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Building A One-Stop Shop for Exceptional
Constituent Service
Dr. Anne De Luca
Associate Vice Chancellor, Admissions
and Enrollment, UC Berkeley
adeluca@berkeley.edu
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
Case management – starting with the details
First Last Name
Title
Case detail - expanded
First Last Name
Title
Case management – notes/emails
First Last Name
Title
Case management – history
First Last Name
Title
Chatter – looking at the feed
First Last Name
Title
Chatter – retained in the case
First Last Name
Title
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
First Last Name
Title
•  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
Demo
•  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

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Building a One Stop Shop for Exceptional Constituent Service

  • 1. Building A One-Stop Shop for Exceptional Constituent Service
  • 2. Dr. Anne De Luca Associate Vice Chancellor, Admissions and Enrollment, UC Berkeley adeluca@berkeley.edu
  • 3. 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.
  • 4. 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
  • 5. Case management – starting with the details First Last Name Title
  • 6. Case detail - expanded First Last Name Title
  • 7. Case management – notes/emails First Last Name Title
  • 8. Case management – history First Last Name Title
  • 9. Chatter – looking at the feed First Last Name Title
  • 10. Chatter – retained in the case First Last Name Title
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Jenn Glassman Associate Director, Technology and Customer Solutions
  • 15. UC San Diego First Last Name Title •  Students: 30,310 •  Staff: 26,000 •  Campus Departments: 242 • SalesForce Implementation -  June, 2013: Phase 1 -  March, 2014: Phase 2 -  May, 2014: Phase 3
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Demo
  • 20. •  Shows Case Volume, By Month, Since Project Inception •  47% Increase from July 2013 to April 2014
  • 21. •  Shows Average Case Age, By Month, Since Project Inception •  82% Decrease from June 2013 to May 2014
  • 22. •  Shows Average Support Rating, By Month, Since Project Inception •  17% Increase from June 2013 to May 2014
  • 23. •  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  
  • 24. 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
  • 25. 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
  • 26. 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!
  • 27. 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
  • 28. 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.