Do your students, faculty and staff suffer from the walk-around where they don’t know where and how to get answers to their questions? In this session, UC Berkeley and UC San Diego discuss how they created a “one-stop shop” for their constituents to ask questions, get help, and find all of the answers they need. UC Berkeley will discuss how they created a center of excellence where students can get the help they need and find answers to questions both online and in a single physical office. UC San Diego will address their implementation approach and strategy of its customer service web portal to campus faculty and staff to present campus employees with a single, centralized portal to ask questions, report issues, and request services that resulted in an increase in self-service, work performance improvements, and strategic and prioritized campus relationship management.
2. Dr. Anne De Luca
Associate Vice Chancellor, Admissions
and Enrollment, UC Berkeley
adeluca@berkeley.edu
3. All about UC Berkeley
• The University of California was chartered in 1868 and its flagship
campus was established in Berkeley, on the San Francisco Bay.
• Today UC Berkeley is renown as the world’s premier public
university and a wellspring of innovation.
• 36,142 students – 26,000 undergraduates and 10,000 graduate
and professional students.
• 1,500 full time faculty in 130 academic departments and 80
interdisciplinary research units.
4. Cal Student Central – a “one stop” shop for students
• Opened January 2013
– Combines services for Financial Aid, Billing and Payment, and
Registration
• First campus case management tool for all 36,000 students
– Cumulative in nature
– Ability to bring in partner offices for advice and referral
– Knowledgebase to assist newly cross-trained staff
– Analytic data for SLA’s, staffing needs, staff evaluations
11. What’s the buzz? Feedback on campus
• “The upgrades you made are definitely a game changer for
students.” – Student
• “It was quick, fast, friendly, helpful, and everyone was
supportive.” – Student
• “CSC has vastly improved our customer contact during open
hours. Since a student’s initial contact with CSC is positive,
our job is that much easier when we meet with students.
CSC keeps getting better at making students happy and
satisfied.” – Staff from a partner office
12. Value to UC Berkeley – using Salesforce for CRM
• Advisors go one place for case history and notes
• Students don’t have to retell their stories
• Quick time to value and very easy to train
• Out of the box reports are high value and used daily
• Easy to integrate with new SIS and can handle all future
requirements for full service vision
13. Envisioning the future
• “Student 360” for all students, faculty, and staff
– Cross the divide between different types of advisors
– Top 5 request of students in satisfaction surveys
• Enhancing student self-service features
– Student access to the Salesforce knowledgebase
– Leveraging stability of new SIS to bring in more data elements
– Students adding their own information to enhance advisor knowledge
15. UC San Diego
First Last Name
Title
• Students: 30,310
• Staff: 26,000
• Campus Departments: 242
• SalesForce Implementation
- June, 2013: Phase 1
- March, 2014: Phase 2
- May, 2014: Phase 3
16. Scope of CRM Strategy
• Central Business and Financial Administrative Divisions
• Business Contracts
• Central Cashier’s Office
• Disbursements
• General Accounting
• Mail and Material Support Services
• Office of Post Award Financial Services
• Procurement & Contracts
• Travel
• Single portal for campus staff to
• Ask questions
• Report issues
• Request services
17. Pre-CRM Strategy and Implementation
• Customer service handled disparately
• Mostly through email and phone
• No way to track the issues and questions
• We ping ponged our customers
• Campus called "their guy/girl" to get help
• Not clear if University’s intranet was useful
18. With SalesForce Service Portal
• Single, easy to access, easy to use place for campus to go
• Dynamic, intelligent self-help
• No more ping ponging customers
• Truly useful data
- Who is asking what, how many times, and how long it takes
20. • Shows Case
Volume, By Month,
Since Project
Inception
• 47% Increase from
July 2013 to April
2014
21. • Shows Average
Case Age, By
Month, Since
Project Inception
• 82% Decrease
from June 2013 to
May 2014
22. • Shows Average
Support Rating, By
Month, Since
Project Inception
• 17% Increase from
June 2013 to May
2014
23. • Shows Case
Volume of Top Ten
Campus
Departments,
Since Project
Inception
MEDICINE
1545 Cases
PEDIATRICS
1115 Cases
TEMPORARY EMPLOYMENT SERVICES
1010 Cases
NEUROSCIENCES
957 Cases
CHEMISTRY & BIOCHEMISTRY
853 Cases
EXTENSION
837 Cases
DIVISION OF BIOLOGICAL SCI.
796 Cases
PSYCHIATRY
732 Cases
CANCER CENTER
614 Cases
FAMILY & PREVENTIVE MEDICINE
509 Cases
24. Responding to the Data
• Prioritizing system and process enhancements around case volume
and categories
• Engaging with campus departments within the context of the
BFSupport data
25. Outreach to Campus Customers
• Data Allows Us
To Engage
Campus In Ways
that Wasn’t
Possible Before
• Department
Business
Reviews
• Discover “Pain
Points” in the
Process
• Make
Improvements
Adding/Updating Traveler/Vendor Accounts
PO Related Payments (Invoices)
Other Buying Inquiries
Travel Reimbursement
Payment Authorization
STORE
General Travel
MyTravel Navigation/How-To
Marketplace Navigation/How-To
Other Payment Inquiries
Department of Medicine: Top Questions Being Asked
26. Responding to the Data
• Prioritizing system and process enhancements around case volume
and categories
• Engaging with campus departments within the context of the
BFSupport data
• Sharing the data with BFS staff – validated employees!
27. Hello Maria [Team Member],
February was a very busy month for BFSupport cases, averaging 75 cases per day – our highest ever!
Here are your closed ticket numbers and customer survey results for the month:
• Closed Tickets = 279 or 32.78% of tickets (minus those processed by students). This was your second highest
number of closed cases.
• With a 4.66 customer survey score, you exceeded the department’s goal of 4.2. Thank you. This was also your
second-highest rating!
• 84% of the customers rated your service as “superb.” This was your highest superb rating for the year! Again, thank
you.
CHARTS
Thank you for the significant increase in the number of cases you closed, especially in lieu of the increase in overall cases
and your ability to maintain such a high customer service rating! Please let me know if there is anything I can do to support
you.
Thank you,
Jessica [Supervisor]
Staff Engagement
28. Summary
• Campus Feedback – engaged, (mostly) happy, sees value
• Staff Feedback – engaged, (mostly) happy, sees value
• Lessons Learned
• Because you can customize, you will want to customize – plan accordingly
• Knowledge Management is first and foremost a cultural shift
• Data turns haters into appreciators
• Campus and Internal Staff
• But… data has to be combined with intuition
• It’s not enough to get the data. You have to learn what to do with it.