National study revealshidden pre-enrollment service

breakdowns that are costingcolleges potential enrollments

July 2013

Great news

Not sogreat news

Terrificopportunit

y

Pre-EnrollmentService

WH

AT I

WA

NT

HO

W I FE

EL

Great customer service:

Do

Don’t

Competitive advantage

You will negate perceived strengths in other areas

Let’s meet Kayla.

She’s going to pop in

and out of our story

today.

Here’s Mom and Dad.They’re

alongfor the ride.

Banks

Dept StoresUSPS Utilities

Colleges

Wireless

Overall Satisfaction

HotelsColleges

False Assumption #1:“Our pre-enrollment service is fine.”

Fact:Over 70% of colleges over-estimate their level of pre-enrollment service delivery.

53%

Influenced by pre-enrollment service

“Based on the University’s 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.”Q

UO

TES

55%Question college’s commitment to providing high level of service.

WeAdd

Stress

How? Slow to offer/reject admission

Poor communication

Burdensome processes

Unresponsive admissions reps

Not being honest/accurate

Bad organization

How WeRelieveStress

Good communication

Help in planning

Well executed tour

Responsive reps

Easy application

Sincere interest

Prompt decision

Cause For ImmediateRejection

Facilities, dorms, grounds in disrepair

Rude, unfriendly students

Uncaring admissions reps

Inept tour guide

Disinterest in us/our child

Disorganized visit experience

Aid!

“… 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.”

3 in 10say yes.

Did your most recent

experience have any influence

over your enthusiasm for

attending?

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

58%

Was there a specific, isolated

experience with the

college that was pivotal

in your decision to

attend or not attend?

3 in 10say yes.

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 don’t know where to complain.

Fact:

1 in

10experience problems

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

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

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

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 don’t.

Fact:

CASEIn Point

Opportunity?Differentiati

on!

The Road Ahead

First, find your number.

7.38.26.4

Make itpersonal

… attentiveto the feelings of

students and parents

It starts here

Security getsinvolved

Walk in their shoes

CommitmentFrom everyoneon campus

Start with the big dog.

Adopt a micro to macro approach to improving

customer service.

Don’t make it too complex. Take little steps toward the

over arching goal.

Communicate with and encourage others.

The Red Folder

Director ofFirst Impressions

Discussion

www.longmire-co.com • (913) 492-1265

Measure your pre-enrollment service scores.