The role of
customer service
in
higher education.
Coddle
or
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
A Delicate Balance
Emotion
Logic/Reason
Define Your Customers and Their Expectations
Customer
Highest/Greatest Expectation
Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report
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
Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report
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: Elaine K. Harris – Customer Service: A Practical Approach
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
Internet-based survey - NASPA*
Region IV East - - 399 respondents (22%)
February 2007
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
Survey Says
11% 6% 4% 72% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % o f r e s p o n d e n ts A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products
Survey Says
In general, today’s student affairs
profession’s service philosophy is
mostly aligned as:
Survey Says
A. Students as customers
B.
Students as clients
C.
Students as colleagues
D. Students as learners
E.
Students as products
51% 11% 1% 29% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % o f r e s p o n d e n ts A. Students as customers B. Students as clients C. Students as colleagues D. Students as learners E. Students as products
Survey Says
Survey Says – Results Comparison:
11% 6% 4% 72% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 51% 11% 1% 29% 7% % of r e s ponde nt sIn general, I would give customer service at
my institution a grade of:
A
B
C
D
E (F)
Survey Says
Survey Says
13% 54% 29% 4% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % o f r e s p o n d e n ts A B C D E (F)Students become more knowledgeable
by using your service:
A. Strongly Agree
B.
Agree
C.
Disagree
D. Strongly Disagree
Survey Says
Students becom e m ore know ledgeable by using your service:
60% 1% 26% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% % o f r e s p o n d e n ts Strongly Agree Agree Disagree Strongly Disagree
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
Survey Says
38% 32% 20% 29% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % o f r e s p o n d e n tsA. Meeting increased expectations of generation "Me"
B. Connecting service to learning
C. Balancing technology and face to face
D. Parents and their expectations
E. Meeting needs w ith diminshed resources
Why Does This Matter?
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 White Black Asian Hispanic American Indian Non-PublicWhy Does This Matter?
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 White Black Asian Hispanic American Indian Non-PublicNational Number of High School Graduates
1993 - 2018:
Six years stagnate growth
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
Why Does This Matter ?
•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
SUCCESS STORIES
(How to get to yours…)
Do the principles of the business world
apply to higher education?
“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.
RULE #1:
Use your best judgment in all situations.
RULE #2:
20 Starbucks
within the
immediate vicinity
Starbucks
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?
Initiating Change:
•
Need vs. want
•
Service vs. cost
•
Care vs. coddle
•
Authentic vs. superficial
You’ve Got to Ask Yourself:
•
Does…
– your service provide a conducive environment?
– interaction with your service increase student learning?
– technology enhance your services?
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?
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.”
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?
Finding the “Right” Surprise and
Delight
Discussion
Share ideas and thoughts…
Share things that have worked…
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.
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.
