“Customer” is Not a Four Letter Word: What continuing education providers can learn from Amazon.com
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For years, higher education administrators have shied away from using the term customer to describe students and prospects. Why? In today’s competitive learning market, where competition is just a ...
For years, higher education administrators have shied away from using the term customer to describe students and prospects. Why? In today’s competitive learning market, where competition is just a click away, prospective students have come to expect more from their education providers in terms of online service and experience. Students and prospects who’s questions and needs are not met online now have many other options to choose from. As a result, institutions that do not provided excellent customer support are at a competitive disadvantage.
While some higher education institutions are increasingly looking for ways to become more customer centric, many continuing and professional education providers fail to follow key customer service principles that could help them: differentiate their programs, convert more leads and provide a better experience to students and prospects.
Fortunately, higher education does not need to re-invent the wheel with respect to online customer service. Borrowing from best practices established in the world of e-commerce, this session will outline how your institution can treat online prospects as valued customers by:
· Personalizing their online experience
· Engaging them with proactive service invitations
· Maintaining contact with prospects through email and social media
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