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RCTCCustomer Service Study

- Summary Presentation -

Presented by:

SNG Research CorporationMayo High School

April 28, 2010

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RCTCCustomer Service Study

Administered by SNG Research Corporation Reporting period: February 10, 2010 - April 16, 2010 40 contact scenarios were developed (32 high school

students and 8 non-traditional students)• 19 web-based/email • 10 telephone• 5 walk-in• 1 write-in • 5 direct applications

All 40 inquiry attempts were made.

Direct applications are handled differently than other types of inquiries; thus, 35 inquiry attempts had the potential to make it into Connect/Hobsons’ CRM.

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Of the 35 attempted inquiries, 12 (34%) were either unable to submit an inquiry ornever received follow-up communication

after their inquiry...

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3 (8%) were unable to submit an inquiry...

• 1 was unable to make a phone inquiry because she only reached voicemail and didn’t feel comfortable leaving a message

• 1 was unable to make a walk-in inquiry because she didn’t have an appointment

• 1 was unable to make a walk-in inquiry because the office was closed that day for staff development

* In 2008/2009, 7 of 27 (26%) were unable to submit an inquiry* In 2006/2007, 5 of 45 (11%) were unable to submit an inquiry

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9 (26%) never received follow-up communication after their inquiry...• 3 who inquired by email to a faculty/staff member never

received a reply

• 5 who inquired by phone and talked with someone never received any follow-up communication via traditional mail or email (2 were asked for contact information, 3 were not)

• 1 who inquired by phone and left a message never received a return call

* In 2008/2009, 3 of 27 (11%) never received follow-up communication* In 2006/2007, 15 of 45 (33%) never received follow-up communication

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Of the 35 attempted inquiries, 23 (66%) were able to submit an inquiry

and received a response...

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14 (40%) received a response but did not get entered into Connect/Hobsons’ CRM...• 9 who inquired by email to a faculty/staff member received an

email response-7 received a response directing them to the RCTC web site-1 received a response inviting the student to come for a visit-1 received a response saying the inquiry was forwarded to another faculty/staff member (there was no further response)

• 1 who inquired using the “Visit Us” link was able to tour campus

• 1 who inquired by phone received a Career Resource Guide for Rochester Public Schools and a program information sheet

• 3 who made a walk-in inquiry were able to speak to someone at that time

* In 2008/2009, 8 of 27 (30%) received a response but did not get entered into the Recruitment Plus Database

* In 2006/2007, 21 of 45 (47%) received a response but did not get entered into the Recruitment Plus Database

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9 (26%) were entered into Connect/Hobsons’ CRM...

• 6 who inquired using the “Request Program Information” link on the web site received communication-4 received communication by email-2 received communication by email and by traditional mail

• 2 who inquired by phone and talked with someone received communication by email and by traditional mail

• 1 who mailed a business-reply postcard received communication by email and by traditional mail

* In 2008/2009, 9 of 27 (33%) were entered into the Recruitment Plus Database* In 2006/2007, 4 of 45 (9%) were entered into the Recruitment Plus Database

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All 9 customers who made it into Connect/Hobsons’ CRM received multiple theme-based communications...• Based on the ability to track communications sent by the CRM

using the communications log, the system is working properly♦ The communications are being sent based on the defined thematic

pattern♦ If a person does not view emailed communication within 3 days of

receipt, the communication is being sent by traditional mail

• Although the CRM is working properly, some students under-reported what communications they received

♦ A limit of qualitative studies♦ Some students do not regularly use email as a form of communication

* In 2008/2009, all 9 customers who made it into the Recruitment Plus Database received more than one communication

* In 2006/2007, all 4 customers who made it into the Recruitment Plus Database received more than one communication

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Web/Email Inquiries 19 inquiries attempted Fairly positive about design and information included in www.rctc.edu web

site and specific program areas of the web site (ratings average between good and very good)

Several had difficulty or expressed frustrations about making a web-based or email inquiry

3 customers emailed faculty members but did not receive any response 9 customers emailed faculty members and received an email response,

most often directing them to the applicable area of RCTC’s web site 1 customer used the “Visit Us” link and attended a campus visit

• He said it was easy to schedule visit, get to college, park, and figure out where to go• Rated the visit as ‘good’ overall

6 customers used the “Request Program Information” link • All 6 were set up with a VIP account

• All 6 felt the VIP info was customized to them and they would look at it more than once• All 6 were entered into Connect/Hobsons’ CRM

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Telephone Inquiries 10 inquiries attempted

4 were able to talk to the correct person the first time they called• 2 did not receive any follow-up communication after the phone conversation• 2 were set up with a VIP account and were entered into Connect/Hobsons’ CRM

1 was able to talk to the correct person the second time she called• This customer did not receive any follow-up communication after the phone

conversation

3 were able to talk to the correct person the third time they called• 2 did not receive any follow-up communication after the phone conversation• 1 received packet in the mail (Career Course Resource Guide and program sheet)

2 were unable to talk to the correct person• 1 reached voicemail twice but chose not to leave a message either time• 1 reached voicemail once and left a message but did not receive a response

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Walk-In Inquiries 5 inquiries attempted All 5 thought it was easy to get to the college and to park 4 of 5 thought it was easy to figure out where to inquire All 5 said final contact spoke to them in a caring, friendly manner and 4 of 5 said this

person was dressed professionally Signage ratings – 3 good, 1 very good, 1 excellent Cleanliness ratings – 3 very good, 2 excellent Overall atmosphere ratings – 1 good, 4 very good No one was offered a tour of the school that day or at another time 2 were unable to complete their inquiry

• 1 because she didn’t have an appointment; she did not rate how the entire inquiry was handled• 1 because the office was closed for staff development; she gave a ‘fair’ rating to how the entire

inquiry was handled

3 were able to complete their inquiries• All 3 were asked about their academic interests and given some program information• 2 gave a ‘very good’ rating and 1 gave a ‘fair’ rating to how the entire inquiry was handled

No one received any follow-up communication after the initial inquiry

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Write-In Inquiry 1 inquiry attempted

• A business-reply postcard mailed to RCTC

She thought it was ‘very easy’ to write-in an inquiry She was entered into Connect/Hobsons’ CRM

• In the communication she received, her last name was spelled incorrectly. It was discovered that an error was made when her name was entered from the business-reply card.

She also applied online (using the incorrect spelling of her last name) after the initial inquiry but did not pay the application fee

• She received two emails from Admissions in response to her application• 1 (with the incorrect spelling of her last name) said her application had been received and

would be processed after the fee was paid• 1 (with the correct spelling of her last name) said her PSEO online application had been

submitted and additional forms are necessary• She continued to receive communication from the CRM after applying

• A problem was identified with the data upload to the CRM (the correct admission status was not showing up) and this problem is now being fixed

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5 direct applications were submitted to RCTC with no previous inquiry• 2 customers applied by traditional mail• 3 customers applied online

All 5 thought it was quite easy to fill out the application 3 were told not to include the $20 application fee (1 mail, 2 online)

• The customer who applied by traditional mail received a memo saying his application had been received and would be processed after the fee was paid; his application was also returned with various markings and several areas were highlighted indicating that ‘no fee’ had been received

• The customers who applied online received an email saying the application had been received and would be processed after the fee was paid, followed by a letter in the mail listing ways to pay the fee

2 were told to include the $20 application fee (1 mail, 1 online)• Both received an acceptance letter

In addition, 2 web/email customers and 1 write-in customer submitted applications as part of their inquiry

• 1 of the web/email customers applied online, paid the fee, and received an acceptance letter• 1 of the web/email customers applied online, did not pay the fee, and received communication

that the application had been received and would be processed after the fee was paid• The write-in customer was discussed on the previous slide

Direct Applications

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“Now that the project is complete, what is your overall impression of RCTC?”

PORTION OF RATING RESPONDENTS

Excellent (5) 5 (12.5%)Very Good (4) 4 (10.0%)Good (3) 17 (42.5%)Fair (2) 13 (32.5%)

Poor (1) 1 ( 2.5%)

Average rating (5-point scale) = 2.98

Overall impression of RCTC

* In 2008/2009, the average rating was 3.58* In 2006/2007, the average rating was 2.92

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Ease and convenience of inquiring• It needs to be as easy as possible to find specific information on the web site, such as

email addresses for staff/faculty members, links to further info, who to contact about a program, etc. In addition, it’s important that all web site links are in working order.

• The hours in which a live person is available to take calls should meet the needs of prospective customers.

• It’s important for staff to accommodate all walk-ins – ask the prospective customer if there are questions that can be answered or information that can be provided.

Responsiveness• All prospective customers who inquire to RCTC should receive timely follow-up.• All communication with prospective customers should be polite, friendly, personable.

Content• Attention to detail is essential when sending follow-up communication.• If a student requests information about a program, they should receive that information

along with the other general information about RCTC.

Use the resources available for Connect/Hobsons’ CRM• If a faculty/staff member communicates with a prospective customer – by email, on the

phone, or in person – that is the perfect opportunity to use the tool available to collect contact information to be entered into the CRM.

Some Areas To Focus On