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Enhancing Student Recruitment and Retention through Call Center Strategies at Rio Salado College

This study evaluates the impact of call center operations on student recruitment and retention at Rio Salado College. In the first year, the Outreach Center executed over 55 outbound campaigns, resulting in more than 35,000 calls and a conversion of 1,658 students, equating to a 12% conversion rate. Key initiatives, including the "Save the Student" campaign, targeted at-risk students and provided effective strategies for academic success. The implementation of a Customer Relationship Management (CRM) system further facilitated lead management and campaign tracking, contributing to the college's ongoing effort to improve student support services.

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Enhancing Student Recruitment and Retention through Call Center Strategies at Rio Salado College

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  1. Rio Salado College Impact of Call Centers on Student Recruitment and Retention Melanie Abts, Counseling Faculty Chair Maribeth All, Outreach Manager

  2. The Outreach Center • Marketing, Recruitment and Retention • Inbound/Outbound Call Center • Process Improvement • Peak Time Coverage

  3. Outbound The first year results: • Conducted over 55 Outbound Campaigns • Over 35,000 phone calls were made • 1658 student were converted • 12% conversion rate

  4. 3 Month Intensive Training

  5. Customer Relation Management System (CRM) • CRM organizes leads • Helps track campaign efficiency by generating reports • Create leads • Tracks e-mail campaigns

  6. Inbound Rio’s main line and all advertising publications are directed to the OC. Calls have jumped from 50 inbound calls a week to several hundred calls weekly. Bilingual OC rep handles the ESL line Spanish option on main line

  7. Example Campaign Save the Student • A collaboration with the OC and Counseling Faculty • Targeting extremely at risk students

  8. Save the Student Campaign Campaign Criteria 1) Has earned a W, Y, D, F, or Z grade in the course more than once previously. 2) Has dropped, or has been dropped from, the course more than 3 times previously. Drop defined as Enroll Status = D. 3) Has earned more than 4 F or Y grades previously.

  9. Student Success Course • CPD 115 “Creating College Success” (1 credit) (Counseling & Personal Development) Strategies to create success in college. Methods for selecting and developing effective academic strategies, increasing self-awareness and developing self-management strategies. CPD 150 “Strategies for College Success” (3 credits) (Counseling & Personal Development) Focus on increasing student success through college orientation and personal growth, study skills development, and educational and career exploration and planning.

  10. Save the Student Outcome • Called 900 Student starting 12/2009 • 332 enrollments – Students still in courses • 116 completed • 12.9% conversion rate

  11. Process Improvement Information Request Process

  12. Mailing Information Request Packets 20-25 packets a day. Each packet cost an average of $3.25 mailing/time and labor (not including material cost) Weekly $350-$400 Monthly $1200 -$1600, Yearly $18,000-$20,000

  13. Information Request Website

  14. Current Campaigns Life Happens - Recruitment Self Serve Student- Retention Info Request-Recruitment Save a Student- Persistence Program Specific Campaigns

  15. Brainstorm Activity • Recruitment Retention Campaigns

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