A single, isolated incident can change everything. Just ask Liz, an admissions counselor who had been working with a certain prospective student for several months. “Joe is a bright kid,” she told me recently. “He is passionate about biology and was really excited about our top-notch science department. He’d had a great conversation with one of our biology professors and a good visit with a third-year student who is microbiology major. We seemed like the perfect fit for him. I was absolutely sure he would enroll. Then, something happened….”
What happened was that Joe and his parents had less than a stellar experience on their recent campus visit. Specifically, the campus “grounds appeared unkempt, the restrooms were unclean, and some staff members were not helpful or friendly.” This is what Joe’s mother told Liz after he enrolled at another university.
As an admissions professional, you know how crucial first impressions can be. In our national co-sponsored study, Pre-Enrollment Service Study: How customer service delivery during the recruiting cycle influences enrollment, we found that over 53% of students and parents say that the pre-enrollment service they receive from a college influences their selection decision.
They also say that service is one of the best ways to differentiate one college from another. The fact is: Prospective students and parents view the pre-enrollment service they receive as predictive of how the student will be served after enrollment. They will avoid colleges that exhibit bad service during the “college shopping” process.
Certainly, every communication, every interaction, every brand touch- point with a prospective student and/or parent has the potential to make or break the relationship that you have worked so hard to establish.
You may know this, but does every other member of the team? And, by “team,” I mean every person at your college whose actions may influence the enrollment decision. Certainly, interactions with faculty, admissions and financial aid are critical, but many schools are surprised to find the impact that campus maintenance, grounds keeping, security and even the switchboard operators can have on creating a lasting impression.
Colleges and universities that score the highest in pre-enrollment service are those that view prospective students and their parents as important customers. They typically engage every person on campus in a customer service plan with clear and actionable instructions and objectives. Most importantly, they express to each person how key their role is, and offer specific ways they can help the institution improve provide the best possible customer service.
The research suggests that for most colleges, improved pre-enrollment service offers an immediate opportunity to differentiate themselves in a highly-competitive marketplace. Best time to start the process? Today!
Longmire and Company offers Service Quality Management (SQM) to help you achieve these goals. Contact me today and I will show you how we can help you measure and manage your pre-enrollment service. Continue the conversation on Twitter @LongmireCo.
Click this link for more information about Longmire and Company’s Yield Enhancement System (YES). [Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.]
Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.
Karen Full is a highly-respected higher education professional who has held positions in admissions and enrollment management at several institutions in the Midwest and Florida. With her vast experience working with large and small, public and private colleges, Karen brings a valuable perspective to her role as an Enrollment Strategist at Longmire and Company.
Bob Longmire is President of Longmire and Company, Inc. He is a recognized expert on the topic of how prospective students and parents form their college selection decisions – and how colleges can use that knowledge to grow and control their enrollment. He can be reached at (913) 492-1265, ext 709 or at blongmire@longmire-co.com.
In a study we released earlier this year called “The Value Proposition” we found that a student’s excitement about attending a specific college was a more powerful driver of enrollment than either cost or the perceived quality of the college. Feelings impact yield.
