Being a higher education institution, our challenge was to streamline the orientation process for online students. As the orientation process is run by the call center for online students, connection rates and orientation have been a challenge historically. Our role was to create an automated process that reduces time spent on orientation while increasing the number of people that attend orientation.
Note: at the time this campaign and process were set up, the zoom integration was not live. We are currently exploring this as an option to further optimize the campaign.
- Utilize Eloqua to send out orientation registration links
- Automate the orientation process (thank you emails, reminder emails, etc.)
- Retain orientation information that the call center can use to communicate to students and help them keep track of where each student is in the process in order to make data-driven decisions on their outreach campaigns.
- Increase orientation attendance and connection
- Going from a one-to-one orientation connection to a session-based orientation multiple times a week.
In meeting with the teams that run our online orientation process, I gathered their requirements in running the orientation and began to create a plan. Once this was complete, we decided that it was best in our situation to create two campaigns, 4 reports that we automated with agents, and two update programs to keep the reports accurate in case of anomalies. Some of these steps were added after the initial launch. As we began to run the process, we noticed gaps in our process and adjusted our strategy.
- The first campaign.
The first campaign we created was simple. Create a space where we can send an introductory email to each student based on their assigned assistant (call center rep). Despite having multiple similar emails, we did not use dynamic content in this situation. Each student receives an email from their assigned call center rep.
2. The second campaign.
This campaign proved to be the biggest challenge. Its purpose is to send a reminder email, use decision steps to filter out records and place them into the 4 different reports, send notifications for upcoming orientations, and thank you emails. In hindsight, some of these may be split into different campaigns with their own specified purpose. Through trial and error, we ended up with many adjustments to this campaign that make it seem visually complicated.
From the requirements gathering, it was determined that we need 4 primary reports to run this effectively. An “unresponsive” report, an “attended” report, a “no-show” report, and a “registered” report.
- Unresponsive: Those who have not clicked or opened any of the content. The list will be used for further call campaigns in attempts to reach students.
- Attended: Keeps track of all who attended.
- No-Show: Those who attended but did not attend an online orientation for various reasons. Members will be called/emailed by a call rep. to attempt to reschedule their orientation.
- Registered: The registration list sends daily and contains records that have an orientation scheduled within 1 week of the current date. This will give everyone a status on what and who to expect in each orientation. This report contains the time and date of each student's registration.
- Lastly, we created a monthly report that these four primary reports feed into.
After some trial and error, we noticed that some people that have waited too long to register were placed on the “unresponsive” report prior to their registration. This meant that people can potentially miss important notification emails as well as that our reporting would be inaccurate. To remedy this, we created two programs: an “unresponsive shared list removal” and a “no show shared list removal” program.
- Unresponsive Program: Based on the unresponsive list that is created by the second campaign, this program checks the list through decision steps to identify if there are people that have been placed on the unresponsive list that have a status of “attended” in the Custom Object that contains the registration information. If the criteria is met, the record is removed from the unresponsive list and placed on the “attended” list.
- No Show Program: Based on the no show list, this program checks for people who have been labeled as “registered” in the Custom Object that contains the registration information that has a future orientation date. (i.e. a no show is considered someone who is registered yet has a past orientation date, indicating that they missed their scheduled orientation). If the criteria is met, the records are removed from the no show list and placed on the appropriate list.
Through this, we can ensure that our call center reps have up-to-date information and the monthly report is accurate.
IMPACT ON BUSINESS:
Through the creation of this campaign and process, through many updates and lessons learned, we have been able to run the orientation process for our online students more efficiently and effectively than we have previously. One of the biggest effects of this is the vast amount of time that we saved the call center reps by creating an automated batch orientation process rather than a one-to-one call. Not only did we reduce the amount of time spent on orientation, but also the number of people required to run the orientation. In addition to this, we can now more accurately report on the performance of our online orientation.