Building a One Stop Shop for Exceptional Constituent Service

Building A One-Stop Shop for Exceptional Constituent Service

Dr. Anne De Luca Associate Vice Chancellor, Admissions and Enrollment, UC Berkeley [email protected]

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.

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

Marc Benioff Chairman & CEO

Case management – starting with the details

First Last Name Title

Foundation Pres – PowerPoint Template – 16x9 FY14.pptx


Case detail - expanded




Case management – notes/emails




Case management – history




Chatter – looking at the feed




Chatter – retained in the case



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

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

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

Jenn Glassman Associate Director, Technology and Customer Solutions


UC San Diego



•  Students: 30,310 •  Staff: 26,000 •  Campus Departments: 242 • SalesForce Implementation

-  June, 2013: Phase 1 -  March, 2014: Phase 2 -  May, 2014: Phase 3

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

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

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

•  Shows Case Volume, By Month, Since Project Inception

•  47% Increase from July 2013 to April 2014

•  Shows Average Case Age, By Month, Since Project Inception

•  82% Decrease from June 2013 to May 2014

•  Shows Average Support Rating, By Month, Since Project Inception

•  17% Increase from June 2013 to May 2014

•  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

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

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

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!

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

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.

Building a One Stop Shop for Exceptional Constituent Service

Education

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