Thursday, March 29, 2012

Hospitality and Customer Service in Colleges

A serious misunderstanding that exists on campuses is that customer service is somehow an evil thing. It is not. It is simply a fact of daily life whether it is delivered well or poorly. We provide customer service every day in the classroom, in offices, across the campus and even the campus facilities themselves. These are the services we provide to make sure that the basic needs of students are met. An obvious example is the cafeteria where we actually do serve and provide food services. Even the classroom is also a cafeteria off sorts with a defined menu and set of portions of knowledge that must be presented in an intellectually tasty manner. The major service on a classroom in instruction and that is a service after all.

There is no way around the fact that a college is a collection services though there are certainly ways to do them better.

And these are all required services that must be provided to the customers, our students, in the best way possible. We must make sure that whatever we do we do well. We need to provide them with a strong customer service excellence. Whether that excellence be in an office when a worker stops what he or she is doing to welcome a student and help solve an issue.  Or a faculty member who makes certain that she is the last one out of the classroom so she can check with every student to make sure he understood the lesson for the day and make arrangements to help those that may be a bit confused. Or an administrator who interrupts her work to meet with a student and try and see what he needs to make his stay better and keep him in school through graduation. Or even the all-important maintenance crew that makes certain the campus is neat. Clean and all bathrooms are clean and functions. Everyone on campus is responsible for providing the basic services to our customers, hence – customer services.

These and many more are services we do provide. And we should strive to provide them with excellence. We cannot deny that we have to do them so let’s work at making sure that what we do them our customers are satisfied with the services just as we work hard to  make sure they are happy with then food in the cafeteria. (Or at least should be doing that. Doesn’t always happen we find on an audit of a school’s services.)

So let’s agree that we do provide services and we should strive to make them as excellent as is possible for our students, our clients after all who do have many choices in where to go to spend their educational money nowadays. And one way you can check to see if you are providing good services is just to ask the students.. Or you can hire a professional such as us to audit the services and see what needs to make them better. This is something that should be done since poor service and another word/concept we will be discussing in a later paragraph account for 84% of all attrition on a campus and that means a major revenue loss too.

There are no excuses for weak services. If people cannot provide good service they need to be retrained or moved. We hire the most knowledgeable faculty we can to try and assure that they will be able to provided good educational service in the classroom but again that is only part of what we need to consider.  As discussed in an earlier recent article, it is not just expertise that is key to customer service excellence. It is an attitude that needs to be taken into consideration when hiring.

What we are of the really talking about is academic hospitality. Just as a t a restaurant if the food is great but the service is sloppy, indifferent, even hostile the food is just not going to taste as good. A waiter who just takes orders is not giving good, enthusiastic service. Note how each starts usually be giving his or her name and tries to engage the guest in conversation before the orders are taken if he or she is a good hospitable waiter.  Yes it increases tips but the goal of good customer service and hospitality on campus is to increase retention and graduation rates after all. Why else is the college there?

A great researcher does not always make a great teacher. A fully competent financial person does not always wait on students well in a bursar’s office. An excellent administrator who can get things done does not always work well with students. An advisor who may be one of the few who knows her stuff but does not make hours to meet with students is not being hospitable to them.

It is hospitality on campus that we are often really concerned with. How often do people stop and just talk with students to see how they are doing or feel about the place? Does the school evaluate people to see how hospitable they are to students and helping them? Does the school even have a code of conduct or the sort that states what is expected of each member of the college? Does it say things like “say hello to every student you meet or pass on the campus” and when possible do give a name-get a name to establish closer ties and more hospitable attitudes. Does the campus promote the student as if he or she were some sort of guest that can decide to leave this educational hotel and got to another?

I am not saying coddle students at all. We must demand from them too because that is what they expect if they are to learn and succeed. What I am suggesting is that we need to check to maker sure that all our services are excellent and meet students needed. And be sure our campus is hospitable to our students. Do we make them feel welcome? Do we give them decent parking locations or do we save that for ourselves? Do we make sure that faculty keep office hours when they say they will and make them at times that students can actually come by? (Our audits find that this is often rarely the case). Do administrators have an open door policy to students so they can meet with them and hear the complaints or solve problems.? Are employees trusted to make decisions to help students?

Are students made to feel as if they are really important?
Are they said hello to as they walk across campus?
If they look confused does someone stop to help them out?
Do people I offices treat them as important clients and not just as an imposition?
Are students made to feel as if someone cares about them and their welfare?
Do you ask students how the service has been in an office?
Is there communication in which students are asked how are things going?
Are they made to feel this is a hospitable campus after all that is the goal along with providing excellent services which are what must be done every day?
Is your campus and the people in it warm and welcoming to students?
Are they open to students and their needs?
Do they seek out students who may need help?
Do they act as if the students are guests who can switch academic hotels at any time?
Simply put, is the campus friendly to students and one another?
Are the employees treated with respect and warmth too? They are customers also after all and if they aren’t treated with hospitality they will not pass that on to your students.

It is not just customer service though that is extremely important and must be checked on to make sure it is really happening as you think it may be. Or as customer service rule number 1 says “Make your campus into Cheers University” providing academic hospitality in which “everyone knows your name and everyone’s glad you came.” (If you’d like a copy of the 15 Principles of Good Academic Customer Service, just ask for it at mailto:info@GreatServiceMatters.com

 UMass Dartmouth invited Dr. Neal Raisman to campus to present on "Service Excellence in Higher Ed"  as a catalyst event used to kick off a service excellence program.  Dr. Neal Raisman presents a very powerful but simple message about the impact that customer service can have on retention and the overall success of the university.  Participants embraced his philosophy as was noted with heads nods and hallway conversations after the session.  Not only did he have data to back up what he was saying, but Dr. Raisman spoke of specific examples based on his own personal experience working at a college as  Dean and President.  Our Leadership Team welcomed the "8 Rules of Customer Service", showing their eagerness to go to the next step in rolling Raisman's message out.  We could not have been more pleased with his eye-opening presentation. Sheila Whitaker UMass-Dartmouth

The University of Toledo was able to really get its customer excellence focused after Dr. Raisman and his team performed a full campus service excellence audit of the University. Dr. Raisman’s team came on campus for a week and identified every area we could improve and where we are doing well. The extensive and detailed report will form a blueprint for greater customer service excellence at the University that will make us an even better place for students to attend, study and succeed. Thank you, Dr. Raisman, for doing a great job. We unreservedly recommend his customer service audits to any school looking to improve customer service, retention and graduation rates.    Iaon Duca, University of Toledo

The report generated from the full campus customer service audit that N.Raisman & Associates did for our college provided information from an external reviewer that raised awareness toward customer service and front end processes.  From this audit and report, Broward College has included in its strategic plan strategies that include process mapping.  Since financial aid was designed as the department with the most customer service challenges that department has undergone process mapping related to how these process serve or do not serve students optimally.  It has been transformational and has prompted a process remap of how aid is processed for new and continuing students.                            Angelia Millender, Broward College (FL)
                                                 
IF THIS ARTICLE MAKES SENSE TO YOU, YOU WILL WANT TO OBTAIN A COPY OF THE BEST-SELLING NEW BOOK ON RETENTION AND ACADEMIC CUSTOMER SERVICE THE POWER OF RETENTION: MORE CUSTOMER SERVICE IN HIGHER EDUCATION  by clicking here
N. Raisman & Associates is the leader in increasing student retention, enrollment and revenue through workshops, presentations, research, training and academic customer service solutions for colleges, universities and career colleges in the US, Canada, and Europe as well as businesses that work with them 
We increase your success

CALL OR EMAIL TODAY
www.GreatServiceMatters.com 
                                             info@GreatServiceMatters.com 
413.219.6939

Friday, March 23, 2012

What We Do to Help Customer Service Excellence at Colleges

Each week we receive many inquiries on what we can do for schools to improve their customer service excellence and thus retention. So we decided to respond and let people know what it is we do among other things such as research so schools might be able to prevail themselves of you services. Here is a little boit on what we do.

You can do some of this yourself as discussed in an earlier article on DIY Yourself audits which can be found at http://academicmaps.blogspot.com/2008/01/diy-movement-in-customer-service.html

Here is some of what we do that can help you improve customer service excellence and retention (not to mention revenue)

 86 N. Cassady Ave.  Ste 18
Bexley, OH 43209
413.219.6939
Dr. Neal  Raisman is the founder and President of N. Raisman & Associates which since 1999 has been the leading provider of academic customer service solutions that increase retention, student success and morale along with institutional revenues in the US, Canada and Europe for over 450 universities, colleges, schools and the businesses that work with them.
Here are some of their services:
Every college is somehow unique. N.Raisman & Associates respects the differences and individuality of each campus and institution. We do not present boilerplate. Prior to any workshop or training program, an N.Raisman & Associates professional research your school and if possible, comes on campus to meet with students and other members of the college community. Only then will the presentations be planned and created so they meet your needs.
We also take into account the reality that there are times when not everyone can attend a workshop, training session or presentation at a given time. Students must be served so when this occurs, N.Raisman & Associates works with the school to schedule another session the same day at no added cost to the institution.                                   
WE GUARANTEE RESULTS!
Customer Service Retention Studies
Reception Areas Admissions Counseling
Financial Aid Registration Registrar's
Cafeteria Bookstore Website
We review these areas as well as every level of customer service such as:

We will also test Points of Contact such as
  • the University website;
  • collateral materials
  • telephone system and protocols, 
  • catalog,
  • signage provided to orient and direct on the campus;
  • entrance signage;
  • entrances and entrance areas;
  • interior directional signs;
  • entrances,
  • decompression zones,
  • lobbies,
  • campus flow;
  • parking lots,
  • walkways,
  • halls,
  • colors,
  • open spaces,
  • lighting,
  • landscape,
  • paths,
  • appearance of building exteriors,
  • appearance of building interiors, handicap compliance,
  • lobbies,
  • bathrooms,
  • common areas,
  • bookstore,
  • functional flow,
  • student space and its utilization,
  • observable safety concerns,
  • cleanliness and general appearance including paint.

As well as testing every level of student service including:
  • catalog information, ease of use and information retrieval,
  • website’s ease of use and navigation
  • email use and responses to,
  • wait time - how promptly people are recognized and served,
  • acknowledgment of student presence and manner of the recognition given,
  • welcoming and comfort level generated,
  • how courteous your people are,
  • how questions are responded to,
  • requested information provided promptly and graciously,
  • accurate directions given,
  • general demeanor, and attitude toward customers,
  • availability of information at point of contact,
  • point of contact knowledge of  University and/or where to get it if not available,
  • accuracy of information,
  • use of campus jargon or argot versus standard language,
  • language use, attitude, syntax, grammar, tone,
  • customer-first attitude,
  • time to completion required for successful interaction,
  • helpfulness and accuracy of written materials at points of contact,
  • location and availability of information and media,
  • people processes used with students,
  • administrative processes affecting students,
  • orderliness of the interaction and area of interaction,
  • telephone protocols used by students contacts to aid or detract from service to campus callers,
  • general telephone skills and return call response,
  • the environment provided for students in these areas and offices from layout and space through lighting and clutter as they affect the customer's sense of reflected value and service from entry to the campus through moving through it and finally the exiting experience.

The student services and customer service audit includes parts of the above with specific focus on primary active service providers and functions such as
  • Receptionists
  • Admissions
  • Advising/Counseling
  • Financial Aid
  • Registrar's
  • Cafeteria 
  • Housing
  • Administrative
  • Office appearance and physical services.

We will also test Points of Contact such as
  • the University website;
  • collateral materials
  • telephone system and protocols, 
  • catalog,
  • signage provided to orient and direct on the campus;
  • entrance signage;
  • entrances and entrance areas;
  • interior directional signs;
  • entrances,
  • decompression zones,
  • lobbies,
  • campus flow;
  • parking lots,
  • walkways,
  • halls,
  • colors,
  • open spaces,
  • lighting,
  • landscape,
  • paths,
  • appearance of building exteriors,
  • appearance of building interiors, handicap compliance,
  • lobbies,
  • bathrooms,
  • common areas,
  • bookstore,
  • functional flow,
  • student space and its utilization,
  • observable safety concerns,
  • cleanliness and general appearance including paint.

As well as testing every level of student as students service such as:
  • catalog information, ease of use and information retrieval,
  • website’s ease of use and navigation
  • email use and responses to,
  • wait time - how promptly people are recognized and served,
  • acknowledgment of student presence and manner of the recognition given,
  • welcoming and comfort level generated,
  • how courteous your people are,
  • how questions are responded to,
  • requested information provided promptly and graciously,
  • accurate directions given,
  • general demeanor, and attitude toward customers,
  • availability of information at point of contact,
  • point of contact knowledge of  University and/or where to get it if not available,
  • accuracy of information,
  • use of campus jargon or argot versus standard language,
  • language use, attitude, syntax, grammar, tone,
  • customer-first attitude,
  • time to completion required for successful interaction,
  • helpfulness and accuracy of written materials at points of contact,
  • location and availability of information and media,
  • people processes used with students,
  • administrative processes affecting students,
  • orderliness of the interaction and area of interaction,
  • telephone protocols used by students contacts to aid or detract from service to campus callers,
  • general telephone skills and return call response,
  • the environment provided for students in these areas and offices from layout and space through lighting and clutter as they affect the customer's sense of reflected value and service from entry to the campus through moving through it and finally the exiting experience.
Description: _Pic103
We also look at the objective correlatives of customer service and retention, facilities and the environment provided for students to make certain that nothing is overlooked. We use our trained academic shopping to bring a new set of eyes to your school and make sure we experience the total campus as a potential student would. From signage to flow, we cover it all. Then we provide intelligent, appropriate and affordable solutions to help you increase enrollment and retention.
NRaisman & Associates is the leader in helping you understand your customer service status and needs. Using various research models and surveys we help you really understand what students actually want. Our deliverables are not just numbers but practical and affordable solutions and remedies.

Need to focus a part or the entire institution around customer service or retention issues, NRaisman & Associates has the proven experience to help you accomplish your goals. We have done it for others and will do it for you using tested and proven, methods as well as some humor to keep everyone on task and happy.


Proven Success Catalysts
We know your college, its community and the students it serves are unique. So we honor that distinctive­ness in all the assistance we provide to be certain you will be successful.
We learn who you are, your objectives, goals, and anything that may be hindering your mission and full achievements. No boilerplate! All is custom designed to your college, its people and students. Our methods, techniques and approaches have all been proven to be catalysts to your greater success.

N.Raisman & Associates

Customer Service Retention Audit
Point of Contact Solution Studies
Objective Correlative Appraisals
Student/Employee Satisfaction Surveys
Area Service Focused Review
Web Evaluations
ACS Mini Audits
Retreat Facilitation
Coaching for ACS Success
Why They Leave Identification
Presentations on What is Academic Customer Service
Workshops
Training
Some of Our Clients
University of South Carolina  
Coppin State College
Georgia State University
Temple University
Monmouth University
Southern Florida University
University of New Brunswick (Canada) 
University of Louisiana – Monroe
Stony Brook University
University of Toledo
Broward College
University of Central Arkansas
Pratt Institute
University Massachusetts - Dartmouth
Chancellor of the State of Ohio
Texas A+M University– Laredo
ARAMARK Corporation
Alabama State University
Norwich University
Liberty University
C C ‘s of Baltimore County
London School of Finance
Lone Star College System
Lincoln Technical College
University of Maine – Fort Kent  
Columbus State Community College 
 Eaglegate Colleges
Hunter College of Nursing
Beckfield College
NACUBO
Corning Community College 
Westchester Community College
Cincinnati Area Consortium of Colleges + Universities  
Landsdowne College (UK)
Briarcliffe College
Manatee Community College 
Morrisville State College
ECPI Colleges of Technology
Snead Community College
Universite d’Angers (France)
Western Wyoming Community College
Mt. Wachusetts Community College…and hundreds more

UMass Dartmouth invited Dr. Neal Raisman to campus to present on "Service Excellence in Higher Ed"  as a catalyst event used to kick off a service excellence program.  Dr. Neal Raisman presents a very powerful but simple message about the impact that customer service can have on retention and the overall success of the university.  Participants embraced his philosophy as was noted with heads nods and hallway conversations after the session.  Not only did he have data to back up what he was saying, but Dr. Raisman spoke of specific examples based on his own personal experience working at a college as  Dean and President.  Our Leadership Team welcomed the "8 Rules of Customer Service", showing their eagerness to go to the next step in rolling Raisman's message out.  We could not have been more pleased with his eye-opening presentation.    Sheila Whitaker UMass-Dartmouth
If you want more information on NRaisman & Associates or to learn more about what you can do to improve academic customer service excellence on campus, get in touch with us or get a copy of our best selling book The Power of Retention.