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Student Success: Creating a System of
Engagement using Salesforce!

      Nicholas Zinser, Director of Enrollment Systems!
                  Northeastern University!
                         @nzinser!




                                                         1	
  
Agenda!

•     Northeastern & Salesforce!
•     Measuring student success!
•     Faculty & Advisors – Collaboration drives persistence!
•     Creating the System of Engagement!
•     Outcomes & Demo!
•     Future Plans & Wrap-up!




                                                               2	
  
Northeastern University – An Overview!

•  Founded in 1898, Northeastern is the sixth-largest private university in the
   United States
    –  Received the largest number of undergraduate applications in 2011.
•  Our core tenets include
    –  Experiential Learning
    –  Interdisciplinary/Translational Research
    –  Urban Engagement
•  Located in the heart of Boston where Back Bay, The Fenway, The South
   End, and Roxbury meet
•  Scene from last Saturday morning
    –  Instagram.com/Northeastern




                                                                                  3	
  
Northeastern & Salesforce!

•  Implemented Salesforce in 2006 for Advancement/Alumni
    –  Within 18 months, student-focused projects were being proposed and
       implemented
•  Currently, there are nearly 600 CRM Users across all University divisions
•  Person Account implementation, 60% of our custom field limit currently
   used
•  Integrations are a core tenet of our Salesforce success
    –    Banner ERP
    –    Exchange
    –    Blackboard
    –    SQL Server databases
•  Turned the enrollment funnel upside down
    –  Started with alumni
    –  Moved to current students
    –  Now beginning to focus on applicants and inquiries/leads
                                                                               4	
  
Student Success!

•  Retention is what we think of when discussing student success in terms of
   persistence to graduation!
    –  We want our retention to look like this:!                       First-­‐Year	
  Reten-on	
  
                                                   120.00%	
  
                                                   100.00%	
  
                                                    80.00%	
  
                                                    60.00%	
                                                    First-­‐Year	
  
                                                                                                                Reten8on	
  
                                                    40.00%	
  
                                                    20.00%	
  
                                                     0.00%	
  
                                                                   2008	
      2009	
     2010	
     2011	
  


    –  It probably looks more like this:!                               First-­‐Year	
  Reten-on	
  
                                                   96.0%	
  

                                                   95.0%	
  

                                                   94.0%	
  
                                                                                                                 First-­‐Year	
  
                                                   93.0%	
                                                       Reten8on	
  
                                                   92.0%	
  

                                                   91.0%	
  
                                                                 2008	
       2009	
      2010	
     2011	
  

                                                                                                                                    5	
  
Salesforce & Student Focused Projects!

•  Northeastern lacked the capacity to effectively identify and intervene with
   students who showed signs of poor academic performance, attendance, or
   other issues in a timely, consistent manner across campus!
    –  Every percentage point increase in the rate of graduation is worth $1 million to
       the University!
    –  A solution was needed to help identify and intervene with students who
       matriculate and then find themselves unable to adjust to the academic rigors of
       higher education!




                                                                                      6	
  
Salesforce & Student Focused Projects!

•  The College of Engineering (COE) developed a system in 2001 to provide
   a safety net for freshman engineering students!
    –  Technical and security issues made scaling this to a university-wide solution
       impractical if not impossible!
•  A basic pilot application was put in place for Fall 2005 across all colleges
   for select freshmen-level courses!
    –  Faculty were asked to use both the university-wide (feature poor) and
       engineering applications (feature rich) for students!
•  The university chose to deploy a new, expanded application for the Fall
   2007 term to cover all undergraduate students!
    –  Received a grant from the Davis Educational Foundation!
    –  Salesforce was chosen as the application platform!




                                                                                       7	
  
Salesforce & Student Focused Projects!

•  Salesforce provided the platform to meet many of the critical success
   factors as defined by a user task force made up of faculty, advisors, and
   administrators!
    –    Web-based, user-friendly tool that is highly customizable!
    –    Easily integrated to provide visibility to near real-time data updates!
    –    Ability to track and view student interactions !
    –    Allow for the ability to increase communication between faculty and advisors!
    –    Automatic email based on database triggers, customizable by college!
    –    Easy-to-use, real-time reporting!




                                                                                         8	
  
Strategies To Improve Student Success!

•  The goal is to have the students persist to graduation!
    –  Continue the affinity for your institution!
•  Campus collaboration becomes key to this success!
    –  Faculty have a role based upon classroom observation!
    –  Staff have a role from advising and service perspectives!
    –  Data stewards can help provide data to support these efforts!
•  Salesforce has been the key element for us in this success over the last
   4+ years!




                                                                              9	
  
Advisors & Salesforce!

•  A series of applications have been deployed in Salesforce to empower
   Advisors with a common set of data and functionality!
    –  Faculty Advisor Communication Tool (FACT)!
    –  Advisor Notes!
    –  Appointment Calendar!
•  While originally targeted just to academic advisors, some tools are
   applicable to other types of advisors!
    –  Career Services Advisors!
    –  Co-op Advisors!
    –  Disability Resource Center Specialists!
•  Salesforce provides the foundation for these apps to change the way we
   do business!




                                                                            10	
  
Faculty Advisor Communication Tool (FACT)!

•  Northeastern launched FACT to a small sample of first-year courses to
   evaluate its impact on early intervention from academic advisors!
   –  UI was a separate app from our existing LMS!
   –  Creates a case for Advisors to act upon!
   –  Standard Salesforce CRM functionality (Notes, Attachments, Tasks) are used
      to support this endeavour!
•  Rebuilt FACT UI in Blackboard in Summer 2012!
   –  Easier to use for all faculty!
       •  Meets the faculty where they are – in the LMS!
   –  Became a textbook use of the Service Cloud!
•  FACT case submissions have increased!
   –  Retention has increased during this time period!




                                                                                   11	
  
Advisor Notes!

•  Rather than use Cases as the sole method of tracking interactions with
   students, the Advisor Notes project created a separate list for creating
   entries!



•  Allows for some categorization and some free text entry to makes notes
   on a student appointment!




                                                                              12	
  
Appointment Calendar!

•  Helps link the student to their advisor!
    –  Web app behind our myNEU student portal!
    –  Advisor creates blocks of time in Outlook for student appointments!
    –  Creates a profile in Salesforce and calendar entries sync!




                                                                             13	
  
Creating the System of Engagement!

•  These 3 services helped change our use of Salesforce to create what is
   known as the “System of Engagement”!
•  A different term than a normal ERP description!
    –  “System of Record”!
•  Tracks interactions and alerts!
    –  Provides a different type of metric!
    –  Brings structure to unstructured data!
•  Fosters two-way communication between parties!
    –  Faculty to Advisor!
    –  Advisor to Student!
    –  Advisor to Advisor!




                                                                            14	
  
Salesforce – The Usable ERP!

•  Another key element to student success can be found in Salesforce itself!
•  As advisors and other administrators began to use Salesforce, the
   integrations built to support specific applications took on greater
   importance!
    –    FACT!
    –    Travel Registry / Crisis Management Team!
    –    Parent Office!
    –    Appointment Calendar!
    –    Graduate Advising!
•  Northeastern went live with Banner Student in Fall 2009!
•  Salesforce became the de facto ERP due to the large amount of
   integrated data!
    –  Transactional information still occurring in Banner!
•  Speed and access to data drive better student interactions !

                                                                           15	
  
The System of Engagement!

•  Salesforce allows us to build this type of system by leveraging differing
   case types!
    –  FACT Case!
    –  We Care Case!
    –  DRC Case!
•  Data integration can be done once, then assigned appropriately through
   Profiles!
    –  Student data from our ERP!
    –  Other web form systems (SQL Databases, etc.)!
•  Remains minimally transactional at this time!
    –  Mostly a one-way integration from the source system to Salesforce!




                                                                               16	
  
Social Media Monitoring!

•  Engagement can also be tracked across Social Media using tools such as
   Salesforce Radian6!
•  Provides a new outlet to engage your students!
    –  Meets the students where they are!
        •  Remember when we said that about e-mail?!
•  If a solution to a problem increases student satisfaction, can it lead to
   student success?!
•  Engagement can be a fine line to walk!
    –  Once you start, you must continue!
    –  No need to comment on every post!
        •  Don’t feed the trolls!
    –  Though you may have the tools, avoid being Big Brother!




                                                                               17	
  
Data Stewardship!

•  Data Stewardship Council created as part of Northeastern’s ERP
   implementation!
    –  Representatives from all key data systems across the University!
•  Facilitated by our Data Administration team!
    –  Focuses on documenting data uses across systems!
    –  In-depth discussions on different system uses of data!
    –  Provides standard terminology for systems to use!
•  Shift in traditional “data owner” model!
    –  Sometimes ownership is dictated by regulation!
    –  Sometimes it is dictated by institutional history!
•  Stewardship puts the onus on the system owner to provide meaningful
   contextualized data to others for use!
•  Northeastern is 18 months into our new Data Governance model!
    –  Progress has been made!
    –  Still have many more areas to explore!
                                                                          18	
  
Traditional Student Outcomes – The Data!

•  Student retention has remained on an upward trajectory!
•  Since 2008, first-year student retention has improved over 4%!
    –  Helping students to persist became everyone’s focus!
•  In the same time period, the 5-year graduation rate increased as well!
    –  Given the work we do with Co-op and entrepreneurship, this represents hard
       work in driving affinity for Northeastern, not just a degree!
•  Remember that many of our students follow a five-year undergraduate
   path as part of a normal course of study involving Co-op and global
   experiential education!
    –  Our students traveled to over 70 countries in the last academic year for a co-
       op experience, lasting six months!




                                                                                        19	
  
Demo!




        20	
  
Future Plans!

•  Continue to expand the use of Salesforce!
    –  Focus on service delivery points throughout the University!
        •  Salesforce on every desktop at Northeastern!
•  Integrate social media monitoring from Salesforce Radian6 into existing
   case-management framework!
    –  Improve response times!
    –  Show responses alongside other case/note functionality we’ve built!
•  Migrate graduate level inquiries and applications into Salesforce!
    –  Complete the student lifecycle view!
•  Service Cloud Console activation for existing contact center!
    –  ACD integration!
    –  Screen pop of caller’s information!
    –  Record student interactions with Student Accounts, Financial Aid, Parking, etc.!



                                                                                     21	
  
Owning The Challenge!

•  Fostering a culture of ownership can be a daunting task!
    –  Forces us to collaborate with the “others” outside of our own department,
       division, etc.!
•  Students don’t want to run all over campus for a solution!
    –  Provide the right data!
        •  To the right people!
             –  At the right time!
•  Create the expectation of ownership at all service delivery points!




                                                                                   22	
  
Closing Thoughts!

•  Creating a System of Engagement brings a standard voice and set of
   procedures to your users!
•  Student success can be measured in many ways beyond Year 1 to Year 2
   retention!
    –  How are you making students successful prior to enrollment, during
       enrollment, and after graduation?!
•  Collaboration across silos helps foster a culture of success!
    –  There are no data owners, only stewards!
•  To our students, we are all “The University”!
    –  Departments, reporting lines, and responsibilities are constructs we use, not
       the students!
    –  Create a culture of ownership coupled with the data necessary to assist in
       order to solve problems quickly!




                                                                                       23	
  
Contact Information!

•     Nick Zinser!
•     Phone - 1-617-373-5830!
•     E-mail - n.zinser@neu.edu!
•     Twitter - @nzinser!

•  Join the conversation in the Higher Ed Chatter Community!!
      –  If you’re not already a member, consider signing up!
      –  See http://www.salesforcefoundation.org/hechatter for more information!




                                                                                   24	
  

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Northeastern University boosts campus collaboration and student success with Salesforce

  • 1. Student Success: Creating a System of Engagement using Salesforce! Nicholas Zinser, Director of Enrollment Systems! Northeastern University! @nzinser! 1  
  • 2. Agenda! •  Northeastern & Salesforce! •  Measuring student success! •  Faculty & Advisors – Collaboration drives persistence! •  Creating the System of Engagement! •  Outcomes & Demo! •  Future Plans & Wrap-up! 2  
  • 3. Northeastern University – An Overview! •  Founded in 1898, Northeastern is the sixth-largest private university in the United States –  Received the largest number of undergraduate applications in 2011. •  Our core tenets include –  Experiential Learning –  Interdisciplinary/Translational Research –  Urban Engagement •  Located in the heart of Boston where Back Bay, The Fenway, The South End, and Roxbury meet •  Scene from last Saturday morning –  Instagram.com/Northeastern 3  
  • 4. Northeastern & Salesforce! •  Implemented Salesforce in 2006 for Advancement/Alumni –  Within 18 months, student-focused projects were being proposed and implemented •  Currently, there are nearly 600 CRM Users across all University divisions •  Person Account implementation, 60% of our custom field limit currently used •  Integrations are a core tenet of our Salesforce success –  Banner ERP –  Exchange –  Blackboard –  SQL Server databases •  Turned the enrollment funnel upside down –  Started with alumni –  Moved to current students –  Now beginning to focus on applicants and inquiries/leads 4  
  • 5. Student Success! •  Retention is what we think of when discussing student success in terms of persistence to graduation! –  We want our retention to look like this:! First-­‐Year  Reten-on   120.00%   100.00%   80.00%   60.00%   First-­‐Year   Reten8on   40.00%   20.00%   0.00%   2008   2009   2010   2011   –  It probably looks more like this:! First-­‐Year  Reten-on   96.0%   95.0%   94.0%   First-­‐Year   93.0%   Reten8on   92.0%   91.0%   2008   2009   2010   2011   5  
  • 6. Salesforce & Student Focused Projects! •  Northeastern lacked the capacity to effectively identify and intervene with students who showed signs of poor academic performance, attendance, or other issues in a timely, consistent manner across campus! –  Every percentage point increase in the rate of graduation is worth $1 million to the University! –  A solution was needed to help identify and intervene with students who matriculate and then find themselves unable to adjust to the academic rigors of higher education! 6  
  • 7. Salesforce & Student Focused Projects! •  The College of Engineering (COE) developed a system in 2001 to provide a safety net for freshman engineering students! –  Technical and security issues made scaling this to a university-wide solution impractical if not impossible! •  A basic pilot application was put in place for Fall 2005 across all colleges for select freshmen-level courses! –  Faculty were asked to use both the university-wide (feature poor) and engineering applications (feature rich) for students! •  The university chose to deploy a new, expanded application for the Fall 2007 term to cover all undergraduate students! –  Received a grant from the Davis Educational Foundation! –  Salesforce was chosen as the application platform! 7  
  • 8. Salesforce & Student Focused Projects! •  Salesforce provided the platform to meet many of the critical success factors as defined by a user task force made up of faculty, advisors, and administrators! –  Web-based, user-friendly tool that is highly customizable! –  Easily integrated to provide visibility to near real-time data updates! –  Ability to track and view student interactions ! –  Allow for the ability to increase communication between faculty and advisors! –  Automatic email based on database triggers, customizable by college! –  Easy-to-use, real-time reporting! 8  
  • 9. Strategies To Improve Student Success! •  The goal is to have the students persist to graduation! –  Continue the affinity for your institution! •  Campus collaboration becomes key to this success! –  Faculty have a role based upon classroom observation! –  Staff have a role from advising and service perspectives! –  Data stewards can help provide data to support these efforts! •  Salesforce has been the key element for us in this success over the last 4+ years! 9  
  • 10. Advisors & Salesforce! •  A series of applications have been deployed in Salesforce to empower Advisors with a common set of data and functionality! –  Faculty Advisor Communication Tool (FACT)! –  Advisor Notes! –  Appointment Calendar! •  While originally targeted just to academic advisors, some tools are applicable to other types of advisors! –  Career Services Advisors! –  Co-op Advisors! –  Disability Resource Center Specialists! •  Salesforce provides the foundation for these apps to change the way we do business! 10  
  • 11. Faculty Advisor Communication Tool (FACT)! •  Northeastern launched FACT to a small sample of first-year courses to evaluate its impact on early intervention from academic advisors! –  UI was a separate app from our existing LMS! –  Creates a case for Advisors to act upon! –  Standard Salesforce CRM functionality (Notes, Attachments, Tasks) are used to support this endeavour! •  Rebuilt FACT UI in Blackboard in Summer 2012! –  Easier to use for all faculty! •  Meets the faculty where they are – in the LMS! –  Became a textbook use of the Service Cloud! •  FACT case submissions have increased! –  Retention has increased during this time period! 11  
  • 12. Advisor Notes! •  Rather than use Cases as the sole method of tracking interactions with students, the Advisor Notes project created a separate list for creating entries! •  Allows for some categorization and some free text entry to makes notes on a student appointment! 12  
  • 13. Appointment Calendar! •  Helps link the student to their advisor! –  Web app behind our myNEU student portal! –  Advisor creates blocks of time in Outlook for student appointments! –  Creates a profile in Salesforce and calendar entries sync! 13  
  • 14. Creating the System of Engagement! •  These 3 services helped change our use of Salesforce to create what is known as the “System of Engagement”! •  A different term than a normal ERP description! –  “System of Record”! •  Tracks interactions and alerts! –  Provides a different type of metric! –  Brings structure to unstructured data! •  Fosters two-way communication between parties! –  Faculty to Advisor! –  Advisor to Student! –  Advisor to Advisor! 14  
  • 15. Salesforce – The Usable ERP! •  Another key element to student success can be found in Salesforce itself! •  As advisors and other administrators began to use Salesforce, the integrations built to support specific applications took on greater importance! –  FACT! –  Travel Registry / Crisis Management Team! –  Parent Office! –  Appointment Calendar! –  Graduate Advising! •  Northeastern went live with Banner Student in Fall 2009! •  Salesforce became the de facto ERP due to the large amount of integrated data! –  Transactional information still occurring in Banner! •  Speed and access to data drive better student interactions ! 15  
  • 16. The System of Engagement! •  Salesforce allows us to build this type of system by leveraging differing case types! –  FACT Case! –  We Care Case! –  DRC Case! •  Data integration can be done once, then assigned appropriately through Profiles! –  Student data from our ERP! –  Other web form systems (SQL Databases, etc.)! •  Remains minimally transactional at this time! –  Mostly a one-way integration from the source system to Salesforce! 16  
  • 17. Social Media Monitoring! •  Engagement can also be tracked across Social Media using tools such as Salesforce Radian6! •  Provides a new outlet to engage your students! –  Meets the students where they are! •  Remember when we said that about e-mail?! •  If a solution to a problem increases student satisfaction, can it lead to student success?! •  Engagement can be a fine line to walk! –  Once you start, you must continue! –  No need to comment on every post! •  Don’t feed the trolls! –  Though you may have the tools, avoid being Big Brother! 17  
  • 18. Data Stewardship! •  Data Stewardship Council created as part of Northeastern’s ERP implementation! –  Representatives from all key data systems across the University! •  Facilitated by our Data Administration team! –  Focuses on documenting data uses across systems! –  In-depth discussions on different system uses of data! –  Provides standard terminology for systems to use! •  Shift in traditional “data owner” model! –  Sometimes ownership is dictated by regulation! –  Sometimes it is dictated by institutional history! •  Stewardship puts the onus on the system owner to provide meaningful contextualized data to others for use! •  Northeastern is 18 months into our new Data Governance model! –  Progress has been made! –  Still have many more areas to explore! 18  
  • 19. Traditional Student Outcomes – The Data! •  Student retention has remained on an upward trajectory! •  Since 2008, first-year student retention has improved over 4%! –  Helping students to persist became everyone’s focus! •  In the same time period, the 5-year graduation rate increased as well! –  Given the work we do with Co-op and entrepreneurship, this represents hard work in driving affinity for Northeastern, not just a degree! •  Remember that many of our students follow a five-year undergraduate path as part of a normal course of study involving Co-op and global experiential education! –  Our students traveled to over 70 countries in the last academic year for a co- op experience, lasting six months! 19  
  • 20. Demo! 20  
  • 21. Future Plans! •  Continue to expand the use of Salesforce! –  Focus on service delivery points throughout the University! •  Salesforce on every desktop at Northeastern! •  Integrate social media monitoring from Salesforce Radian6 into existing case-management framework! –  Improve response times! –  Show responses alongside other case/note functionality we’ve built! •  Migrate graduate level inquiries and applications into Salesforce! –  Complete the student lifecycle view! •  Service Cloud Console activation for existing contact center! –  ACD integration! –  Screen pop of caller’s information! –  Record student interactions with Student Accounts, Financial Aid, Parking, etc.! 21  
  • 22. Owning The Challenge! •  Fostering a culture of ownership can be a daunting task! –  Forces us to collaborate with the “others” outside of our own department, division, etc.! •  Students don’t want to run all over campus for a solution! –  Provide the right data! •  To the right people! –  At the right time! •  Create the expectation of ownership at all service delivery points! 22  
  • 23. Closing Thoughts! •  Creating a System of Engagement brings a standard voice and set of procedures to your users! •  Student success can be measured in many ways beyond Year 1 to Year 2 retention! –  How are you making students successful prior to enrollment, during enrollment, and after graduation?! •  Collaboration across silos helps foster a culture of success! –  There are no data owners, only stewards! •  To our students, we are all “The University”! –  Departments, reporting lines, and responsibilities are constructs we use, not the students! –  Create a culture of ownership coupled with the data necessary to assist in order to solve problems quickly! 23  
  • 24. Contact Information! •  Nick Zinser! •  Phone - 1-617-373-5830! •  E-mail - n.zinser@neu.edu! •  Twitter - @nzinser! •  Join the conversation in the Higher Ed Chatter Community!! –  If you’re not already a member, consider signing up! –  See http://www.salesforcefoundation.org/hechatter for more information! 24