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www.swansea.ac.uk Swansea University
Professionalising Support Services: A perspective on the challenges and developments for central university services
Simon Wright
Chair of AMOSSHE
www.swansea.ac.uk Swansea University
1995 Cardiff University Graduate – Law & Sociology
1995–97 Cardiff University Students Union
Education & Welfare Officer / Academic Affairs Officer
1996-97 National Committee of Inquiry into Higher Education
(Dearing review)
1997-98 Volunteering UK, National Development Officer
1998-2000 Mencap, Campaigns Officer
Simon Wright – background
www.swansea.ac.uk Swansea University
2000–03 Universities UK
2000–01Higher Education Wales, Assembly Officer
2001-03 Universities UK, Campaigns Officer
Since 2004 Swansea University, Director of Student Services
2005–10 AMOSSHE - the student services organisation
2005-08 Executive Committee Member
2008-10 Chair
Simon Wright – background
www.swansea.ac.uk Swansea University
Membership 147 HEIs – Heads / Directors of Student Services
Elected board of 12 – on top of busy day jobs!
National Office – In 2009 London Office & recruiting Policy & Public
Affairs Manager + Administrator
Promotes student well-being, retention, progression and achievement
Unique strength - the knowledge, experience and skills of members
Annual conference, CPD events, website, disseminate best practice
AMOSSHE
www.swansea.ac.uk Swansea University
Represent, promote and engage
Government - DIUS
Input to DIUS National Student Forum response
HE Debate / Community Cohesion
Funding bodies
HEFCE input to The sustainability of learning and teaching in
English higher education
Sector bodies – UUK, Guild HE, NUS, ECU, Skill, LFHE etc
Professional associations - Counselling, Careers, Disability
AMOSSHE
Increasingly influential
www.swansea.ac.uk Swansea University
Economic recession – pressure on public finances
Cap on student numbers
Possible tuition fee increases
Increasing and significant competition – India / China
Security – increasingly important for students & Government
Global citizens – increasing need for an international experience
Contemporary issues are global – curriculum developments /
marketing opportunities
HE Context - Global
www.swansea.ac.uk Swansea University
Increases in….
Sector fragmentation – Russell Group / 94 Group
In a decade will there be a recognisable and coherent
sector? (Sir Professor David Watson)
Fees (2009-10 review)
Expectations, demands & complaints – students and parents
Non-academic opportunities – key differentiator between
students groups and HEIs
HE Context - UK
www.swansea.ac.uk Swansea University
Less traditional A level cohort – demographic time-bomb
More work-based learning – Leitch agenda
More part-time
More to balance – finance, family, work & study
Context - technology
Digital natives & digital immigrants – more to follow
Context - Students
www.swansea.ac.uk Swansea University
• Administrative deficit model last port of call for student problems Students ‘dealt with’ & processed according to administrative systems and convenience
• Integrated customer care model one stop shop support services – partial integration students placed at the centre of service delivery recognition of cost effective central expertise (See Student Services: Effective approaches to retaining students in higher education Universities UK 2002:
http://www.universitiesuk.ac.uk/Publications/Pages/Publication-184.aspx)
Models of Central ServicesHistorical
www.swansea.ac.uk Swansea University
• Professional support services model
Full integration of student facing functions
Single point(s) of contact for students
Physical & virtual front line help desk
Customer Relations Management (CRM) system
More holistic, personalised & responsive
Proactive, intelligence & evidenced based interventions
Models of Central ServicesCurrent
www.swansea.ac.uk Swansea University
• Professional support services model Increasing influence in student learning
• Study skills support• Peer mentoring
Engaged in the broader student experience• 1st year experience / transition support • Healthy universities / civic responsibility / Life-wide learning
Student Services today are a precursor to student learning Students don’t learn if they are in crisis – financial, emotional, academic, regulatory
Models of Central ServicesCurrent
www.swansea.ac.uk Swansea University
1. In groups describe an example of either the worst or best customer care you have experienced
2. Describe the characteristics of that experience:
your treatment
the attitude
how did you feel
3. Choose an example from the group - feedback to full group
4. Remember the characteristics
Customer experience
www.swansea.ac.uk Swansea University
Customers / co-creators / investors
The world of customer care applies
Student Experience & Expectations - Why only expectations?
Should we not be seeking to engage with hopes, aspirations and
fears?
More powerful emotional dimension
Customer experience in HE
www.swansea.ac.uk Swansea University
A possible model – Student Transactions
Student Life cycle
Transitions – e.g. arrival weekend / enrolment
Transactions
Identify the hopes aspirations and fears of each transaction
Review & develop responses
Customer experience in HE
www.swansea.ac.uk Swansea University
Economic pressures increase the need for value and impact measures:
• From HEIs to Government
• From Central Services to HEI management
Student Services impact and value for Government:
• Widening participation – support services / OFFA arrangements
• Equality legislation – ensuring compliance especially DDA – positive
economic impact of graduates with disabilities in work
• Citizenship – chaplaincy, interfaith and community cohesion
Some challenges…. Demonstrating impact & value
www.swansea.ac.uk Swansea University
Student Services impact and value for Government:
• Retention a core function of support services and crucial to government
with respect to:
increasing levels of unemployment
rising welfare benefit costs
consequential social division and decreasing community cohesion
• Employability - graduates in work:
contribute to economic revival
repay student loan as opposed to claiming benefits
spend money in the economy
Some challenges…. Demonstrating impact & value
www.swansea.ac.uk Swansea University
Student Services impact and value for HEIs:
• Retention and fee value
With a cap on numbers – every student counts….
Some challenges…. Demonstrating impact & value
Cost of service to HEI 0000's
Number, category and fee value of students supported
Total Fee Value of Students Supported
Number and type of students to retain to meet costs of service in line with % client load.
Service area
UG @ £5.6K/YR
PG @ £5.4K/YR
INT @ £9.2K/YR
Disability Office 186 786 126 25 5,312,000 28UG + 4PG + 1INT
Money Advice (incl. 28K INT Hardship)
124 1139 142 26 7,384,400 19UG + 2PG + 1INT
Counselling 200 328 60 34 2,473,600 28UG + 5PG + 2INT
International Advice 111 0 0 1000 9,200,000 12 INT
www.swansea.ac.uk Swansea University
18year olds have never known a world without the internet
• Time shifters become information shifters
• Time poor but network rich
• Learning and support tools lagging behind lifestyle tools
• Professional v Public ownership of information, advice and
guidance
The dangers of IT Dad Dancing
Some challenges….
The Digital Natives are here!
Taken from Making virtual out of necessity, Brian Hipkin, Director of Student Services, and Sarah Frame, Head of the School of Distance and E-Learning, University of East London. AMOSSHE Conference 2008
www.swansea.ac.uk Swansea University
The New Student Mindset
Computers aren't technology Internet is better than TV
Reality is no longer real Doing is more important than knowing
Multitasking is a way of life Typing is preferred to handwriting
Staying connected is essential There is zero tolerance for delays
Consumer and creator are blurring Leaning more closely resembles
Nintendo than logic
Some challenges….
Taken from Making virtual out of necessity, Brian Hipkin, Director of Student Services, and Sarah Frame, Head of the School of Distance and E-Learning, University of East London. AMOSSHE Conference 2008
www.swansea.ac.uk Swansea University
Some challenges….
Social Networking - Internet’s fastest growing phenomenon
• 60m members; $15bn
• 100m members; 240k daily
• 75% UK 11-14yr olds use Bebo
• 2744 uploads in 1 minute
• 10hrs video uploaded every min
Presents a major challenge for HE - Why/when/how should we adopt social
networking tools as part of learning and support?
Taken from Making virtual out of necessity, Brian Hipkin, Director of Student Services, and Sarah Frame, Head of the School of Distance and E-Learning, University of East London. AMOSSHE Conference 2008
www.swansea.ac.uk Swansea University
e-mail – texting - The Power of texts
• Students don’t use University e-mail
• E-mail address will become a password
• Texts are the preferred means of networking
• 98% mobile ownership
• Inverse relationship between income and high spec phones.
• The text as a portal - convert to TinyURL!™
Some challenges….
Taken from Making virtual out of necessity, Brian Hipkin, Director of Student Services, and Sarah Frame, Head of the School of Distance and E-Learning, University of East London. AMOSSHE Conference 2008
www.swansea.ac.uk Swansea University
To think about…..
http://uk.youtube.com/watch?v=dGCJ46vyR9o&feature=related
Taken from Making virtual out of necessity, Brian Hipkin, Director of Student Services, and Sarah Frame, Head of the School of Distance and E-Learning, University of East London. AMOSSHE Conference 2008
www.swansea.ac.uk Swansea University
Thank you for listening