly wider array of online communication
channels, including blogs, social media networks,
forums and mobile devices.

Today’s schools must be ready to respond with
information quickly and effectively in order to keep
up with this rapidly evolving landscape. The 2009
Voice of the Student Report from IntelliResponse
uncovers, for the first time, key insights into the
stories behind the online questions posed by
millions of students across North America.

These students are sending a clear message: the
web is now the primary point of contact between
them and the outside world, so as institutions, we
had better take notice.


II The Data
Data used in this report was aggregated from tens
of millions of online questions posed to North
America’s top higher education institutions. Key
data is categorized and presented, in the following
four areas of interest:

i) Prospective Students
ii) Current Students
iii) Financial Aid
iv) IT Support


III Notable Trends –
Highlights and Commentary
from the Top Questions
What’s most revealing (and most useful to school
administrators) is that there are questions within
each of the four major data categories that are
surprising, unexpected, and/or point to macro
trends in student behavior. By understanding these
questions as indicators of what is going on “out
there”, institutions can have better insight into their
student constituents (current and prospective).

Online questions can provide a real narrative for
what life is like for the modern student, and the
beliefs, values and motivations that shape their
views of the world and drive their behavior.

With that, we present our key data findings and
highlights from these questions across the four
categories, beginning with prospective students.


i. Prospective Students

Overall Areas of Interest
For prospective students, insights into the inner
workings of potential target schools are key, and
many go directly online to do initial and ongoing
research. Questions about campus life, how classes
are delivered, extra-curricular activities and key
academic focus are all of primary importance to
prospective students. This speaks loudly to the
importance of managing the student experience,
and your institution’s brand, particularly in terms
of recruitment.

As could be expected, the application process
and the associated academic requirements
for acceptance are also of key interest. Many
students feel uninformed when it comes to the
administrative processes involved in applying and
gaining acceptance to a prospective school.

Figure 1 (next page) illustrates the degree to
which each major category of questions is asked by
prospective students during their school selection
process. Figure 2 (next page) identifies the top
20 overall questions being asked by perspective
students across all schools.

What’s On Their Minds? of the Student Report 7


Figure 1
Areas of Interest for Prospective Students

4%
15% Key Topical Interests

38% Programs and Campus Life
15%
The Application Process

Academic Requirements

28% Costs & Financial Aid

Contacting the School

Figure 2
Top 20 Ranked Questions Overall
Rank Question
1 What majors or academic programs do you offer?
2 What are your admission requirements?
3 How much is tuition?
4 How do I apply?
5 When is the application deadline?
6 What are your ACT / SAT requirements?
7 Do you have an Academic Calendar?
8 How do I apply as a transfer student?
9 How do I contact a student, staff member or department?
10 What is the status of my application?
11 Do you require a personal statement or letters of recommendation?
12 What courses do you offer?
13 How do I order my transcript?
14 What is the academic profile of the freshman class?
15 How do I apply for financial aid?
16 How many students are at [school name]?
17 How can I find out more about [school name]?
18 What are your course and credit hour requirements?
19 How do I register for classes?
20 How do I transfer credits from another institution?



Key Trending Questions:
The Story Behind the Query
From aggregating the data into a top 200 question How do I arrange for a campus tour?
list, we combed through and have identified (Question Rank: 28)
key topical questions that speak to larger trends This is a simple request which comes up hundreds,
effecting modern life in higher education – from the if not thousands of times, across campuses, and
viewpoint of the perspective student. Below are some via school web sites, Facebook pages and mobile
key trends to take note of when planning enrollment phones. Many times students do not know how to
and recruitment efforts for your institution. make these arrangements. Obviously, an inability
to provide the right information regarding campus
How can I find out more about your school? tours and school access represents a major lost
(Question Rank: 17) opportunity.
A seemingly obvious question, but one fraught with
challenges in a Web 3.0 world – where the students Why should I choose your school?
and the community have the power to choose like (Question Rank: 35)
never before. How does your institution answer this Modern education is a competitive business.
question online, or via social media channels? Are Students are more discerning than ever and
you leveraging Facebook, student forums, Twitter have a tremendous amount of choice for where
and mobile phones to create an environment for they choose to spend their time and dollars. The
prospective students to gain access to your institution boldness of this question begs another, how will
on their terms, in their “language”? your school differentiate itself in 2010 or 2011?
Students will want to know!
How do I transfer credits from another institution?
(Question Rank: 20)
This question speaks to a macro trend in the Trend Data versus School Data:
education market. Many students continue to How Administrators Apply the Information
transfer from one school to another in North As a school administrator, do a quick self assessment.
America, and retention and loyalty remain areas of Can a prospective student on your school’s web site
concern for many schools. The relative importance easily and quickly receive an accurate and timely
of such questions drives home the need for a answer to any of the above key trending questions?
commitment to enhanced student experience Even more importantly, do you know if prospective
and retention. students are asking these questions of your institution?
If not, just what exactly are they curious about?
Do you offer distance learning courses?
(Question Rank: 26) You may have found the top 20 overall questions
The popularity of this question underlines the from perspective students of interest (figure 2) to
importance of distance and life-long learning to the compare against your own list. But this is only a
modern student. Technology has changed the way fraction of the overall picture an institution needs
students educate themselves and access learning to form a holistic view of where their school stands
opportunities, meaning schools must now recognize in addressing new issues and trends with prospective
the importance of distance learning in terms of students (or any student audience for that matter).
lifetime customer value, school brand loyalty and For example, the key trending questions are from
overall adoption by the modern student base. questions mostly ranked beyond the top 20 line
– the “long tail” of student queries often provides
the biggest challenge for most institutions. This
underscores the importance of digging deeper –
beyond the top 20 and key trending questions – to
address your prospective students’ unique needs as
they pertain to your school.



This is where the real payoff comes – in creating You may find that your school’s top 20 ranked
a platform for students to ask questions that are questions from prospective students will likely
important to them. The result is unparalleled have a lot of similarities with any other school’s
insights into the topics, ideas and issues that are list. (Interestingly, this is not the case for current
important to your institution. students.) Figure 3 below shows an example of
just three schools’ top 20 questions from our data
This fact belies the inadequacy of simply posting pool. Apart from a few notable differences, notice
answers to frequently asked questions – as many just how similar the lists are from one school to the
of these lists pose little assistance to the inquiring next. Common questions on topics like majors,
student, who is armed with questions of her own tuition, scholarships and applications dominate
regarding information that is important to her. each top 20 list.

Figure 3
Sample of Top 20 Questions from 3 Schools

School A School B School C
Rank Question Rank Question Rank Question
1 What majors does the school offer? 1 What majors or academic programs 1 How much is tuition?
2 How much is tuition? do you offer?
2 Financial Aid General Information
3 What are your admission 2 What are your admission
requirements? requirements? 3 When is registration?
4 How do I apply? 3 When is the application deadline?
4 How do I check the status of
5 When is the application deadline? 4 Do you have an Academic Calendar? my refund?
6 How do I apply as a transfer 5 How do I apply?
5 What is the process of applying
student?
6 Do you require a personal statement for admission?
7 What are your ACT / SAT or letters of recommendation?
requirements? 6 When is commencement?
7 What is the status of my application?
8 What is the academic profile of
8 How do I apply as a transfer student? 7 What majors and minors do you offer?
the freshman class?
9 How many students are at the 9 What is the average ACT or SAT score? 8 How do I drop/withdraw a class?
school? 10 How do I transfer credits from
9 When is my bill due?
10 How can I find out more about another institution?
the school? 11 How much is tuition? 10 How do I apply for scholarships?
11 What are your course and credit
12 Do you prefer the ACT or SAT for 11 When do classes start?
hour requirements?
admission?
12 What scholarships do you offer? 12 How do I apply for financial aid?
13 Is [school name] a multi-campus
13 Where can I get information on system?
residence halls? 13 When can I apply for admission?
14 How do I contact a student, staff
14 How can I contact university staff member or department? 14 How do I register for classes?
or departments?
15 How do I arrange for a campus tour? 15 How can I view my bill?
15 What is the application process?
16 What are the requirements / classes
16 Will my credits transfer? 16 How can I pay my bill?
for my major?
17 Where can I find information about
17 How do I contact the 17 What is the status of my application?
graduate, professional, and
continuing education programs? Admissions Office?
18 How do I order a transcript?
18 Do you offer distance learning 18 Why should I choose your school?
courses? 19 How do I submit my high school 19 How do I see my academic transcript
transcript? and GPA?
19 What is the academic calendar?
20 What classes does the school offer? 20 How do I register for classes? 20 How do I declare a major/minor?



However, once you look pass the top 20 questions,
you will find similarities fade quickly. The further
you look beyond the top 20 questions, the more
you can get to the heart of the unique questions
being asked of your unique school by your
prospective students. Figure 4 below illustrates the
vast differences in the ranked 90 to 100 questions
being asked at the same three sample schools by
their prospective students.

Figure 4
Sample of Ranked 90 to 100 Questions from 3 Schools

90 Do you have summer camps and 90 What is the student to faculty ratio? 90 How can I talk/meet with an
programs for kids and young adults? admissions adviser?
91 Can I apply online?
91 How do I get my ID card?
91 Does the school require vaccinations?
92 What are the requirements for the 92 How do I get my student number
92 What is the school like? dean’s list? and PIN number?
93 Where is the bookstore and when do
93 Where can I get information on 93 Can I buy my books online? I get books?
recreational sports?
94 What courses do you offer? 94 Do you have a health center on
94 Can I apply online? campus?
95 What is the school mascot? 95 How do I contact Student Business
95 How safe is campus?
Services?
96 What are your school colors? 96 How do I reapply?
96 Do you offer scholarships?

97 How do I get academic help? 97 What are some fun things to do 97 Where is the Student Center?
in town? 98 What student organizations do
98 Where can I eat on campus? you offer?
98 Who is the school president?
99 How do I appeal my admissions 99 What are the different web-based
decision? 99 Do you have a Work-Study Program? class instruction classifications?
100 How do I qualify for the Presidential
100 Do you have an internship program? 100 How are my transfer credits evaluated? Scholarship Competition?

Clearly, these core questions highlight a need for In another school’s example, (not shown here)
customized, school specific information that a administrators noticed increasing questions about
standard FAQ program could never provide. where to park on their campus. This led to additional
For example, question 95 from School A highlights parking allocation for students, making the school
a possible need for that school to better address more accessible.
security concerns on their campus.
Visit the “Resulting Implications – What Does it All
Mean?” section of this report on page 23 for further
analysis and knowledge on what to do next.

Or continue below to find out what’s on the minds of
our next key demographic: current students.


ii. Current Students

Perhaps no single stakeholder group exemplifies the media and mobile) information delivery to provide
need and opportunity for self-service information students with the answers they need, while reducing
on the 21st century campus more than the current costs and staff workload in key student-facing
student base. Close to 75% of all online questions departments.
asked by this group deal with administrative,
informational issues of one sort or another. This Figure 5 illustrates the degree to which each major
presents an ideal opportunity for institutions to category of questions is asked by current students.
standardize (across multiple communication Figure 6 identifies the top 20 overall questions that
channels such as contact centers, web site, social are asked by current students across schools.

Figure 5
Areas of Interest for Current Students

11%
Key Topical Interests
15%
44% Campus Life - Academic

Transfers and Administration

Campus Life - Housing, Social, Careers

30%
Program Costs & Payment

Figure 6
Rank Question
1 What types of majors or academic programs do you offer?
2 Where is the academic calendar?
3 How much is tuition? It is interesting to note that a prospective
4 How do I register? student question, “How do I apply?”
5 How can I pay tuition? ranked #11, appears within the top
6 Where can I find information about my college or department? 20 current student questions. This
7 Where can I find out which textbooks I need? highlights the importance of making
8 How do I find a specific building on campus? information accessible across a school’s
9 Where can I get my Final Grades? web site property. Students, prospective
10 How do I schedule my courses?
or current, could ask their questions
11 How do I apply?
anywhere on a school web site during
12 What/Where is the Student Employment & Career Centre?
13 When is the Final Exam Schedule available?
a visit.
14 How do I request my transcript?
15 What are your admission requirements?
16 How can I contact the [school name]?
17 What is [student intranet name]?
18 Where are my classes located?
19 What do I need from the school to file my taxes?
20 What is academic advising?



From aggregating the data into a top 200 question What health and dental coverage is available?
list, we combed through and have identified key (Question Rank: 25)
topical questions that speak to larger trends effecting Concern over health care and medical support
modern life in higher education from the viewpoint is rising in America, and the appearance of this
of the current student. Below are some key trends question is an example of how students’ concerns
for administrators to take note of when striving to often mirror the macro economic and social
balance addressing student satisfaction while environment. Schools must therefore have systems
reducing costs and staff workload. in place that can respond with information quickly
and effectively in order to keep up with today’s
Where is the Academic Calendar? technological, economic and social landscapes.
(Question Rank: 2)
The second most popular question asked among
current students. This speaks to the communication Trend Data versus School Data:
disconnect among school administration and their How Administrators Apply the Information
constituents. If something as basic as an academic Unlike a prospective student – who has the singular
calendar can’t be found on a school’s web site, what goal of applying to the school in mind when she’s
else can’t current students find answers to? seeking answers, current students have a vast array
of intentions when they visit a school’s web site or
What/Where is the Student Employment & Career contact a school for answers. Figure 7 (next page)
Center? (Question Rank: 12) lists just three schools’ top 20 questions from our
Another “what is” question about a service that most data pool. Each school’s list is quite distinct from
schools would almost assuredly assume their students the other.
understand intimately.
Student satisfaction, loyalty and retention are
What is your grading policy? (Question Rank: 81) paramount in today’s highly competitive higher
Many queries from current students deal with grades education market. This is further illustrated in the
and marks. Grading, credits, transfers, classes and last section of the report on current students, where
curriculums – many students desire immediate and “How do I apply as a transfer student?” is ranked
online access to this type of information. #8 and “How do I transfer credits from another
institution?” is ranked #21. Administrators must
Can I use my own laptop? (Question Rank: 89) ask themselves how they can serve each and every
Technology is essential in today’s environment, and current student with accuracy and efficiency. How
many students have questions about your school’s can a school connect each of their students to the
policies for the use of technology while attending particular answers each needs immediately without
your institution. Can you illustrate for them your incurring significant cost increases?
leadership position on technology?

How can I find my Student ID number?
(Question Rank: 21)
Another simple query posed literally thousands
of times. These types of common queries pose a
great opportunity for your institution to lower costs
– by leveraging technology to provide a degree of
automation to deliver answers – allowing support
staff to focus on more complex requests.



Figure 7

1 What programs do you offer? 1 How much is tuition and when/how 1 How do I register for an elective course?
2 Where do I find the academic schedule do I pay it?
2 How can I get a copy of my timetable?
of dates? 2 What types of housing is available and
3 How much is tuition? do we have to live on campus? 3 How do I view my grades?
4 How can I pay Tuition? 3 What are your admission requirements?
4 How is my GPA calculated?
5 How do I register? 4 What types of majors or academic
6 Where can I find information about my programs do you offer? 5 How much is tuition?
college or department? 5 How do I apply or re-enter? 6 How do I apply?
7 Where can I find out which textbooks 6 How do I cancel or adjust my
I need? Financial Aid? 7 How do I contact a student, staff
8 How do I find a specific building on 7 How do I get a copy of or submit my member or department?
campus? transcript?
9 Where can I get my Final Grades? 8 What is your grading policy?
8 How do I know if classes are cancelled?
10 How do I schedule my courses?
9 What books do I need for my classes? 9 How can I make up a class that I failed?
11 What is the Student Employment & Can I buy them online?
Career Centre? 10 What is the academic calendar?
10 How do I apply to graduate?
12 When is the Final Exam Schedule
11 Do you offer summer courses? 11 When do I register for classes?
available?
13 How can I contact the school? 12 How and when do I apply and receive 12 How do I get a copy of my transcript?
14 What is [student intranet name]? financial aid?
13 How do I pay my tuition?
15 Where are my classes located? 13 Where and when are my exams?
16 What do I need from the school in 14 What is the academic calendar? 14 How can I change my timetable?
order to file my Taxes? 15 How do I get a student ID card? 15 How do I drop or withdraw from a class?
17 What is academic advising?
16 When is the application deadline?
18 How do I add or drop classes or make 16 What are the fees at the school?
changes to the classes that I have 17 How many students are enrolled?
17 How do I withdraw from the school?
registered in? 18 Do you have a required high school
GPA, SAT, ACT? What should it be? 18 What books do I need for my classes?
19 What funding options are available to
pay for my education? 19 How do I register for classes?
19 How do I get a course description?
20 Where can I get a copy of the 20 How do I contact a student, staff
calendar? or department? 20 Can I repeat a class?

As can be expected, the questions begin to become
more distinctive further down the top 20 list.

Figure 8 (next page)lists the vast differences from
school to school in a sample of the ranked top 90
to 100 questions being asked by current students.



Figure 8

90 Does the [school name] have a 90 What varsity sports do you offer? 90 What are your policies on attendance?
Registrar’s Office?
91 How diverse is your student body? 91 What is academic probation?
91 How can I find work on campus?
92 Is there a gym on campus? 92 Do you offer a Police Foundations
92 How can I get help with my writing?
program?
93 Does the [school name] have 93 What is the difference between in-state
exchange or study abroad programs? and out-of-state residency? 93 Does your school have a wireless
network?
94 Is there a time limit for completing 94 Can I have people spend the night?
a degree? 94 How do I get a [public transit name]
95 What intramural sports do you offer? discount pass?
95 How do I print documents at the
University? 96 How long does it take to graduate? 95 How much will my books cost?
96 What is the deadline for registration? 97 How many credits do I need to be 96 Is there a library on campus?
97 How do I withdraw from University? considered a sophomore, junior
98 How do I graduate with Distinction or or senior? 97 What is academic standing?
Honors? 98 Do you offer a payment plan? 98 Where are the computer labs?
99 How can I determine if a class is full?
99 What is your Federal School Code 99 Do you offer an English Language
100 Does the Student Employment & for financial aid? Studies program?
Career Center handle interviews
for on-campus recruiters? 100 How do I contact the Housing Office? 100 Do you offer co-operative education?


Or continue below to find out what’s on the minds
of our next key demographic: students seeking
financial aid.


iii. Financial Aid

Students concerned with financial aid are, first providing accurate information on the application
and foremost, interested in the associated fees and process. Close to 30% of all online questions asked
tuition costs for enrolling or remaining enrolled in a by students are related to the process itself, how it is
particular institution. These costs of course provide completed, what resources are available, etc.
the foundation for any future decisions around
which institution or financial aid options they decide Figure 9 illustrates the degree to which each major
to pursue. category of questions is asked by students seeking
answers to financial aid queries. Figure 10 identifies
In addition, it is safe to assume that most institutions the top 20 overall questions being asked by students
have room for improvement when it comes to seeking answers to financial aid questions.

Figure 9
Areas of Interest for Students Seeking Information from Financial Aid Departments

12%
26%
33% Tuition-Fee Inquiries

Application Process

General/Administrative

29%
Government Programs

Figure 10
Rank Question
2 How much is tuition?
3 What is the application process?
4 How do I complete my Master Promissory Note (MPN)?
5 What types of financial aid are available?
6 When will I be billed?
7 How do I contact the Financial Aid Office?
8 What is your Federal School Code for financial aid?
9 How do I check the status of my financial aid application?
10 How and when will I receive my financial aid?
11 Do you have a Work-Study Program?
12 When will I receive my refund?
13 how can I contact admissions?
14 What is a Federal Parent PLUS Loan?
15 How do I apply for summer aid?
16 How do I confirm my classes?
17 What is the difference between a subsidized and an unsubsidized loan?
18 Can I receive financial aid for winter/summer?
19 How can I apply for summer aid?
20 What is the school’s CEEB code?


iii. Financial Aid

From aggregating the financial aid data into a top Do you have a work-study program?
200 question list, we combed through and have (Question Rank: 31)
identified key topical questions that speak to the Particularly in the current economy, many students
larger financial trends effecting modern student require the ability to combine their studies with work
life in higher education. Below are some key trends on or off-campus. For some, the value may come in
to take note of – when ensuring your school fully the form of experience and skill-building, for others
addresses your students’ financial aid questions. it’s a financial concern. Either way, the modern
student is clearly concerned about incorporating
How do I contact the Financial Aid Office? work into their student experience.
(Question Rank: 5)
A critically important query for students. But with What are my FERPA Rights? (Question Rank: 78)
the heavy service demands in the financial aid Under the Family Educational Rights and Privacy
department, it is difficult for students to contact Act, student loans are subject to certain criteria
the department, which leaves them looking for that protect the privacy of the student. Growing
other ways to get their questions answered in the knowledge and concern over this act is a strong
sensitive timeframe they may need. indication of student expectations regarding privacy
throughout their relationship with your institution.
What is a “Stafford Loan” – how do I apply?
(Question Rank: 36)
This important federal loan program can mean all Trend Data versus School Data:
the difference to thousands of prospective students. How Administrators Apply the Information
How is your institution assisting prospective or Financial aid questions spike at certain times of
current students with leveraging federal or state the school year, especially during the semester
funding? Up to 25% of student questions regarding enrollment and registration process. From a
financial aid deal with access to and completion of student’s perspective, these questions have a sense
the various funding opportunities available. This is a of urgency and immediacy since they are deadline-
trend that will likely only increase in the future. oriented. How can administrators serve students with
the sense of accuracy, urgency and sensitivity they
require?

Like data on the prospective student section of this
report, the top 20 financial aid questions posed by
students from one school to another are similar.
Figure 11 (next page) shows an example of three
sample schools from our data pool – you will see
how similar the questions are from one school to
the next, with only a few notable differences.


iii. Financial Aid

Figure 11

1 How do I apply for financial aid? 1 How do I apply for financial aid? 1 How do I complete my Master
Promissory Note (MPN)?
2 How much is tuition? 2 What is the application process?
3 How do I contact the Financial
Aid Office? 3 How much is tuition and fees? 3 How much does tuition cost?
4 What is a Federal Parent PLUS Loan? 4 What types of financial aid do you 4 How and when will I receive my
have available? financial aid?
5 What scholarships are available?
5 What is the difference between a
6 Do you have a Work-Study Program? 5 When will I be billed? subsidized and an unsubsidized loan?
7 What is a Stafford Loan? 6 What is your FAFSA school code? 6 Can I receive financial aid for
8 How and when will I receive my winter/summer?
financial aid? 7 How can I contact admissions?
7 How can I apply for summer aid?
9 How do I sign the Federal Stafford Loan 8 How do I confirm my classes? 8 How do I contact the Financial
Master Promissory Note (MPN)? Aid Office?
9 What is your CEEB code?
10 When will I receive my refund? 9 How can I get a scholarship?
11 What types of financial aid do you have 10 What is the status of my application? 10 Can I check the status of my
available? financial aid?
11 How do I apply for housing?
12 What are the eligibility requirements for 11 What is a Parent PLUS loan and how
financial aid? 12 When will I get my refund? do I apply?
13 Do you have an Academic Calendar? 13 How do I complete my exit interview? 12 What is the deadline for applying for
14 What loans are available? financial aid?
14 How much is housing? 13 What is your Suggested Lender List?
15 How do I check the status of my
financial aid application? 15 When was the school founded? 14 How do I get work study?
16 How do I pay the bill? 15 How do I complete entrance counseling?
16 Where do I address Financial Aid
17 How do I contact a student, staff issues? 16 How do students qualify for grants?
member or department? 17 What happens to my financial aid if
17 Do you have work study? I am not enrolled full-time?
18 What is your Federal School Code for
financial aid? 18 Where is the school located? 18 When will I receive my excess aid check?
19 How do I apply for summer aid? 19 Will my financial aid go towards
19 How is financial aid applied to my bill?
20 How do I access the school’s online my housing?
financial aid system? 20 When do classes or finals begin or end? 20 What is your Federal School Code?


iii. Financial Aid

But again, as we look beyond the top 20 list, the
diversity of questions increase. This confirms that
there is a vast array of questions that students need
to ask and find answers to when seeking financial
aid. Figure 12 below illustrates this fact in terms of
the questions ranked 90 to 100.

Figure 12

90 How do I complete the PLUS 90 Do you offer early admission? 90 What can I do for a past due balance?
Request Form?
91 When are final examinations and what 91 What is the Life Impact Program?
91 How do I request a deferment? are the policies?
92 Why am I being penalized because
92 Can I take classes without seeking 92 What are the policies on Academic my semester grade has not been
a degree? Warning, Dismissal or Reinstatement? posted yet?
93 What types of student housing are 93 Do you have dual admissions? 93 Why is my [name of grant] showing
available? up as estimated?
94 What are required courses from high
94 How can I have my aid reinstated? school? 94 Can you waive my late/interest charge?
95 How do I create [school Intranet name]
95 What is my essay topic? 95 What happens if I miss the priority
Account?
96 What is good academic standing and deadline for applying?
96 How do I sign the Federal Perkins Loan
how do I have it verified in writing? 96 What is the census date?
Master Promissory Note (MPN)?
97 What is a University Loan? 97 How do I declare or change my major 97 What is the status of my alternative
or minor? loan?
98 How and when will I receive my
scholarship? 98 What if I need my transcripts 98 I received a check in the mail, what is
immediately? it for?
99 Do you prefer the ACT or SAT for
admission? 99 Where is the Registrar’s Office? 99 Who is ECSI?
100 How do I increase my loan? 100 Do you have social work? 100 Who is Great Lakes?


Or continue below to find out what’s on the minds of
our last key demographic: students seeking IT help
and support.


iv. IT Help Desk

33% of all online questions asked in an IT Help The prevalence of questions regarding remote/
Desk environment deal with simply gaining access wireless access to student networks, as well as
to programs via passwords and login information. management of online student portals and
Clearly, there exists a tremendous opportunity for courseware programs like Blackboard also represent
many overworked, overtaxed IT and contact center a significant portion of all queries related to
departments to deliver simple, self-serve information information technology.
concerning this area – which is likely a real source of
frustration for both students and staff alike. Figure 13 illustrates the degree to which each major
category of questions is asked about IT services and
support by students. Figure 14 identifies the top 20
overall questions being asked about IT services and
support by students across schools.

Figure 13
Areas of Interest for Students Seeking Information from IT Help Desk

9%
11%
33%
Password/Login

E-mail
21%
Blackboard/Student Portal

26% Remote/Wireless Access

General Admin

Figure 14
Rank Question
1 How do I change my password?
2 Why can’t I login?
3 What do I do if I forgot my password?
4 How do I setup my email?
5 How do I access my email?
6 How do I login to [portal]?
7 How do I access my email on the web?
8 How do I activate my email?
9 How do I find and register for courses?
10 When does the term begin and end?
11 I have questions about my password
12 How do I contact a student, staff member, or department?
13 How do I setup an email client?
14 How do I contact the office of the registrar?
15 How do I setup my web site?
16 How do I access wireless?
17 What is wireless and how do I connect?
18 How do I get an email account?
19 What is Blackboard?
20 Where can I get assistance with financial aid?


iv. IT Help Desk

Telling the Story of the Future
From aggregating the IT data into a top 200 How do I find and register for courses? When does
question list, we combed through and have the term begin and end? (Question Ranks: 9, 10)
identified key topical questions that speak to larger Somewhat surprising is the inclusion of these two
technology trends that now affect the modern life of general questions unrelated to IT services and
a student. Below are some key trends to address in support. This strengthens earlier observations
order to ensure that your school is keeping up with made in this report that there are some questions
the latest technology challenges that students face that are asked universally across a school’s web site
in making their learning experience smoother and property, regardless of where a student is within the
more rewarding. site. It also highlights the importance of making
answers accessible across a school’s web site property.
How do I change my password? Why can’t I login? Students, prospective or current, could ask their
What do I do if I forgot my password? questions anywhere on a school web site during a
(Question Ranks: 1, 2, 3) visit. As an administrator, if you have this outlier
No surprise here! 33% of IT related questions deal data at your fingertips, it could significantly help
with the need for simple diagnostic information that you to pinpoint such queries and to address them
can be answered online. successfully site wide.

How do I access wireless?
(Question Rank: 16) Trend Data versus School Data: How
The prevalence of this question illustrates the Administrators Apply the Information
importance of Internet connectivity for today’s The trend data in the previous section confirms
student. that there are IT service and support queries
that cross school boundaries – such as email and
What is wireless and how do I connect? Intranet accessibility. Looking beyond that, our data
(Question Rank: 17) highlights that each school has their own particular
A closely related question to the one above, this set of IT challenges. And those challenges are
is also quite frequently asked and echoes the related to the specific IT services and support each
importance of mobility for today’s student. school offers to their student base.

What is Blackboard? How do I set up my web site? Figure 15 below illustrates how three sample schools
(Question Ranks: 19, 15) from our data pool have unique services and support
The high ranking of questions related to Blackboard issues with their student base. It is important then for
and other student learning portals demonstrates school administrators to have the data to understand
the value students receive from consolidating their where their particular student base requires IT
student life on a personal portal designed to deliver support. For example, School C offers Blackboard
information and assistance on an individual basis. and therefore they have a significant amount of
students queries focused on how to use this system.
Can I buy my textbooks online? (Question Rank: 88)
More evidence that the web has become the Given the economic climate, IT investments are
preferred medium for students to conduct now harder than ever to obtain from school boards.
transactions, so that a student is no longer required As administrators, you need to identify where your
to “waste” time doing so in person. student’s challenges lay in using your particular
technologies – to ensure the highest return on your
investment and more importantly, ensure student
adoption of and satisfaction with the technology.


iv. IT Help Desk

Figure 15

1 Why can’t I login? 1 Why can’t I login to my school email 1 What is Blackboard?
account? 2 How do I log into Blackboard?
2 What if I forgot my email password?
2 How can I access my e-mail? 3 Why can’t I see my discussion board
3 How do I change my password?
3 How do I set up my mail program? visual text box editor in Blackboard?
4 How can I access my email on the 4 INSTRUCTOR - Why is my course not
web? 4 Why doesn’t my password work?
showing up under my list of courses in
5 How do I set up my mail program? 5 How do I get my username and pass Blackboard?
word for email account?
5 How do I register for classes?
6 What do I do if I have password
6 How do I protect my computer against 6 INSTRUCTORS - How do I make my
questions?
viruses? course available in Blackboard?
7 How do I activate my email account? 7 What majors and minors does the 7 Why do I see old classes in Blackboard?
8 What do I do if I’m having problems school offer?
8 How do I use the digital drop box in
with my email? 8 How do I connect a device or game Blackboard?
9 How can I cancel my email account? console to [name of student residence
9 Is Blackboard down?
network system]?
10 How do I activate my account? 10 Does the school have web hosting
9 How do I change my email password?
services?
11 How do I contact the ITS Customer 10 What is and how do I contact the
Support Centre? 11 How do I login to the school’s portal?
school’s online Help Desk Support?
12 How do I log into my e-mail?
12 What is [online course tool name]? 11 How do I reset my Password?
13 How do I view my class schedule in
13 What applications are available through 12 How do I get help with my PIN? the portal?
[virtual lab name]?
13 Is there e-mail available for faculty and 14 INSTRUCTORS - How do I remove
14 What is a Username? staff members? courses I am not teaching in Blackboard?
15 I changed my name. How can I get the 14 What is the process of applying for 15 How do I enter my grades through the
change reflected in my e-mail address? admission? portal? (Faculty Only)

16 How can I block spam or email 15 How much is tuition? 16 What do I do when a blackboard test
addresses? times out?
16 What do I do if I’m having problems with
my e-mail? 17 Where do I go if I forgot my
17 Where can I find information on
username/password?
Academic issues? 17 How do I configure Outlook 2003 for use
with my email account? 18 Why don’t I see all of my email
18 What is wireless? messages?
18 What software is available?
19 How do I print in a [student computer 19 How do I forward my email?
lab name]? 19 How do I forward e-mail?
20 Where can I find class schedule and
20 Can I print using the wireless network? 20 What is wireless? catalogs?


iv. IT Help Desk

Looking beyond the top 20 questions the array of
technical questions increases dramatically. This
confirms that there is a vast array of technical
questions that students ask about IT services and
support – and that array is different depending on
the technologies offered by each school. Figure
16 below illustrates just how broad the array (and
how focused to that particular school’s services) of
technical questions are beyond the top 20 ranked
questions. These are the questions that are ranked
90 to 100 between the same three sample schools.

Figure 16

90 I have received new voice mail 90 How do I transfer to the school? 90 INSTRUCTORS - How do I disable copy
messages but the Message Waiting and print in BlackBoard
Light Indicator isn’t turning on, 91 Do you have web hosting service?
91 Why does the portal tell me that my
What can I do? last name or my birth date is incorrect?
92 How do I connect to the server?
91 How can I access the Directory? 92 How do I change my home page?
93 What are the parking guidelines?
92 How do I access my new Voice 93 How do I create a personal folder in
Mailbox for the first time? 94 Where is the academic calendar? Outlook?
93 How can I sign up for wireless access? 94 How do I disable ex-employee
95 How do I search for classes?
94 What is the browser check? accounts?
95 How do I change my voice mailbox 96 How do I set up secure wireless? 95 How do I subscribe to a mailing list?
password? 96 What is my X drive size limit?
97 What is the e-mail size limitation?
96 How do I know if my browser is 97 What is the current schedule of Clicker
communicating with a secure server? 98 Where can I find the [name of Training classes?
97 Where can I park? electronic reservation system for
library books]? 98 How do I create a portal account?
98 Do you have an alumni association? 99 How do I use the student/faculty
99 My computer is broken. How can I 99 Does the school offer classes at other file storage?
fix it? locations?
100 INSTRUCTORS - How do I change
100 How do I configure my laptop to work 100 What GPA and test scores do you course names and descriptions in
with the school’s Wireless? require? Blackboard?


IV Resulting Implications –
What Does it All Mean?
The need for providing an enhanced student Don’t Forget the Parents
experience online is abundantly clear, as are the In addition, when it comes to using the web for
costs of not providing this capability to a web- research, the influence of student’s parents should
savvy constituency such as the modern student. not be discounted. As a recent study sponsored
As the data, trends and commentary in this by the National Research Center for College and
report illustrate, questions posed by students are University Admissions attests, nearly all (90%)
varied and not always easy to predict. While the parents researching colleges and universities for
macro trends follow defined patterns, each major their kids are turning to the web for information.
area, each school, and each student even, will
have their own unique concerns and methods The study also revealed that colleges and
for asking questions of their institution. Schools universities may want to re-tool their sites to include
must therefore understand and provide effective heavier emphasis on the information that most
technologies that accurately answer the unique interests parents: academic programs, majors,
questions posed by both current and prospective scholarships, admissions requirements, tuition
students in a self-serve format. and fees, and campus safety. The report goes on
to note that 10 percent of parents said they would
Cater to Web Savvy Students not recommend a college to their child if the
Today’s students are nothing if not astute institution’s web site did not answer their questions.
consumers of information – and this is the reason
why the Internet is far and away the preferred Why is student satisfaction so important?
channel for students to interact with schools. Because students increasingly display a “consumer”
And, for informational queries, self-service is the mindset toward their education and their
preferred means by which students wish to find “customer” experiences are often formed by their
answers. first point of contact with your school. Increasingly,
this first point of contact is limited to interaction
Students are going online in droves to find answers with your school’s web site, a Facebook page, online
and resolutions to problems, on their own or forums, Twitter “tweets”, SMS messages, or through
via interaction with their peers. The satisfaction “surfing” on a mobile phone. More and more, this
level they experience as they interact with your interaction does not begin with any person on your
organization (as a prospective or current student) school’s staff.
will either hinder or enhance their overall
experience with, and opinion of, your institution. Students are interacting with, evaluating and
comparing schools often without setting foot on a
campus or having a single human conversation.

The quality of the web site experience, therefore,
is often the only opportunity to provide the
satisfaction that will drive students’ education
“consumption” decisions.


How is customer satisfaction delivered
online?
Responsiveness, speed and brevity are key factors to
student satisfaction when it comes to information.
Today’s student does not want to wait for answers to
her questions – especially in an online environment
where she is savvy and has high expectations for
finding what she needs.

Accuracy also plays a critical role. Serving students
with an inaccurate answer, a long list of “possible
answers” or “canned” FAQ lists only results in
frustration. Going on a “search” for information
rapidly deteriorates the visitor experience. If
students’ online experience with your institution
begins to resemble a search, they are likely to
simply stop and look elsewhere for answers.

What happens next? At best, a current student
may be forced to email or phone your Admissions
staff, and incur costly one-on-one conversations to
answer the most elementary of questions – not to
mention leave them with a sub-optimal experience.

A prospective student, however, may simply visit
another school’s web site and never return to yours.
This underlines an important fact: on the web,
students are looking for positive experiences and,
since there is no cost to “visit” another institution,
they will seek out these positive experiences
elsewhere – and without hesitation – if they don’t
get it quickly from your school.


V Actionable Next Steps –
What Can Be Done?
1. Know What an Enhanced Online Student 2. Overcome Silos of Information Bottlenecks
Experience Should Look Like Strive to overcome silos of information
There are many examples of institutions that made “bottlenecks” so that information about the student
the online experience efficient and smooth for and status of her inquiry is shared across different
students, and who are reaping the rewards. channels. For example, a call center operator
should not need to ask the same questions that
Some universities that use advanced e-services have already been answered online.
effectively on their web site are shown below:
3. Include Feedback Opportunity
Institution Web Site Students have opinions and want to be asked about
1) Penn State University Penn State them. Incorporate student feedback opportunities
World Campus at each touch point, including online and assisted
channels.
2) University of Wisconsin Ask GB
Green Bay
4. Test and Test Again!
Harvard University
3) Harvard University “Test” your new technologies and processes with
Extension School Extension School students directly to confirm that they are “valued”
University of
4) Ask Western? by those students that use them.
Western Ontario
5. Right-Channel Your Audience
5) Cuyahoga Ask Tri-C Make sure you are channeling students into the
Community College right information funnel through intelligent
escalation. For example, it may make more sense
If you haven’t already, look towards adding to flag certain self-service inquiries relating to
intelligent self-service options such as an instant personal safety to Campus Security or the Dean of
answer agent to your web site, social media tools or Students office.
mobile phone platform.
6. Make Your Phone Number Accessible
These technologies are quickly becoming a key In your efforts to modernize, don’t overlook the
component of the student experience and provide obvious. Although not a preferred channel among
a number of strong benefits, including: students, the phone is not 100% obsolete. Some
students will come to your web site with the sole
• Making it easy and convenient for students to purpose of finding a phone number they can use
get the right answer to many of their questions to contact you with – make sure that number is
the first time, thereby increasing first contact available and easily seen. For example, schools
resolution and enhancing satisfaction should create self-service answers for students
• Allowing students to type their question and seeking a phone number. A question like “How do
get an immediate answer, with a high degree I contact Admissions?” could provide the number
of accuracy for the Admissions Office rather than a long list of
• Reducing operating costs that arise when departments with phone numbers.
students are forced to escalate their questions
to higher cost channels, such as emailing or
phoning staff

26

For More Information
For more information on cost effective ways to enhance
the customer experience at your school contact:
Mike Hennessy
IntelliResponse
mike.hennessy@intelliresponse.com

About IntelliResponse
IntelliResponse enhances the multi-channel customer experience for
businesses and educational institutions via its Instant Answer Agent, a
question-and-answer software platform that allows web site visitors to ask
questions in natural language, and get the “One Right Answer”, regardless
of the hundreds of ways the question may be asked.

This industry leading On Demand software platform is used by both
consumers and contact center agents. With more than 200 live, customer
facing implementations answering 50 million+ questions with one
right answer, IntelliResponse is the gold standard in first line customer
experience management.

Some of the world’s most recognized corporate brands and higher
education institutions trust their customer experience management needs
to IntelliResponse - including ING Direct, TD Canada Trust, Scotiabank,
Penn State University, The Ohio State University, University of British
Columbia and Harvard University Extension School.

Copyright © 2010, IntelliResponse Systems Inc. All rights reserved.
The trademarks identified herein are the trademarks or registered

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