the university of gloucestershires slap project: implications for student retention stuart mcquaid...

The University of Gloucestershire’s SLAP Project:

Implications for Student Retention

Stuart McQuaid & Carol Kear

SLAP:Simplifying Learner Administration Processes

The SLAP project arose from a broader University-commissioned Student Lifecycle project to reduce bureaucracy for both students and staff

Amongst the recommendations identified were:• review processes associated with the student life cycle starting

with enquiry, application and enrolment; • cross-university services should be developed to ensure

consistency of service and avoidance of duplication

SLAP: Background

A recognition that the University needed to engage and develop relationships with its customers at all stages:

Enquirers Applications Students Alumni

SLAP: Overview

The aim of the SLAP project is to improve enquiry, application and (re-)enrolment processes to the benefit of customer service and University efficiency.

The deliverables include the mapping, review and redesign the key business processes associated with:

• Student enquiries (from the point of receipt)

• Application

This includes implementation of re-designed online processes.

SLAP: Enquiries

Systematic Data Collection:• Enquiry data not collected• Enquiry data not used• No data collection standard• Difficult to access and report enquiry data• A common data suite

SLAP: Applications

• Direct applications online• Reduced duplication: data entry• Reduced response times• Processes that make it possible to track conversion rates

eg: enquiry to qualification• Streamline enquiry and application processes• Reduction in the number of local databases & duplicate

data

SLAP: SITS Student Administration Software

Utilizes:• SITS enquiries management software for processing

enquiries and applications • SITS publishing system for displaying course information

and allowing online application and course enquiries via the University of Gloucestershire’s external website

SLAP: Data collection

SLAP through stakeholder engagement identified:• Key data to be collected• Data collection vs. barrier to enquiry• Level, ARI, Name, Address, DOB, Email

SLAP: Developing Relationships

A personal linkage to an institution has been identified as a key factor in improved retention outcomes for undergraduate students

The SLAP project will that support and enable the development of that linkage

SLAP: Data collection and CRM

Allows student cohort administrators and marketing functions to develop early relationships with enquirers

Relationships require dialogue. SLAP can give stakeholders the tools to develop dialogue

SLAP: Assists Marketing Activities

• Targeted information: Levels, ARIs, Country etc• Drip feed information• Centralised database• Frees administrators to build relationships not chase

data.• Record of enquirer interaction: database of enquiry

records

SLAP: Online applications:

• Faster decision turnaround• Decisions not data processing• Automated processes

– SITS Process Manger software– SITS Tasking software

• Ability to access and input the right data at the right time.– Release staff time for more productive activities: follow up

applications with marketing activities and developing relationships.

SLAP: Perceived Customer Service:

Vehicle for building relationships with enquirers:• Perception of improved customer service• Automates the humdrum: aautomated email/text prompts

to remind and update enquirers• 12% of potential student population is lost because of poor

customer service booking campus visits• Automated correspondence can link to social networks etc

for an independent view of the University

SLAP: Benefits for Student Retention

The right courses for the right students

• Ensure enquirers and applicants have accurate and accessible information to make the right choice about the course and University

• Engage enquirers and applicants with different Faculties/Departments and increase conversion rates

• Tool not a solution. Can be used to enhance and automate enquiry and application interaction

Will engaging & developing relationships with enquirers actually make any significant impact on retention?

Could resource be better deployed? For example - support/monitoring on arrival?