Measuring Success:

Data Analytics and the Enrollment Services Technology Group

Melissa HutsonGus Monzon

July 27, 2015

Enrollment Services Technology Group

Inbound/Outbound Contact Center

Support

Application Development

Business Intelligence, Analytics, and

Strategic Planning

Process Automation

Student Data Expertise

The University of Texas at El Paso

Listening to the Student Voice

A case study of the Office for Student Financial Aid (OSFA)

For the period between Oct. 2012 – Sep. 2013, 111,450 calls were made to the Office of Student Financial Aid.

Estimated 21% went unanswered.

Approximately 50% took place during a peak period.

OSFA Call Volume – October 2012 to October 2013

Peak PeriodPeak Period

For a similar period, 16,850 walk-in visits were logged.

Financial Aid Customer Service Survey

“…calling into the FA office is always a problem.”

-Frustrated Student

Inspiration

Telecenter as a Touch Point

• Complete, FAFSA No Admissions Application

• Incomplete, FAFSANo Admissions Application

Unique Count in Target Group = 2,007

Yield = 21 (1%)

FAFSA, No Admissions Application

• Applied, Not Admitted• Admitted, Not Signed Up for

Orientation• Signed Up for Orientation, Did

Not Attend• Attended Orientation, Did Not

Enroll

Unique Count in Target Group =

8,046

Yield = 449 (5.6%)

Freshman, Not Enrolled

• Applied, Not Admitted• Admitted, Not Signed Up for

Orientation• Signed Up for Orientation, Did

Not Attend• Attended Orientation, Did Not

Enroll

Unique Count in Target Group =

1,736

Yield = 329 (19.0%)

Transfer, Not Enrolled

By Target Pop. – Summer 2013 Campaign

UTEP Strategic Plan

Overarching Goals

Use the CRM to re-establish mutual

goals:

Increase success in new student

enrollment

First-year retention

Persistence

Completion

Evaluating Departmental Goals

Targeted use of constituent relationship

management

systems

Promote use of self-service systems

Improve OSFA web experience

Establish Contact Center inbound call

services

OSFA Customer Service Pre-Evaluation

Major Triggers of Service Demand

Pendin

g Req

uirem

ents

Summ

er A

id

Refun

d

Financ

ial A

id Awar

d Sta

tus

Financ

ial A

id App

licat

ion S

tatu

s

Appea

l Pro

cess

Satisf

acto

ry A

cade

mic

Progr

ess

Emer

genc

y Lo

an

Call T

rans

ferre

dHold

Credit

Hou

rs

Stude

nt L

oan

Conso

rtium

Agr

eem

ent

Disbur

sem

ent

Accep

t Awar

ds

Balanc

e Due

Paym

ent P

lan

UTEP Pro

mise

Wor

k Stu

dy0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

Triggers Contributing to Peak Period Service Demand

Sub-Analysis of Pending Requirements

Inco

me

Verific

atio

n Fo

rm

IRS T

rans

crip

t

Gener

al

Term

s And

Con

ditio

ns

Loan

Adj

ustm

ent F

orm

Electr

onic

Corre

ction

s

Mas

ter P

rom

isary

Not

e/ E

ntra

nce

Couns

elin

g

KEYS Ses

sion

FAFS

A Cor

recti

ons

TEXAS G

rant

Inco

me

Adjus

tmen

t For

m0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Pending Requirements (13.95%)

Verific

atio

n

Aid S

tatu

s

Stude

nt L

oan

Inqu

iry

Satisf

acto

ry A

cade

mic

Progr

ess

Summ

er A

id

Pendi

ng Ite

ms

Fina

ncia

l Aid

App

licat

ion

Inqu

iry

Award

Statu

s

Balan

ce D

ue

Conso

rtium

Agr

eem

ent

Loan

Am

ount

Req

uest

Form

0

5000

10000

15000

20000

25000

30000

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

7,385

12,243

15,238

18,060

20,838

22,455

24,04525,283

26,07426,857

27,628

21%

36%

44%

53%

61%

65%

70%74%

76%78%

80%

Office of Student Financial AidWalk-In Service Volume

Walk-in Service Volume for Issue Type Walk-In Service Volume Cumulative Count Cumulative Percent of Walk-In Service Volume

OSFA Walk-in Service Volume

Areas of Analysis: E-mail Inquiries

Pendi

ng

Sta

tus

Acc

ount

Issu

es

Disb

urse

men

t

Elig

ibilit

y

Pro

cess

Ref

und

Am

ount

Awar

ded

Sum

mer

Aid

Awar

d Le

tter

Other

Dep

artm

ent

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1,410

2,094

2,724

3,190

3,558

3,7743,917

4,0574,187

4,2994,404

26%

38%

49%

58%

65%

69%71%

74%76%

78%80%

E-mail Inquiry Volume for Issue Type E-mail Inquiry Volume Cumulative Count Cumulative Percent of Walk-In Service Volume

OSFA E-mail Inquiry Volume

OSFA E-mail Analysis

Financial Aid Process Evaluation

Financial Aid Process Evaluation

Planning

Strategy

Manage peaks in service demands

Leveraging outreach capacity with

multi-channel communication

Break down departmental silos

Managing Peak Service Demand

Peak PeriodPeak Period

Leveraging Outreach Capacity with Multi-Channel Communication

Multi-Channel Communication ESTG Contact

Center

Knowledge Base

Student Portals

Inbound/Outbound

Calls

Walk-in Service

Phone Blasts

WebsiteSurvey

Email

Break Down Departmental Silos

CRM

ContactCenter

SBS OSFA

Implementation

Implementation Plan

CRM Revitalization

Develop/redesign enrollment applications

Contact Center

Demonstrate impact of data driven

decision making

Financial Aid Process Evaluation

CRM Revitalization

Communication Mapping

Communication Analysis

Communication Planning

Organizing and Archiving

Departmental CRM Use and Training

CRM Revitalization

CRMSIS

Pearson

ApplyTexas Qualtrics

Student Search

Contact Center App

Contact Center

Contact Center Representatives

Subject matter

experts

Sharepoint

Knowledge Base

Accurately collecting

and recording data

Contact Center Application

Contact Center Application

Contact Center Application

Contact Center Application

OSFA Customer Service Post-Evaluation

Reevaluation of OSFA Communication

Reevaluation of OSFA Communication

Contact Center  Monthly Report: August 2014

Contact Center Customer Inquiries Contact Center Efficiency Contributions

Total Inbound Calls 19,159 Total Contact Hours 1,267

Level 1 Resolved 13,655Overall Average Daily Capacity Gain (Hrs)

57.6

Level 1 Call Resolution Rate 71%

Before CRM Revitalization Average Call Hold Times >30 minutes (Peak Period)

After CRM RevitalizationAverage Peak Period Call Hold Times ~ 1.5 minutes (Peak Period)W/ Average Call Duration ~ 4 minutes (Peak Period)

Summary of Outcomes

Requires communication, coordination, and

collaboration among all stakeholders (across

departments/divisions)

Makes use of multi-channel customer

communication

Effective customer service strategy

Summary of Outcomes

Current Prospective Ind. Avg.0%

10%

20%

30%

40%

50%

60%

70%

80%

90%85%

69%

23%

27% 28%

3%

OSFA Email View and Interaction Rates

View Rates Interaction Rates

CRM E-mail Reliable Mode of Communication

Summary of Outcomes

Web Services

MyStatus provides timely, relevant, targeted, and

actionable information

Supports student decisions through significant

stages of the student lifecycle

Platform has become an integral part of the multi-

channel communication strategy, supporting

Undergraduate and Graduate student populations

Summary of Outcomes

Efficiency Contributions

Contact Center operations has provided increased human

resource capacity (data below represent June 2014

results)

392 Hours – Total Contact Hours handled by the Contact

Center

17.8 Hours – Average Daily Capacity Gain (slightly more

than two FTEs contributed to OSFA operations)

New Developments

HUGS

Academic Colleges

Business Administration

Liberal Arts

Hobsons CRM Stakeholders

Break Down of Departmental Silos

CRM

ContactCenter

SBS OSFA

CommunicationCollaborationCoordination

Integrated Approach to Student Outreach

Unified Message toConstituents

MPN Threshold 7/24/15

Disbursement 8/14/15

Refund Processing Begins8/17/15 Census Day 9/9/15

RNP campaign

launch

Fall 2015 OSFA Communication Planning

Contact Center Information Dashboard

Contact Center Information Dashboard

Inspiration

Planning Future Communications

ESTG process centers on customer service and

satisfaction

At the heart of this process is the CRM, helping us to:

enhance departmental relationships

bridge broken processes

assess the strategic gap

facilitate the delivery of relevant, timely, targeted,

and actionable information

Summary

Operational Efficiency &

Effectiveness

Analytics

Communication Plan

Execution

Enhanced Customer

ExperienceCRM

Questions?