Customer Relationship

Management / Call Centers

Integrated Product Team
NASFAA Conference
July 9, 2000
4:00 - 5:15 pm

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 Introduction
Jeanne Van Vlandren
General Manager for Students
Denise Hill
Senior Architect
Chief Information Officer (CIO)
Dena Bates
Manager
Customer Service and Support Call Centers

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Jeanne Van Vlandren

General Manager
for Students

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 SFA as a Performance Based
Organization (PBO)
H Goals of the PBO?
H The CRM Call Center IPT is the result of the
PBO’s Customer Service Task Force - “One
Call Does It All”
H The CRM Call Center IPT is an important part
of our strategy
H We need involvement from all areas of
SFA,including our partners, to be successful

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 Who is Involved?
HStudents and parents
HFinancial aid administrators
HLenders and guaranty agencies
HContractors
HGovernment agencies
HCongressional offices
HGeneral public
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 What is SFA Doing to Improve
Customer Satisfaction?
HFormed an enterprise-wide integrated
product team (IPT) to examine the current
state of call center operations and
recommend improvements for the future
HBest practice analysis of similar industries/
operations
HCustomer satisfaction surveys
HFocus groups

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 Why was this IPT created?
HTo improve customer satisfaction
HTo recommend “best-in-business” call center
practices
HTo reduce unit costs
HTo provide better Customer Relationship
Management in a timely way through the
medium that best meets their needs (i.e.,
phone, web, paper)
HTo promote electronic commerce while
maintaining easy access to paper
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 Denise Hill

Senior Architect
Chief Information Officer (CIO)

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What is Customer Relationship
Management (CRM)?
HIndustry established business strategy
enabling organizations to effectively manage
relationships with their customers
HProvides an integrated view of customers to
everyone in an organization
HEveryone in the enterprise is focused on the
customer
HCustomer-centric model that allows
customers to drive the process of gathering
the information they desire
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What is Needed to Implement
a successful CRM Solution?
HQualified professional people
HWell-designed processes
HLeading-edge technology
HInput and cooperation from various
stakeholders

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What are some trends in CRM?
HLower costs per call
–Enhanced VRU/ automated servicing
–On-line servicing through Internet based
tools
–Streamlined processes and elimination of
redundancies

HMore responsive customer service with

Customer Contact Management Systems
-“One Call Does it All”
–“Warm” Customer Hand offs
–“Customer-centric” Servicing Models
-“Specialized Areas” We Help Put America Through School
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 What are some CRM Best
Practices?
Component
Computer Telephony
Integration (CTI)
Interactive Voice Response
(VR/VRU)
Speech Recognition
Interaction Media Server
Customer Interaction Software sales force automation, help-
(CIS)
Description
Enables technology to
integrate hardware with
software, includes screen
pops
Allows customer to access
databases through touch tone
commands
Supports speech and natural
language processing
Directs contact to most
appropriate destination
Interacts with customers for
desk customer support
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Vendors (partial listing)
Genesys, Lucent, Aspect, IBM,
Hewlett Packard HP, Cisco
(Geo Tel)
InterVoice Brite, Periphonics,
Aspect, IBM
Nuance, SpeechWorks,
Philips Speech Processing
Lucent, Genesys, Aspect,
Cisco, Quintus
CRM - Siebel, Remedy,
Vantive (PeopleSoft), Clarify
(Nortel), Self-Service Software
(SilkNet)
 What is the Performance
Scorecard?
H Strategic Alignment H Process
− Effectiveness − Practices
− Value Added Services − Productivity
H Service Delivery H Technology
− Cycle Times − Common Platforms
− Delivery − eBusiness
H Organization / People − End-User Tools
− Leadership Models
− Leveraging Competencies
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 Dena Bates

Manager
Customer Service and Support
Call Centers
Students Channel

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What are the Components of CRM
at SFA?
HInternet
HInteractive Voice Response Unit (IVRU)
HTraditional methods (Customer Service
Representatives, telephone, correspondence,
etc.)
HIntegration of voice response units with
computer systems

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 Why is CRM Necessary at
SFA?
HCustomer Relationship Management
improves customer satisfaction
HCustomers expect access to data
−When they want it
−Where they want it
−How they want it
HCall center operations can be run more
efficiently and effectively

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 How will CRM Affect You?

HFaster access to information

HHigher quality data
HBetter informed students

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 Which Call Centers will be
involved?
HCustomer Support Branch HDirect Loan Origination
HDirect Loan Servicing Center Center - School Relations
HDirect Loan Consolidation HFAFSA on the Web/
Center FAFSA Express
HLender or Guaranty
HFederal Student Aid
Agency Default Rate
Information Center
HNational Student Loan
HCPS Customer Service Center Data System
HDebt Collection Service HPell Grant Customer
Information Center Service Center
HTitle IV ( TIV WAN ) Support HOmbudsman
Center
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Call Center Locations

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What are we doing today? -
Call Centers
Total Calls - Public Inquiry Contract*

7000000
6000000
5000000
Volume

4000000
3000000
2000000
1000000
0
1994 1995 1996 1997 1998 1999 2000
Year

*Call Volume consists of 18004FEDAID, TDD, Interactive Voice, Toll Calls, Ombudsman, Debt Collection Service

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 What are we doing today? -
Call Centers
Total Calls - Direct Loan Servicing System

1000000
800000
Volume

600000
400000
200000
0
O 8

O 9
D 98

D 9
A 99

A 00
Ju 8

Ju 9

0
Fe 8

Fe 9
A 98

A 99
-9

-9

-9
-9

-9

-0
-9

-9
-

b-

b-
n-

n-
ug

ug
ec

ec
ct

ct
pr

pr

pr
A

Year

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 What are we doing today-on
the Web?
Direct Loan Servicing System Web-Site
H14,282,200 web-site hits in April
-153% increase
H3,579,700 email requests in April
-182% increase
H45,700 loan payoffs quoted
-196% increase
H4,200 address changes
-320% increase
H1,300 Payment Due Date and Cycle Date changes
-1200% increase We Help Put America Through School
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 Where are we today?
4/21 5/19 5/26 6/2 8/11 9/1 9/29 10/20 11/3 11/10

Inventory Action
Sub-Team Development Solution Planning Begin
Determination Generation Phase II

Charter GAP Evaluation

Team Team Analysis Solution
Launch Assembly Selection

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 Next Steps of the IPT
HAssessment of the current state of SFA’s call
center operations across all channels
HAssessment of CRM best business practices
−American Express
−Bank of America
−Social Security Administration
HGap analysis between our current state and
the best in business
HBusiness cases for recommended
enhancements within our call centers
HImplementation of Quick Hits
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 Changes are already
underway!
HIVRUs are being modified to place
Spanish options at the beginning of the
selection list

HImproved responses for professional

judgement questions

HReference Guide

H“Warm Hand-Offs”

HEmail for Customer Feedback is

4fedaid_forum@ed.gov We Help Put America Through School
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Questions?

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