Evaluating the Relative Efficiencies and Effectiveness of the Contact Centre and Tutor Models of Learner Support at Athabasca University David Annand Director,

Evaluating the Relative Efficiencies and Effectiveness of the Contact Centre and Tutor

Models of Learner Support at Athabasca University

David AnnandDirector, School of Business

AU’s Distinguishing Mission

• Removing barriers to access and success in university-level studies• prior learning• time and place

Key Facts• Adult, part-time learners generally with

families and full-time jobs• Average age 28, declining• Over 66% women• Over 45,000 annual registrations

– growing about 10% per year over past decade– low growth in past year

Online Individualized Study

• Begin a course at any time of the year

• Take up to six months to complete a course

• All textbooks, online learning activities, library access included

• One on one academic and general assistance by phone and email

School of Business

• Over 11,000 students and 17,000 course registrations in 2008/09 (30% of AU)

• 12% compounded growth last five years (though only 4% last year)

• Over 75 business courses available• 25 full time faculty; 70 p/t tutors; 30

admin staff

Tutor Model Support Network

Tutors

(P/T academics)

Faculty

(F/T managers)

Admin.

Course

Assistants

Technical

Support

Students

Program

Advisors

Call Centre Support Network

Call Centre

Faculty

(F/T managers)

Tutors

(P/T academics)

Admin.

Course

Assistants

Technical

Support

Students

Program

Advisors

Call Centre Support Network

• Non-academics, but with extensive knowledge of Athabasca University and School of Business policies and procedures

• 60 hours per week access by phone or email• All interactions tracked by customer

relationship management software• Resolve administrative issues; forward

academic, technical, program advice issues to relevant staff

Over 50% of Tickets Resolved by Call Centre

3406, 53%1763,

31%

577, 9%

148, 2%

231, 4%

100, 2%

GWI Tickets Closed November 2007

Call Centre

Academic Expert

Advisor

Technical

Course Assistant

Course Coordinator

Research Questions

• Does student satisfaction differ?• Do costs differ?

Student Telephone Survey

• Measure relative satisfaction among four service indicator: academic, administrative, technical, and program advising

• Explore whether any age or gender effects• Pool of students who have completed at least four

AU undergraduate courses during the two years ended December 31, 2008 (at least one in each mode)

• 435 requests, 69% response rate = 300 surveys• Statistically significant results: +/- 3% @ 95%

Student Survey Results

• Important student needs under either model– Immediate learning support (78%)– Direct contact (76%)– Usefulness of first month contact (77%)– Usefulness of welcome email (84%)

• Differences– Amount of student contact within first month (CC: 77%;

TM: 43%)– Preference for models (CC: 58%; TM: 54%)– Preference of TM for higher-level, quantitatively complex

courses (Finance, Math)

Student Survey Results (cont.)

• Gender and age representative of AU student population (M: 39%; F: 61%; 28 years)

• Email perceived as most effective vs. telephone

• Tutors need to be more accessible under both models

– Cell phone pilot

Relative Costs

• Reluctance by administration; costs only recently made available for analysis

• 2003 analysis: app. $90 per registration less for Call Centre model

– Tutors paid for activity (CC), not availability (TM)

Other Aspects

• Student service tracking and resolution facilitated by Call Centre/CMR model

• Better utilization of academic experts’ time• If service perceptions roughly same or better, and

lower costs, why wouldn’t this be adopted across all IS courses?

– Union resistance– Pedagogical resistance by influential executives– Lotus Notes/GWI as technological backbone

• Budget crisis may convince critics

Questions

David Annand, DirectorSchool of Business

001 780 307 [email protected]

More Informationhttp://business.athabascau.ca/