Differentiating “Customer Service” and “Degree Mill” in Higher Education
“Customer”
does not have to be a dirty word in higher education circles; students
are spending a lot of money on their education and institutions need to
be capable of communicating with their prospective learners.
Proponents from both sides of the philosophical “student” vs. “customer” debate can hopefully agree on one thing; paying for college is a significant investment.
It’s no coincidence that the national discussion on the value of
pursuing a degree comes at a time when the country has emerged from a
recession based largely upon the crash of the housing market. Back in
the golden days, home equity loans and savings from mortgage refinancing
were commonly used to pay for college. But when the recession hit,
these options disappeared almost overnight as property values plummeted.
Even as the housing industry rebounds, these financing options are
still out of reach for many Americans struggling to regain the
pre-recession value of their property. Lack of financing options, rising
rates of student loan defaults, and no guarantee of jobs waiting for
successful graduates—it’s no wonder the return on investment (ROI) of a
college education is under scrutiny.
Many top-tier private and large public universities have
traditionally had the luxury of turning away students, but now that
trend is starting to change. Recent Bureau of Labor Statistics data
indicates that only 65.9 percent of students who graduated from high
school in spring 2013 enrolled in college in the fall. This statistic is
a reminder that not every 17-18 year old high school graduate takes the
summer off and immediately heads to college.[1] The report goes on to
add that many potential college students are deferring or forgoing
college altogether in order to enter the workforce, in spite of evidence
that the average college graduate earns over $800,000 more than the
average high school graduate by retirement age.[2]
The sea change we face in higher education is the need to shift our
perspective on students; learning to think of them as customers who need
proof that college is worth their investment.
Do institutions become degree mills when they commit to customer service?
Critics understandably express concern that treating students as
customers could potentially dilute the quality of education by focusing
on the money and simply rubber-stamping diplomas to earn a quick dollar.
Unfortunately, there are bad actors in our industry reinforcing this
negative stereotype. But “customer” doesn’t have to be a dirty word. Our
industry has an opportunity to demonstrate ethical standards by
acknowledging and supporting the prospective student decision process.
The impact is twofold—effective time spent communicating with
prospective students who become matriculating students, and truthful
conversations that may reveal a mismatch before it’s too late. Sometimes
this means you may lose a potential student whose needs can’t be met at
your school. However, taking steps upfront to ensure the best match can
result in better yield and retention. Skipping this dialogue might get
you the quick sale but result in stop-outs or student dissatisfaction
impacting the reputation of your institution.
Many colleges struggle with the notion of stealth
applicants—mysterious prospective students who seemingly appear out of
thin air and apply. The reality is that these stealth applicants aren’t
making a snap decision. Rather, they have been quietly doing their
research on the schools that best meet their needs, such as schedule
flexibility, affordability, programs that support their passions and
goals. By the time they apply, months or even years may have elapsed. So
why take the silent route? My theory is that students don’t want to be
“sold”. No high-pressure sales pitch, no Apply Now or Register Today
pleas. When making a significant choice that will impact the rest of
their lives, students are more likely to choose a school that helps them
along the way as they make their decision.
Stealth applicants might not lurk in the shadows if we give them a
reason to come out into the light and introduce themselves to us. So
where do we begin? Let’s use email as an example and think about what
you might experience as a prospective student:
1. Ditch the “everything but the kitchen sink approach”
Imagine contacting a school at the beginning of your search. In
return, you receive an email with a laundry list of links and Apply Now
buttons and you never hear from the school again. Communication should
be a dialogue. There’s no need to include everything in one message and
expect the prospective student to immediately apply. It’s like stepping
onto a car dealership parking lot for the first time and having a
salesman immediately hand you the purchase paperwork.
2. Know your student
Address your messaging to the individual, be sure your message is
relevant to their expressed interest area and answers any questions they
asked. Did the student inquire about a nursing program and your
response tells them about all the programs your department offers? Did
the student already apply and you’re still sending them messages
encouraging them to apply?
3. Prove your worth
An education investment decision can take months or even years. One
message isn’t enough. Consider creating a series of communications that
build the case for why your institution or program is the right choice.
Address common questions such as, how do I pay for college? Are your
graduates successful? What type of job can I get with this degree? Can
classes fit in with my busy schedule? Will I fit in with my classmates?
Conclusion
As competition for higher education increases, we can set ourselves
apart by acknowledging the significant investment of time, money, and
emotion a student makes when selecting a college or university. To avoid
the degree mill trap, be prepared to lose prospective students along
the way. Treating interactions as a dialogue and creating a culture that
respects and supports the student decision process is where our
industry can truly serve our customers.
- – - -
References
[1] Bureau of Labor Statustics, “College Enrollment and Work Activity
of 2013 High School Graduates,” April 22, 2014. Accessed at http://www.bls.gov/news.release/hsgec.nr0.htm
[2] Mary C. Daly and Leila Bengali, “Is It Still Worth Going to
College?” Federal Reserve Bank of San Francisco, May 5, 2014. Accessed
at http://www.frbsf.org/economic-research/publications/economic-letter/2014/may/is-college-worth-it-education-tuition-wages/
