Using a CRM to Improve Student Services at WSU MACRAO 2012
Overview of Student Service Center (SSC) WSU opened one-stop shop (SSC) Oct. 2011 Provides front-line customer service for: Undergraduate Admissions Student Accounts Receivable Registrar s Office Office of Student Financial Aid Staff: 15 specialists and 3 management staff
What SSC Does Call center Answer calls for 4 departments Front counter Located in the lobby of the Welcome Center Email for all 4 departments
Operations Hours are 8:15 a.m. to 6:15 p.m. Staff rotate between phones, front counter and email throughout the day Contacts with students are recorded in the CRM
Salesforce.com the CRM Customer database: Lead and applicant information is loaded into database Student information is migrated from Banner Contact record contains: Demographic information Lead and application information Case history
Case Records Cases are created as a result of a contact with the student Phone cases are created by specialist Emails automatically create cases in Salesforce Walk-ins to the front counter create cases when they sign in through Salesforce
Data Collection What does each case tell us? Who is contacting us Why they are contacting us Communication mode of contacts How frequently are they contacting us
What are the numbers? Total number of contacts: 292,897 Monthly averages: Phone calls received: 17,000 Walk-ins to front counter: 4,700 Emails: 2,700
Data Breakdowns Collecting data hourly, daily, weekly, monthly, YTD Segmented by Type and Reason: Type: Home Office Reason: Why they contacted us Topic: Subcategory of Reason Identified by mode of communication: Email, phone call or walk-in
Data Analysis Use data to: Identify problem areas Document contacts with students Provide feedback on effectiveness of communications Track amount of work completed per staff member, queue, and department
Case Origin Date/Time Opened - Phone Call - Incoming Phone Call - Outgoing Email Walk-in Grand Total Oct-11 84 3,987 7 1,384 3,468 8,930 Nov-11 0 5,000 10 1,802 4,037 10,849 Dec-11 1 4,380 8 1,817 3,410 9,616 Jan-12 183 6,364 13 3,856 7,363 17,779 Feb-12 241 4,785 17 1,696 3,129 9,868 Mar-12 130 5,195 14 2,140 4,048 11,527 Apr-12 124 6,202 9 2,436 4,613 13,384 May-12 109 6,966 14 3,192 5,012 15,293 Grand Total 872 42,879 92 18,323 35,080 97,246
Date/Time Opened Grand Total Reason May-12 Apr-12 Mar-12 Feb-12 Jan-12 Dec-11 Nov-11 Oct-11 Spring/Summer 2,475 2,179 1,224 418 93 17 20 7 6,433 Loans 1,328 1,057 732 959 1,831 1,061 1,407 1,514 9,889 Verification 904 1,169 1,361 475 495 344 330 320 5,398 SAP Status 672 312 398 289 2,273 273 250 152 4,619 Student Requirements 632 683 739 255 455 256 264 331 3,615 Packaging 526 581 167 89 440 258 197 193 2,451 FAFSA 405 563 622 487 376 201 260 247 3,161 General 338 348 309 288 668 453 475 418 3,297 Disbursement of Aid/Refund 300 77 31 149 942 279 154 174 2,106 Grants 289 175 121 182 533 213 178 164 1,855 Scholarships 257 219 162 236 408 156 162 165 1,765 Accepting Awards 213 140 49 58 172 132 145 181 1,090 Work Study 85 65 15 19 24 14 31 45 298 Special Circumstance 79 86 60 41 100 68 108 142 684 Refunds 72 20 9 50 445 101 72 110 879 Post-Bach 67 71 32 56 99 66 45 55 491 Budget Adjustments 55 71 33 42 61 60 43 110 475-52 57 103 111 232 127 64 87 833 Past Due Balances 44 35 37 41 148 58 97 85 545 Document Drop Off 39 30 44 18 72 6 0 0 209 Return of Financial Aid 38 27 63 100 145 34 82 78 567 Dependency Status 20 14 19 8 16 11 19 26 133 Book Vouchers 11 4 1 3 33 84 14 6 156 Ward of Court 2 2 3 0 2 0 0 1 10 Application Status 1 0 0 0 0 0 0 0 1 FAFSA Friday 1 1 33 30 0 0 0 0 65 FERPA 1 5 1 4 2 2 3 6 24 Holds 0 0 0 0 0 38 67 65 170 Transcripts 0 0 0 0 0 1 0 0 1 Transfer Evaluation 0 0 1 0 0 0 0 0 1 Refunds/Disbursements 0 0 0 0 0 0 0 20 20
Email Template Email Template Subject MyWSUCard Refund Process Plain Text Preview {!Contact.FirstName}, Thank you for contacting the Wayne State Student Service Center. Once financial aid has paid to your ebill, your refund process begins. During the refund process, you will receive an email from the MyWSUcard. It will contain specific details about your refund, including you refund amount and the timeframe for the refund option you have chosen. Basic Guidelines for Processing Times: *Easy Refund: 4 business days from the date of Financial Aid Payment on your ebill. *ACH/Direct Deposit Refunds: 6-7 business days from the date of Financial Aid Payment on your ebill. *Paper Checks: about 9 business days from the date of Financial Aid Payment on your ebill. Please email us at studentservice@wayne.edu if you have further questions. Thank you, Student Service Center Wayne State University studentservice@wayne.edu Phone: 313-577-2100
Email Auto-Reply Message when an email comes into the SSC Salesforce system Thank you for contacting the Student Service Center. Your case #(000123) has been sent to a Specialist. You will receive a response to your email within 2 business days. Please note: Emailed responses from the Student Service Center Specialists will be sent to your Wayne State University email addresses. Phone 313-577-2100 Webmail: studentservice.wayne.edu Email when a Case Status becomes Closed The Student Service Center system has indicated that your case #(000123) has been closed, and your issues were resolved. If you have additional questions, please feel free to contact the Student Service Center staff at: Phone 313-577-2100 Webmail: studentservice.wayne.edu
Challenges Limitations existed to create a comprehensive system for Student Services to function CRM not fully adopted by all Enrollment Management units Customer service often was not the focus Inefficient processes existed Insight into students needs was lacking due to ineffective reporting tools Communications to students were not coordinated and often overlapped
Tips for Success Have an executive sponsor who is active and committed to the project Work with energetic campus partners who aren t afraid of change Have a big vision but phase in implementation Have smart people on staff Define and test the CRM s ability to integrate with your ERP at scale
Contact Information Gayle M. Reynolds, Director (313) 577-9051 greynolds@wayne.edu Ann Elinski, Assistant Director (313) 577-0548 aelinski@wayne.edu