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
Not sogreat news
HOW I FEEL
WHAT I WANT
Great customer service:
You will negate perceived strengths in other areas
Let’s meet Kayla.
She’s going to pop in and out of our story today.
Here’s Mom and Dad.
for the ride.
“Our pre-enrollment service is fine.”
Over 70% of colleges over-estimate their level of pre-enrollment service delivery.
Influenced by pre-enrollment service
“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.”
Question college’s commitment to providing high level of service.
Slow to offer/reject admission
Unresponsive admissions reps
Not being honest/accurate
Help in planning
Well executed tour
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.
How would you characterize your most recent experience with the college?
Was there a specific, isolated experience with the college that was pivotal in your decision to attend or not attend?
3 in 10say yes.
“We really don't get many complaints about our pre-enrollment service, so we must not have a problem.”
Many students and parents do not explicitly complain, even though they have legitimate complaints. They don’t know where to complain.
1 in 10
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.”
Colleges that give pre-enrollment service delivery the highest priority are more successful than those that don’t.
The Road Ahead
… attentiveto the feelings of students and parents
It starts here
Walk in their shoes
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
Measure your pre-enrollment service scores.
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