how to use telecounseling to increase your enrollment roi
TRANSCRIPT
How to Use Telecounseling to Increase Your Enrollment ROI
Diane Fishel-Hall, Central Washington University
• Justification for Telecounseling: Why?
• Calling Centers: Where?
• Student Lifecycle Strategy: When?
• Scripting, Training and Protocols: How?
• Questions
Justification for Telecounseling: Why?
Justification for Telecounseling: Why?
Prospective Students say that three out of the four of the most influential recruiting activities involve live conversations.
Justification for Telecounseling: Why?
A dramatic change over five years (2008-2013)
• 47% Increase in Applications per Counselor
• 36% Increase in Cost to recruit
• 4 point drop in Selectivity • 9 point drop in Enrollment
Yield
Calling Centers: Where?
Calling Centers: Where?
Calling Centers: Where?
What’s the plan?
Suspects to Prospects? Large space, VOIP, Many Students
Calling Centers: Where?
What’s the plan?
Prospects to Applicants?
Medium to Small Space Student Calling, VOIP Counselor Calling, Mobile/VOIP
Calling Centers: Where?
What’s the plan?
Applicant Follow up?
Desktop, Admissions Processing
Calling Centers: Where?
What’s the plan?
Admits to Confirmed?
Small Area Student Calling, VOIP (Live Chat) Faculty Calling, Desktop/Mobile/VOIP
Calling Centers: Where?
What’s the plan?
Confirmed to Enrolled?
Small Area Student Calling, VOIP Counselor Calling, Mobile/VOIP
Student Lifecycle Strategy: When? Calling Suspects to convert them to Prospects?
Use Hobsons to grade them Which attributes can be used to decide who is most likely to enroll at your institution?
o Source Code? o Interaction Data? o Visitation?
Select Grading System Bulk edit
Calling Prospects to convert them to Applicants? Continual Telecounseling by Admissions Counselors
Calling Applicants to complete there process? Admissions Processors
Calling Admits to convert them to Confirmation? Student Calling Faculty Calling Counselor Calling
Scripting, Training and Protocols: How?
Best Practices in Script Creation • Begin with the End in Mind
We want suspects to turn into prospects… We want prospects to turn into applicants…
• Personalize Enough merged data to make an easy conversation possible
• Content Document Section options out into different blocks Instead of “If they say this, then you say this”
• Collect Data Develop your knowledge and inform your Choices.
Scripting, Training and Protocols: How?
Best Practices in Training
• Hire intentionally
• Students
• Counselors
• Train in Person but provide follow-up video
• Practice with Current Staff
• Listen in on Conversations
• Empower them!
• Talk to them about their outcomes
Scripting, Training and Protocols: How?
Calling Protocols and Best Practices
• TSR does not apply to non-profit organizations
• Know your state’s laws
• 8 a.m. to 9 p.m. (in their time zone)
• No abandoned calls
• No talking to children
• No divulging personal information
• Automated Dialing? No Cellphones
• Do Not Call policies (Federal and State)
Questions?