Customer Identification Project for Northern Virginia Regional Parks Authority

1
Customer Identification Project for Northern
Virginia Regional Parks Authority
Thank you for sponsoring our Work!
2
Team Members and Program

• George Mason Universitys B.S. I.T. Senior
  Capstone Projects (IT 492-493)skilled Senior
  IT students work in teams for two semesters on
  real IT projects for local companies and
  nonprofits (Mason Gazette)
• Our team PR Solutions
• Selamawit Befekadu
• Bob Chan
• Eric Church
• Daniel Estrada
• Brandon Farewell
• Elizabeth Fraser, Team Leader
• Ryan Johnson
• Quoc Ngo
• Rahat Sultan
• Point of Contact Elizabeth, mfraser_at_gmu.edu

3
Targeted Patron Information for NVRPA ? Our Goal

• Customer Identification
• Retention Satisfaction
• Improved Market Targeting
• Improved Services
• Park Improvement
• Registration, E-mails, and zip codes
• Better knowledge of cross-Park users

4
Business Process Problems
Snapshot 11/1/06
5
Consequences of Manual Survey Process Comparison
to Online

• One Operations Manager, 8 hours, ballpark
  expense 20 X 8 160
• Observes maybe 30-50 Sticker Observations
  capturing about 20 emails (more resistance to
  provide them face-to-face)
• Subscription Web Survey, Annually about 100

6
Consequences Volume of Information

• Data captured online (assuming continuously
  posted and receiving about 200 hits per day)
  comes to about 25 emails.
• Manual effort collects fewer, 15-20 (more
  resistance to provide them face-to-face)
• Cost per day?100 / 365 0.27397 0.27
• Cost per 8 hrs.? 8 .01 0.08
• 160 / 0.08 2000 ? Web Survey is 2000 times
  cheaper

7
Option One Survey as Web-VB-Access
Implementation

• Can be implemented on any reasonable PC with MS
  IIS (possible at HQ, not needing a big server
  etc.)

With reference to the next two screen
shots (Graphics courtesy of Willetts, NVRPA Web
Host)
8
(No Transcript)
9
(No Transcript)
10
Option Two Subscribed Web-Form Service
Implementation, with Analysis

• Can be implemented with standard Internet
  connection and minimal or free subscription

Insert screenshot from Erics
11
Subscription Web-Form, continued (Analysis
Available)
12
Option Three Web-Javascript, eMail collection

• IT staff manageable? Javascript Form email
  response collection

Screenshot from Elizabeths
13
NVRPAs Improvements to Process
14
Cross-Park Information Consolidation

• Loyalty Program, SPS MSG
• Easy data collection for mail-outs marketing
• Data Upload from Web Collection (Willetts)
• Get formatted supplemental data from Web contacts
  to add to SPS collection

15
Facilities Reservation Online

• Delay in Web Development Approaches
• Great complexity of websites Choose one for
  Guinea pig testing (put response form link on
  it)
• Other Recommendations
• Broadband Internet for any larger Park HQ that
  does not yet have it (DSL has become relatively
  inexpensive)

16
Feedback from Mr. McCray

• Notes record notes
• (live feedback remarks from Mr. McCray)