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WOW Higher Education Service Experience
This document discusses best practices for delivering excellent student service experiences. It outlines three key ingredients for "WOW service": reliable systems and processes, managing moments of truth effectively, and focusing on people through proper motivation and competencies. Several strategies are presented, such as integrated student services, campus visit best practices, communication channel best practices, and relationship management approaches throughout the student lifecycle. The goal is to deliver on the institutional promise by exceeding student expectations at every touchpoint.
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WOW Higher Education Service Experience
- 1. Creating a WOW Service Experience Presentedby Dr. Jim Black President & CEO of SEM Works
- 2. • Needs andExpectations of Today’s Students • Institutional Promise • Three Key Ingredients of WOW Service Delivery • Best Practices in Student Services • Essential Service Skills and Strategies
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- 5. WOW Service isnot… • Suggesting a business model for customer service • Aligning with “the customer is always right” philosophy • Allowing students to escape their responsibilities • Reducing or eliminating consequences for the actions or inactions of students • Implying that opportunities for student success should be artificially enhanced
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- 7. Need and Expectations of Today’sStudents
- 8. Zero tolerance fordelays. High tech, high touch services. Emerging Trends Consumer expectations. Seeking edutainment. Diverse students with diverse needs. 1 2 3 4 5
- 9. Today’s Students Needs/Expectations Speed Convenience Customization Seamless and intuitive High tech and high touch Educational vs. transactional
- 10. Advising Registration Paying the Bill Student Success INTEGRATEDSTUDENTSERVICES Source:UNC Orientation The Student Experience Admission
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- 12. What they sellis the ability for a 43 year-old accountant to dress in black leather, ride through small towns, and have people be afraid of him. Harley Davidson does NOT sell motorcycles...
- 13. Disney does NOTsell rides... What they sell are memories and experiences… the Tower of Terror… character breakfast… clean amusement parks… cast members, etc.
- 14. The student, notthe institution, will define what learning is, how it is to happen, and when and where it occurs. Students with increased alternatives for learning will also have higher expectations for the level of individualized service provided by the non-teaching staff and regarding the services surrounding the learning. Source: Community College of Baltimore County
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- 16. 1 2 3 5 46 FROM TO Understanding the Promise Livingthe Promise Operationalizing the Promise Delivering on the Promise Conveying the Promise Defining the Promise The Power of Congruence Claims Delivery Expectation = Reality
- 17. Sample Institutional Promise Preparing Futures Educationthat is Relevant Connections with People A Place that Supports Success Pathways to Opportunities
- 18. Sample Promise Inspire success andself-reliance Service Philosophy Every encounter with a student is a teachable moment to inspire success and self-reliance.
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- 20. Delivering on thePromise Institutional Promise Student Experience Employee Experience Moments of Truth Institutional Experience Institutional Loyalty
- 21. Institutional Loyalty competitive advantage student satisfaction “word of mouth” recruiting student retention student loyalty fundraising institutional image institutional vitality
- 22. Three Key Ingredients of WOWService Delivery
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- 24. The bottom line… Thereis no chance to create a WOW service experience if systems, processes, and policies are dysfunctional or unreliable.
- 25. Managing Moments ofTruth We have thousands of moments of truth every day. How we manage them enhances or erodes school loyalty.
- 26. Service Dimension Definition Reliability 30%The ability to perform the promised service dependably and accurately. Responsiveness 25% The willingness to help customers and provide prompt service. Assurance 20% The knowledge and courtesy of employees and their ability to convey trust and confidence. Empathy 18% The caring, individualized attention provided to the customer. Tangibles 7% The appearance of facilities, equipment, personnel, and communication materials. Defining Quality Service
- 27. Execution is Everything! People– the only sustainable competitive advantage that exists.
- 28. Motivation vs. Competencies High Low LowHigh Positive attitude but frustrated High performing Unproductive, possibly counter- productive Capable but frustrated
- 30. Student Satisfaction Factors •Faculty and staff attitudes • Personalization of services and instruction • Problem solving ability • Information access and usability • Information accuracy and reliability • Service and instructional efficiency • Responsiveness • Message handling • Student runaround
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- 32. I just want tostart my college experience. Process-Oriented Services Get Admitted Pay for Classes Register for Classes Select Classes Become a Student Attend Orientation
- 33. Wayfinding Submit/Request Information Apply for Financial Aid Apply for Admission Areall credentials in? Admit Decision Get Advised Take Placement Test Register for Classes Pay for Classes
- 34. Wayfinding • Intuitive signage •Kiosks • Visual process maps • “Steps to” diagrams • Process-oriented labeling • Intuitive information architecture • Screencasts • Streaming video • English language query tools • Help agents
- 35. Critical Processes • Campusvisits • Student inquiries • Admissions processing • Communications flow • Student enrollment • Orientation • Academic advising and registration • Paying for college • Class scheduling • Degree planning
- 36. The Campus VisitExperience
- 37. The Pre-Arrival Experience Online(form) or phone visit reservations Rapid acknowledgement Campus directions (Google map, MapQuest, or GPS coordinates) Links to area hotel accommodations Flight information Visit agenda Tour guide information
- 38. Adapted from:Campus Visitsand College Interviews by Zola Dincin Schneider. Source: https://bigfuture.collegeboard.org/find- colleges/campus-visit-guide/campus-visit-checklist
- 39. The Arrival Experience Welcomesignage or banners on campus Welcoming gate personnel Reserved parking Intuitive pathway from parking to the tour launch point Best location Tour launch and presentation environment Welcome by Admissions staff
- 40. Reception area Visual impact (paint, plants, pictures, signage) Auditory impact (background noise and music) Emotional impact (school paraphernalia, student and alumni success stories, outcomes by the numbers) Display rack Umbrellas Refreshments Multimedia
- 41. Design first impressions Createa “signature moment” Personalize the visit Engender emotion Have visitors live your institution through hands-on experiences Surprise your visitors The Campus Visit Experience
- 42. The Presentation Information light Visualheavy Takeaways Know your audience Customize based on audience interests Content Key institutional selling points (academic and student life) Storytelling Enrollment steps Financial aid basics A preview of the campus tour
- 43. The Campus Tour The“Money Walk” Tour guide affinity matching Tour guide skill development Presentation skills Listening skills Group dynamics Cell phones Attire Time management The tour guide is the tour.
- 44. Post-Visit Experience Personal notefrom tour guide Faculty contact Alumni contact Tour evaluation (impact on decision to enroll)
- 45. Best Practices in StudentServices
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- 47. Strategy Worksheet Strategy DomainVision Functionality/ Scope Service Protocols Roles & Responsi- bilities Capacity Requirements One-Stop Unified Student Experience Contact Center Website/ Social Media Communi- cations Virtual Service Knowledge Management
- 48. Integrated Services One-stop Services No-stop Services Any-st op ServicesCo-location& integration of services Two clicks to truth Knowledge Management
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- 50. A Campus-wide ServicePhilosophy A service philosophy is a shared ethos that guides organizational and individual behavior affecting interactions with those you serve.
- 51. Inbound calls(enrollment and financial aid) Email responses Web chat Social media No-Stop Services
- 53. Integration of English language query tool, webchat, and video tutorials. No-Stop Services
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- 60. Communication Channels In PersonPhone Mail Email Digital Media Social Media How can we best connect with and serve our students?
- 61. In Person Strategies •Listen before you speak • Ask open-ended questions • Parrot back what you think you have heard • Choose the right words • Add welcome words to your vocabulary • Avoid jargon • Speak professionally • Review the main points
- 62. In Person Strategies •Make sure your tone matches the message • Demonstrate empathy • Smile • Make eye contact • Have an inviting posture • Reflect your institution’s personality
- 63. Phone Strategies Call me.I want to know you care about me as a future student at your school.
- 64. Phone Strategies • Answerwith a smile • Answer with energy • Answer on the first ring • Maintain an inviting posture • Plan your greeting • Establish a rapport • Put your best ear forward • Write down key points
- 65. Phone Strategies • Givethe caller your full attention • Show your human side • Recap any action you may be taking on the callers behave • Ask if you can help with anything else • Provide your name again • Thank the person for calling
- 66. Mail Strategies • Centrallycoordinated • Multiple authors • Personalization • Tone • Tailored messages • Proof points • A call to action • The power of the P.S. • Enclosures
- 67. Email Strategies • Personalization •Tailored messages • Driving traffic • XTML vs. text only • Multimedia • Third party validation • A call to action
- 68. Social Media Strategies Gowhere they are. Engage. Don’t communicate.
- 69. Social Media Strategies •Listen and engage • Permission-based • No creeping • The human touch • Targeted ads • Pay per click • Event promotion • Becoming a fan
- 70. Relationship Management Student Communications Delivering on the institution’s promise Deadlines,support services, service tutorials, degree completion Individual needs and service and learning preferences Missed deadlines, early interventions, policy implications Awareness of services offered, service hours, service benefits Current Student Communications
- 71. Learner Attributes Learner Needs Audience-based Messages Calls toAction Trans- actional Learner Engagement Relationship Management Success Building Audience Messaging
- 72. AlumGraduate4th Term3rd Term2ndTerm1st TermEnrolledAdmitAppInquiry Inquiry Generation & Cultivation Admit Conversion Application Completion Student Success Behaviors & Plan, Academic & Social Integration Mentoring Relationships, Program Affinity, Career Guidance Initial Enrollment Transition Student Engagement, Sense of Community Career Guidance, Completion Strategies, Loyalty Transition, Loyalty Loyalty, Employment, Advanced Education Former Students Current Students Future Students
- 73. Enrollment Stage Communication Audience Delivery Method Timeline Objective Effectiveness Measure Continued Enrollment Postcardannouncement regarding priority registration and meeting with advisors non- graduating students Mail October/ March register for classes number of registered students Banners and fliers advertising priority registration continuing students Display October/ March register for classes number of registered students Ad in school paper advertising priority registration continuing students News- paper October/ March register for classes number of registered students Web banner promoting priority registration with link to registration system continuing students E-mail, Web October/ March register for classes number of registered students Reminder to register for classes before leaving for the semester non- registrants E-mail, auto- mated phone message, Web posting December /April register for classes number of registered students Campaign encouraging eligible students to use financial aid funds for Summer I classes continuing students with remaining financial aid eligibility Mail April register for Summer I classes number of registered students
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