In their session at AACRAO’s Technology & Transfer Conference in Anaheim, presenters Mike Szakaly and Cathy O’Bryan from Indiana University – Bloomington discussed how digital technology impacts student services. Today’s higher education audiences are diverse and demanding, so it’s imperative that departments think about how they do business. In comparison, too often systems and services operate in silos, are disconnected and disjointed, uninformed, and—more often than not—inefficient.
High-tech and high-touch service models are needed to have effective customer engagement and relationships. For instance, it’s important to be mobile agile/friendly, but communication at a personal level is also expected by students and parents.
Student Central on Union
To reach students using their preferred modes of communication, the university developed Student Central on Union, a web portal that allows students to use digital communication (web chat, email, etc.) and self-help resources to access the information they need. Student Central is also physically housed in a building with phone and walk-in access. Students now receive consistent responses, access to a centralized FAQ knowledge base, and online accessibility 24/7.
First Modes of Contact
During the session, the presenters conducted a brief electronic poll of session attendees to determine what their customers use as their first mode of contact with the school. The percentages for primary access points for service were as follows:
- Walk-in – 23%
- Phone – 18%
- Email – 59%
- Chat/Messaging – N/A
- Web Form – N/A
Although results will vary greatly by school, the presenters demonstrated that building processes around their customers’ experiences and needs is key.
Download handouts from the Monday 8:15a.m. session here.