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National study reveals hidden pre-enrollment service breakdowns that are costing colleges potential enrollments July 2013.

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Presentation on theme: "National study reveals hidden pre-enrollment service breakdowns that are costing colleges potential enrollments July 2013."— Presentation transcript:

1 National study reveals hidden pre-enrollment service breakdowns that are costing colleges potential enrollments July 2013

2 Great news

3 Not so great news

4 Terrificopportunity

5 Pre-Enrollment Service

6 WHAT I WANT HOW I FEEL

7 Do Dont Competitive advantage You will negate perceived strengths in other areas

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11 Hotels Banks Dept Stores USPS Utilities Colleges Wireless Phone Overall Satisfaction

12 Banks Dept Stores USPS Utilities Colleges Wireless Overall Satisfaction Hotels Colleges

13 False Assumption # 1 : Our pre-enrollment service is fine. Fact: Over 70% of colleges over-estimate their level of pre-enrollment service delivery.

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15 Influenced by pre-enrollment service

16 Based on the Universitys service alone I chose not to attend. The time and effort put into recruiting our child was very impressive. I put the college, which I had not heard of before, at the top of my list. Very positive impact. Much more student centered then others. Each experience made us more comfortable and satisfied with our decision to attend.

17 55 % Question colleges commitment to providing high level of service.

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23 Slow to offer/reject admission Poor communication Burdensome processes Unresponsive admissions reps Not being honest/accurate Bad organization

24 Good communication Help in planning Well executed tour Responsive reps Easy application Sincere interest Prompt decision

25 Facilities, dorms, grounds in disrepair Rude, unfriendly students Uncaring admissions reps Inept tour guide Disinterest in us/our child Disorganized visit experience

26 … make sense of a very confusing process. … be honest. … how can I afford it? … provide deadline reminders. … be upfront. … provide workshops to help us understand!!! … tell us how to manage our money so we can afford college when it comes.

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28 3 in 10 say yes. Did your most recent experience have any influence over your enthusiasm for attending?

29 How would you characterize your most recent experience with the college? 58 %

30 Was there a specific, isolated experience with the college that was pivotal in your decision to attend or not attend? 3 in 10 say yes.

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32 False Assumption # 2 : We really don't get many complaints about our pre-enrollment service, so we must not have a problem. Many students and parents do not explicitly complain, even though they have legitimate complaints. They dont know where to complain. Fact:

33 1 in 10 experience problems

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38 Was there a point when you felt that the college had taken a personal interest in you?

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40 At the beginning of your college selection experience, did you view the college as having a unique reputation or brand identity?

41 Did your view of the colleges reputation or brand identity change as a result of the interactions you had with them during the college selection process?

42 False Assumption #3: We have initiatives that are a higher priority than measuring pre-enrollment service delivery. Colleges that give pre-enrollment service delivery the highest priority are more successful than those that dont. Fact:

43 CASE

44 Opportunity? Differentiation!

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46 First, find your number

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48 Make it personal … attentive to the feelings of students and parents

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54 Start with the big dog.

55 Adopt a micro to macro approach to improving customer service. Dont make it too complex. Take little steps toward the over arching goal. Communicate with and encourage others.

56 The Red Folder

57 Director of First Impressions

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59 (913)


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