1 RCTC Customer Service Study - Summary Presentation - Presented by: SNG Research Corporation Mayo High School April 28, 2010

2 RCTC Customer Service Study Administered by SNG Research Corporation Reporting period: February 10, April 16, contact scenarios were developed (32 high school students and 8 non-traditional students) 19 web-based/ 10 telephone 5 walk-in 1 write-in 5 direct applications All 40 inquiry attempts were made. Direct applications are handled differently than other types of inquiries; thus, 35 inquiry attempts had the potential to make it into Connect/Hobsons’ CRM.

3 Of the 35 attempted inquiries, 12 (34%) were either unable to submit an inquiry or never received follow-up communication after their inquiry...

4 3 (8%) were unable to submit an inquiry... 1 was unable to make a phone inquiry because she only reached voic and didn’t feel comfortable leaving a message 1 was unable to make a walk-in inquiry because she didn’t have an appointment 1 was unable to make a walk-in inquiry because the office was closed that day for staff development *In 2008/2009, 7 of 27 (26%) were unable to submit an inquiry *In 2006/2007, 5 of 45 (11%) were unable to submit an inquiry

5 9 (26%) never received follow-up communication after their inquiry... 3 who inquired by to a faculty/staff member never received a reply 5 who inquired by phone and talked with someone never received any follow-up communication via traditional mail or (2 were asked for contact information, 3 were not) 1 who inquired by phone and left a message never received a return call *In 2008/2009, 3 of 27 (11%) never received follow-up communication *In 2006/2007, 15 of 45 (33%) never received follow-up communication

6 Of the 35 attempted inquiries, 23 (66%) were able to submit an inquiry and received a response...

7 14 (40%) received a response but did not get entered into Connect/Hobsons’ CRM... 9 who inquired by to a faculty/staff member received an response -7 received a response directing them to the RCTC web site -1 received a response inviting the student to come for a visit -1 received a response saying the inquiry was forwarded to another faculty/staff member (there was no further response) 1 who inquired using the “Visit Us” link was able to tour campus 1 who inquired by phone received a Career Resource Guide for Rochester Public Schools and a program information sheet 3 who made a walk-in inquiry were able to speak to someone at that time *In 2008/2009, 8 of 27 (30%) received a response but did not get entered into the Recruitment Plus Database *In 2006/2007, 21 of 45 (47%) received a response but did not get entered into the Recruitment Plus Database

8 9 (26%) were entered into Connect/Hobsons’ CRM... 6 who inquired using the “Request Program Information” link on the web site received communication -4 received communication by -2 received communication by and by traditional mail 2 who inquired by phone and talked with someone received communication by and by traditional mail 1 who mailed a business-reply postcard received communication by and by traditional mail *In 2008/2009, 9 of 27 (33%) were entered into the Recruitment Plus Database *In 2006/2007, 4 of 45 (9%) were entered into the Recruitment Plus Database

9 All 9 customers who made it into Connect/Hobsons’ CRM received multiple theme-based communications... Based on the ability to track communications sent by the CRM using the communications log, the system is working properly ♦ The communications are being sent based on the defined thematic pattern ♦ If a person does not view ed communication within 3 days of receipt, the communication is being sent by traditional mail Although the CRM is working properly, some students under- reported what communications they received ♦ A limit of qualitative studies ♦ Some students do not regularly use as a form of communication *In 2008/2009, all 9 customers who made it into the Recruitment Plus Database received more than one communication *In 2006/2007, all 4 customers who made it into the Recruitment Plus Database received more than one communication

10 Web/ Inquiries 19 inquiries attempted Fairly positive about design and information included in web site and specific program areas of the web site (ratings average between good and very good) Several had difficulty or expressed frustrations about making a web-based or inquiry 3 customers ed faculty members but did not receive any response 9 customers ed faculty members and received an response, most often directing them to the applicable area of RCTC’s web site 1 customer used the “Visit Us” link and attended a campus visit He said it was easy to schedule visit, get to college, park, and figure out where to go Rated the visit as ‘good’ overall 6 customers used the “Request Program Information” link All 6 were set up with a VIP account All 6 felt the VIP info was customized to them and they would look at it more than once All 6 were entered into Connect/Hobsons’ CRM

11 Telephone Inquiries 10 inquiries attempted 4 were able to talk to the correct person the first time they called 2 did not receive any follow-up communication after the phone conversation 2 were set up with a VIP account and were entered into Connect/Hobsons’ CRM 1 was able to talk to the correct person the second time she called This customer did not receive any follow-up communication after the phone conversation 3 were able to talk to the correct person the third time they called 2 did not receive any follow-up communication after the phone conversation 1 received packet in the mail (Career Course Resource Guide and program sheet) 2 were unable to talk to the correct person 1 reached voic twice but chose not to leave a message either time 1 reached voic once and left a message but did not receive a response

12 Walk-In Inquiries 5 inquiries attempted All 5 thought it was easy to get to the college and to park 4 of 5 thought it was easy to figure out where to inquire All 5 said final contact spoke to them in a caring, friendly manner and 4 of 5 said this person was dressed professionally Signage ratings – 3 good, 1 very good, 1 excellent Cleanliness ratings – 3 very good, 2 excellent Overall atmosphere ratings – 1 good, 4 very good No one was offered a tour of the school that day or at another time 2 were unable to complete their inquiry 1 because she didn’t have an appointment; she did not rate how the entire inquiry was handled 1 because the office was closed for staff development; she gave a ‘fair’ rating to how the entire inquiry was handled 3 were able to complete their inquiries All 3 were asked about their academic interests and given some program information 2 gave a ‘very good’ rating and 1 gave a ‘fair’ rating to how the entire inquiry was handled No one received any follow-up communication after the initial inquiry

13 Write-In Inquiry 1 inquiry attempted A business-reply postcard mailed to RCTC She thought it was ‘very easy’ to write-in an inquiry She was entered into Connect/Hobsons’ CRM In the communication she received, her last name was spelled incorrectly. It was discovered that an error was made when her name was entered from the business- reply card. She also applied online (using the incorrect spelling of her last name) after the initial inquiry but did not pay the application fee She received two s from Admissions in response to her application 1 (with the incorrect spelling of her last name) said her application had been received and would be processed after the fee was paid 1 (with the correct spelling of her last name) said her PSEO online application had been submitted and additional forms are necessary She continued to receive communication from the CRM after applying A problem was identified with the data upload to the CRM (the correct admission status was not showing up) and this problem is now being fixed

14 5 direct applications were submitted to RCTC with no previous inquiry 2 customers applied by traditional mail 3 customers applied online All 5 thought it was quite easy to fill out the application 3 were told not to include the $20 application fee (1 mail, 2 online) The customer who applied by traditional mail received a memo saying his application had been received and would be processed after the fee was paid; his application was also returned with various markings and several areas were highlighted indicating that ‘no fee’ had been received The customers who applied online received an saying the application had been received and would be processed after the fee was paid, followed by a letter in the mail listing ways to pay the fee 2 were told to include the $20 application fee (1 mail, 1 online) Both received an acceptance letter In addition, 2 web/ customers and 1 write-in customer submitted applications as part of their inquiry 1 of the web/ customers applied online, paid the fee, and received an acceptance letter 1 of the web/ customers applied online, did not pay the fee, and received communication that the application had been received and would be processed after the fee was paid The write-in customer was discussed on the previous slide Direct Applications

15 “Now that the project is complete, what is your overall impression of RCTC?” PORTION OF RATING RESPONDENTS Excellent (5)5 (12.5%) Very Good (4)4 (10.0%) Good (3)17 (42.5%) Fair (2)13(32.5%) Poor (1)1( 2.5%) Average rating (5-point scale) = 2.98 Overall impression of RCTC *In 2008/2009, the average rating was 3.58 *In 2006/2007, the average rating was 2.92

16 Ease and convenience of inquiring It needs to be as easy as possible to find specific information on the web site, such as addresses for staff/faculty members, links to further info, who to contact about a program, etc. In addition, it’s important that all web site links are in working order. The hours in which a live person is available to take calls should meet the needs of prospective customers. It’s important for staff to accommodate all walk-ins – ask the prospective customer if there are questions that can be answered or information that can be provided. Responsiveness All prospective customers who inquire to RCTC should receive timely follow-up. All communication with prospective customers should be polite, friendly, personable. Content Attention to detail is essential when sending follow-up communication. If a student requests information about a program, they should receive that information along with the other general information about RCTC. Use the resources available for Connect/Hobsons’ CRM If a faculty/staff member communicates with a prospective customer – by , on the phone, or in person – that is the perfect opportunity to use the tool available to collect contact information to be entered into the CRM. Some Areas To Focus On