What’s stopping you from delivering excellent customer service? Is it long-held assumptions about your customers? Resistance to changing how you’ve always done something? Is it tied up with your organizational culture? Or something else?
In a revealing survey of higher education professionals from 79 institutions, Academic Impressions found that respondents did not give their institutions outstanding grades in customer service to students. That may or may not surprise you. Here are the common challenges they found that stop colleges and universities from delivering excellent customer service:
- Faculty and staff don’t see customer service as necessary
- Effective customer service training is not provided
- Uncertainty or inability to audit their current service and identify bottlenecks/gaps
Authors of the study showcase various institution’s approaches to auditing and improving their services in enrollment, academic advising and student support services. For example, to begin identifying academic policies and procedures that impede student success, they recommend three key steps:
- Review student complaints as opportunities to identify and correct outdated policies or procedures, recognizing that recurring complaints may point toward a systemic issue.
- Survey students to help prioritize where you need to focus.
- Audit your academic policies for some of the most common inefficiencies.
In addition to addressing gaps/bottlenecks in service to students, it’s important to address our long-held beliefs and assumptions about students and how we do our work. As Rich Weems, AVP for Enrollment at Southern Oregon University says, “We need to stop thinking about service to the student as an interruption to our work. Service to the student is why we’re there. Your #1 priority is taking care of the student. Drill that in.”