Want to increase retention? Customer service is Job One!

Madison, Wis.—March 31, 2009 — Students are usually concerned with two primary issues when deciding where to go to college. “Can I get in?” and “Can I afford it?” After they work out these two issues, then they move on to the more practical issues of “Can I graduate?” and “Can I get a job after graduation?”

In this recent online seminar, Dr. Neal Raisman pointed out that many students will put up with almost anything in college if they think it’ll lead them where they want to go in life.

The bottom line for most students about satisfaction with their college or university is, “Do I feel welcome and valued?” And the way to do that is to provide good academic customer service.

Raisman covered five approaches to academic customer service that can help improve retention.

1. Audit your points of contact with students. Start with your Web site. What kind of first impression does your Web site make? Is it easy for prospective and current students to find what they need?

What kind of first impression does your campus make? Are the buildings maintained? Are the restrooms clean and bright? Are the parking areas well-lighted?

With the current economic environment, it’s difficult to keep up with scheduled maintenance. But Raisman said the most important method of improving retention doesn’t cost a thing. Smile at everyone and greet them.

2. Do your signs make it easy for newcomers to find their way around? Try walking (or driving) around your campus finding your way based on the signs alone. Do your signs contradict one another? Are they out of date? Are they covered by shrubbery? Do you even have signs on your buildings? Is the text large enough to be visible from a reasonable distance?

3. Perform a simple reality check and surveys – just ask one or two questions and listen to the answers. Keep students informed on results and fix something right away and tell them you did it. They’ll trust you more and that leads to higher retention rates.

4. Contrary to popular belief, Raisman said, the customer is not always right. If a situation comes up that students complain about, explain the entire situation fully. They’ll appreciate the personal time and attention from you. Frame answers in the context of how dealing with this issue will help them in the future. Align with their goals.

5. Students are in your class as part of their off-the-job training. Students do not learn from those they do not respect. The syllabus is a contract; be sure to deliver on your promises. Tell them you’re preparing them for future jobs. You’re teaching them how to succeed.

Academic customer service is not dealing with a one-time purchase, but a collection of services so the student can achieve a dream – a better life and a good job.

If you missed the seminar and would like to purchase it for your institution, you can order the program in CD or print transcript format, both of which include the presenter's handouts.

Magna Publications is a leading publisher of newsletters and other information products in the higher education segment. Magna also manages onsite and online conferences on topics of interest to higher education.

For more information please contact David Burns, Publisher, Magna Publications, Inc., at 608-227-8109, or dburns@magnapubs.com.