Good to Great Customer Service

Why customer
service is important
How to best utilize
your team for
effective customer
What if…
Recognize these companies?
It’s my pleasure! or Eat More Chikin!
What can brown do for you?
You’re in good hands with _______.
Just do it!
Have it your way.
WHY does customer service
1. First Impressions
What does your office look like?
How are students greeted?
Long lines or speedy service?
Happy Staff =
Happy Customers
Seattle Sonics example
Chick Fil A philosophy
3. Happy Customers =
free positive advertising
Happy customers who get their issue
resolved tell about 4-6 people about their
experience. White House Office of Consumer Affairs, Washington DC
4. Unhappy Customers =
Free negative advertising
A dissatisfied consumer will tell between
9 and 15 people about their experience.
 About 13% of dissatisfied customers will
tell more than 20 people.
White House Office of Consumer Affairs,
Washington DC
NASFAA’s 2012 Staffing Model Report
indicates that only 20.4% of students are
satisfied with financial aid services.
And if it goes viral…
Student Perspective:
Counselors seemed like they were
“annoyed” with students.
Lines were too long.
Counselors could not answer basic
Actual blog post from student:
“I am attempting to attend a university which has
persistently lost my financial aid paperwork. You
did not address the difficulty and anxiety of
providing very detailed financial records and
information, like bank statements and IRS
documents, and how it feels to interact with
indifferent, incompetent staff who believe that
they are always “right”…ESPECIALLY when they
lose that same paperwork, which often has your
social security and other material listed
can we effectively
provide customer service?
1. Hire the right people
“WHO” is on your team?
Evaluate your team members’ skill sets and
place them in areas that best serve the team.
Put your best people on the front lines!
Revisit the evaluation process to ensure
everyone’s serving in the right place on your
Customer Service Manager’s
Looks for:
 Punctuality
 Positive attitude
 Good communication skills
 Willingness to learn and understand the
Advice to other managers:
 Provide encouragement to staff often
 Do not micro-manage
Financial Aid Advisor’s
Look for someone who is honest, detail
oriented, a team player, excellent computer
skills, critical thinker, preferably has a
Bachelor’s Degree
Communicate, communicate,
Encourage staff often
Bring treats if necessary 
2. Train and communicate OFTEN
Provide periodic training on policies and
Offer access to certification in areas that
pertain to financial aid
Cross train staff
Host an annual staff retreat
Provide scheduled time for processing of
loans, verification, etc.
3. Exceed Expectations
Address the student by name
Listen intently
Return phone calls/e-mails in a timely manner
Resolve issues as quickly as possible
4. Improve the process
Implement a Student Checklist to help
reduce repetitive questions
Designate one line for students turning in
documentation ONLY (Express Lane)
Provide privacy for students who need to
discuss sensitive family circumstances
regarding financial aid
5. Help Angry Customers
Actively listen – allow “vent” time
Body Language – give undivided attention
Restate what you’ve heard
Resolve the issue as quickly as possible
One last thing…
“People don’t care
how much you know
until they know how
much you care.”
Theodore Roosevelt
For more information:
OSFA’s Outreach Team is available to provide
Customer Service Training to your staff.
Please contact:
Lori Auxier
Director of Outreach Services
Website Info: