Using CRM Data to Align Customer Service with Strategic Goals

Transcription

1 Using CRM Data to Align Customer Service with Strategic Goals Presented by: Gayle M. Reynolds Wayne State University November 11, 2013 Session ID 1587

2 In one year 20% reduction in front counter traffic 38% reduction in incoming phone calls

3 Introduction Review the operations of the one-stop shop at WSU Demonstrate how WSU uses a CRM to collect data Discuss the benefits of using a CRM in a onestop shop

4 Learning Outcomes of this Session Understand the benefits of using a CRM to make data-driven decisions and promote process improvements Learn how to use a CRM maximize the effectiveness of a one-stop shop See how WSU developed a culture of accountability and collaboration

5 WSU at a Glance WSU is an urban university with 30,000 students: 2/3 undergraduate, 1/3 graduate 370+ undergraduate, graduate and professional programs, including med and law schools Centralized undergraduate admissions and student services Banner (Ellucian) ERP Salesforce CRM

6 Why a Student Service Center (SSC)? Fall 2010 student survey results Desire to bring financial aid phone service inhouse Consolidate customer service across enrollment management departments

7 Vision for the Student Service Center Make customer service a priority Create a central location for access to resources, problem-solving, information, and document intake Collect and analyze data to identify issues that inhibit student success policies, procedures, forms Collaborate with other departments to re-engineer processes and improve communications

8 Structure WSU opened one-stop shop (SSC) Oct Aligns and consolidates existing student services into an enrollment management framework: Undergraduate Admissions Student Accounts Receivable Registrar s Office Office of Student Financial Aid

9 Call Center

10 Front Counter

11 Operations General information, but not operator services Assessment and resolution of problems Document intake and distribution Assistance with self-service applications (Pipeline, Blackboard, STARS) Limited transactions

12 Staffing of SSC Positions No. of Positions Budget Management 3 $247,000 Enrollment Specialists 13 $700,000 Student Assistants 18 $ 45,000 Counselors Financial Aid and UG Admissions 1 each Paid by home office

13 Contact Volumes Telephone calls average 500 calls daily Front counter average 150 visits daily s average 100 incoming daily

14 Benefits of One-Stop Shop Students: Single point of contact in a central location Serve as a student advocate to resolve problems across EM departments Enrollment Management Departments: Ability to focus on services that require their unique expertise Coordination of communications with students Improved workflow Consolidation of staff

15 Getting Started on a CRM Salesforce Foundation 10 free initial licenses Base system easily configured Vast add-on product ecosystem Robust APIs for ERP integration Tools for continual improvement

16 The Many Ways we use the CRM Contact database for prospects, applicants and students Documenting interactions with students Tracking contact reasons Recording and monitoring campaigns to track effectiveness Timekeeping Live chat

17 The Many Ways we use the CRM Chatter Customer service surveys Calendars Dashboards Reports - performance measures, accountability Professional development

18 Data Collection - Contacts Name, student ID and demographic information Student type: prospect, applicant, admitted, enrolled ACT information (purchased or submitted) Cases, activity, opportunities, engagements, campaigns, and registration status

19 Contact Record

20 ACT Profile

21 Data Collection - Engagements

22 Prospect Data

23 Data Collection - Applications and Registration

24 Data Collection - Student Case Record

25 Case Documentation Cases originate by: Telephone Call Front Counter Visit Cases include: Communication threads Notes Attachments

26 Cases

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29 Case Number Financial Aid Financial Aid Financial Aid Financial Aid Type Description Status Opened Date Stu looking for WS. explained it is a first come basis and was gone for the 1314 academic year by nid-february. stu wil also need to complete the WS form request on finaid for 1415 once available Closed 11/5/2013 student submitted tax return transcripts. placed in finaid bin for review, student will submit verification worksheet at a later time, student needs to have parents sign. Closed 11/5/2013 Chk'd rraareq, adv stu that her ver went into review on 10/23, adv to allow 2 weeks for processing. Adv stu to continue to watch pipeline and for updates. Stu ack. Closed 11/5/2013 SSC Stu came in to inquire steps to satisfy her parent tax transcript requirement. Provided and explained instructions for parent to address either the use of the IRS data match or Return Transcript order. Closed 11/5/2013 Created By SSC Walk- In Site Guest User SSC Walk- In Site Guest User SSC Walk- In Site Guest User

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31 Results COLLABORATION!!! Improvements in financial aid processes that resulted in shorter processing times and reduced delays in awarding financial aid Improvements to the UG admissions application that reduced errors and questions about admissions status Development of proactive messaging to educate students about processes Revision of the student ebill to increase understanding of account balances

32 Calling Campaigns Campaigns will be administered through Salesforce, which provides superior tracking, measurement and reporting capabilities on the details of campaigns: Number of calls made per campaign Number of prospects/students reached Number of calls made per caller Call results Type of follow-up information requested Call recipients who acted after contact

33 Purpose of Calling Campaigns Measure the influence of campaigns on increasing the yield rate Overlay calling campaigns with recruitment efforts to improve yield Measure the effectiveness of wellness checks on increasing enrollment Build relationships with current students to improve retention

34 Call campaigns are handled through Salesforce by the 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 Calling Campaigns

35 Campaigns on Contact Record

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37 Calling Campaign Report

38 Customer Service Survey

39 Survey Data Survey Timeline March to July 2013 Key Performance Indicators 8/16/ /31/2013 Specialist conducted him/herself in a professional manner. Specialist was sufficiently knowledgeable in the matter(s) I discussed. Specialist communicated information in a clear and concise manner. Specialist assisting me understood my specific needs. Specialist advised me of the next steps I needed to take. Service Goals Strongly agree Moderately agree Total Agree Strongly agree Moderately agree Total Agree 95% 73.00% 13.00% 86.00% 71.00% 14.00% 85.00% 85% 65.00% 14.00% 79.00% 62.00% 15.00% 77.00% 85% 67.00% 13.00% 80.00% 66.00% 13.00% 79.00% 85% 67.00% 13.00% 80.00% 65.00% 14.00% 79.00% 90% 65.00% 13.00% 78.00% 63.00% 13.00% 76.00%

40 Timekeeping

41 Hourly Assignments Subject Start End Duration (hours) Assigned Phones 11/5/2013 8:30 11/5/2013 9: Student A Break 11/5/2013 9:45 11/5/ : Student A Phones 11/5/ :00 11/5/ :00 1 Student A Lunch 11/5/ :00 11/5/ :00 1 Student A Phones 11/5/ :00 11/5/ :00 2 Student A Break 11/5/ :00 11/5/ : Student A Phones 11/5/ :15 11/5/ : Student A s 11/5/ :00 11/5/ : Student A

42 Performance Measures SSC Specialist Goals Measure Average High Low Goal Min for FS Call Time (Minutes) Calls Per Hour Scheduled on Phones % Time Wrap-Up s per Hour Front Counter Visits per hour

43 Communications Calendar Every user within EM has access to add communications ( , postal, call campaigns, events) 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

44 Chatter 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

45 Data Feedback Loop Initial Student Contact follow up Survey feedback used assess performance Data on cases delivered to partner offices Customer service survey Outbound call campaigns developed from case trends

46 Summary 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 for continuous improvement Requires a change in mindset from reactive service to proactive service The payoff is increased student satisfaction with a goal to higher yield and retention rates (ROI)

47 Vision for the Future Accountability through transparency Re-engineer back office processes to be invisible to students Reduction in incoming case volume Paperless processing 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

48 Questions? Thank You! Gayle M. Reynolds (313)