Th l f i i

Coddleor

CareThe role of customer service in

higher education.

Who We Are

Heidi GrangerDirector of Financial AidCollege of the DesertPalm Desert, CAPalm Desert, CA

John B. LehmanAssistant VP of EnrollmentMichigan Technological UniversityHoughton, MI

A Delicate Balance

Emotion Logic/Reason

Communication

Expectations

Define Your Customers and Their Expectations

Customer Highest/Greatest Expectation

ExpectationsPriority Rank: Student:

Instructional Effectiveness 1Academic Advising 2Safety and Security 3Registration Effectiveness 4

( )

Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report

Student Centeredness 4 (tie)Recruitment and Financial Aid 6Campus Climate 6 (tie)Concern for the Individual 8Campus Support Services 9

ExpectationsPriority Rank: Student: Institution:

Instructional Effectiveness 1 2Academic Advising 2 5Safety and Security 3 9

Source: Noel-Levitz 2006 National Student Satisfaction and Priorities Report

Registration Effectiveness 4 10Student Centeredness 4 (tie) 6Recruitment and Financial Aid 6 2 (tie)Campus Climate 6 (tie) 4Concern for the Individual 8 1Campus Support Services 9 8

Expectations

What students want: What institutions think students want:

1. Positive environment that 1. Grades with no effortencourages learning

2. Transferable classes 2. Enrollment assistance

Source: Elaine K. Harris – Customer Service: A Practical Approach

3. Instructors who care 3. Short classes4. Safety 4. No reading assignments5. More parking 5. More parking

Survey Says

Internet-based survey - NASPA* Region IV East - - 399 respondents (22%) February 2007

* Student Affairs Administrators in Higher Education

As a student affairs professional, which best reflects your personal service philosophy?

Survey Says

A. Students as customersB. Students as clientsC. Students as colleaguesD. Students as learnersE. Students as products

72%

60%

70%

80%

90%

100%

ts A Students as customers

Survey Says

11%6% 4%

1%0%

10%

20%

30%

40%

50%

60%

% o

f res

pond

ent A. Students as customers

B. Students as clients

C. Students as colleagues

D. Students as learners

E. Students as products

In general, today’s student affairs profession’s service philosophy is mostly aligned as:

Survey Says

A. Students as customersB. Students as clientsC. Students as colleaguesD. Students as learnersE. Students as products

60%

70%

80%

90%

100%

ts A Students as customers

Survey Says

51%

11%

1%

29%

7%

0%

10%

20%

30%

40%

50%

60%

% o

f res

pond

ent A. Students as customers

B. Students as clients

C. Students as colleagues

D. Students as learners

E. Students as products

Survey Says – Results Comparison:

72%

70%

80%

90%

100%

onde

nts

11%6% 4%

1%0%

10%

20%

30%

40%

50%

60%

51%

11%

1%

29%

7%

% o

f res

po

In general, I would give customer service at my institution a grade of:

Survey Says

A

B

C

D

E (F)

Survey Says

70%

80%

90%

100%

s A

13%

54%

29%

4%

10%

0%

10%

20%

30%

40%

50%

60%

% o

f res

pond

ents A

B

C

D

E (F)

Students become more knowledgeable by using your service:

Survey Says

A. Strongly Agree

B. Agree

C. Disagree

D. Strongly Disagree

Survey SaysStudents become more knowledgeable by using your service:

60%

68%

60%

70%

80%

1%

26%

0%

10%

20%

30%

40%

50%

% o

f res

pond

ents

Strongly Agree

Agree

Disagree

Strongly Disagree

In the future, the biggest student service issue facing our profession will be:

Survey Says

A. Meeting increased expectations of generation “Me”B. Connecting service to learningC. Balancing technology and face to face interactionsD. Working with parents and their expectationsE. Meeting needs with diminished resources

Survey Says

70%

80%

90%

100%

s

A. Meeting increased expectationsof generation "Me"

B C ti i t l i

38%

32%

20%

29%

14%

0%

10%

20%

30%

40%

50%

60%

% o

f res

pond

ents B. Connecting service to learning

C. Balancing technology and face toface

D. Parents and their expectations

E. Meeting needs w ith diminshedresources

Why Does This Matter?

2,000,000

2,500,000

3,000,000

3,500,000

0

500,000

1,000,000

1,500,000

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

W hite Black Asian Hispanic American Indian Non-Public

Why Does This Matter?

2,500,000

3,000,000

3,500,000

National Number of High School Graduates 1993 - 2018:

Six years stagnate growth

0

500,000

1,000,000

1,500,000

2,000,000

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

W hite Black Asian Hispanic American Indian Non-Public

Why Does This Matter ?

The facts…

• 60% Success Rated• 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

Why Does This Matter ?

•Lost tuition $4 million

The results…

•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 worldapply to higher education?

WE THINK SO…

“Fabulous service is quite simply ordinary peoplesimply 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:

There are no more rules!

20 Starbucks within the

Starbucks

immediate vicinity

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?

Initiating Change:

•Need vs. want

•Service vs. cost

•Care vs. coddle

•Authentic vs. superficial

•Transformative vs. status quo

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?

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?

Use Your Resources Wisely

Use Your Resources Wisely

Beware of other’s perceptions

Cinderella’s Fountain

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.

W ’ ll h d h h “Y d h k fi• 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.

You’re the customerShare 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…

Sh hi h h k dShare things that have worked…

Share things that haven’t 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 d “j t j b” h ith th l th i t f i i itand 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!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.

Questions?Questions?

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