Combat attrition with superior service

According to a recent study, it’s time to move customer service to the center of your radar screen. The American Express Global Customer Service Barometer confirms that consumers will spend more when they receive exceptional service, but they’re finding it less often in today’s difficult economy—and therein lies an enrollment management opportunity. The time between the start of classes and Thanksgiving break is critical for retaining first-year students (not to mention generating positive word of mouth). How can you not only meet but exceed the expectations of your new students? Your admission staff strives to provide superior service, of course; but soon they’ll be making the handoff to faculty, administrators, clerical staff, and custodians—who all should appreciate the role of customer service in fulfilling your value proposition. If you’re not familiar with The Nordstrom Way to Customer Service Excellence or the Disney Institute’s Be Our Guest: Perfecting the Art of Customer Service, take a page from them. Among other things, you’ll be reminded of the importance of tiny details and personal touches. In other words, take time to sweat the small stuff and you can stop your melt cold.