A Professor and a Student Walked into a Bar........

There is a core concept behind much of positive customer service in college or for that matter anywhere. Smiling.

Not only is it great for increasing customer service and retention, it has wonderfully salutary and powerfully positive effects for you too. Smiling creates huge returns on a very small investment. And according to a study completed by the British Dental Health Foundation, smiling can save you weight too!

The British Dental Health Foundation, co–ordinators of National Smile Week (May 15–21) — the biggest oral health event in the UK calendar — spoke after scientists revealed that a smile gives the same level of stimulation as eating 2,000 chocolate bars or receiving £16,000 in cash.

The clinical tests, carried out on volunteers in Scotland, measured brain and heart activity as participants were shown pictures of people smiling and given money and chocolate.

The results were analysed by psychologist Dr David Lewis, the author of The Secret Language of Success, who said that seeing a smile creates what is termed as a 'halo' effect, helping us to remember other happy events more vividly, feel more optimistic, more positive and more motivated.

Dr Nigel Carter, chief executive of the Foundation, commented: "We have long been drawing attention to the fact that smiling increases happiness both in yourself and those around you, so it is good to receive the backing of this scientific research.

2000 bars of chocolate! And the halo effect. When you smile, it causes other to do so too. During a workshop at the University of New Brunswick, Canada, I proved the strength of smiling by putting a smile on my face and going up to members of the audience. Eevery one of them responded with a smile. Now, whether it was because they felt the power of a smile or because they were thinking I had gone mad and best smile back to keep me from some odd behavior focused on them, I can not say for sure. What I can say for sure is they all smiled back, even one who had done her best to tell through a rigid frown and body language to state to me she was not going to buy anything I would say. In fact, after I got her to smile just by grinning at her while talking about smiling, she lost the frown and relaxed the rigidity in her body for the rest of the workshop.

If we smile, we release endorphins and serotonin which some obtain though marijuana use. So, smiling can save you more money, loss of job if caught and no lingering pot smell on your clothes to make your colleagues wonder if they need to create an intervention for you.

Smiling also has been found to reduce stress, lengthen life expectancy, lower blood pressure and make the smiler appear younger and more attractive. Maybe that explains the attraction Jerry Lewis to the French?

Smiling also makes you appear to the viewer as if you are pleased to see him or her and that produces a halo effect. The other person feels happier as a result and will even like you more. This is true even if your smile is fake. A faked smile will have as much positive effects as a real one for the viewer. Granted a real one may be stronger and thus produce greater effects on the viewer and yourself, but a faked one is a great start.

Moreover, when you smile it is fairly impossible to sound as frustrated, tired or even as angry as you may really feel. Your voice and one will have a more positive, upbeat, perhaps even friendly tone caused by the smiling. The smile-influenced voice will carry out to anyone hearing it and affect their mood too. Even if a person cannot see your smile, he or she will hear it such as when talking on the telephone. That makes the listener feel better and even welcomed.

So, SMILE

Quick pitch: We are quickly filling up our dates for school pre-opening convocations and workshops as well as customer service week (Oct6-10). We would like to be able to help you too so please contact us ASAP for a date. info@GreatServiceMatters.com

AcademicMAPS has been providing customer service, retention 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. AcademicMAPS prides itself on its record of success for its clients and students who are aided through the firm’s services.www.GreatServiceMatters.com 413.219.6939 info@GreatServiceMatters.com

Making Your Campus Safer Starting Today

Objective Correlatives, Broken Windows and Customer Service: 10 Steps to Increase the Feeling and Reality of Security on Campus

The horrendous events at Virginia Tech have led to a number of inquiries on campus safety and retention going forward. There are no good answers for what happened. For the parents, families and the Virginia Tech community there will just be questions and anger. I know, unfortunately. We lost our 26 year-old son to meningitis just over a year ago. We deal with questions and anger over his death and so we know the emotions of the entire VTU community will be running very high. We also know that when others know of our loss, they worry more about their own children. The tragedy will affect every parent with a student on a campus. They will look at their own students and your campus with a very protective and wary eye.

So how can we reduce some of the vehemence over safety and security services that will be felt on every campus? An intensity that will be felt by every administrator and board member. Parents and the media are going to want to know how your school will make certain their child is safe on your campus. And keep in mind that articles like the Wall Street Journal’s October 2006 piece in the FBI Stats Show Many Colleges Understate Campus Crime will be likely kept in front of the media and public as they should be.

This is a time when a policy statement or reprinting brochures on campus safety on campus will not due. People will want action, visible signs that the school is taking steps to make the campus even more secure. If the campus is safe, great. But parents are going to want even more safety, assurance, and visible actions.

Safety as a Metaphor

Visible is an important word here. What comes into play is the concept of the objective correlative. The campus as a physical metaphor for the tone and atmosphere that defines a sense of security, safety and control. Since we all, and particularly our students, think metaphorically, buildings, grounds, bathrooms, interiors and all that is visible inside become metaphors, statements of meaning and values just as objects in a poem set the tone and add to perception of meaning.

Small things and small events can also add to the symbolism that adds up to the appreciation of students and parents that safety, security and protection are in place. That the campus and dorms are as safe as they can be.

So, and without cynicism, the appearances of safety are extremely important. The “Broken Window” approach that helped bring greater sense of security and some argue real safety increases to NYC in the 1990’s, will help here too. The theory was developed by Wilson and Kelling in 1982. It goes something like this. If someone breaks a window in a building and that first broken window in the building is not repaired, people will assume that no one cares about the building. Therefore it is okay to break more windows because no one seems to care. So more windows will be broken. Soon the building will have no windows. It is also likely doors will be busted in and more crime and havoc done to the building. But if the first window is fixed and re-fixed if needed, that action is a statement that we do care and window breaking will not be accepted. The appearance becomes a reality in peoples’ minds.

I was a skeptic of this approach at first when Police Chief Bill Bratton had the NYC police stop the homeless windshield washers from trying to earn a buck cleaning peoples’ car windows at traffic lights, enforcing public nuisance laws, public drinking, littering and so on. But it seems that the enforcement of these nuisance crimes created a metaphor for safety and enforcement for NYC. People believed the City and the NYPD cared. The feeling seemed to be “if they were attentive to small nuisance crimes that made me feel uneasy, they must be really be doing a solid job on real crime. People and tourists began to feel safer. They were not afraid to be out in the City. Tourism increased as did the public’s sense of security. And real crime did drop too. (There are arguments as to whether or not the “broken window and zero tolerance” were the factor but NYC did become recognized nationally as one of the safest cities anywhere.

When I was Chancellor at a college, we employed a version of the “broken window theory”. We had a rash of books, I Pods, purses, computers and other personal items being stolen from students and staff. People were becoming uneasy about their safety in buildings as a result. They also assumed the administration was not doing anything to make them more secure. Word was going out to the community that the school was not a safe one. Enrollment and retention were being hurt.

We were working on it but people didn’t realize it nor care. They just felt unsafe. We finally caught a book thief who gave us names of others he was working with. We called in the police to take them all out of the building in the lunch hour for maximum exposure. I also called a college meeting, canceled classes so students could come, and made some announcements on how and what we were doing to make sure they knew they were safe. We hired three more security people for the building, were changing all locks on doors, enforcing the locked door policy when a room was empty, would randomly check college ID cards and anyone without the card would be escorted off campus, putting in place a parking sticker registration and any car without a displayed sticker would be towed, increasing light bulb wattage in parking and perimeter lights and would not tolerate inappropriate language or behavior in classrooms, halls cafeteria, library, etc.

Faculty were asked to make sure attendance was taken, late students not admitted without prior notice, any student who left the class would not be allowed back in and marked absent, anyone sleeping in class was to be ejected, cell phones were to be off in class and if your's rang you would be asked to leave for the day and not come back in, computers were to be used for class purposes and not web surfing during class, and so on. And I personally assured faculty that I would support them in enforcing all this as long as they applied classroom decorum fairly, without prejudice and consistently,

Within days, surveys, comments and interviews showed the campus was a different place. Students were thankful for our steps. They felt more secure and happier at the school. They were most pleased with classroom decorum enforcement since it changed the learning environment. Students felt inappropriate classroom behavior was cheating them. They were learning less as bad behavior interrupted class and the professor. One student summed it up well. “Now we see you do give a damn about us and our learning and we care more about the school now too. I was outa here at the end of semester but I’ll stay now.”

Broken Window Theory on Campus

Considering the various constituencies and the politics on a campus, having the campus police/security enforce every rule will not necessarily work. For a few days, maybe even weeks, the community might accept greater enforcement, but that will end soon though the admonitions of administration’s “oppression of academic or other campus freedoms” will continue as a part of tradition. So what needs to be worked on is the objective correlatives that will be accepted and create a visible and real increased sense if security for students, parents and the community.

Ten Quick Yet Effective Security Steps

1. Have all employees learn how to say hello, smile and ask others how they are doing once they enter the “greeting zone.” As if they mean it. Also, teach them how to follow-up less than positive responses from others. This is important. The school must indicate it cares about each student to increase a collective sense of comfort through caring. This is also quite important for many reasons from identifying upset students to showing you care to learn what can be done to improve customer services and increase retention.

2. Stop petty theft on campus i.e. stolen books, I Pods, computers, purses, etc. This is for students and staff as well. There is apparently a great new product on the market to help on this too. A company named SafePlace www.safeplace-usa.com has personal safes for students and staff to keep their personal stuff in whether they are in a dorm or set-up like lockers for commuters. They seem to be very effective too as stated by the Long Island University Director of Residence Life and Residences,

Student reports of lost/stolen personal property have been eliminated and reimbursement costs to the University have been eliminated as well…dealing with issues of lost/stolen property in the residence halls has been substantially eliminated….Parents have been fully supportive of this product to secure their students’ belongings.

SafePlace can also make financial arrangements that can even create revenue for schools while increasing safety. And don't overlook the value of these small safes in offices so staff can secure their personal belongings.

3. Fix every broken light on campus and increase lighting in parking lots, pathways, halls and lobbies. Nothing generates a sense of fear than dark areas. Yes, I am fully aware that lighting wattage has been lowered to save money. Calculate the cost of the lighting against revenue lost from drops who feel unsafe on campus. Consider also the size of your evening college and the revenue it generates that IS lost when adults are nervous to park and walk. (Be glad to send a past article on lighting and retention I wrote just after 9/11. nealr@GreatServiceMatters.com)

4. Increase security patrols on foot and in cars. Park patrol cars not in service at the time in entrance areas to parking lots and other visible spots.
Make sure the halls are clean and uncluttered. Remove old posters, fliers and certainly anything ripped or scribbled over.

5. Either wash off or paint over any graffiti particularly in bathrooms. There is graffiti resistant paint that can help out in this area.

6. Consider having all staff and students wearing college id’s so it will be easy to determine if someone is not a member of the college community.

7. Do not ignore the safety needs and concerns of staff. They will be the ones to project a sense, a feeling as well as the metaphoric reality of safety and security on campus. If they are nervous or afraid their personal belongings may be stolen, they will surely project that to everyone around them.

8. Get out of the office, walk the campus and listen to students, staff and the community. Keep in mind that G-d gave us two ears but just one mouth for a reason. They will feel safer if you are out among them. Listening to them can also alleviate quite a bit of anxiety which often comes out of the feeling that the school does not care about them individually.

9. But also use the mouth G-d gave you. Email and fliers too. Let the community know you care and are doing things to increase an already safe campus. Communicate changes and improvements.

10. Have a campus safety and comfort audit conducted. There may be things that are problematic that you and other community members may not notice. This is the worn rug theory in action. It goes like this. When we were buying a house, we often noticed that the rugs were worn down or out. But the seller's did not notice. Why not? We are animals of patterned, habitual behavior so they had walked the same paths in the house every day. Rugs wear out incrementally from constant foot traffic over the same area. But since it was incremental, a little every day, they did not notice the wear pattens that we could easily see. They overlooked the wear and missed the potentially problematic situation. After all, it had always looked the same to them. It might be worthwhile to bring in a new set of eyes to look for rug problems that you and others grow to just overlook because it developed over time and now looks like it was always like that

Bathroom Solutions to Keep Staff and Students from Circling the Dropout Drain

One of the very first times I began to realize the importance of bathrooms was when I was a new dean at the University of Cincinnati’s Raymond Walters College. There had been some unrest among staff so I set up a Quality of Worklife Committee. The committee was to uncover issues that were lowering staff morale so we could work on them and raise morale.

When the committee first met, one problem came up immediately and forcefully. It seemed the hinges on the door to the women’s staff lounge (euphemisim for bathroom) were out of adjustment. So, the door never closed completely. There was about an inch or less opening between the door and the doorframe. Though no one would ever be exposed in that slit of an opening, it left the female staff who used the bathroom feeling vulnerable.

I had the door fixed that day and the effect on morale was immediate and very positive. When we then had the bathroom painted, put in a small couch, side table and table lamp put in from stuff we had in storage. The response was amazing. Morale shot up. Other staff issues seemed to fade away for a while anyhow. Just from a bathroom, I mean lounge upgrade.

Solution 1

Often the solution is simple and apparent. Take a look at and your bathrooms and see what can be done to make them function better. Actually go into each of them to check them out personally. See problems or aspects that might make you feel at all hesitant to use the facilities there, broken stall doors, dingy paint, dirty sinks or floors, doors without locks, no toilet paper, paper towels on the floor or an overflowing waste basket…. – get them fixed. The effort to upgrade such personal areas will be noted and make a strong statement about your dedication to customer service.

Solution 2

A few pieces of furniture in female bathrooms can turn them into “lounges” as well; places of quiet retreat where female staffers or students can sit, relax and share thoughts. Again like at better restaurants. Remember that women prefer to use the lounge together so make it comfortable to do so. You will be amazed what that would do for staff or student morale.

Across town in Cinci a few years later, another school, Cincinnati State Technical and Community College was making its students feel comfortable and at ease with its bathrooms. The dean of students had placed a small lamp stand in the entry way to the ladies’ bathroom. On top of the stand, she had placed a container of dried flowers. The students loved it.

Solution 3

Any school can buy some flowers to spruce up their bathrooms and make them look like lounges in better restaurants. This works best in a women’s bathroom. In either, men’s or womens’ rooms, pictures and or photographs on the walls help spruce up and class up a bathroom.

Uhhh, in the men’s room, leave some brochures or memos you have been wanting to get students to read. They will pick them up and read them while in the “library” (read stall) Men like to read while otherwise engaged.

At Briarcliffe College in New York, the bathrooms were identified by students as a major source of dissatisfaction and even friction. The graffiti on the faded, gray cinderblock walls and stalls was often racist and bigoted. Fortunately, the lights bouncing off the dirtied ceiling tiles were dim enough to make some of it more difficult to read. We had determined that the bathrooms were so disliked that they were a contributing factor in student dissatisfaction and drop outs.

We had the bathrooms painted a bright color. Too much to drink blue might not have been everyone’s favorite shade in the men’s room, but the facility director chose it for its bright stay awake quality as well as its ease of cleaning. I also think he got it on clearance to save a few bucks in the budget and it sure covered the walls well. A few gallons of anti-graffiti paint made the walls look new and clean. Replacing the light bulbs with higher wattage natural balanced fluorescent bulbs made the area brighter and more relaxing. A good scrubbing of the floor followed by a waxing added a sense of clean. Sinks and toilet seats were scrubbed. A daily check removed any new graffiti and touched up any scratched paint.

Solution 4

Bathrooms came off the complaint list. Retention actually went up. Of course, there were additional customer service changes put in place but we were able to recognize a positive response to the inexpensive (paint, cleaning, light bulbs) improvements.

Below are some pictures of the bathrooms at the Career College of Northern Nevada in Reno following an updating. The president/owner of the school had visited a local casino and seen how the bathrooms there were done. He decided that his students deserved bathrooms as beautiful as at a casino. He had the bathroom walls covered with foot square marble tiles like at what he had seen in better casinos and hotels.

The result? Students feel better about the school and themselves. They see their worth reflected in the shiny marble.

By the way, if there were an award for the cleanest and most consistently neatest bathrooms at a school, the award would go to Temple University. Granted I did not see every bathroom and none of the dorms but what I saw was reflective of the pride students and the staff seem to take in the campus. Temple has had a push on customer service going for a few years now and the results seem to be clearly paying off.

Starbucks and Enrollment Increases

The way students look at the world has changed. What they are looking for has changed. How the act and interact with their environment has changed. Colleges and schools have.....not changed. And they wonder why enrolling and retainingh students is getting tougher. Duh!

I have been preaching that we need to get away from old worn out admission and retention approaches. They are not helping. The market mind hs shifted and we have not kept up... and create an atmosphere that is more informal; one in which a potential student can relax yet still feel as if it can be a formal, getting business done arrangement. As I studied high school and college students to see where they seem to be comfortable yet able to do school related work. I needed to find a model that would convey to students that this is a place in which I can see myself and also create an affective bond to from my own experience. A place that feels like what I know and with which I can identify.

The answer- Starbucks or a coffee shop.

If you observe the target market for schools, these locations are where the potential enrollees go and spend large amounts of time talking with friends, reading, doing homework, tutoring or getting tutored, IM’ing, WIFI-ing and generally hanging around. It is surprising how much work, often collaborative work, is done in a Starbucks-like atmosphere.

So it became obvious that this should be the structure. Get out of the cubicles. Dump the formal desk that evokes negative affective responses. Set up a Starbucks-like zone area. Small intimate round tables (or small squares/rectangles) where potential students can sit with an admissions rep or even better, two and just talk. Create a Starbuckian-like atmosphere with colors that relax, photographs that will set a calming atmosphere and even music playing quietly in the background. Keep in mind that today’s students have grown up enveloped in music so much that it is de rigueur in all they do – even watching TV. It will not intrude. It will enhance.

Get a multi-purpose coffee machine than can make lattes, and other frou frou drinks they are used to having. They are available in numerous formats from school owned to vended and a range of costs. And use a premium grade of coffee. Potential students have grown up on Starbucks, Seattle’s Best, Pete’s and other quality brands, Sorry Maxwell House and Folgers. Also, for non-coffee or tea drinkers, get a small fridge so you can offer soft drinks. Oh yes, a cookie or some nosh will certainly be a value-added.

To those who are saying, he’s nuts, maybe I am. But to create an affective connection and increase the A-ROI, we need to connect not to our values and world but to theirs. Starbuck-like places are where they connect so bring that to them. And reap the increased enrollments as Herzing is.

By the way, also think about setting up student lounges in a similar way if retention is of any concern. These can be set up as profit centers too. Want to learn more on how to increase enrollment and revenue through changing the correlative function of your physical set-up, just call me 413.219.6939 or email me. Be glad to tell you how.