Lesson NNU Developing a Service Culture at NNU Turns recruitment success into retention success. Rising expectations of our customers, Improve our image, Contributes to a pleasant work environment, Facilitate learning,... Hope content useful lesson serves the academic needs and research.
Developing a Service Culture at NNU Positives - NNU Seasoned Leadership Terrific Staff Outstanding Product Committed Constituency More than an Education Good Value Desirable Location Right Size Why A+ Service at NNU Competition Turns recruitment success into retention success Rising expectations of our “customers.” Improve our image Contributes to a pleasant work environment Facilitate learning Our students are our customers, as well as our product. We must treat them accordingly, in the way that you expect to be treated when you go to make a major purchase. Derek Hodgson, Provost – Mississippi State University “A student does us great honor by entrusting her or his higher education to us; they give us their future. In return, let us be certain that we do everything that we can to ensure that when they leave here, they are as well prepared for that future as we can possibly make them.” Derek Hodgson, Provost Mississippi State University REMINDER No one has to enroll at NNU No one has to stay at NNU Everyone want to be treated with respect and appreciated Studentkeeping Colleges: Value Students – Every college or university teaches that students are important. We’re not talking about employee manual directives, but about the heartfelt, sincere belief that the student is the most important person in the organization Are Organized Around Students – The Studentkeeping institution has flattened the hierarchyhappy organizational chart and broken down the thick walls between departments. It doesn’t matter how high or how deep you are inside the institution; students are still the concern Are Hardwired to Serve Students – Hardwiring is the rewards system. A studentkeeping institution’s hardwiring will reinforce attitudes and behavior that place the students first Have Leaders that Point the Way – Leaders provide three critical elements to change: permission to experiment, try new ways to fail; protection from organizational immune systems that kill anything new; and tools to help people create solutions Great service keeps customers coming back: Oliver, the doorman at Chicago’s Continental Plaza, opened the taxi for a man, greeting him, “How are you? We’ve been waiting for you!” The man beamed – at last people realized how important he was. The doorman was tipped generously, and as the man walked into the hotel, he heard the doorman open the next taxi and cry out, “How are you? We’ve been waiting for you!” Tough Selling for Tough Times – Murray and Neil Raphel Technology and Service “Technology is entropic; it always degrades. The biggest problem is what I call ‘midtech’ – the trappings of hightech, but delivering a lowtech experience. When you check into a hotel and have to wait in line for 45 minutes because the computer is down, that’s mid tech. When you call an ‘800’ number and it just rings 20 times, that’s midtech. It drives customers away…” James Rosenfield There is less to fear from outside competition than from inside inefficiency, uninspiring teaching, discourtesy, and bad service Customer – Student Service “One of the most common mistakes I think organizations make is that they put responsibility for good customer service totally on the shoulders of the frontline employees. Good customer service does not happen without effective management methods, strategies, and empowerment of employees. It’s a behindthescenes effort that results in good frontline customer service.” Linda Halverson, University of St. Thomas, Minneapolis, MN …every point of service delivery is a time when students evaluate whether they have gotten their money’s worth, whether the price they have paid equals or exceeds the value of what they are getting and what they were promised. Sales and Marketing Management Common Customer Service Problems Complicated fee payment procedures Poor communication between offices Technology behind the times College’s hours and services don’t match student needs Repeat same mistakes semester after semester Admissions not responding to needs of entering students Generic Product Expected Product Augmented Product Potential Product Good StudentCustomer service involves… Feeling positively toward student customers Encouraging studentcustomer feedback Responding to studentcustomer problems Developing repeat relationships Seeking to exceed studentcustomer expectations. Linda Halverson, University of St. Thomas, Minneapolis, MN Ten Commandments of Human Relations 10 Speak to People. There is nothing as nice as a cheerful word of greeting Smile at People. It takes 72 muscles to frown, only 14 to smile Call People by Name. The sweetest music to anyone’s ears is the sound of his name Be Friendly and Helpful. If you would have friends, be friendly Be Genuinely Interested in People. You can like everybody if you try Be Generous with Praise. Cautious with criticism Be Considerate with Feelings of Others. It will be appreciated Be Thoughtful of the Opinions of Others. There are three sides to a controversy – yours, the other fellow’s and the right one Be Cordial. Speak and act as if everything you do were a genuine pleasure Be Alert to Give Service. What counts in life is what we do for others Ways to Win Being the low cost provider Having unlimited capitol to finance growth Winning with customer care and service Quality is not enough… “Companies that win big in the future will be adept at providing more than quality products. They will make owning and using their products a satisfying experience. Companies that succeed on these terms will win their competitive battles, not by miles but by inches. But once they win, they will be very tough to displace.” FORUM – New York Times The MarketingService Grid Nature of External Marketing Superior Moderate Aggressive Optimum Possible Strategy “Overkill” Quality of Service Need to move Counter Inferior up instead of Productive to the right Strategy There is only one boss, and whether a person shines shoes for a living or heads up the biggest corporation in the world, the boss remains the same. It’s the customer. The customer is the person who pays everyone’s salary and who decides whether a business is going to succeed or fall And he doesn’t care if a business has been around 100 years. The minute it starts treating him badly, he’ll start to put it out of business The boss – the customer – has bought and will buy every thing you have or will have. He’s bought all of your clothes, your home, your car. He pays your bills and for your children’s education, and he pays in the exact proportion to the way you treat him. The man who works deep inside a big warehouse or in a retail store might think he is working for the company that writes his paycheck, but he’s not. He’s working for the person who buys the products offered in the stores. In fact, the customer can fire everybody in the company from the chairman on down, and he can do it simply by spending his money somewhere else. Some of the largest companies that had flourishing Businesses a few years ago are no longer in existence. They couldn’t or didn’t satisfy the customers. They forgot who their real boss was The greatest measurement of our success is how well we please the customer, “our boss.” Let’s all support “aggressive hospitality” and have our customers leave 100 percent satisfied every day. Sam Walton Service management is a crucial but often overlooked part of enrollment management Why Do You Think They Call It Higher Education? $16,000 $14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0 1980 1983 1986 1989 1992 1995 1998 2001 What Does It Take? The secret to success doesn’t lie in being the luckiest, the smartest or even the most wellconnected. According to a recent survey of executives by Accountemps, the most successful people they’ve known became that way through good oldfashioned hard work and determination Respondents were asked: Of the successful people you have met over the years, which one of the following is the main reason for their success? The responses were as follows: *Hard work – 40 percent *Determination – 38 percent *Knowledge – 7 percent *Luck – 5 percent *Contacts – 5 percent *All of the above – 2 percent *Other/Don’t know – 3 percent ... Five General Dimensions of Service Tangibles: Appearance of physical facilities, equipment, personnel, and communication materials Reliability: Ability to perform the promised service dependably and accurately Responsiveness: Willingness to help customers ... money’s worth, whether the price they have paid equals or exceeds the value of what they are getting and what they were promised. Sales and Marketing Management Common Customer Service Problems Complicated fee payment procedures... “our boss.” Let’s all support “aggressive hospitality” and have our customers leave 100 percent satisfied every day. Sam Walton Service management is a crucial but often overlooked part of enrollment management