The role of registrar/records teams to affect student retention and graduation rates is a subtle one. Though one of the oldest operators at education institutions, their role is often behind the scenes and witnessed only in long term outcomes. Presented to a forum of university level enrollment services, registrar/records staff, I posit that the chief role of enrollment services to affect student retention and graduation rates, for good or ill, is bound in quality data management, meaningful interactions, commitment to a "Gold Standard", and leading with talent and innovation. Quality Data Input and Information Workflow: Quality Assurance, Quality Control, Workflow Management (communication, documents). Accurate, timely data in = Quality, compliant data out. Personable, Meaningful Interactions: Document and share workarounds, communicate system outages, saying “Sorry” with emotive impact Commit to Consistent, Efficient Success: Mindfulness of timelines, Don’t commit to what we can’t achieve, expect excellence = produce excellence, Not a silo – remember department interdependencies Exercise “Gold Standard” Protocol: sharing of information to internal and external sources is the same, ensure knowledge transfers and updates, “Information at the Ready” Lead with Innovation, Anticipation, and Expectation: leverage talent and technology resources for smooth operation; encourage feedback, “How did I do today?” Collateral: - Students vote with their feet. Bad service, and they’ll take their business elsewhere - Uniformed staff damages team credibility. Students depend on staff to know their stuff - Be mindful of the market. Today’s students expect “on demand” service. Evolution via innovation is necessary. - Happy staff, faculty, and students encourages a “community” environment – shared mission of perseverance towards the goal, graduation - Cultivate mindset that “Our Success is tied to your Success – and we’re on board.”