Customer Service in Financial Aid Presenters: Joshua Bordis, Assistant Director, UNH Jessika Mantenuto, Assistant Director, UNH

Agenda What is Customer Service? Why is Customer Service Important? Principles of Customer Service How to Create a Plan Next Steps Why does customer service matter?

What is Customer Service? Customer service is an interaction that takes place between a customer and your financial aid office. This interaction can be in person, on the phone, through email, or with written material (website). This interaction defines the customer’s experience whether good or bad. The perception of your level of customer service is reality Add to feedback

What is Customer Service? Remember: You are a direct representative of the university. Customer service isn’t about keeping score. Winning the conversation v. helping the student If providing great customer service were easy, everyone would do it! Add to feedback

Why is Customer Service Important? For Businesses: Customer retention (Save $$$): cost 6 to 10 times more to lure a new customer than to retain an existing one Free advertising (word of mouth): “referrals” or recommendations can persuade about 60% of consumers to try a new company if they believe they may receive better service Reduces employee turnover/increases employee satisfaction: creates a positive feedback loop (happy employees provide good service which makes happy customers which make it more pleasant for employees and easier to provide good customer service) Research data to support claims

Why is Customer Service Important? For Colleges: Student retention (save $$$): cost more to recruit a new student than to retain an existing one Free advertising (word of mouth): “referrals” or recommendations can add value for students and (especially) parents to your college’s “brand” Reduces employee turnover/increases employee satisfaction: creates a positive feedback loop (happy employees provide good service which makes happy students which make it more pleasant for employees and easier to provide good service) Research data to support claims

Why is Customer Service Important? For Everyone: IT’S THE RIGHT THING TO DO! Research data to support claims

7 Principles of Customer Service Greet all customers and respond promptly to inquiries Listen and care Be professional, positive, and service oriented Provide accurate and complete information Take ownership and follow through Empower the customer to be self sufficient whenever possible Ask to close the conversation

Principles of Customer Service 1) Greet all customers and respond promptly to inquiries 10/5 rule Smile at all customers within 10 feet; Verbally acknowledge them within 5 feet Customer should never be the first person to speak Answer all emails within 24 hours (48 hours during busy periods) Start all emails with “dear” and close with “sincerely” Answer all phone calls within 3 rings We live in a civilized society where greetings and acknowledging people are important!

Principles of Customer Service 2) Listen and care Active listening Don’t interrupt Focus on helping the customer not on controlling the conversation Listen first; help second CARE! Pretend to care

Principles of Customer Service 3) Be professional, positive, and service oriented Smile (even when on the phone) Magic words “Please hang on one second” “Thank you for waiting” No cold transfers Be positive! Fake it till you make it Leave your baggage at the door

Principles of Customer Service 4) Provide accurate and complete information Don’t guess Take down a phone number and call the person back Anticipate questions that aren’t being asked “But I was here and nobody told me that” Summarize the conversation at the end and provide next action steps in an easy to remember format

Principles of Customer Service 5) Take ownership and follow through Don’t bounce someone around from office to office 1 transfer rule See the problem through all the way to the end Manage expectations and meet those expectations If you say something will take 3 days, do it in 3 days. If it will take 5 days, don’t say it will take 3 days. YOU ARE THE COLLEGE!

Principles of Customer Service 6) Empower the customer to be self sufficient whenever possible Educate your customers Audit your website Reviewing marketing material and pamphlets in your lobby or being handed out at events Audit your portal THEN USE IT!

Principles of Customer Service 7) Ask to close the conversation Ask if everything is resolved “Is there anything else I can help you with?” “Does that make sense?” One customer at a time End the transaction on a positive note Customer satisfaction surveys

How to Create a Plan Acknowledge the following truths: Customer service isn’t a grassroots bottom up movement Providing great service requires institutional dedication Great service requires an ongoing commitment Changing the level of service you provide requires a culture change

How to Create a Plan Assess your current level of service Create customer satisfaction surveys Review areas needing improvement Experience the service you are providing from your customers point of view File a FAFSA Attempt entrance/exit counseling Access your student portal(s)

How to Create a Plan Define your standards using the 7 Principles of Customer Service Use specific feedback from customers Use input from employees Elementary School model When staff partakes in the process of creating what they deem as reasonable standards, they are more likely to believe in and follow those standards

How to Create a Plan Train Everybody Existing staff Customer service retreat Weekly staff meetings Incorporate into new employee training Appoint a “Customer Service ambassador” to track and monitor service levels Training isn’t about fixing everything overnight; it is about creating a foundation of understanding upon which good service habits can be built

How to Create a Plan Reward It! Don’t punish bad customer service. Reward good customer service! Thank your employees in public forums Prizes for employees with the most positive customer reviews Provide additional training opportunities for employees not embracing the culture change Consider role changes for staff whose weakness is customer service

How to Create a Plan Assess Define Reward Train

Next Steps Directors/Associate Directors: Create a plan Begin Implementation Counselors/Assistant Directors Take individual responsibility for providing great service Pressure decision makers

QUESTIONS/CONVERSATION?