DELIVERING EXCEPTIONAL CUSTOMER SERVICE PRESENTED BY STUDENT AFFAIRS SPECIAL PROGRAMS TEAM.
Delivering Exceptional Student Service—Part 2
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Transcript of Delivering Exceptional Student Service—Part 2
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Tuesday, June 25, 2013 Wayne State University
Detroit, MI
Higher Education Summit
sfdc_ppt_corp_template_01_01_2012.ppt
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Presented by Ann Elinski, Assistant Director
Nicole Brandenburg, Associate Director Adam Lincoln, Lead Systems Integrator
Wayne State University
Student Services: Delivering Exceptional Student Service – Part 2
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Adam Lincoln Lead Systems Integrator Computing & Information Technology
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
About Wayne State University Combines the academic excellence of a major research university with the practical experiences of an institution whose history, location and diversity make it a microcosm of the world students will enter when they graduate
§ 30,000 students: 2/3 undergraduate and 1/3 graduate § 400+ undergraduate, grad. and professional programs § Central undergraduate admissions and student service § Decentralized graduate admissions § Banner (Ellucian) ERP
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Session Goals Show a variety of methods and uses for Student Service
§ Technical approaches to integration § Native capabilities for
• Proactive service • Internal management
§ How a student’s inquiry moves through the system and • Becomes part of reporting • Provides feedback • Contributes to better proactive service
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Integration Philosophy Our approach: § Balance
Salesforce data needs
§ Keep SIS processes inside SIS
§ Find/prevent duplicates at data entry point
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
ERP Integration with Salesforce Prep data inside RDBMS (probably optional)
Interface with other systems (e.g., Clean Address); do more advanced prep logic; submit to Bulk API
For each record: new? match? unsure?
Very few dupes in org data!
If unsure, suspend and present to a person for review
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Walk in Controller Integration Visitors follow a simple Flow to "sign in"
§ Case created, using internal unique ID if provided to link to Contact record
§ Alternatively, collects generic information for purposes of linking to Contact
Integration hook provided with Apex exposed as a REST resource
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Nicole Brandenburg Associate Director for CRM
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Salesforce Marketing Campaigns Email campaigns § Prospective students are done through Salesforce and postal
campaigns are also indicated in Salesforce campaigns § Applicants/admits are split between Banner and Salesforce
HTML templates are created through a home-grown CMS tool which generates opens and click-throughs
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Outbound Call Campaigns � Call campaigns are handled
through Salesforce by use of reports for targets and Flow to easily record the call results
� Information is stored on the Campaign Member detail
� Through the flow we are also able to include a call script/talking points if needed
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Communications Calendar � Previously, Campaigns were posted just to Chatter � Every user within EM has access to add communications
(email, postal, call campaigns, events) � Email campaigns are linked from the calendar to provide
users access to content and target count. � The calendar allows SSC to more efficiently manage staff
and information to assist with student inquiries
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Salesforce Chatter § No instruction by high
user adoption § Used to provide daily
updates on processing times, communications, and processes and also for motivation
§ A method for users to reach out to CRM support
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Ann Elinski Assistant Director in SSC
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
SSC Data Feedback Loop
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Initial Student Contact § Phone calls are done
through an ACD phone system; manual case creation
§ Email-to-Case for all five SSC email addresses
§ Front counter sign in
§ All Cases: § Office, reasons and topics
assigned § A brief summary of the
conversation is added to the case
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
All Cases Have Email Follow-Up § Email templates have been set up so staff can email
information instead of waiting for students to write down instructions § This decreases service times by quickly dispersing information § Increases first call resolution
§ Templates are customizable so Specialists can add a personal touch, or answer additional questions
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Case Data for Partner Offices § Month End Reports
show changes in case reason and contact volume § Allow partner offices
to see if our proactive strategies are having an affect on case volumes
§ Total cases since SSC opened 10/3/11 – 5/31/13: 243,979
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Case Data for Partner Offices
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Outbound call campaigns developed from case trends
After reviewing trends in case reasons and other data we added outbound call campaigns for: § Financial Aid
§ Wellness checks on our Fall 2012 Freshman to proactively ask if they have questions or need assistance
§ Students who have not turned in all of their verification documents § Students who have a rejected FAFSA
§ Admissions § Call students who have incomplete Admissions Applications
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Tools used to facilitate proactive service and feedback
§ Outbound call campaigns developed from case trends
§ Customer Service Survey to deliver feedback on every case
§ Staff knowledge assessment through Surveys
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Outbound call campaigns developed from case trends
§ Customer Service Survey to deliver feedback on every case
§ Staff knowledge assessment through Surveys
Tools used to facilitate proactive service and feedback
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Outbound call campaigns developed from case trends
§ Customer Service Survey to deliver feedback on every case
§ Staff knowledge assessment through Surveys
Tools used to facilitate proactive service and feedback
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Outbound call campaigns developed from case trends
§ Customer Service Survey to deliver feedback on every case
§ Staff knowledge assessment through Surveys
Tools used to facilitate proactive service and feedback
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Documented and standardized training and assessment
§ Improvements in financial aid processes § Implementation of a calling tree in SSC § Focused communications § Improved clarity of forms
Results!
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Changing divisional processes is stressful and involves hard work and dedication to the end goal of exceptional customer service
§ Each office involved needs to be willing to take a fresh look at "how things have always been done"
§ Partner offices need to ask questions and become curious about their data trends
§ Individuals need to commit to reviewing the data in a continuous improvement process mentality
§ Requires a change in mindset from reactive service to proactive service
§ The payoff is increased student satisfaction with a goal to higher retention rates (ROI)
Change is Hard Work
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
§ Accountability through transparency § Re-engineer back office processes to be visible to
students § Reduction in incoming case volume
§ Move to proactive student outreach § Use Salesforce to create more call campaigns/
“wellness checks” for our students § Improve retention and graduation outcomes § Investigate new ways to support recruitment
engagement for new prospects
Vision for the Future
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.