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National study reveals hidden pre-enrollment service breakdowns that are costing colleges potential enrollments. July 2013. Great news. Not so great news. Terrific opportunity. Pre-Enrollment Service. HOW I FEEL. WHAT I WANT. Great customer service:. Do. Competitive advantage.

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July 2013

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National study revealshidden pre-enrollment servicebreakdowns that are costingcolleges potential enrollments

July 2013


Great news


Not sogreat news


Terrific

opportunity


Pre-EnrollmentService


HOW I FEEL

WHAT I WANT


Great customer service:

Do

Competitive advantage

You will negate perceived strengths in other areas

Don’t


Let’s meet Kayla.

She’s going to pop in and out of our story today.


Here’s Mom and Dad.

They’realong

for the ride.


Overall Satisfaction

Colleges

Banks

Hotels

Wireless

Colleges

USPS

Utilities

Dept Stores


False Assumption #1:

“Our pre-enrollment service is fine.”

Fact:

Over 70% of colleges over-estimate their level of pre-enrollment service delivery.


Influenced by pre-enrollment service

53%


“Based on the University’s service alone I chose not to attend.”

“The time and effort put into recruiting our child was very impressive.”

“I put the college, which I had not heard of before, at the top of my list.”

“Very positive impact. Much more student centered then others.”

“Each experience made us more comfortable and satisfied with our decision to attend.”

QUOTES


55%

Question college’s commitment to providing high level of service.


  • We

  • Add

  • Stress


  • How?

Slow to offer/reject admission

Poor communication

Burdensome processes

Unresponsive admissions reps

Not being honest/accurate

Bad organization


  • How We

  • Relieve

  • Stress

Good communication

Help in planning

Well executed tour

Responsive reps

Easy application

Sincere interest

Prompt decision


  • Cause ForImmediate

  • Rejection

Facilities, dorms, grounds in disrepair

Rude, unfriendly students

Uncaring admissions reps

Inept tour guide

Disinterest in us/our child

Disorganized visit experience


  • Aid!

“… make sense of a very confusing process.”

“… be honest.”

“… how can I afford it?”

“… provide deadline reminders.”

“… be upfront.”

“… provide workshops to help us understand!!!”

“… tell us how to manage our money so we can afford college when it comes.”


Did your most recent experience have any influence over your enthusiasm for attending?

3 in 10say yes.


How would you characterize your most recent experience with the college?

58%


Was there a specific, isolated experience with the college that was pivotal in your decision to attend or not attend?

3 in 10say yes.


False Assumption #2:

“We really don't get many complaints about our pre-enrollment service, so we must not have a problem.”

Fact:

Many students and parents do not explicitly complain, even though they have legitimate complaints. They don’t know where to complain.


1 in 10

experience problems


Was there a point when you felt that the college had taken a personal interest in you?


At the beginning of your college selection experience, did you view the college as having a unique reputation or brand identity?


Did your view of the college’s reputation or brand identity change as a result of the interactions you had with them during the college selection process?


False Assumption #3:

“We have initiatives that are a higher priority than measuring pre-enrollment service delivery.”

Fact:

Colleges that give pre-enrollment service delivery the highest priority are more successful than those that don’t.


CASE

In Point


Opportunity?

Differentiation!


The Road Ahead


First, find your number.

7.3

8.2

6.4


Make it

personal

… attentiveto the feelings of students and parents


It starts here


Security gets

involved


Walk in their shoes


Commitment

From everyone

on campus


Start with the big dog.


Adopt a micro to macro approach to improving customer service.

Don’t make it too complex. Take little steps toward the over arching goal.

Communicate with and encourage others.


The Red Folder


Director of

First Impressions


Discussion


Measure your pre-enrollment service scores.

www.longmire-co.com • (913) 492-1265


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