msu global case study
DESCRIPTION
MSU Global approach and integration of web 2.0 to customer service, instructional design and marketingTRANSCRIPT
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Developing Strategies to Leverage Web 2.0 for Student Services & Marketing
May 7, 2008
Karen Vignare, Director, Customer Experience
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MSU Snapshot
Public Research University 40,000 students 4,500 faculty200 majors5,000 course sections per semester
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MSU’s Online Distance Education
13,000 enrollments 29 degree and certificate programs 100% online degrees
M.S. Education B.S. Nursing M.S. Youth Development
“Blended” degrees M.S. Nursing M.S. Packaging M.S. Food Safety M.S./Ph.D. Physics
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MSU Global Roles
Entrepreneurial unit within the Office of the Provost founded in 2000
Facilitate development of economically-viable online programs including non-credit
Identify market needs & Develop business plans
Develop cost-effective, scalable solutions Pilot innovations Run ventures (mini-businesses)
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Customer Centric Design
Opportunity Analysis—what do customers need to learn material
Instructional Design Production Marketing Customer Support Evaluation and Improvement
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Customer Experience
Technology People & Places
Processes
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Continuation of Personalization
CRM only starts the process CRM must be constant as the search for
getting to know our students better Part of the search leads to better use of
technology Now on to Web 2.0
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Where Does Web 2.0 Fit?
Instruction Marketing Customer Service
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Decision making process
Demographics and demand for Web 2.0 tools Assess likelihood of use and importance to
students Cost benefit analysis
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Best practice process
Try before you buy In-staff testing, beta testing Open source
Look for similar uses Determine use cases and/or create persona Consider ramifications within MSU—data
security, precedence, or privacy issues Pilot
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Technologies Considered
Open Courseware (Instruction & Marketing) Blogging (Instruction) Community Building (Instruction & Marketing) Customer Portals & Tracking
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Technologies Considered
Open Courseware (Instruction & Marketing) Blogging (Instruction)
Community Building (Instruction & Marketing) Customer Portals & Tracking
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Open Courseware
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http://www.msuglobal.com/opencourseware/
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My Horse University Open Courses
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Community Buildinghttp://foodsafetyknowledgenetwork.org/
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Customer Portals & Tracking
Only at concept stage Plan to use CRM system to open to
customers Include a customer portal to allow tracking
and managing of information.
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