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E-Mail Enhances Education

By Robyn Greenspan     Feedback

Open University, Britain's largest academic institution, will improve communication with its 150,000 online students through Silicon Valley-based CRM provider KANA's Response.

Open University, the United Kingdom's largest academic institution, will improve communication with its 150,000 online students through KANA Response by Silicon Valley-based CRM provider KANA.

"The Open University needed a highly-scalable, external-facing eCRM solution to manage student inquiries that would keep the university ahead of the curve with regard to its adoption of Web-based service," said Bud Michael, executive vice president of products and marketing for KANA. "With KANA's Web-architected eCRM solutions, Open University can provide a large number of students with the best possible service, while offering the flexibility to incorporate further CRM technologies in the future."

KANA Response is an enterprise-class system that ensures scalability and extensibility while intelligently managing and automating interactions that originate through e-mail, Web, and real-time channels. The system delivers robust automated response capabilities; extensive analysis and reporting tools; and tight integration with KANA's complementary marketing, commerce, customer service solutions, and legacy systems.

With 200,000 students enrolled (including 26,000 students overseas), effective and prompt e-service is crucial to the Open University's reputation as the UK's top distance-learning provider. Implementation of KANA Response will ensure that student queries are answered quickly and accurately. KANA Response automatically prioritizes the e-mails and directs them to the appropriate department, as well as offering users a real-time overview of the status of the various message queues.

The Open University admitted its first students in 1971 and has since provided higher education to more than 2 million people. Currently, Open University educates students in more than 40 countries using a combination of traditional teaching methods and the latest communications technologies, allowing a range of degrees and vocational qualifications.

KANA provides customer-focused services to more than 1,200 global companies including ADP, Chase, E*Trade, GAP, GM, Hewlett-Packard, Kodak, Sony, United Airlines, Verizon, and Williams Sonoma.

This article was originally published on February 25, 2002
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