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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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Presentation Transcript
slide1

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

July 2013

slide4

Terrific

opportunity

slide6

HOW I FEEL

WHAT I WANT

slide7

Great customer service:

Do

Competitive advantage

You will negate perceived strengths in other areas

Don’t

slide8

Let’s meet Kayla.

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

slide9

Here’s Mom and Dad.

They’realong

for the ride.

slide11

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.

slide15

“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

slide16
55%

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

slide21

We

  • Add
  • Stress
slide22

How?

Slow to offer/reject admission

Poor communication

Burdensome processes

Unresponsive admissions reps

Not being honest/accurate

Bad organization

slide23

How We

  • Relieve
  • Stress

Good communication

Help in planning

Well executed tour

Responsive reps

Easy application

Sincere interest

Prompt decision

slide24

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

slide25

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.”

slide27

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

3 in 10say yes.

slide29

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 #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.

slide32

1 in 10

experience problems

slide39

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

slide40

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?

slide41

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.

slide42

CASE

In Point

slide43

Opportunity?

Differentiation!

slide47

Make it

personal

… attentiveto the feelings of students and parents

slide52

Commitment

From everyone

on campus

slide54

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.

slide56

Director of

First Impressions

slide58

Measure your pre-enrollment service scores.

www.longmire-co.com • (913) 492-1265

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