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Virtual Agent Technology Taps
into the Mind of the Modern
Higher Education Student
What’s On Their
Minds Now?
VOICE OF THE STUDENT REPORT 2012 EDITION
When today’s students need information, their
instinctive response is to reach for their smartphone,
tablet or laptop, and go online. They’re going there in
droves to ask questions. They expect rapid, complete,
and accurate answers and desire the ability to serve
themselves using technology, or to interact with their
peers to get information online.
Today’s schools must be ready to respond with
information quickly and effectively in order to keep up
with this rapidly evolving landscape. The Voice of the
Student Report, 2012 Edition from IntelliResponse
reveals the top online questions that millions of students
across North America are asking.
Hundreds of Colleges and Universities rely on the
IntelliResponse Virtual Agent software platform to
answer tens of thousands of questions from students
each day, and we’re making these key insights available
to you in this report.
Today’s students are sending a clear message: the web
is now the primary point of contact between them and
the outside world and we had better take notice.
Introduction
Behind the Numbers: Where Our Student
Data Came From
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:
• Prospective Students
• Current Students
• Financial Aid
• IT Help Desk
© 2012 IntelliResponse Systems Inc. 1
Inside: Key Trends And Data On...
Prospective Students
PAGE 2
Current Students
PAGE 3
Financial Aid
PAGE 4
IT Help Desk
PAGE 5
Implications and Next Steps
PAGE 6
VOICE OF THE STUDENT REPORT 2012 EDITION
Prospective Students
For prospective students, insights into the inner
workings of potential target schools are key, and the
vast majority go directly online to do initial and ongoing
research. Here are more highlights from our findings: Programs and Campus Life
The Application Process
Academic Requirements
Costs & Financial Aid
Contacting the School
Key Topical Interests
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?
Top 10 Questions
• Questions about campus life, how classes
are delivered, extra-curricular activities
and key academic focus are all of primary
importance to prospective students.
• The application process and the associated
academic requirements for acceptance are
also of key interest.
• Many students still feel uninformed when
it comes to the administrative processes
involved in applying and gaining acceptance
to a prospective school.
These findings speak loudly to the importance of
managing the student experience, and your institution’s
brand, particularly in terms of recruitment.
We’ve combed through the top 200 questions to help
identify key topical questions that speak to larger trends.
Here are some key trending questions to take note of
when planning enrollment and recruitment efforts for
your institution. Numbers in parentheses indicates
question rank.
• How can I find out more about your school? (17)
• How do I transfer credits from another
institution? (20)
• Do you offer distance learning courses? (26)
• How do I arrange for a campus tour? (28)
• Why should I choose your school? (35)
38%
28%
15%
15%
4%
Overall Areas of Interest
Key Trending Questions
© 2012 IntelliResponse Systems Inc. 2
VOICE OF THE STUDENT REPORT 2012 EDITION
Current Students
Perhaps no single stakeholder group exemplifies the
need and opportunity for web self-service information on
the 21st century campus more than the current student
base. Here’s what we discovered:
Campus Life - Academic
Transfers & Administration
Campus Life - Housing, Social, Careers
Program Costs & Payment
Key Topical Interests
1. What types of majors or academic programs do you offer?
2. Where is the academic calendar?
3. How much is tuition?
4. How do I register?
5. How can I pay tuition?
6. Where can I find information about my college or
department?
7. Where can I find out which textbooks I need?
8. How can I find a specific building on campus?
9. Where can I get my Final Grades?
10. How do I schedule my courses?
Top 10 Questions
• Close to 75% of all online questions asked by
current students deal with administrative and
informational issues of one sort or another.
• This presents an ideal opportunity for institutions
to standardize information delivery (across
multiple communication channels such as
contact centers, website, social media and
mobile) to provide students with the answers they
need, while reducing costs and staff workload in
key student-facing departments.
Having gone through the top 200 questions current
students are asking, here are the key trends for
administrators to take note of when striving to balance
addressing student satisfaction while reducing costs
and staff workload. Numbers in parentheses indicates
question rank.
• Where is the Academic Calendar? (2)
• What/Where is the Student Employment &
Career Center? (12)
• What is your grading policy? (81)
• Can I use my own laptop? (89)
• How can I find my Student ID number? (21)
• What health and dental coverage is
available? (25)
44%
30%
15%
11%
Overall Areas of Interest
Key Trending Questions
© 2012 IntelliResponse Systems Inc. 3
VOICE OF THE STUDENT REPORT 2012 EDITION
Financial Aid
Students concerned with financial aid are, first and
foremost, interested in the associated fees and tuition
costs for enrolling or remaining enrolled in a particular
institution. Below are some key highlights from our
research:
Tuition-Fee Inquiries
The Application Process
General/Administrative
Government Programs
Key Topical Interests
1. How do I apply for financial aid?
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?
Top 10 Questions
By examining the top 200 questions, we’ve been able to
identify key topical questions that speak to larger trends.
Below are some key trending questions to take note of
when ensuring your school fully addresses your students’
financial aid questions. Numbers in parentheses
indicates question rank.
33%
29%
26%
12%
Overall Areas of Interest
Key Trending Questions
© 2012 IntelliResponse Systems Inc. 4
• Close to 30% of all online questions asked by
students are related to the process itself, how it is
completed, what resources are available, etc.
• Most institutions have room for improvement
when it comes to providing accurate information
on the application process.
• Fees and tuition costs provide the foundation
for any future decisions around which institution
or financial aid options they decide to pursue.
• How do I contact the Financial Aid Office? (5)
• What is a “Stafford Loan” – how do I
apply? (36)
• Do you have a work-study program? (31)
• What are my FERPA Rights? (78)
VOICE OF THE STUDENT REPORT 2012 EDITION
IT Help Desk
Password/Login
E-mail
Blackboard/Student Portal
Remote/Wireless Access
General Admin
Key Topical Interests
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?
Top 10 Questions
• 33% of all online questions asked in an IT Help Desk
environment deal with gaining access to programs via
passwords and login information.
• A significant portion of all student questions
concerning IT relate to:
There exists a tremendous opportunity for many over-
worked, overtaxed IT and contact center departments to
deliver simple, self-serve information concerning these
areas – which is likely a real source of frustration for
both students and staff alike.
We’ve gleaned through the top 200 questions to identify
key trends to address in order to ensure that your school
is keeping up with the latest technology challenges
that students face in making their learning experience
smoother and more rewarding. Numbers in parentheses
indicates question rank.
• How do I change my password? Why can’t I login?
What do I do if I forgot my password? (1, 2, 3)
• How do I access wireless? (16)
• What is wireless and how do I connect? (17)
• What is Blackboard? How do I set up my
website? (19, 15)
• Can I buy my textbooks online? (88)
• How do I find and register for courses? When does
the term begin and end? (9, 10)
33%
26%
21%
11%
9%
Overall Areas of Interest
Key Trending Questions
© 2012 IntelliResponse Systems Inc. 5
• Remote/ wireless access to student networks.
• Online student portals.
• Courseware programs like Blackboard.
VOICE OF THE STUDENT REPORT 2012 EDITION
Implications &
Next Steps
The need for providing an enhanced student experience
online is abundantly clear, as are the costs of not
providing this capability to a websavvy constituency
such as the modern student. As the data, trends and
commentary in this report illustrate, questions posed
by students are varied and not always easy to predict.
While the macro trends follow defined patterns, each
major area, each school, and each student, will have
their own unique concerns and methods for asking
questions of their institution. Schools must therefore
understand and provide effective technologies, such
as Virtual Agents that accurately answer the unique
questions posed by both current and prospective
students in a self-serve format.
Resulting Implications – What Does
It All Mean?
© 2012 IntelliResponse Systems Inc. 6
An engaging Virtual Agent such as this can be deployed
to accurately answer questions posed by current and
prospective students in a self-serve format online.
On your website, students expect to find instant,
accurate answers to questions, and make important
judgments about your institution based on how easy
– or difficult – it is to find what they’re looking for. Here’s
5 things you can do to improve the online student
experience at your school:
What Can You Do To Improve The
Student Experience?
Know What An Enhanced Online Student
Experience Should Look Like
There are many examples of institutions that made
the online experience efficient and smooth for
students, and these schools are now reaping the
rewards. Click on the links in the column opposite
for live examples of virtual agents.
1.
Live Examples of Virtual Agents
University of Texas at San Antonio – “Ask Rowdy”
Foothill College – “AskFoothill”
Penn State – “Ask the Lion”
College of San Mateo
Old Dominion University
Cape Fear Community College - “Ask Ray”
Broward College
These institutions make use of Virtual Agents to help make the
online experience efficient and enjoyable for students.
Strive for Accuracy
Rather than overwhelm the student with pages of
irrelevant content during their online experience, it’s
essential to deliver precise answers to questions.
Offer contextually relevant follow-up information
that intelligently matches to the initial question
asked. Have a student insight mechanism in place
so you can know your content is staying up to date
with evolving concerns.
2.
���������������������
Enter your question here
Ask!
VOICE OF THE STUDENT REPORT 2012 EDITION
© 2012 IntelliResponse Systems Inc. 7
Right-Channel Your Audience
Make sure you are channeling students into
the right information funnel through intelligent
escalation. Make it easy for students to get quick
and accurate answers to their questions online as a
first point of contact. Then provide options for them
to conveniently get hold of you through chat, email
or phone. This is not only the more cost-effective
way to approach this, but also the method students
prefer most.
3.
Mobile and Social Matter
Students expect to find the same content and the
same interaction processes in each channel. So
ensure that you are not only delivering a consistent
student experience on your website but across all
touch points including mobile phone, contact center
and social channels. Students want the ability to be
able to self-serve on their smartphone and tablets
as well as the convenience to ask their questions
directly from social media sites such as Facebook
and Twitter. It’s now very dangerous to ignore
consumer service preferences in these two service
channels. For mobile alone, 50% of smartphone
users prefer to use a mobile customer service
application for resolving their issue before calling
into the contact center.1
4.
Students want to self-serve for answers using
their smartphone and tablets
Ask for Help
Don’t be afraid to ask for help. IntelliResponse has
helped hundreds of higher education institutions
across North America tackle the challenges
addressed in this report and dramatically improve
the overall student experience. IntelliResponse
Virtual Agents are helping higher education
institutions stay competitive by delivering fast,
accurate answers to questions online, anytime of
the day or night. Contact us today.
5.
About IntelliResponse Systems
IntelliResponse is the leading provider of virtual agent technology solutions for higher education. Our patented Enterprise
Virtual Agent solutions create profitable online conversations for hundreds of leading colleges and universities across North
America and Europe.
For more information about IntelliResponse, visit www.IntelliResponse.com.
Twitter.com/IntelliResponse
Facebook.com/IntelliResponseInc
YouTube.com/IntelliResponseInc
To learn more about creating profitable
online conversations with your customers,
visit www.IntelliResponse.com.
Sources:
1
http://fonolo.com/blog/2012/03/customer-experience-statistics-2012/
VOICE OF THE STUDENT REPORT 2012 EDITION

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Voice of the Student Report

  • 1. Virtual Agent Technology Taps into the Mind of the Modern Higher Education Student What’s On Their Minds Now? VOICE OF THE STUDENT REPORT 2012 EDITION
  • 2. When today’s students need information, their instinctive response is to reach for their smartphone, tablet or laptop, and go online. They’re going there in droves to ask questions. They expect rapid, complete, and accurate answers and desire the ability to serve themselves using technology, or to interact with their peers to get information online. Today’s schools must be ready to respond with information quickly and effectively in order to keep up with this rapidly evolving landscape. The Voice of the Student Report, 2012 Edition from IntelliResponse reveals the top online questions that millions of students across North America are asking. Hundreds of Colleges and Universities rely on the IntelliResponse Virtual Agent software platform to answer tens of thousands of questions from students each day, and we’re making these key insights available to you in this report. Today’s students are sending a clear message: the web is now the primary point of contact between them and the outside world and we had better take notice. Introduction Behind the Numbers: Where Our Student Data Came From 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: • Prospective Students • Current Students • Financial Aid • IT Help Desk © 2012 IntelliResponse Systems Inc. 1 Inside: Key Trends And Data On... Prospective Students PAGE 2 Current Students PAGE 3 Financial Aid PAGE 4 IT Help Desk PAGE 5 Implications and Next Steps PAGE 6 VOICE OF THE STUDENT REPORT 2012 EDITION
  • 3. Prospective Students For prospective students, insights into the inner workings of potential target schools are key, and the vast majority go directly online to do initial and ongoing research. Here are more highlights from our findings: Programs and Campus Life The Application Process Academic Requirements Costs & Financial Aid Contacting the School Key Topical Interests 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? Top 10 Questions • Questions about campus life, how classes are delivered, extra-curricular activities and key academic focus are all of primary importance to prospective students. • The application process and the associated academic requirements for acceptance are also of key interest. • Many students still feel uninformed when it comes to the administrative processes involved in applying and gaining acceptance to a prospective school. These findings speak loudly to the importance of managing the student experience, and your institution’s brand, particularly in terms of recruitment. We’ve combed through the top 200 questions to help identify key topical questions that speak to larger trends. Here are some key trending questions to take note of when planning enrollment and recruitment efforts for your institution. Numbers in parentheses indicates question rank. • How can I find out more about your school? (17) • How do I transfer credits from another institution? (20) • Do you offer distance learning courses? (26) • How do I arrange for a campus tour? (28) • Why should I choose your school? (35) 38% 28% 15% 15% 4% Overall Areas of Interest Key Trending Questions © 2012 IntelliResponse Systems Inc. 2 VOICE OF THE STUDENT REPORT 2012 EDITION
  • 4. Current Students Perhaps no single stakeholder group exemplifies the need and opportunity for web self-service information on the 21st century campus more than the current student base. Here’s what we discovered: Campus Life - Academic Transfers & Administration Campus Life - Housing, Social, Careers Program Costs & Payment Key Topical Interests 1. What types of majors or academic programs do you offer? 2. Where is the academic calendar? 3. How much is tuition? 4. How do I register? 5. How can I pay tuition? 6. Where can I find information about my college or department? 7. Where can I find out which textbooks I need? 8. How can I find a specific building on campus? 9. Where can I get my Final Grades? 10. How do I schedule my courses? Top 10 Questions • Close to 75% of all online questions asked by current students deal with administrative and informational issues of one sort or another. • This presents an ideal opportunity for institutions to standardize information delivery (across multiple communication channels such as contact centers, website, social media and mobile) to provide students with the answers they need, while reducing costs and staff workload in key student-facing departments. Having gone through the top 200 questions current students are asking, here are the key trends for administrators to take note of when striving to balance addressing student satisfaction while reducing costs and staff workload. Numbers in parentheses indicates question rank. • Where is the Academic Calendar? (2) • What/Where is the Student Employment & Career Center? (12) • What is your grading policy? (81) • Can I use my own laptop? (89) • How can I find my Student ID number? (21) • What health and dental coverage is available? (25) 44% 30% 15% 11% Overall Areas of Interest Key Trending Questions © 2012 IntelliResponse Systems Inc. 3 VOICE OF THE STUDENT REPORT 2012 EDITION
  • 5. Financial Aid Students concerned with financial aid are, first and foremost, interested in the associated fees and tuition costs for enrolling or remaining enrolled in a particular institution. Below are some key highlights from our research: Tuition-Fee Inquiries The Application Process General/Administrative Government Programs Key Topical Interests 1. How do I apply for financial aid? 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? Top 10 Questions By examining the top 200 questions, we’ve been able to identify key topical questions that speak to larger trends. Below are some key trending questions to take note of when ensuring your school fully addresses your students’ financial aid questions. Numbers in parentheses indicates question rank. 33% 29% 26% 12% Overall Areas of Interest Key Trending Questions © 2012 IntelliResponse Systems Inc. 4 • Close to 30% of all online questions asked by students are related to the process itself, how it is completed, what resources are available, etc. • Most institutions have room for improvement when it comes to providing accurate information on the application process. • Fees and tuition costs provide the foundation for any future decisions around which institution or financial aid options they decide to pursue. • How do I contact the Financial Aid Office? (5) • What is a “Stafford Loan” – how do I apply? (36) • Do you have a work-study program? (31) • What are my FERPA Rights? (78) VOICE OF THE STUDENT REPORT 2012 EDITION
  • 6. IT Help Desk Password/Login E-mail Blackboard/Student Portal Remote/Wireless Access General Admin Key Topical Interests 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? Top 10 Questions • 33% of all online questions asked in an IT Help Desk environment deal with gaining access to programs via passwords and login information. • A significant portion of all student questions concerning IT relate to: There exists a tremendous opportunity for many over- worked, overtaxed IT and contact center departments to deliver simple, self-serve information concerning these areas – which is likely a real source of frustration for both students and staff alike. We’ve gleaned through the top 200 questions to identify key trends to address in order to ensure that your school is keeping up with the latest technology challenges that students face in making their learning experience smoother and more rewarding. Numbers in parentheses indicates question rank. • How do I change my password? Why can’t I login? What do I do if I forgot my password? (1, 2, 3) • How do I access wireless? (16) • What is wireless and how do I connect? (17) • What is Blackboard? How do I set up my website? (19, 15) • Can I buy my textbooks online? (88) • How do I find and register for courses? When does the term begin and end? (9, 10) 33% 26% 21% 11% 9% Overall Areas of Interest Key Trending Questions © 2012 IntelliResponse Systems Inc. 5 • Remote/ wireless access to student networks. • Online student portals. • Courseware programs like Blackboard. VOICE OF THE STUDENT REPORT 2012 EDITION
  • 7. Implications & Next Steps The need for providing an enhanced student experience online is abundantly clear, as are the costs of not providing this capability to a websavvy constituency such as the modern student. As the data, trends and commentary in this report illustrate, questions posed by students are varied and not always easy to predict. While the macro trends follow defined patterns, each major area, each school, and each student, will have their own unique concerns and methods for asking questions of their institution. Schools must therefore understand and provide effective technologies, such as Virtual Agents that accurately answer the unique questions posed by both current and prospective students in a self-serve format. Resulting Implications – What Does It All Mean? © 2012 IntelliResponse Systems Inc. 6 An engaging Virtual Agent such as this can be deployed to accurately answer questions posed by current and prospective students in a self-serve format online. On your website, students expect to find instant, accurate answers to questions, and make important judgments about your institution based on how easy – or difficult – it is to find what they’re looking for. Here’s 5 things you can do to improve the online student experience at your school: What Can You Do To Improve The Student Experience? Know What An Enhanced Online Student Experience Should Look Like There are many examples of institutions that made the online experience efficient and smooth for students, and these schools are now reaping the rewards. Click on the links in the column opposite for live examples of virtual agents. 1. Live Examples of Virtual Agents University of Texas at San Antonio – “Ask Rowdy” Foothill College – “AskFoothill” Penn State – “Ask the Lion” College of San Mateo Old Dominion University Cape Fear Community College - “Ask Ray” Broward College These institutions make use of Virtual Agents to help make the online experience efficient and enjoyable for students. Strive for Accuracy Rather than overwhelm the student with pages of irrelevant content during their online experience, it’s essential to deliver precise answers to questions. Offer contextually relevant follow-up information that intelligently matches to the initial question asked. Have a student insight mechanism in place so you can know your content is staying up to date with evolving concerns. 2. ��������������������� Enter your question here Ask! VOICE OF THE STUDENT REPORT 2012 EDITION
  • 8. © 2012 IntelliResponse Systems Inc. 7 Right-Channel Your Audience Make sure you are channeling students into the right information funnel through intelligent escalation. Make it easy for students to get quick and accurate answers to their questions online as a first point of contact. Then provide options for them to conveniently get hold of you through chat, email or phone. This is not only the more cost-effective way to approach this, but also the method students prefer most. 3. Mobile and Social Matter Students expect to find the same content and the same interaction processes in each channel. So ensure that you are not only delivering a consistent student experience on your website but across all touch points including mobile phone, contact center and social channels. Students want the ability to be able to self-serve on their smartphone and tablets as well as the convenience to ask their questions directly from social media sites such as Facebook and Twitter. It’s now very dangerous to ignore consumer service preferences in these two service channels. For mobile alone, 50% of smartphone users prefer to use a mobile customer service application for resolving their issue before calling into the contact center.1 4. Students want to self-serve for answers using their smartphone and tablets Ask for Help Don’t be afraid to ask for help. IntelliResponse has helped hundreds of higher education institutions across North America tackle the challenges addressed in this report and dramatically improve the overall student experience. IntelliResponse Virtual Agents are helping higher education institutions stay competitive by delivering fast, accurate answers to questions online, anytime of the day or night. Contact us today. 5. About IntelliResponse Systems IntelliResponse is the leading provider of virtual agent technology solutions for higher education. Our patented Enterprise Virtual Agent solutions create profitable online conversations for hundreds of leading colleges and universities across North America and Europe. For more information about IntelliResponse, visit www.IntelliResponse.com. Twitter.com/IntelliResponse Facebook.com/IntelliResponseInc YouTube.com/IntelliResponseInc To learn more about creating profitable online conversations with your customers, visit www.IntelliResponse.com. Sources: 1 http://fonolo.com/blog/2012/03/customer-experience-statistics-2012/ VOICE OF THE STUDENT REPORT 2012 EDITION