Educational institutions are being challenged to become more flexible, responsive, efficient, and focused on serving students' needs. Join us to learn how Wayne State University developed a Student Service Center where phone calls, emails, and walk-in visits from prospective and current students are aggregated at a central location, enhancing recruitment and retention by providing service that is responsive and accountable. Delivering superior customer service every day also requires strong business processes and continuous improvement practices to be effective. Wayne State will share how they leverage ERP data while listening to students, provide prompt responses and solve problems to improve the student experience. Who Should Attend: Student Services Student Affairs Academic Affairs IT Speakers: Ann Elinski, Assistant Director of the Student Service Center, Wayne State University Ann received a Bachelor's Degree in English and Spanish language, and a Master's Degree in Business Administration, from Eastern Michigan University. Elinski has spent the past thirteen years in Higher Education specializing in student service. Ann currently acts as the Salesforce super user for the Division of Enrollment Management. Nicole Brandenburg, Associate Director of Campaigns for Salesforce CRM, Wayne State University. Nicole previously worked in the undergraduate admissions office at WSU and transitioned to her current role when the university first brought a CRM solution to the campus in 2010. Nicole works closely with the university's Marketing office, Enrollment Management units and various departments to assist in the development of communication plans and implementation. Adam Lincoln, Lead Systems Integrator, Wayne State University Adam Lincoln is a developer for central IT at Wayne State University, working primarily on native salesforce.com development and integration with campus systems. He has been writing software for 10 years, ranging from web applications to terminal utilities. Previously, Adam taught physics and astronomy courses and analyzed experimental data.

1. /Salesforce.comFoundation
@SFDCFoundation
Delivering Exceptional Student Service

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3. EnterpriseCloud
Computing
Market Share
#1
World’s Most
Innovative
Company
2011, 2012, 2013
#1
Market Leader:
Enterprise, MidMarket,
SMB & Sales Force
Automation
#1
#1 in Enterprise Cloud Computing
& CRM

4. 1%
Time
Equity
Product
588,000+
Hours
Service
$55M+
Grants
20,500+
Non-profit
Organizations
1/1/1 Model
Adopted by

5. Become a Connected Campus:
Put Your Students at the Center
Real-Time Data
Mobile Social
360° student view
Communicate
more effectively
Recruit the right
students
Ensure student
success
Raise
more funds

6. Featured Presenters
Nicole Brandenburg
Associate Director, CRM
Wayne State University
Ann Elinski
Assistant Director
Wayne State University
Adam Lincoln
Developer
Wayne State University

7. Join Us at the Higher Education Summit
• 23 higher education sessions
• 45+ speakers
• Dr Mark Milliron and Eric Stoller as keynotes
• Loads of networking opportunities
http://www.salesforcefoundation.org/even
ts/higher-education-summit-2014/
June 5-6, 2014 in Tempe, AZ

8. Delivering Exceptional
Student Service
Presented by
Nicole Brandenburg, Associate Director of CRM
Ann Elinski, Assistant Director of SSC
Adam Lincoln, Lead Systems Integrator
Wayne State University

9. Nicole Brandenburg
Associate Director of CRM
nicole.brandenburg@wayne.edu

10. Agenda
• About Us
• How we got to Salesforce
• How it works
• Q&A

11. 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

12. Student Service Center
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

13. Why We Chose Salesforce
• Salesforce Foundation – 10
free licenses
• Base system easily
configured
• Vast add-on product
ecosystem
• Robust APIs
• Tools for continual
improvement
• Ability to track
communications and
interactions
• Creation of the Student
Service Center, WSU’s one-
stop for student services

14. • System to accommodate the service needs for the
new one-stop service center
• Integrate specific Banner information with the new
Salesforce system
• Efficient way to record interactions with
students/customers
• Ability to monitor trends and efficiencies of the SSC
• Track communication campaigns to show
comprehensive view and effectiveness
• Reporting and Dashboards for units and executive
management
Assessed Initial Needs

15. Ann Elinski
Assistant Director, Student Service Center
ann.elinski@wayne.edu

16. How we use Salesforce
• Contact database for prospects, applicants and students
• Document interactions with our contacts
• Track contact reasons
• Record and monitor campaigns to track effectiveness
• Timekeeping
• Chatter
• Customer service surveys
• Calendars
• Dashboards
• Reports - performance measures, accountability
• Professional development

17. Student Service Center
Front Counter

18. Student Service Center
Call Center

19. SSC Feedback Loop
Email follow
up
Data on cases delivered to
partner offices
Outbound call
campaigns
developed from
case trends
Customer
service
survey
Survey feedback used
assess performance
Initial
Student
Contact
-Weekly Training
-Assess learning through
Salesforce Survey
modules

20. Initial Student Contact
• Phone calls are done
through an ACD phone
system; manual case
creation
• Email-to-Case for all
SSC email addresses
• Front counter sign in
• All Cases:
• Office, reasons and topics
assigned
• A brief summary of the
conversation is added to
the case

21. Create a case from an incoming call
Live Demo

22. Email Follow-Up on Cases
• Email templates have been set up so staff can email
information instead of waiting for students to write down
instructions
• This decreases service times by quickly dispersing
information
• Increases first call resolution
• Templates are customizable so Specialists can add a
personal touch, or answer additional questions

23. Reporting to Partner Offices
• Month End Reports
show changes in
case reason and
contact volume
• Allows partner
offices to see if
proactive strategies
are having an affect
on case volumes
• Total cases since
SSC opened 10/3/11
– 3/31/14: 340,173

24. Case Data: Partner Offices
and Staff Motivation

25. Outbound Call Data

26. Campaigns Developed from Data
Outbound call campaigns were developed from
case trends:
• Prospects with an incomplete admission application
• Congratulate to our admitted students
• Register students for on campus events and orientation
• Proactively ask if our new students have questions or
need assistance
• Contact students who register then drop all of their
courses
• Assist students in turning in financial aid documents

27. Live Demo
Call flow from a user’s perspective –
Register & Drop

28. • Customer
Service Survey
to deliver
feedback on
every case
Tools used to facilitate proactive
service and feedback

29. • Staff knowledge
assessment
through
Salesforce
survey tool
Tools used to facilitate training
and development of staff

30. Adam Lincoln
Lead Systems Integrator, Computing & Information Technology
adam.lincoln@wayne.edu

31. Our approach:
• Balance
Salesforce data
needs
• Keep SIS
processes
inside SIS
• Find/prevent
duplicates at
data entry point
Integration Philosophy

32. Interface with other
systems (e.g., Clean
Address);
do more advanced prep
logic; submit to Bulk API
For each record: new?
match? unsure?
If unsure, suspend
and present to a
person for review
Very few
dupes in
org data!
Prep data inside RDBMS
(probably optional)
ERP Integration with Salesforce

33. Visitors follow a simple Flow to
"sign in"
• Case created, using internal
unique ID if provided to link to
Contact record
• Alternatively, collects generic
information for purposes of linking
to Contact
Integration hook provided with
Apex exposed as a REST
resource
Walk in Controller Integration

34. • Documented and standardized training and
assessment
• Improvements in financial aid processes
• In the middle of re-engineering back office processes to
be visible to students
• Implementation of outbound call center
• Campaigns to improve retention and graduation rates
• Focused communications
• Continually investigating new ways to support
recruitment engagements for new prospects
• Live chat
Results!

35. • Changing divisional processes is stressful and involves hard
work and dedication to the end goal of exceptional customer
service
• Each office involved needs to be willing to take a fresh look at
"how things have always been done"
• Partner offices need to ask questions and become curious
about their data trends
• Individuals need to commit to reviewing the data in a
continuous improvement process mentality
• Requires a change in mindset from reactive service to
proactive service
• The payoff is increased student satisfaction with a goal to
higher retention rates (ROI)
Change is Hard Work

36. Implementation 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 your implementation
• Focus on continual improvement
• Have smart people on staff
• Define and test the ability to integrate with your ERP and
any other external systems required
• Don’t be afraid of the cloud!

37. Contact Us
Nicole Brandenburg
nicole.brandenburg@wayne.edu
@NBburgWSU
Adam Lincoln
adam.lincoln@wayne.edu
@adamjlincoln
Ann Elinski
ann.elinski@wayne.edu
@aelinski

38. Thank you!