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
Grand Total
Date/Time Opened
-
Phone Call - Incoming
Phone Call - Outgoing
Email
Walk-in
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
872
42,879
92
18,323
35,080
97,246
Grand Total
Date/Time Opened
Grand Total
Reason
May-12
Apr-12
Mar-12
Spring/Summer
2,475
2,179
Loans
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
1,224
418
93
17
20
7
6,433
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