Developing a model that integrates the student relationship management system with a telephone information system to support UNISA distance students

Abstract

This research study aims to develop a model that integrates a SRM system with a TIS to enhance student support services for UNISA distance students. The increasing number of distance learners and their diverse needs necessitate the implementation of effective technological solutions to improve communication and support. The study explores the current challenges faced by UNISA call-centre consultants when using the SRM system and proposes a model that integrates the SRM system and the TIS to address these challenges. The study revealed the potential benefits of integrating the SRM system and the TIS, including improved access to information, enhanced communication channels and more efficient query handling. The research methodology employed qualitative interviews with call-centre consultants involved in student support within the administrative support environment of UNISA. The study is underpinned by a relativist ontology that acknowledges multiple realities shaped by individual perspectives and experiences. This philosophical stance aligns with qualitative research and emphasises the importance of understanding context and subjectivity when exploring complex phenomena. Results were analysed using the thematic analysis six-step process. This highlighted the key challenges faced by call-centre consultants, such as difficulties in accessing relevant information, delays in receiving feedback on escalated complex student enquiries and inadequate options provided by the SRM system. A statistical analysis of call-centre telephone trends was also undertaken to examine the extent in which the SRM system has been utilised to support students. The integrated findings led to the development of ten themes for the study from which the model was developed. The proposed model integrates the SRM system with the TIS to provide a seamless and comprehensive support system for distance students. It includes instituting system and relationship procedures in the call-centre department. This integration would allow for an efficient handling of queries and improved communication with students. The model emphasises the importance of call-centre staff training to ensure effective implementation and utilisation of the integrated system while leveraging on the importance of technology in establishing efficient communication channels to improve support services and enhance the overall student experience. The model provides a roadmap to distance education universities and institutions wishing to implement similar integrated systems to address the unique challenges faced by distance students.