Customer service upcea2011_v_f 11.17.11

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STAMATS SIM / SUMMER 2010: DIFFERENT FOR A REASON EXECUTING ON PURPOSEFUL UNIQUENESS

CUSTOMER IS NOT A FOUR-LETTER WORDWHAT CONTINUING EDUCATION PROVIDERS CAN LEARN FROM

UPCEA NATIONAL MARKETING CONFERENCE

Todd Gibby, CEO, Intelliworks (@tgibby)Guy Felder, Program Director, University of Houston Continuing Education (@GuyFelder)

Introduce conference theme/meaning

C:\Documents and Settings\user2\Desktop\Datamark Selling Presentation 2007 v29.ppt

1

CUSTOMER IS NOT A FOUR LETTER WORDWHAT CONTINUING EDUCATION PROVIDERS CAN LEARN FROM

UPCEA SOUTH REGIONAL CONFERENCE

Todd Gibby, CEO, IntelliworksGuy Felder, Program Director, University of Houston

Introduce conference theme/meaning

C:\Documents and Settings\user2\Desktop\Datamark Selling Presentation 2007 v29.ppt

2

WHY WE AVOID THE WORDCUSTOMER

THE GRAND DEBATE

5

Education is not a businessSee aboveSee aboveSee aboveSee aboveSee aboveSee aboveSee aboveSee aboveSee above

TOP TEN REASONS WHY WE DONT SAY CUSTOMER

WHAT IS A CUSTOMER, REALLY?

customer Noun /kstmr/A person or organization that buys goods or services.

Do you offer a service?

Do people pay you for that service?

Do you compete with others that offer a similar service?

Do you want those who pay you for that service to pay you again for similar services?

POP QUIZ

YOU MIGHT BE A CUSTOMER-CENTRIC ORGANIZATION

"If I'm a customer," the student thinks, "and the customer is always right, then why am I getting a C in this class?" The next logical step in that thought process is to visit the instructor -- followed by the department head and the dean, if necessary -- to demand an A, the way any other customer would demand satisfaction at any other place of business.

Source: The Chronicle for Higher Education, January 31, 2007Rob Jenkins, associate professor of English and director of the Writers Institute at Georgia Perimeter College,

WERE NOT SAYING THE CUSTOMER IS ALWAYS RIGHT

10

RESPONSBILITY

RESPONSIBILITY IS MUTUAL

If you buy a house and you dont maintain it and it loses value, do you blame your realtor?If you crash your car by driving wrecklessly, do you blame your auto dealer?If you purchase a software license, but dont use it

No. Being a customer does not mean youre always right. In fact, when it comes to large purchases such as higher education there is a responsibility on the part of the customer to make sure they get the most out of their purchase and put forth the effort they need in order to b successful.

11

CUSTOMER AS FOREIGN CONCEPT

CUSTOMER AND THE WEAK LINK

http://www.youtube.com/watch?v=D3qltEtl7H8

CUSTOMER AS OBJECT

Movie

WHY DOES CUSTOMER SERVICE MATTER?

CHANGING LANDSCAPE OF HIGHER EDUCATION

2005

2010

Institutions

Numberof public institutions

1,738

1,705

Percentageof all institutions that are public

39.6%

36.8%

Numberof private, nonprofit institutions

1,745

1,713

Percentageof all institutions that are private

39.7%

37.0%

Numberof for-profit institutions

909

1,215

Percentageof all institutions that are for-profit

20.7%

26.2%

Enrollments

Publicinstitutions total

13,085,114

14,909,531

Publicinstitutions as a percentage of all students

74.5%

71.9%

Private, nonprofit total

3,589,454

3,924,278

Private, nonprofit as a percentage of all students

20.4%

18.9%

For-profittotal

899.896

1,893,712

For-profitas a percentage of all students

5.1%

9.1%

Source: Carnegie Classification, January 2011

MaturityLevels

Characteristics

Level 4Innovators (0%)

Fanatics about data quality and governanceDevelop understanding of student needs and motivationsRoutinely perform closed-loop marketing measurementApply techeffectively to manage multiple student touch-points

Level 3 Cultivators (25%)

Ongoing reportingon size and shape of inquiry poolUse processes to manage data qualityUse shared and centralized systems to collect and manage inquiries

Level 2 Collectors (55%)

Beginning stages of systemic inquiry managementBasic period reporting on inquiry poolWith decentralized inquiry capturecomes additional manual processesAbility to directly communicate w/ past inquiries, improving effectiveness

Level 1 Responders (21%)

Lack fundamental collection practicesProvide just the facts responsesLackconsistent reporting of inquiry pipelineCharacterized by low-tech or manual processes

Source: Demand Engine:

Adult Marketing Needs a Makeover Now! (July 2011)

Base: 77 Institutions

INQUIRY MANAGEMENT MATURITY

PUBLIC OPINION OF HIGHER ED INSITUTIONS

Source: Harris Interactive, August 2011

HIGHER ED NOT VIEWED AS SERVICE ORIENTED

Source: Harris Interactive, August 2011

Statement: Colleges/Universities do not care if students succeed, only if they enroll and pay tuition.

Friendliness and understanding

2

Control over their options

3

Assurance that their voice matters

4

Convenience and flexibility

5

Help when they need it

6

Clear benefit from their investment

7

As few barriers as possible

1

WHAT EDUCATION CUSTOMERS EXPECT

22

It all started with a shoe order and a blog.

What do we really do for people?How do we help them?What do they expect of us?

Zappos Shoe story

Enrollment funnel

What do we really do for people? What are they looking for when they come to us.

We arent the only game in town any more. We need to understand why someone would choose us. We need to give them more reasons than just we have convenient locations.

People come to use because they have an aspiration and they want to know if we can help them reach their goals.

2. How do we help them?

People want information about our programs. They also want to know if we can help them reach their goals. Program information is one part of it. We need to show them we can help, before they spend their money with us.

Are we giving them what they expect?

Our program mix is mostly professional development offerings, with only a few programs under $1,000.00. We need to honor the investment our prospective students are considering making in our programs and give them a service experience that matches that investment.

23

How do we help?

What do they expect of us?

What do we really do for people? (or who are we)

26

A FEW THINGS TO NOTE FROMAMAZON.COM (AND OTHERS)

They basically INVENTED the idea of online service.

They know how to bridge the gap between online and offline interactions.

They deliver the right information at the right time to the right audience.

They learn from their mistakes.

They inspire others to provide even better service.

SO WHY AMAZON.COM?

ON THE SHOULDERS OF GIANTS

SHOWCASE POPULAR SERVICES

PROVIDE MORE DETAIL

GET PERSONAL

OFFER RESOURCES

http://www.youtube.com/watch?v=IwE1zb9fiVs

HOW ZAPPOS WOWS THEM

Service is accessible

Customers are heard

Agents are empowered

Communication is clear

Decisions are made quickly

WHAT YOU CAN DO TO WOW CUSTOMERS

THE JOURNEY TO BEING CUSTOMER FOCUSED

From: We have a staff who does that

To: Everyone answers the phone

In 2005 we had a customer service team with a supervisor. Now we have no customer service staff. Everyone is customer service, everyone answers the phone, everyone is responsible for enrollment management?We were acting just like our counterparts in undergraduate enrollment. Our systems and processes were set-up with us in mind first. Now we answer every what should I do? question with whats best for our students?We had enormous gaps in the methods and channels through which prospective students could interact with us. We continue to close gaps. Now our students know who to call.

How did we get there?

38

HOUSTON PICKS UP THE PHONE

Phone dayAdvisor model

39

ENHANCE ONLINE EXPERIENCE

Highlight key offerings

Provide search and directory up front

Give a clear benefit statement How We Can Help

Offer multiple channels to contact us and stay informed

Go external to show old and new sites

40

OFFER ADDITIONAL RESOURCES/COMMUNITY

Informational videos via YouTube

Feedback and blast messaging via Twitter

Community engagement via Facebook

Funnel Relevant Messaging

Proof positive

Through the launch period of our CRM and the re-design of our website we have seen a positive change in our inquiry traffic from phone to web.

COMPARISON

10/7/11 to 10/14/11

7/7/11 to 7/14/11

Difference in contact methods after technology integration

44

OCT/SEPT YOY GROSS REVENUE

Major Outcomes

Funnel to conversion forecasting takes guess work out of filling classes

Funnel guides marketing decisions

Advisors and programming staff worry less about filling classes and more about meeting potential students needs

CRM provides valid data to help leadership understand and mak

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