Practical customer service in universities is it all bunk
This presentation is the property of its rightful owner.
Sponsored Links
1 / 22

Practical customer service in universities - is it all bunk? PowerPoint PPT Presentation


  • 39 Views
  • Uploaded on
  • Presentation posted in: General

Practical customer service in universities - is it all bunk?. The outcomes of a project examining theory and practice in UKHE. Aims of the session. Present results of the LFHE project Highlight case studies Introduce some practical ways of engaging staff with some key issues. Project aims.

Download Presentation

Practical customer service in universities - is it all bunk?

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Practical customer service in universities is it all bunk

Practical customer service in universities - is it all bunk?

The outcomes of a project examining theory and practice in UKHE.


Aims of the session

Aims of the session

  • Present results of the LFHE project

  • Highlight case studies

  • Introduce some practical ways of engaging staff with some key issues


Project aims

Project aims

  • Look at underlying theory and practice

  • Look at the particular situation in HE and what Institutions do about it

  • Provide information and resources to help people decide how to approach customer service issues in HEIs


Universities are different

Universities are different…?

  • Who are your customers?

  • What is a service?

  • Why are you here?


Practical customer service in universities is it all bunk

Students + their sponsors

The University

Enterprise partners etc

HESA, Funders etc

Each other

Local & regional community etc


So is it all bunk

So… is it all bunk?

  • Empirical data

  • Three main areas of research

    • Service logic

    • Social exchange theory

    • The service quality construct


Service logic

The student experience

Supplementary services

Core services

Service logic

  • Service provision not uniform

  • In HE:


Social exchange theory

Social exchange theory

  • The customer experience is a co-created product

  • “The product or service students acquire derives value from their striving to achieve it…”

  • Customer-customer interaction is important – sense of shared responsibility


Service quality construct

Service Quality Construct

  • Service quality and its perceptions are tied to:

    • Outcome

    • Environment

    • Interaction


Filling the gaps

Promises made

Intentions in service design

Understanding of customer expectations

What the customer really expects

Reality experienced

Standards of service as it operates

Intentions of the service design

Understanding of customer expectations

Filling the gaps


Organisational culture

Strategic initiatives geared to delivery and measuring customer satisfaction across Institution

Level 5

Aware of need to provide better service.

Level 4

Level 3

Formalised customer sampling in some areas.

Pockets of awareness, informal response to customers.

Level 2

Level 1

No appreciable recognition of customer relationship.

Organisational culture


Imperial customer service academy

Imperial Customer Service Academy

5* Research is not enough: developing the best for everyone


Pressures for change

Pressures for change

World class reputation, but:

Hovering below the mid-point of NSS

Bureaucratic procedures

Need for cross-departmental collaboration

Want a more supportive environment

Average level 2 in terms of awareness


Finding a focus

Finding a focus

Overall importance of student experience

Early success in development of catering and retail outlets

Senior champions

Desire for long-term change

Practical orientation

Predated Clive’s research


Developing a model

Developing a model

Successful internal DLM programme

Yale Academy

Customer Service Institute

Local exemplars

What we had done already


The plan

The plan

Cross-College representation

Mixed status teams

Sponsoring Managers

Internally driven

External consultancy support

Online forum for sustained participation


Programme

Programme

Launch – surprise sampling of customer service

Seven one-day events

Introduction – where we are now

Establishing a baseline and raising expectations

Measuring opinions

Handling difficulties etc

Presentations and finale


Changes to plan

Changes to plan

Response to rapidly deteriorating climate

Project overload

Summertime slippage


Project examples

Project examples

Internal measures of customer satisfaction

Improved use of video conferencing

Signage and personalisation of department

College Open Day

Graduation


Review and learning next steps

Review and Learning: Next Steps

Keep it simpler – no mixing of groups

Engage better with Sponsoring Managers

Encourage participation of ‘champions’

Identify projects from outset

Recruit from within a division to create closer focus

Run a shorter programme


Early indications

Early Indications

More than half logged on in advance

Sponsoring Mangers engaged in first two days

All turned up an hour early on day two

Enthusiastic interpretation of ‘rules’ on first day


In conclusion

In conclusion

  • Meet the gaps between expectation and reality

  • Focus on changing attitudes as well as getting systems and processes right

  • Get the basics in place

  • Engage Senior Management

  • Use a framework

  • Employ someone to oversee it all

  • Monitor constantly

  • Offer skills development


  • Login