Calling all call centers.

I read today with interest your article on CRM ["CRM Hits the Campus," Nov. 2003] and its convergence on college campuses. How can such technology infusions have taken [off] in higher ed, when what could be just as valuable a transition to a call center has yet to be heard of? Call centers have served corporate America for decades now. Ironically, most campuses already have the technology through their telephony products and administrative systems shared campuswide. At St. John's, we have an operating call center serving nearly 1,000 callers daffy. Introduced in fall 1998, the 10 staff members support four primary enrollment service areas--Admissions, Financial Aid, the Registrar, and Bursar--while also serving as campus operators, general information providers, and even as a marketing service through outbound calling and use of their call accounting system. The call center handles 85 percent of the calls it receives without requiring a transfer to another group or department. What better way to service students, prospective students, or friends of St. John's, than by having this group cross-trained in these various operating areas to serve their needs with one call? The keys to inception are buy-in from management and the operational areas. With the right staff and training, the call center plays [both] a service and sales role. What a simple yet great thing--to have a "live" person be there to respond to questions or problems. I find it hard to believe more schools have not embraced such a service group more aggressively.

KENNETH WALDHOF, Executive Director

Auxiliary Services

St. John's University

Jamaica, NY