Coddle or Care. The role of customer service in higher education.

Transcription

1 Coddle or Care The role of customer service in higher education.

2 Who We Are Heidi Granger Director of Financial Aid College of the Desert Palm Desert, CA John B. Lehman Assistant VP of Enrollment Michigan Technological University Houghton, MI

3 A Delicate Balance Emotion Logic/Reason Communication

4 Expectations

5 Define Your Customers and Their Expectations Customer Highest/Greatest Expectation

6 Expectations Priority Rank: Student: Instructional Effectiveness 1 Academic Advising 2 Safety and Security 3 Registration Effectiveness 4 Student Centeredness 4 (tie) Recruitment and Financial Aid 6 Campus Climate 6 (tie) Concern for the Individual 8 Campus Support Services 9 Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report

7 Expectations Priority Rank: Student: Institution: Instructional Effectiveness 1 2 Academic Advising 2 5 Safety and Security 3 9 Registration Effectiveness 4 10 Student Centeredness 4 (tie) 6 Recruitment and Financial Aid 6 2 (tie) Campus Climate 6 (tie) 4 Concern for the Individual 8 1 Campus Support Services 9 8 Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report

8 Expectations What students want: What institutions think students want: 1. Positive environment that 1. Grades with no effort encourages learning 2. Transferable classes 2. Enrollment assistance 3. Instructors who care 3. Short classes 4. Safety 4. No reading assignments 5. More parking 5. More parking Source: Elaine K. Harris Customer Service: A Practical Approach

9 Survey Says Internet-based survey - NASPA* Region IV East respondents (22%) February 2007 * Student Affairs Administrators in Higher Education

10 Survey Says As a student affairs professional, which best reflects your personal service philosophy? A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products

11 Survey Says 100% 90% 80% 70% 72% % of respondents 60% 50% 40% A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products 30% 20% 10% 0% 11% 6% 4% 1%

12 Survey Says In general, today s student affairs profession s service philosophy is mostly aligned as: A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products

13 Survey Says 100% 90% 80% 70% % of respondents 60% 50% 40% 51% A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products 30% 29% 20% 10% 11% 7% 0% 1%

14 Survey Says Results Comparison: 100% 90% % of respondents 80% 70% 60% 50% 72% 51% 40% 30% 29% 20% 10% 0% 11% 6% 4% 1% 11% 1% 7%

15 Survey Says In general, I would give customer service at my institution a grade of: A B C D E (F)

16 Survey Says 100% 90% 80% 70% % of respondents 60% 50% 40% 54% A B C D E (F) 30% 29% 20% 10% 13% 4% 10% 0%

17 Survey Says Students become more knowledgeable by using your service: A. Strongly Agree B. Agree C. Disagree D. Strongly Disagree

18 Survey Says Students become more knowledgeable by using your service: 80% 70% 68% 60% 60% % of respondents 50% 40% 30% 26% Strongly Agree Agree Disagree Strongly Disagree 20% 10% 0% 1%

19 Survey Says In the future, the biggest student service issue facing our profession will be: A. Meeting increased expectations of generation Me B. Connecting service to learning C. Balancing technology and face to face interactions D. Working with parents and their expectations E. Meeting needs with diminished resources

20 Survey Says 100% 90% 80% 70% A. Meeting increased expectations of generation "Me" % of respondents 60% 50% 40% 30% 20% 38% 32% 29% 20% 14% B. Connecting service to learning C. Balancing technology and face to face D. Parents and their expectations E. Meeting needs w ith diminshed resources 10% 0%

21 Why Does This Matter? 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , W hite Black Asian Hispanic American Indian Non-Public

22 Why Does This Matter? 3,500,000 National Number of High School Graduates : Six years stagnate growth 3,000,000 2,500,000 2,000,000 1,500,000 1,000, , W hite Black Asian Hispanic American Indian Non-Public

23 Why Does This Matter? The facts 60% Success Rate Loses 460 students Each loss cuts $8,700 from budget Each student costs $5,200 to replace 50% lived in housing at $7,800 each Source: Adapted from Neal Rasiman Great Service Matters, AcademicMAPS

24 Why Does This Matter? The results Lost tuition $4 million Replacement costs $2.5 million Lost housing revenue $1.8 million Hit on budget $8.3 million Source: Adapted from Neal Rasiman Great Service Matters, AcademicMAPS

25 SUCCESS STORIES (How to get to yours ) Do the principles of the business world apply to higher education? WE THINK SO

26 Fabulous service is quite simply ordinary people doing ordinary things extraordinarily well. Betsy Sanders Nordstrom s first female store manager. Credited with having set the industry standards for service.

27 RULE #1: Use your best judgment in all situations. RULE #2: There are no more rules!

28 Starbucks 20 Starbucks within the immediate vicinity

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30 Prior to making a change: Is it mandated by law? (required) Is it tied to the college s mission? Is it aligned with college goals and/or procedures? What is the impact on students? What is the impact on the institution? What is the impact on the community?

31 Initiating Change: Need vs. want Service vs. cost Care vs. coddle Authentic vs. superficial Transformative vs. status quo

32 You ve Got to Ask Yourself: Does your service provide a conducive environment? interaction with your service increase student learning? technology enhance your services? your service have a reputation of being responsive?

33 You ve Got to Ask Yourself: Are your procedures created with students in mind? Are your services reliable and dependable? Do your employees inspire trust and confidence? Are physical facilities user-friendly and welcoming?

34 Use Your Resources Wisely

35 Use Your Resources Wisely

36 Beware of other s perceptions

37 Cinderella s Fountain

38 Defining Customer Service: the Customer s Perception is Our Reality Customer service must always be defined from the customer s perspective. In fact, we need to remember, the customer s perception is our reality. Service is not a one-time event; one has to work hard at it. It is only as good as the last encounter. It is a production and it goes on stage every day at the same time, and it s live. There s no practicing; there s no rehearsing. We ve all heard the phrase, You never get a second chance to make a first impression. The first thirty seconds sets the tone for the entire experience. Caring is the golden key. You have to care that your students get the best service and the best value, and that they have the best time they could possibly have. We spend a lot of time and money on training and retraining our employees about the importance of customer service, but we really never tell them how simple it can be. In fact, it s very simple: All you have to be is hospitable. Being hospitable is the act or practice of receiving strangers in a friendly and generous way. When you really think about it, It s the small things in life that are big. -- William Orilio is CEO of GRANTHAM, ORILIO & ASSOCIATES INC., a San Diego based hospitality consulting company.

39 You re the customer Share your most memorable customer service experience over the past month. Outstanding Customer Service Situation: (adjectives) Unsatisfactory Customer Service: (adjectives) What are the common experiences from both positive and negative experiences?

40 Finding the Right Surprise and Delight

41 Discussion Share ideas and thoughts Share things that have worked Share things that haven t worked

42 Suggestions to help improve customer service: View the student as a customer - - without them, there would be no job. Offer customer service training - - don t assume people know how to provide quality services. Allow individuals to be creative and innovative - - implement new suggestions and ideas so that everyone feels they are a part of the process achieve buy-in/ownership. Empower your employees! Remember, people view their employment differently - - some view it as a profession and some as just a job share with the employees the importance of viewing it as a profession - - try to increase the person s self-worth and professional development. Most college offices are consistently being asked to do more with less. It is up to each office to re-evaluate its policies and procedures and determine what areas might be automated/changed/modified to make it easier for students, families and staff. Get the various departments out of their boxes - - let others on campus see people doing things away from the office [Remember, it s all about perception!] Good customer service is the product of close attention to important details employees must have the knowledge, listen carefully, build relationships and look for solutions.

43 Customer Service - - Best Practices/Ideas: Have a positive and service-oriented attitude while at work! Leave your troubles at home. Greet everyone with a smile on your face, even when you answer the phones (it will make a difference)! Be responsive and courteous to all customers (students, families, faculty, staff and the community). Present accurate, concise and complete information to everyone. Provide personalized attention, assistance and service to each student. Treat everyone with respect! Explain possible alternatives, so even a negative answer can be a positive one! Speak clearly and accurately; keep it simple and easy to understand! Listen with empathy and show genuine concern! Know and understand the policies and regulations. Respond to questions and process information promptly follow through on issues! Offer accessible and flexible services. Go above and beyond as an advocate for students. Teamwork, communication with other departments and cross-training - - serve the campus with a unified voice.

44 Questions?

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