US Department of Education Federal Student Aid Customer Experience Office July 2015 Federal Student Aid Customer Experience Journey Agenda 2 Overview of Federal Student Aid Customer Experience Organization ID: 807017
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Brenda Wensil | Chief Customer Experience OfficerU.S. Department of EducationFederal Student AidCustomer Experience OfficeJuly 2015
Federal Student Aid
Customer Experience Journey
Slide2Agenda2Overview of Federal Student AidCustomer Experience OrganizationDigital Customer Experience
Slide3About Federal Student Aid - Video3
Slide4About Us4Federal Student Aid (FSA) is the largest provider of student financial aid in the nation. FSA is responsible for managing the student financial assistance programs authorized under Title IV of the Higher Education Act of 1965.1,200 employees help make college education possible for every dedicated mind.
Slide5What We DoWork StudyGrantsStudent Loans
We offer more than $150 billion to help millions of students pay for higher education.
5
Slide6Overview of the Financial Aid Process - Video6
Slide7Federal Student Aid Organization7
Slide8Customer Experience OfficeFederal Student Aid Customer Experience Office was created in late 2010.Federal Student Aid Customer Experience Office (CE) is responsible for identifying, measuring and reporting customer expectations and satisfaction with the federal financial aid services and products offered by Federal Student Aid. CE is accountable for understanding the customers’ perception of service over the entire customer lifecycle and identifying ways to improve customer satisfaction. CE serves as the "voice of the customer" and works as an advocate for customer facing issues.8
Slide9Chief Customer Experience OfficerBrenda Wensil is the Chief Customer Experience Officer at the U.S. Department of Education’s office of Federal Student Aid. Joined the office in December 2010.Prior to joining the Department of Education, Wensil held leadership roles for 20 years with Wachovia Corporation as Head of Customer Strategy, Marketing and Customer Relations, as well as Head of Retail Segments and Director of Enterprise Supplier Performance Management.Consulted with Barclays Bank in London, leading an international team to redesign and execute the company’s global technology supplier management functions.9
Slide10Customer Experience Organization10
Slide11Customer Experience Workforce11
Customer Experience represents about 9% of FSA’s workforce.
Slide12CE Top 5 Priorities12
Evolve the customer aid lifecycle to improve simplicity, ease, access to information and satisfaction.
Drive
the customer to information about financial aid and repayment options through innovative marketing techniques
.
3. Optimize efficiencies and new processes to advance financial aid delivery to customers and the market.
4. Manage budget and resources creating savings, cost-neutral solutions where possible and visibility into the spend.
5. Create a culture that thrives on trust, credibility, collaboration, professional accountability and
integrity.
Slide13Awareness & Outreach GroupCustomer Analytics GroupThe Awareness and Outreach (A&O) Group is responsible for the vision, strategy, end-to-end management of, and the formulation and evaluation of products, services, tools and vehicles that impact awareness and outreach and customer engagement across the student aid life cycle.
Accountable for targeting segments of the student population and their families and influencers, providing information and guidance to assist in post-secondary school planning and decision-making and educating aid program recipients.
Manages FSA’s social media strategy and enterprise implementation and engagement activities.
Manages the design, development and fulfillment of financial aid publications.
The Customer Analytics Group (CAG) gathers, analyzes and reports on FSA customer behavior, issues and feedback.
Develops various
customer feedback systems to provide customers ways to provide information of the performance of FSA and its customer contact vendors.
Provides management trend reports to FSA Operating Committee members to stimulate discussions on ways to improve the customer experience.
School Experience Group
Student Experience Group
The School Experience Group (SEG) works proactively to identify the unique service needs of all 6,300+ post-secondary education institutions including Historically Black Colleges and Universities (HBCU’s), Hispanic Speaking Institutions (HSI’s), and Tribally Controlled Colleges and Universities (TCCU’s).
Provides program management, oversight, monitoring and targeted technical assistance to improve Title IV program compliance.
Develops tools and guidelines to assist Title IV program participants and Federal Student Aid staff to assess, attain, or improve compliance with Title IV Program requirements.
Student Experience Group (SEG) acts as the entry point to the student aid life-cycle by delivering integrated awareness and application products and services that are driven by the needs of millions of students, potential applicants and their families.
Accountable for the annual development of the Free Application for Federal Student Aid (FAFSA) and associated applicant products. They monitor policy, regulatory, and program changes that impact student aid eligibility, application/system development, and other Student Experience Group activities.
Manages
a multi channel contact center (
Federal Student
Aid Information Center) which is responsible for responding to customer inquiries.
Customer Experience Business Functions
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Slide14Front OfficeOmbudsman GroupManages the business process improvement and development for the Customer Experience Office
.
Develops
strategic objectives and ensures strategic alignment.
Manages
the
development and execution
of StudentAid.gov
target state.
Manages the development and execution of borrower strategy including messaging and partnerships with external
stakeholders.
The Ombudsman Group is dedicated to helping resolve disputes related to Direct Loans, Federal Family Education Loan (FFEL) Program loans, Guaranteed Student Loans, and Perkins Loans.
Provides timely assistance to borrowers of loans made, insured, or guaranteed.
Receives, reviews, and attempts to informally resolve complaints from loan borrowers.
Serves as an impartial resource to mediate disputes internally without the need for outside arbitration.
Key Projects
Key Projects
Integrated Student
Experience
Borrower email campaigns
Financial literacy
initiatives
White House initiatives
Customer service modernization
Social media campaigns
Outreach events, webinars and trainings
Customer segmentation
Voice of the customer
FAFSA annual
development
Training for schools on default prevention and other Title IV topics of interest
Partnerships with organizations to reach Presidents and other college leaders at MSIs and community colleges that can drive desired changes at their colleges
Content management
Loan resolution modernization
Customer feedback and analytics management
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Customer Experience Business Functions
Slide1515
Slide16Integrated Student ExperienceTo offer an industry-leading one-stop-shop for students and borrowers through StudentAid.gov.StudentAid.gov will seamlessly display all relevant Federal Student Aid content, data and tools to users through one web portal.FSA will use only one URL: StudentAid.gov, even though web pages are hosted separately.
All web pages will use a
consistent
look-and-feel, voice, and design driven by customer feedback.
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Slide17Drivers17 ED’s signature
initiative for
Executive Order 13571
on Streamlining Service Delivery and Improving Customer Service.
Plain
Language Act
, the White House Campaign to Cut Waste.
Presidential
Memorandum
to improve repayment options and improve services issued.
Digital
Government Strategy
aimed at delivering better digital services to the American people.
Slide18Integrated Student Experience Target StateIntegrated Student Experience Features While In SchoolIn Repayment
Before School
Multi-Channel
Experience
Paper
Mobile
Experience
Mobile Experience
Responsive Design (Mobile Web)
Email
Promote Informed Choice
Maximize Your Aid Campaign
Web
FAFSA
Integrated CRM Capability
Financial Aid History
Social Media
Single Sign On/ Identity Mgmt (NPAS)
Financial Aid Content
Repayment Estimator
FAFSA4Caster Calculator
Online Bill Pay
Counseling
(EC, FACT, Exit)
MPN / Endorser Addendum
PLUS Request
IDR Application
Loan Consolidation
Promote FAFSA
Promote Enrollment & Graduation
Repayment Plan Options Campaign
PSLF Campaign
Correspondence
Content Management
Open API
Existing Capability
Future Integration
Key:
Agreement to Serve (Teach)
Ombudsman
Deferment Application
PSLF application
MyData Button (Application, Servicing)
The Integrated Student Experience Target State delivers a comprehensive digital platform that provides access to FSA business processes via the appropriate channel for the customer.
Career Search
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Slide19Phase 1 CompleteA consolidated and streamlined web experience (StudentAid.gov) with updated designs and content written in plain language. Built in-house using FSA developers and writers, resulting in cost savings.Offers informational content for students on Federal Student Aid programsFSA’s first mobile-optimized website Includes ombudsman request form, contact form, events, videos, infographics, data centerRetired websites including College.gov, Students.gov, Ombudsman.ed.gov, FederalStudentAid.ed.gov
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Slide20Phase 2 Complete20Displays Student Access data from National Student Loan Data System (NSLDS) system using a web service provided by NSLDSLog in using FSA IDLoan/Grant history My Data DownloadReleased Repayment Estimator rebuilt on StudentLoans.gov, available for users with or without existing loans:
StudentAid.gov/repayment-estimator
Slide21Marketing to Our Customers21
Slide22Twitter/FAFSA22
Slide23@FAFSA Office Hours on Twitter23
Slide24Facebook/FederalStudentAid24
Slide25YouTube/FederalStudentAid25
Slide2626StudentAid.govStudentLoans.gov
ED.gov Blog
Explore
In-grace Borrower E-mails
Paid Media
Native Advertising
Video Pre-roll
Gaming
Partner
Outreach
Organic Social Media
Integrated Spring Repayment Campaign: Components
Content
Leverage Existing Content:
Videos and Infographics
Website Content and Tools (e.g., Repayment Estimator)
Publications
Create New Content:
Promotional Videos
Q&A Video Series
Social Media Content
Update Content:
StudentAid.gov/repay
Financial Aid Toolkit Page for Partners
Blog
Social Media Content
PSAs and Webinars
Slide27Matt & Mike - Video27
Slide28Customer Impact Since July 2012100+ million visitsFacebook Fans/Likes348k86k+Twitter Followers
9,400+
YouTube Subscribers
26+ million mobile visits
28
Slide29Return on Investment$1.5 Million Cost Savings Over 2 YearsImproved Customer Experience and Financial LiteracyImproved Marketing and Customer Acquisition
Streamlined Content Management
29
Slide30Review SurveysUsability StudiesReview Metrics
Continuous Improvement
30
Slide31What’s On The Horizon?31
Slide3232
Sneak Peak
Slide33Contact InformationBrenda WensilFederal Student Aid Chief Customer Experience OfficerBrenda.Wensil@ed.gov33