How To Improve Your Online Experience At A College Online
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1 IntelliResponse Self-Service Service and the Modern Student OrACRAO: : May 6-May 8, 2012
2 You Will Learn >> How to address stakeholder questions on-line, as demonstrated by Lane Community College >> The importance of mobile and social media in student Communications >> How to Increase Student loyalty and conversion without raising service costs >> Who we are, and why we re important to Higher Education
3 THE MODERN STUDENT
4 THE MODERN STUDENT
5 IMPATIENT, DEMANDING & WEB SAVVY
6 When Steve has a question...
7 He goes online and begins his JOURNEY FOR ANSWERS
8 HERE S WHAT HE ENCOUNTERS
9 STEVE S ONLINE JOURNEY... BIG, COMPLEX WEB SITES that are busy & confusing
10 STEVE S ONLINE JOURNEY... Where am I supposed to begin?
11 FAQ PAGES with endless scrolling and limited functionality
12 STEVE S ONLINE JOURNEY... This is not what I m looking for.
13 STEVE S ONLINE JOURNEY... ENTERPRISE SEARCH TOOLS that deliver hundreds of results
14 STEVE S ONLINE JOURNEY... I don t have time for this...
15 SO, JUST TO RECAP... STEVE S ONLINE JOURNEY HAS NOT GONE WELL Where am I supposed to begin? This is not what I m looking for. I don t have time for this...
16 YOU DON T TREAT STUDENTS THIS WAY IN PERSON...
17 YOU DON T TREAT STUDENTS THIS WAY IN PERSON... WHY DO IT ONLINE?
18 CONSEQUENCES OF A POOR ONLINE EXPERIENCE
19 Consequences for the Student Frustration BECAUSE THEY CAN T SELF-SERVE SERVE
20 Consequences for the Student Frustration BECAUSE THEY CAN T SELF-SERVE SERVE Forced INTO FINDING ALTERNATIVES
21 Consequences for the Student Frustration BECAUSE THEY CAN T SELF-SERVE SERVE Forced INTO FINDING ALTERNATIVES Escalation TO HIGHER COST CHANNELS
22 Consequences for the Institution Customer Service Costs Rise AS STUDENTS ESCALATE QUESTIONS TO HIGHER COST CHANNELS LIKE PHONE AND
23 Consequences for the Institution Customer Service Costs Rise AS STUDENTS ESCALATE QUESTIONS TO HIGHER COST CHANNELS LIKE PHONE AND Recruitment Affected AS STUDENTS EXPLORE COMPETITIVE OPTIONS PARTICULARLY DURING SEASONAL SPIKES
24 Consequences for the Institution Customer Service Costs Rise AS STUDENTS ESCALATE QUESTIONS TO HIGHER COST CHANNELS LIKE PHONE AND Recruitment Affected AS STUDENTS EXPLORE COMPETITIVE OPTIONS, PARTICULARLY DURING SEASONAL SPIKES Reputation & Retention Suffer AS FRUSTRATED STUDENTS CAN T GET THE INFORMATION THEY NEED
25 Significant Consequences 25% One in Four prospective students say they have dropped a school from consideration due to a bad web experience 2010 SURVEY NOEL-LEVITZ LEVITZ INC.
26 Significant Consequences 57% If the content on a school s Website is out of date, incorrect, or unhelpful, 57% of students will likely take it off their list 2010 SURVEY NOEL-LEVITZ LEVITZ INC.
27 Benefits to Getting it Right 65% 65% of students became more interested in a campus because of a positive web experience 2010 SURVEY NOEL-LEVITZ LEVITZ INC.
28 MYTH OUR STUDENTS WANT TO CALL US FOR ANSWERS TO QUESTIONS
29 MYTH FACT OUR STUDENTS WANT TO CALL US FOR ANSWERS TO QUESTIONS STUDENTS PREFER TO GO ONLINE AND SERVE THEMSELVES
30 Myth vs. Fact 57% Callers tried to self serve on the web-site before calling STOP TRYING TO DELIGHT YOUR CUSTOMERS
31 Myth vs. Fact 34% Callers still on web site when engaged with the call center STOP TRYING TO DELIGHT YOUR CUSTOMERS
32 Cost Per Transaction HIGH TOUCH PHONE $5-$10 $10 CHANNEL COLLABORATION $5 CHAT $3-$5 $5 $3-$5 $5 LOW TOUCH COST SELF SERVICE <$1
33 What kind of self service experience could your web site provide?
34 Foothill College Problems, before IR Complaints Reduced staffing Millennial student s expectations New systems: applying and registering Online classes Inconsistent information Constant change
35 Challenges Reduced budget Overstretched IT Department Lack of expertise Lack of time High demand for online information Students want self-service Students want 24/7 service Confusion
36 Considerations Cost Service Reliability Expertise Simplicity Time involved Flexibility Mobility College IT involvement
37 What did We Need? Self-serve, 24/7, online Q & A Easy to use Consistent answers Correct answers Fast implementation Incorporate social media Ability to add questions and answers forever Excellent customer service from vendor Little or no impact on College IT Dept. Usage data
38 Results Population of 17,500 students Calls into contact center down 40% One of the biggest users of ir at Foothill have been local HS Guidance Counselors ROI achieved in 60 days vs. HR cost for same volume of inquiries Ask Foothill has answered 60,000+ questions (3900 per month Avg.) since launch, 95% accuracy with 1RA
39 Infographics
40 web answers mobile answers social answers agent answers
41 Higher Education Customers
42 Intelligent Delivery of One Right Answer Many Ways to Ask a Question How do I get in? Where do I apply? How do I enrol? What is the application process? Applications please How do I apply for classes? Maps to Core Question How do I apply? Approved One Right Answer To apply please follow these steps
43 How? Turnkey Services for Rapid ROI QuikStart Turnkey service Live in 45 days Starter kit includes: Best practices Templates Project plans Branding recommendations Metrics design Zero IT Footprint Instant Answer Agent Branded Fully Hosted Advanced Analytics SmartSource Performance monitoring Knowledge Base Maintenance Reporting Analytics & Trending
44 QuikStart Overview
45 SmartSource Reporting & Analytics
46 Have a Question? Just Ask! Andrew Brode - IntelliResponse andrew.brode@intelliresponse.com Judi McAlpin - Foothill College mcalpinjudi@foothill.edu
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