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Topics

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Article Type

Professional Proficiency

Article Abstract

Related Issue:

The Challenge: After years of investments on structures and systems that improve and integrate student transactional experiences, we discover that we have neglected to train our staff in customer service competencies that match student expectations. The Answer: Invest in your student service staff to ensure they possess the professional skills to deliver your institutional “brand” of service so that the transactional never interferes with student learning. The Tools: Using the same teaching and learning tools that we successfully deploy in the classroom, we can raise the bar on staff training with improved delivery methods, assessment, and evaluation to certify staff as SEM professionals—equipped for service success. Opportunities Identified Include: SEM service standards in higher education, accepting student as customer, professional training processes, staff benefits and buy-in.

Author(s)

Susan Leigh retired this June from DePaul University in Chicago after a 34-year career in higher education. An associate professor within the College of Arts and Social Sciences, Susan received her MFA in acting from Temple University, with over 100 productions on her CV from both professional and academic theatre. As associate vice president within enrollment management and marketing at DePaul, Susan restructured the student records office, and then coordinated the integration of financial aid, student financial accounts, and student records into DePaul Central, a One Stop with two campus offices, as well as a contact center. Susan will continue to consult with colleges and universities on change management, service integration, and staff training. This autumn her ReVision Customer Service: Certification Training for Staff Professionals launches for individuals with Academic Impressions, while onsite campus branded delivery is available through Susan Leigh Consulting, LLC. A frequent conference speaker, Susan is a featured expert this October at Frost and Sullivan’s Executive MindXchange “Raising the Bar on Customer Engagement and Experience” in San Diego.

References

Fernández-Aráoz, C. 2014. 21st century talent spotting: Why potential now trumps brains, experience, and ‘competencies’. Harvard Business Review. June: 46–56.

Higgs, R., and C. Westman. 2005. Coaching a winning enrollment management team. In AACRAO’s Basic Guide to Enrollment Management, edited by C. Westman and P. Bouman. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Kalsbeek, D.H. 2013. Reframing retention strategy: A focus on promise. In Reframing Retention Strategy for Institutional Improvement, New Directions for Higher Education, No. 161, edited by D.H. Kalsbeek. San Francisco: Wiley Periodicals, Inc.

Kalsbeek, D.H., and J. McGrath. 2004. Structural, strategic, and tactical innovations = SEM at DePaul. In Essentials of Enrollment Management: Cases in the Field, edited by J. Black. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Ladd, H., S. Reynolds, and J.J. Selingo. 2014. The Differentiated University: Recognizing the Diverse Needs of Today’s Students. Boston: The Parthenon Group.

Selingo, J. 2014. State of Higher Education: The Unbound Future of America’s Colleges. LinkedIn Pulse. March 25.

Sigler, W. 2007. Managing for Outcomes. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

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