Developing a Service Culture at NNU

NNUDeveloping a Service Cultureat NNUPositives--- NNUSeasoned LeadershipTerrific StaffOutstanding ProductCommitted ConstituencyMore than an EducationGood ValueDesirable LocationRight Size Why A+ Service at NNUCompetition.Turns recruitment success into retention success.Rising expectations of our “customers.”Improve our image.Contributes to a pleasant work environment.Facilitate learning. Our students are our customers, as well as our product. We must treat them accordingly, in the way that you expect to be treated when you go to make a major purchase. Derek Hodgson, Provost – Mississippi State University “A student does us great honor by entrusting her or his higher education to us; they give us their future. In return, let us be certain that we do everything that we can to ensure that when they leave here, they are as well prepared for that future as we can possibly make them.” Derek Hodgson, Provost Mississippi State University REMINDERNo one has to enroll at NNUNo one has to stay at NNUEveryone want to be treated with respect and appreciatedStudent-keeping Colleges:Value Students – Every college or university teaches that students are important. We’re not talking about employee manual directives, but about the heartfelt, sincere belief that the student is the most important person in the organization.Are Organized Around Students – The Student-keeping institution has flattened the hierarchy-happy organizational chart and broken down the thick walls between departments. It doesn’t matter how high or how deep you are inside the institution; students are still the concern.Are Hardwired to Serve Students – Hardwiring is the rewards system. A student-keeping institution’s hardwiring will reinforce attitudes and behavior that place the students first.Have Leaders that Point the Way – Leaders provide three critical elements to change: permission to experiment, try new ways to fail; protection from organizational immune systems that kill anything new; and tools to help people create solutions.Great service keeps customers coming back: Oliver, the doorman at Chicago’s Continental Plaza, opened the taxi for a man, greeting him, “How are you? We’ve been waiting for you!” The man beamed – at last people realized how important he was. The doorman was tipped generously, and as the man walked into the hotel, he heard the doorman open the next taxi and cry out, “How are you? We’ve been waiting for you!” Tough Selling for Tough Times – Murray and Neil RaphelTechnology and Service“Technology is entropic; it always degrades. The biggest problem is what I call ‘mid-tech’ – the trappings of high-tech, but delivering a low-tech experience. When you check into a hotel and have to wait in line for 45 minutes because the computer is down, that’s mid-tech. When you call an ‘800’ number and it just rings 20 times, that’s mid-tech. It drives customers away” James RosenfieldThere is less to fear from outside competition than from inside inefficiency, uninspiring teaching, discourtesy, and bad service.Special Report on Campus Retention*The number of faculty and administrative staff employed is based on enrollment.*When student enrollment is down, there is less need for faculty and administrative staff.*Student enrollment is down.Can you help??????The Key!! The key to achieving sustainable competitive advantage in today’s markets is to build relationships with students by serving them in excellent fashionnot just selling to them.In the Service age, service is not just something managers should think about now and then; it is management.Karl AlbrechtFive General Dimensions of ServiceTangibles: Appearance of physical facilities, equipment, personnel, and communication materials.Reliability: Ability to perform the promised service dependably and accurately.Responsiveness: Willingness to help customers and provide prompt service.Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence.Empathy: Caring, individualized attention the firm provides its customers.Relative Importance of service Dimension When Respondents Allocate 100 PointsTwo Levels of ExpectationsDesired serviceZoneOfToleranceAdequate ServiceCustomer – Student Service “One of the most common mistakes I think organizations make is that they put responsibility for good customer service totally on the shoulders of the front-line employees. Good customer service does not happen without effective management methods, strategies, and empowerment of employees. It’s a behind-the-scenes effort that results in good front-line customer service.” Linda Halverson, University of St. Thomas, Minneapolis, MNevery point of service delivery is a time when students evaluate whether they have gotten their money’s worth, whether the price they have paid equals or exceeds the value of what they are getting and what they were promised. Sales and Marketing ManagementCommon Customer Service ProblemsComplicated fee payment procedures.Poor communication between offices.Technology behind the times.College’s hours and services don’t match student needs.Repeat same mistakes semester after semester.Admissions not responding to needs of entering students.Generic ProductExpected ProductAugmented ProductPotential ProductGood Student-Customer service involvesFeeling positively toward student customers.Encouraging student-customer feedback.Responding to student-customer problems.Developing repeat relationships.Seeking to exceed student-customer expectations. Linda Halverson, University of St. Thomas, Minneapolis, MNTen Commandments of Human RelationsSpeak to People. There is nothing as nice as a cheerful word of greeting.Smile at People. It takes 72 muscles to frown, only 14 to smile.Call People by Name. The sweetest music to anyone’s ears is the sound of his name.Be Friendly and Helpful. If you would have friends, be friendly.Be Genuinely Interested in People. You can like everybody if you try.Be Generous with Praise. Cautious with criticism.Be Considerate with Feelings of Others. It will be appreciated.Be Thoughtful of the Opinions of Others. There are three sides to a controversy – yours, the other fellow’s and the right one.Be Cordial. Speak and act as if everything you do were a genuine pleasure.Be Alert to Give Service. What counts in life is what we do for others.Ways to WinBeing the low cost providerHaving unlimited capitol to finance growthWinning with customer care and service.Quality is not enough“Companies that win big in the future will be adept at providing more than quality products. They will make owning and using their products a satisfying experience. Companies that succeed on these terms will win their competitive battles, not by miles but by inches. But once they win, they will be very tough to displace.”FORUM – New York TimesThe Marketing-Service Grid Nature of External Marketing Moderate AggressiveSuperior Optimum Possible Strategy “Overkill”Quality of Service Need to move CounterInferior up instead of Productive to the right Strategy The Boss There is only one boss, and whether a person shines shoes for a living or heads up the biggest corporation in the world, the boss remains the same. It’s the customer. The customer is the person who pays everyone’s salary and who decides whether a business is going to succeed or fall. And he doesn’t care if a business has been around 100 years. The minute it starts treating him badly, he’ll start to put it out of business. The boss – the customer – has bought and will buy every thing you have or will have. He’s bought all of your clothes, your home, your car. He pays your bills and for your children’s education, and he pays in the exact proportion to the way you treat him. The man who works deep inside a big warehouse or in a retail store might think he is working for the company that writes his paycheck, but he’s not. He’s working for the person who buys the products offered in the stores. In fact, the customer can fire everybody in the company from the chairman on down, and he can do it simply by spending his money somewhere else. Some of the largest companies that had flourishing Businesses a few years ago are no longer in existence. They couldn’t or didn’t satisfy the customers. They forgot who their real boss was. The greatest measurement of our success is how well we please the customer, “our boss.” Let’s all support “aggressive hospitality” and have our customers leave 100 percent satisfied every day. Sam Walton Service management is a crucial but often overlooked part of enrollment management.Why Do You Think They Call It Higher Education?What Does It Take? The secret to success doesn’t lie in being the luckiest, the smartest or even the most well-connected. According to a recent survey of executives by Accountemps, the most successful people they’ve known became that way through good old-fashioned hard work and determination. Respondents were asked: Of the successful people you have met over the years, which one of the following is the main reason for their success? The responses were as follows: *Hard work – 40 percent *Determination – 38 percent *Knowledge – 7 percent *Luck – 5 percent *Contacts – 5 percent *All of the above – 2 percent *Other/Don’t know – 3 percent.