Developing Your Customer Service Model Ricardo Aguilera Matthew Kuschert Tony Minestra Moderated by Omar Solomon Opening Thought I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou The Disney Model “Give the public everything you can give them.” Lessons from the Mouse • • • • • The front-line is the bottom line On-stage vs. back-stage “What time is the 3 o’clock parade?” 2 Ears, 2 eyes,1 mouth - in that order “Wow” moments A Quick Thought Do what you do so well that they will want to see it again and bring their friends Walt Disney Your experiences… What makes you different? School A School B Suburban Liberal Arts 2,900+ undergrad 55+ majors Class Size: 18 Avg. ACT: 24 Avg. GPA: 3.40 Costs: $42,000 Lots of Trees Suburban Liberal Arts 2,700+ undergrad 55+ majors Class Size: 21 Avg. ACT: 25 Avg. GPA: 3.50 Costs: $40,000 Lots of Trees What makes you special? Customer Service is COMPLETELY in your control • • • • • Your willingness and effort Your availability and timeliness Your knowledge and honesty Your commitment to your College and your Career Your approach and your personal touch A Quick Thought If we don’t take care of our customers, someone else will. UNKNOWN Why did we do it? • • • • • Honest internal reflection is healthy We have limited fiscal resources Build our competitive advantage Enhance and define our image It’s about students…period What does it take? • • • • • Everyone needs to go all in Support from Directors and Dean Meet often and with open dialogue Defined leadership Dedication to the process Where to begin? • • • • Set the tone early Identify specific areas to address Develop task forces Break it down into bite-size pieces Who’s involved? • • • • • • • • • • Director of Admissions Director of Office Operations Associate Directors Assistant Directors Entire Counseling Staff Visit Coordinator Office Secretaries Transcript Analyst Processors, Mailroom Key Student Workers Where did we focus? Task Forces • The Campus Visit Experience • Prospects to Contact Group • The Application Cycle • Post-Admission and Enrollment • Our Day-to-Day Operations • Customer Service Mission and Model What did we use? What did we do? • • • • • • Meet early, often, and regularly Open and honest conversations Inclusive > Exclusive language Creative and dynamic thought Value all points of view RESPECT the people and the process Sharing out • • • • • • Consensus building Assign point person Schedule a full day Present findings and thoughts Open Discussion Move to an action plan A Quick Thought There is a spiritual aspect to all our lives – when we give we receive – when a business does something good for somebody, that somebody feels good about the business. Ben Cohen, Ben & Jerry’s Prospect to Contact Cycle: Strengths • • • • Multiple paths for prospects Quick turnaround time Build info to fit prospect = unique Mailing history documented Prospect to Contact Cycle: Weaknesses • • • • • Complicated prospect cards Illegible prospect cards Athletics prospect system vs. ours Limited access to general prospect inbox Unsolicited email process Prospect to Contact Cycle: Threats • • • • • • Slow processing Limited student worker availability Bad contact info = returned mail Human data entry error Travel season = cards backing up Other schools doing more Prospect to Contact Cycle: Opportunities • Online inquiries to auto-populate in system • Ipads at fairs/HSVs = live prospect card • Move admit account to exchange server = more access • Clarify and streamline mailing campaigns • Organize cards by school ceebs(not fairs) • Email to accompany inquiry mailings • Create “hot tag” for prospects • Cater mailings based on geographic region What did we change? Examples of Direction and Action Items • Prospect to Contact: Remote access and ipads • Day to Day Ops: Stagger shifts to accommodate surprise • Application Cycle: Instant contact to students • Post-Admission: Electronic articulation for transfer credit A Quick Thought Coming together is a beginning. Keeping together is progress. Working together is success. Henry Ford Our Vision At every point of contact, we will provide an authentic Elmhurst Experience. Our Mission Statement The Office of Admission at Elmhurst College is dedicated to serving students, families, and staff with the highest level of professionalism, respect, and integrity. We strive to provide a genuine and personal experience while connecting our students and families to the Elmhurst College community. Our Core Values (3 “Cs”) Commitment We are committed to supporting our students and families to ensure that they feel informed and valued. Connection Connecting our students and families not only to the College community, but also to relevant and accurate information. Courtesy Together, and with kindness, we will help students and families to navigate through the college-going process to ensure a smooth transition. The B.L.U.E.J.A.Y Way A Final Thought A customer is the most important visitor on our premises. He is not dependent on us, we are dependent on him. He is not an interruption in our work, he is the purpose of it. He is not an outsider in our business, he is part of it. We are not doing him a favor by serving him, he is doing us a favor by giving us an opportunity to do so. Unknown Questions?