A
vision is like corrective lenses on someone who is nearsighted and can
only see their office and work. Most everyone can see after all but not
everyone sees the same. There are differences of perspective and angle,
of ability and cognitive function and some people really do have such
bad eyesight that they need to have corrective lenses out in font of
their eyes or they will walk all over students who get in their path.
They just do not see them. So think of the college’s vision statement as
a set of eyeglasses to get everyone focused the same and on the same
object and purpose.
I
do not mind seeing the customer service vision statement as a
corrective set of lenses either because most campuses do not see
students correctly and some don’t see them clearly at all. Students may
be ruder than in the past
but that is not who they are finally and that must be seen.In fact,
there are some schools that wear blinders to keep students out of their
research and self-centered vision of the world.
The
vision needs to start from an understanding of who our customers are.
Students primarily,. There are more than one set of customers on a
campus of course. There is the entire caste system and everyone in that
academic caste system is a customer of one another but for this vision
formation we will focus on students, the primary customer.
And
yes, I know there are people out there who hate the idea of student as
customers and the college as a business but all I can sy by now is “get
over it.” It is true and a fact. Colleges
are businesses and here it is once and for all. We are businesses whose
budget depends on selling the University (recruitment) to its customers
(students and parents) by sales (admissions ) and collecting revenue (tuition )
by billing (bursar) based on the college's brand (reputation), products
(courses, programs, degrees), services (advising, FA..) and creating a
connection with the customer (client services) by employees (faculty,
staff, administrators) (some in unions) who receive salaries and
benefits, delivering product (learning opportunity) fulfilling customer
need (degree and career/Grad school). Get the message?
So what should the vision contain? Six elements.
1. Providing a positive return on student investment;
2. Making students feel welcome and valuable in the classroom and on
campus;
3. Providing the care, concern and services needed to retain students in a
college or university…from making a school into Cheers University… to scheduling and advising to classroom decorum and assistance… to
all the services that can yield success for students
and showing them you want them to be there
and showing them you want them to be there
4. Doing all this with a smile and pleased attitude that one can help
students succeed and stay in school
5. The Hillel thing –Do unto students as you would want done for your
son, your daughter, your mother or your father
6. Following the 15 Principles of Good Academic Customer Service. (want
a copy. Just click here and ask)
N.Raisman
& Associates has been providing customer service, retention,
enrollment and research training and solutions to colleges,
universities and career colleges in the US, Canada, and Europe as well
as to businesses that seek to work with them since 1999. Clients range
from small rural schools to major urban universities and corporations.
Its services range from campus customer service audits, workshops,
training, presentations, institutional studies and surveys to research
on customer service and retention. N.Raisman & Associates prides
itself on its record of success for its clients and students who are
aided through the firm’s services. www.GreatServiceMatters.com info@GreatServiceMatters.com
413.219.6939
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