Delivering Exceptional Student Service—Part 1
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The Higher Education Summit '13 at Wayne State University focused on the integration of Salesforce CRM to enhance student services, showcasing a centralized student service center aimed at improving efficiency and collaboration. The summit presented the university's vision, structure, and implementation strategies, emphasizing the importance of executive sponsorship and continual improvement. Key topics included data integration, customer service operations, and best practices for successful CRM implementation in higher education.
Delivering Exceptional Student Service—Part 1
- 1. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Tuesday, June 25, 2013 Wayne State University Detroit, MI Higher Education Summit
- 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Presented by Kathleen Lueckeman, Senior Director of CRM Gayle Reynolds, Director of the Student Service Center Robert Thompson, Director of Academic & Core Applications Delivering Exceptional Student Service Part 1
- 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Senior Director of CRM and Graduate Admissions Director k@wayne.edu @klueckeman Kathleen Lueckeman
- 4. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Agenda • About Us • Vision for Salesforce at WSU • Salesforce Integration • Student Service Center • Q&A
- 5. 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
- 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. How and Why We Got Started § Salesforce Foundation – 10 free licenses § Base system easily configured § Vast add-on product ecosystem § Robust APIs § Creation of the Student Service Center § Tools for continual improvement
- 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. How We Are Structured § Executive Sponsor: Mandate § Central IT: Development and Integration § CRM: System Administration and Campaigns § Users: Project Owner, Champions, Power Users, Team Members Project Team Role Name Role Descrip3on Team Member Name Execu've Sponsor Lends influence to the project by becoming the champion. Sets the business vision for the implementa'on. Project Owner Guides the project to successful comple'on. Understands all business process and maps process to the Salesforce CRM implementa'on. Power User/Champion Serves as liaison to the users to ensure the applica'on meets day-‐to-‐day needs. Team Members Others who will serve on the Salesforce project team.
- 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Director of Academic & Core Applications rob@wayne.edu @ab5602 Robert Thompson
- 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Data Model: Banner Business logic: Python Scripts push data to holding object then Apex job pushes to Salesforce Data exposed to end users Salesforce Integration with ERP
- 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Salesforce Integration with ERP Banner Data: System of truth for Person, Application, Registration, etc. Matcher: To prevent duplicates, create new, update or suspend Salesforce System of truth for prospective student data; integrated with Banner system of truth data
- 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Single Sign-On
- 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Digital Sign Integration
- 13. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Director of the Student Service Center greynolds@wayne.edu @gaylereynolds Gayle Reynolds
- 14. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Why create a one-stop? • Fall 2010 student survey results • Desire to bring financial aid phone service in-house • Consolidate customer service across enrollment management departments Vision for SSC: • Create a central location for problem-solving, dispersing information, and document intake • Collect and analyze data to identify issues that impede student success – policies, procedures, forms • Collaborate with other departments to re-engineer processes How did we create SSC? • Visited other one- stops • Research, research, research... • Identified the departments to be represented • Determined what services would be offered • Responsibility matrix
- 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Responsibility Matrix
- 16. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Personnel in a Student Service Center: • Management - 3 • Specialists - 15 (represented positions) • Student Assistants - 15 • Counselors - Financial Aid and UG Admissions Personnel budget: • Management - $247,000 • Specialists - $700,000 • Student Assistants - $45,000 • Counselors - Paid by home departments
- 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Call Center
- 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Front Counter
- 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Counseling Area
- 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Campaign Center
- 21. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Student Service Center 101 Student Service Center Operations: • Answer telephone calls – average 500 calls per day • Staff the front counter – average 150 visits per day • Respond to emails – average 100 incoming per day
- 22. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Salesforce 102 How we use Salesforce: • Contact database for applicants and students • Documenting interactions with students • Tracking contact reasons • Recording and monitoring campaigns to track effectiveness • Timekeeping • Chatter • Customer service surveys • Calendars • Dashboards • Reports - performance measures, accountability • Professional development
- 23. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Contact Database
- 24. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Documenting Interactions with Students
- 25. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Documenting Interactions with Students
- 26. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Tracking Contact Reasons
- 27. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Calling Campaigns
- 28. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Timekeeping
- 29. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Chatter
- 30. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Customer Service Surveys
- 31. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Calendars
- 32. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Dashboards
- 33. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Reports
- 34. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Professional Development
- 35. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Best practices for a successful implementation § Have an executive sponsor who is active and committed § Work with energetic partners who aren't afraid of change § Have a big vision but phase in implementation § Focus on continual improvement § Have smart people on staff § Define and test the ability to integrate with your ERP § Don't be afraid of the cloud!
- 36. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Kathy Lueckeman Gayle Reynolds Rob Thompson k@wayne.edu greynolds@wayne.edu rob@wayne.edu @klueckeman @gaylereynolds @ab5602 Contact Us!
- 37. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.