for them to create an accountâ which was a roadblock to getting ... If no one is online, campus ... UChat] to enhance
UChat
CASE STUDY
Connecting Students to the Information and People That Matter Washington State University is a public research university located in Pullman, WA. The Pullman campus alone hosts 21,000 students, and with the undergraduate admissions team handling over 15,000 applications each year, they needed a better way to field prospective student questions. In the fall of 2013, WSU adopted UChat, an admissions website widget designed to connect prospective students to admissions representatives and student ambassadors. UChat allows students to receive answers to their questions in a personal, high-touch way.
1 Making the Switch to UChat
WSU has used other chat tools in the past, including College Week Live, but they weren’t satisfied with the results. As Director of Recruitment Jocelyn De Jong states, “There were a lot of hurdles for a student to have that real-time conversation with us [using College Week Live]. There was a lot of information gathered from the students up-front in order for them to create an account” which was a roadblock to getting students to use the chat option.
Institutional Goals: 1 Provide better customer service to prospective students and parents
out-of-state and 2 Reach international students with personalized communication 3 Develop a more efficient way for staff to answer student questions PROVIDING SPECIFIC AND RELEVANT INFORMATION
“What we really wanted to do, and what we appreciate about UChat, is that students are already active on our websites, and we’re
UVERSITY.COM
UChat connecting with them and answering their questions right away.“ Students can log in using Facebook or Google and immediately ask a question to any campus representative currently online. If no one is online, campus representatives receive an email notification to promptly respond to questions.
CASE STUDY
CONNECTING CURRENT AND PROSPECTIVE STUDENTS
2 Implementing Web Content
Changes
After analyzing the types of questions most frequently asked in UChat, Jocelyn was able to identify areas on the admissions website where there was insufficient or hard to find information. “I’m using the questions [from UChat] to enhance and build on our website so students don’t have to reach out to us as often.” This makes the admissions process easier to navigate for students and decreases workload for admissions staff.
3 Engagement Results
Since implementing UChat in September 2013, 80% of the questions asked came from students, while 7% came from parents. Since the questions are answered in real-time, there is often a dialogue that happens between the university and students. Each question has an average of 2.6 comments, and WSU has experienced an average of 23 questions per day.
CONNECTING CURRENT AND PROSPECTIVE STUDENTS 80% OF QUESTIONS CAME FROM STUDENTS 23 QUESTIONS ASKED PER DAY
“We’re providing a better service to our students. As opposed to them emailing our general inbox, they’re getting a real-time response. I do think it’s providing a better client experience, and we’re developing relationships.”
Jocelyn De Jong Director of Recruitment Washington State University
