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You Are the Heart And Soul of the
Miami Experience
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
Miami University - Department of Housing, Dining and Guest Services
About Jeff and TargetX
Managing Expectations
Higher Education’s Perfect StormIs Customer Service Dead?
An “Obituary” for Customer Service1-2-3’s of Customer Service Basics
The Customer ExperienceSomething Smells Fishy Simple Truth of Service
Take-Away
1. College is an intimate product choice
2. Go to college or Go away to college
3. You are very important - each of you are recruiters and retainers
The Perfect Storm
1. 2nd cohort Millennials
2. Shift from Boomer to Xer Parent
3. Great Recession
High School Graduates.
Generational Shift.(students & parents)
GI Generation (’01-’24)Silent Generation (’25-’42)Baby-Boomers (’43-’60)Generation X (’61-’81)Millennials (’82-’00)
Homeland or iGen (2000-current)
Born in 1982
“New Silent Generation”
Boomer Parents GenX Parents
GraduateGraduateGraduateGraduate
CollegeCollegeCollegeCollege
High SchoolHigh SchoolHigh SchoolHigh School
Elementary SchoolElementary SchoolElementary SchoolElementary SchoolElementary SchoolElementary SchoolElementary SchoolElementary School
The Economy.
“Loan crisis goes to college.”CNN Money.com, May 2010
“College loans are the new subprime crisis”New York Times, June 2010
“1 in 5 college grads can’t make monthly
loan payments”Charlotte Observer, April 2010
46%Colleges with Students Stopping Out
Impact of Economy on Enrollment, NAICU, October 2009
22%Enrolling Fewer Returning Students
Impact of Economy on Enrollment, NAICU, October 2009
29%Smaller Freshman Classes than Expected
Impact of Economy on Enrollment, NAICU, May 2010
Meeting Operating ExpensesThe Common Fund Freezes
Paying Off or Pausing Capital Improvements
Increased Discount Rate
Largest Increase from Employee Benefits
Frozen or Cut Professional Development Expenses
Staff Reduction
Weathering The
Perfect Storm
Great Customer Service!
Is Customer Service Dead?What do you think?
An “Obituary” for Customer Service
March 13, 2008
We’re Replacing ServiceWith Do It Yourself
What Have We Removed?
Humanity (and civility)
Is Customer Service Dead?
Or have our expectations exceeded the realm of
common sense?
The emphasis has been put on cheap products and
services both by companies and customers alike.
Just as companies (and colleges) tend to be
bottom-line oriented, so too are today’s consumers.
We are increasingly hoping to save time and money, while squeezing maximum benefit from the most minimal of
purchases.
But a college experienceisn’t transactional.
It’s more!
It’s anchored around human interaction and connections.
1-2-3’s of Customer Service Basics
Be personal - Be humanDon’t let bad experiences carry over
Access customer informationKnow your customer expectations
Utilize your expertiseProvide immediate attention
#1 Wipe the slate clean
Assure the customerListen
Be honestAsk open ended questions
#2 It’s a two-way exchange
Control the situationExplain if you need more timeEnsure customer satisfaction
Always thank your customer (for their time)
#3 Time is valuable
Customer Service Should Be Customer Experience
Welcome to the Experience Economy
Pine & Gilmore
The Experience IS the Marketing
Agrarian
Industrial
Service/Info
Experiences
Text
Theo
ry of
Econ
omic
Prog
ressio
nTextTextText
Millennials
Kaitlin Caitlin Kate Lynn
83%Freshmen who have never shared a room
Chronicle of Higher Education, October 2009
20%More stuff in weight compared to home of 20
years agoAdvertising Age, October 2009
“Why Students Apply”
Arts & Science Group Student Poll 2004
Web and In Person
Eduventures 2007 Survey of 7,867 High school junior and seniors.Reported in The Chronicle of Higher Education “Prospective Students Rely on Campus Visits and Web Sites to Learn About Colleges, Report Says”
- 84% use the web most heavily in researching colleges- 71% say the campus visit is the most trusted source of information
“Effectiveness”
Noel-Levitz 2009
Eliminate negative cuesMaking memories
Engage all the sensesTell stories
Customization (we all want what we want)Engage emotions
Rendering a Customer Experience
Accept Demanding and Savvy Consumers“They Want What They Want When They Want It”
Stop and Say “Hello” and “Welcome”
Remember requests to meet with faculty and staff or sit in class are norm not the exception
Play Your Role
Charthouse / Fish! Philosophy
Something Smells Fishy
Pike Place Fish Market
Seattle Pike Place Fish Market - Tossing Fish
PlayMake their day
Be There (or Be Present - give full attention)Choose your attitude
Fish! Philosophy
Johnny the Bagger
Simple Truth of Service
“People won’t remember what you say or do, but
they will always rememberhow you made them feel.”
How do you make people feel?
Mission StatementWe are a team dedicated to enriching the Miami experience by providing excellent products and services.
Foundation GoalsWe are committed to the highest possible standards in:• Health and safety• Economy of operations• Quality of products and services
Core ValuesAs a member of the HDGS team, I will:• Practice personal accountability, beginning with ME.• Commit to continuous learning and improvement.• Assist other members of our team in the pursuit of excellence.• Promote trust and respect.• Support diversity and acceptance, appreciating differences that define us
each as unique individuals.• Respond to the needs and expectations of all our customers.• Understand that a complaint is an opportunity.• Support meaningful learning experiences for students.• Use our earth’s resources responsibly.
How do you make people feel?
Want More? Read Our Blogs:
TargetX Blog at www.targetx.com/ithink/
Free on Friday Webcasts
Free On Friday Webcasts Watch Past Webcasts
Download Session PDF#1 Go to www.targetx.com
click iThink Blogclick Slide Presentations
#2 Go to www.slideshare.net/targetx
You Are the Heart And Soul of the
Miami Experience
Jeff Kallay, VP Consulting, “Apostle of Authenticity”
Miami University - Department of Housing, Dining and Guest Services
