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

July 2013



Not sogreat news


Terrific

opportunity



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
False Assumption #1:

“Our pre-enrollment service is fine.”

Fact:

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



“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 attend.”%

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


  • We attend.”

  • Add

  • Stress


Slow to offer/reject admission

Poor communication

Burdensome processes

Unresponsive admissions reps

Not being honest/accurate

Bad organization


  • How We attend.”

  • Relieve

  • Stress

Good communication

Help in planning

Well executed tour

Responsive reps

Easy application

Sincere interest

Prompt decision


  • Cause attend.”ForImmediate

  • Rejection

Facilities, dorms, grounds in disrepair

Rude, unfriendly students

Uncaring admissions reps

Inept tour guide

Disinterest in us/our child

Disorganized visit experience


“… 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.



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
False Assumption # that was pivotal in your decision to attend or not attend?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 that was pivotal in your decision to attend or not attend? in 10

experience problems



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: identity change as a result of the interactions you had with them during the college selection process?

“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 identity change as a result of the interactions you had with them during the college selection process?

In Point


Opportunity? identity change as a result of the interactions you had with them during the college selection process?

Differentiation!


The Road Ahead identity change as a result of the interactions you had with them during the college selection process?


First find your number
First, find your number. identity change as a result of the interactions you had with them during the college selection process?

7.3

8.2

6.4


Make it identity change as a result of the interactions you had with them during the college selection process?

personal

… attentiveto the feelings of students and parents


It starts here identity change as a result of the interactions you had with them during the college selection process?


Security gets identity change as a result of the interactions you had with them during the college selection process?

involved


Walk in their shoes identity change as a result of the interactions you had with them during the college selection process?


Commitment identity change as a result of the interactions you had with them during the college selection process?

From everyone

on campus


Start with the big dog. identity change as a result of the interactions you had with them during the college selection process?


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 service.


Director of service.

First Impressions


Discussion service.


Measure your pre-enrollment service scores. service.

www.longmire-co.com • (913) 492-1265


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