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Golden Gate University CAEL 2011

Golden Gate University CAEL 2011. CRM for Engagement, Retention and Motivation. Golden Gate University CAEL 2011. Jelena Ristic Assistant Dean, Undergraduate Programs Beth Lindsay Associate Director, Advising Services Jennifer Preciado Assistant Director, Advising Services Nicole Brown

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Golden Gate University CAEL 2011

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  1. Golden Gate UniversityCAEL 2011 CRM for Engagement, Retention and Motivation

  2. Golden Gate UniversityCAEL 2011 Jelena Ristic Assistant Dean, Undergraduate Programs Beth Lindsay Associate Director, Advising Services Jennifer Preciado Assistant Director, Advising Services Nicole Brown Assistant Director, Advising Services

  3. CAEL Conference 2011 Purpose of Today’s Session • Our Profile and Goals • Why a Customer Relationship Management (CRM) Tool? • How – technically? • How – Practically? • Our Results • Lessons Learned • Future Plans

  4. CAEL Conference 2011 About GGU GGU opened the first night school in San Francisco. Its roots date back to the early-1850s, as the YMCA Night School. Founded in 1901 as a non-profit institution serving nontraditional students and is accredited by WASC and ABA.

  5. CAEL Conference 2011 About Undergraduate Programs • Began in 2005 to provide an academic and service focus serving our non-traditional undergraduate students after decline in undergraduate enrollment and student satisfaction • Fall 2008 – fully integrated case management/coaching advising model with professional advisors • Spring 2009 – implemented a comprehensive tactical retention plan • 80% of undergraduate enrollments are fully online; remainder of enrollments are blended or mixed mode

  6. CAEL Conference 2011 About Our Students As of Spring 2011 • 60% are over the age of 30 • Average age is 33 • 53% are women • 73% enroll part-time • 64% work full-time (30 hours+) • 38% are caring for dependents • 96% have earned academic credit from other institutions, testing services, or other sources

  7. CAEL Conference 2011 Undergraduate ProgramsGoals • Improve retention rates • Improve graduation rates • Create successful alumni We strive to be the “last stop” for our students in obtaining their degree!

  8. CAEL Conference 2011 Key Retention Goals Foundation of our retention philosophy is the relationship between the advisor and student • Someone cares • Someone is watching • Someone will pave the way • Someone will cheerlead for me • Someone will intervene Intervention implies pro-active outreach…

  9. CAEL Conference 2011 Key Retention Goals Undergraduate Retention Plan (2009) • Identified clearly established goals • Identified Event triggers • Created Communication Templates • Developed Communication Calendar • Updated each term • Implemented at-risk process

  10. CAEL Conference 2011 Why CRM for Retention? “What is CRM (customer relationship management)?CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way.” www.techtarget.com

  11. CAEL Conference 2011 Why CRM for retention? CRM system was built for admissions process in 2006 Enrollment Funnel Funnel is a linear process, moving from one stage to the next in the “customer lifecycle” Inquiry Applicant Admit Enroll

  12. CAEL Conference 2011 Registration Activity (registered units) Fall Registration and Advising Fall Registration and Advising Spring Registration and Advising Spring Registration and Advising Summer Registration and Advising Aug Sep Oct Nov Nov Mar July Overlap – are they registered? Continuing Students Advising Process

  13. CAEL Conference 2011 Enrollment Stages Success!!! Admitted Applied Registered Enrolled Inquiry Retention Stages Success!!! Graduated Active X Student Cycle X Stop Out Failure Failure Withdraw

  14. Data Automation CAEL Conference 2011 Inquiry form submitted online GPA # of Units Program Holds Balance Online Application for Admission via web portal Apply Admit Register Graduate Stop Out Withdraw Talisma Colleague One way

  15. CAEL Conference 2011 Why Choose a Technology Solution? • “Pain Points” of manual process • Caseloads of 200+ students • Setting tasks in advance • Detailed notes regarding relationship • Student Information System (SIS) contains the event triggers (transactions) • Advising codes, registration activity, probation, etc. • Pulling queries into excel spreadsheets • Organizing time what to do when with a target group • Very time consuming

  16. CAEL Conference 2011 Implementation Challenges • “Pain Points” of converting to automation • SIS is official academic record • Event triggers (transactions) remain in SIS • Cyclical pattern of behavior (non-linear) • Advisors span all schools (graduate, undergraduate, faculty, etc.) • User Adoption • Manual process allows for individualization

  17. Solutions • Gathered business requirements from manual process • Set the scope of implementation to only be the automation of the manual process (moving the data from one system to another on a regular basis) • Met regularly with the developers to ensure understanding of the business process • Designed a work queue for better organization • Created a task list so advisors know who to call or email and for what outreach effort • Created real-time analytics

  18. CAEL Conference 2011 Solutions – Caseload Management

  19. CAEL Conference 2011 Solutions – Target Communication

  20. CAEL Conference 2011 Solutions – Managing Tasks

  21. CAEL Conference 2011 Solutions – SIS Data

  22. CAEL Conference 2011 Solutions – Data Analysis Reasons for students not registering (non- persisters)

  23. Solutions – Data Analysis Daily view of total headcount by advisor (advised to registered)

  24. CAEL Conference 2011 Success – Slow and Steady Steady increase over time in persistence, retention and graduation rates • Total Enrolled headcount increased 12% • Continuing student enrollment increased 10% • Persistence rate has increased from 72% to 76% • Persistence (headcount enrolled against total headcount) is our most important calculation because it measures student momentum leading to graduation and retention

  25. CAEL Conference 2011 Solutions – Future Planning • Enhanced automated rules to set tasks • At-risk student triggers to set next task for advisors • Sophisticated Dashboards • Registration activity daily • Campaign Communications • Using workflows to send targeted, automatic communications

  26. CAEL Conference 2011 Lessons Learned • Have a plan, use it manually first • Business requirements must be clear; tool alone is not the goal • Manage scope • Consider a “Phased Approach”

  27. Data Automation CAEL Conference 2011 Phase 1 - 2009 Online Application for Admission via web portal Phase 2 - 2010 Phase 3 - 2010 Talisma Colleague Phase 4 - 2011 One way

  28. Lessons Learned Do not make perfection the goal (iterative process) Create champions – afford opportunities for their brilliance! CAEL Conference 2011 28

  29. CAEL Conference 2011 Questions?

  30. CAEL Conference 2011 Thank You! JELENA RISTIC ASSISTANT DEAN UNDERGRADUATE PROGRAMS jristic@ggu.edu (415) 442-6551

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