the university of gloucestershires slap project: implications for student retention stuart mcquaid...
TRANSCRIPT
The University of Gloucestershire’s SLAP Project:
Implications for Student Retention
Stuart McQuaid & Carol Kear
SLAP:Simplifying Learner Administration Processes
The SLAP project arose from a broader University-commissioned Student Lifecycle project to reduce bureaucracy for both students and staff
Amongst the recommendations identified were:• review processes associated with the student life cycle starting
with enquiry, application and enrolment; • cross-university services should be developed to ensure
consistency of service and avoidance of duplication
SLAP: Background
A recognition that the University needed to engage and develop relationships with its customers at all stages:
Enquirers Applications Students Alumni
SLAP: Overview
The aim of the SLAP project is to improve enquiry, application and (re-)enrolment processes to the benefit of customer service and University efficiency.
The deliverables include the mapping, review and redesign the key business processes associated with:
• Student enquiries (from the point of receipt)
• Application
This includes implementation of re-designed online processes.
SLAP: Enquiries
Systematic Data Collection:• Enquiry data not collected• Enquiry data not used• No data collection standard• Difficult to access and report enquiry data• A common data suite
SLAP: Applications
• Direct applications online• Reduced duplication: data entry• Reduced response times• Processes that make it possible to track conversion rates
eg: enquiry to qualification• Streamline enquiry and application processes• Reduction in the number of local databases & duplicate
data
SLAP: SITS Student Administration Software
Utilizes:• SITS enquiries management software for processing
enquiries and applications • SITS publishing system for displaying course information
and allowing online application and course enquiries via the University of Gloucestershire’s external website
SLAP: Data collection
SLAP through stakeholder engagement identified:• Key data to be collected• Data collection vs. barrier to enquiry• Level, ARI, Name, Address, DOB, Email
SLAP: Developing Relationships
A personal linkage to an institution has been identified as a key factor in improved retention outcomes for undergraduate students
The SLAP project will that support and enable the development of that linkage
SLAP: Data collection and CRM
Allows student cohort administrators and marketing functions to develop early relationships with enquirers
Relationships require dialogue. SLAP can give stakeholders the tools to develop dialogue
SLAP: Assists Marketing Activities
• Targeted information: Levels, ARIs, Country etc• Drip feed information• Centralised database• Frees administrators to build relationships not chase
data.• Record of enquirer interaction: database of enquiry
records
SLAP: Online applications:
• Faster decision turnaround• Decisions not data processing• Automated processes
– SITS Process Manger software– SITS Tasking software
• Ability to access and input the right data at the right time.– Release staff time for more productive activities: follow up
applications with marketing activities and developing relationships.
SLAP: Perceived Customer Service:
Vehicle for building relationships with enquirers:• Perception of improved customer service• Automates the humdrum: aautomated email/text prompts
to remind and update enquirers• 12% of potential student population is lost because of poor
customer service booking campus visits• Automated correspondence can link to social networks etc
for an independent view of the University
SLAP: Benefits for Student Retention
The right courses for the right students
• Ensure enquirers and applicants have accurate and accessible information to make the right choice about the course and University
• Engage enquirers and applicants with different Faculties/Departments and increase conversion rates
• Tool not a solution. Can be used to enhance and automate enquiry and application interaction
Will engaging & developing relationships with enquirers actually make any significant impact on retention?
Could resource be better deployed? For example - support/monitoring on arrival?