Atlanta Enrollment Consortium 07-29-2014

CUSTOMER SERVICE @Renderthevisit #renderthoughts

Atlanta Enrollment Consortium Knowing Your Audiences & Exceeding Their Expectations

CUSTOMER SERVICE

Knowing Your Audiences & Exceeding Their Expectations

Jeff Kallay Cofounder & CEO

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Managing ExpectationsAbout Jeff and Render Experiences

The Perfect Admissions Storm Know Your Audience

Admissions Customer Service Resources

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1981



1986



2001-2006



2006-2013



We help colleges and universities build campus visit experiences that connect. Authentic. Powerful. Memorable. We are Render.





Trent GilbertCofounder and CEO

Emily WelshCofounder and VP Client Experience



Brittney JoyceConsultant



Visited campuses121 times !

Trained 1515 guides at 41schools

Taken 192 campus tours

Presented at 11 conferences !

Since July 2013 we’ve



Yale University



Georgia State University



University of Northern Colorado



Furman University



University of Puget Sound



Johnson & Wales UniversityCharlotte



Agnes Scott CollegeColumbus State University

Emory University Georgia State University

Georgia Institute of Technology Kennesaw State University

Middle Georgia State CollegeSouthern Polytechnic State University

Spelman College Oxford College of Emory University

Reinhardt University University of Georgia



The PerfectAdmissions

Storm





National High School Graduates

Western Interstate Commission on Higher Education, Knocking at the College Door, 2013

http://www.wiche.edu/knocking-8th











click image to link to article

http://chronicle.com/blogs/headcount/5-dirty-words-admissions-offices-should-embrace/38769




http://chronicle.com/article/The-Comfortable-Kid/147915/




http://chronicle.com/article/Spending-Shifts-as-Colleges/147921/



Know Your Audience



Commodities

Goods

Services

Experiences

TransformationsTheory of Economic Progression



“In America, each generation is a new people.” Alec de Tocqueville, 1830



“It doesn’t matter where you’re from but where you’re going.” Condoleeza Rice 2014 Coca-Cola Scholars Banquet





“All of this has happened before and will happen again!”




































































4 books by Howe and StraussMillennials Rising

Generations Fourth Turning

13th Generation !




4 generations colliding in the workplaceSilent

BoomersXers

Millennials !!




23.4 years - average span of a generation15 - number of American generations

4 - number of generational cycles4 - number of generations within cycle

4/2 = 4 stage/2 stroke cycle



REVOLUTIONARY CYCLE Name + Birth Years = Personality Awakening + 1701-1723 = Idealist Liberty + 1724-1741 = Reactive Republican + 1742-1766 = Civic Compromise + 1767-1791 = Adaptive

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CIVIL WAR CYCLEName + Birth Years = Personality Transcendental + 1792-1821 = Idealist Gilded + 1822-1842 = Reactive Progressive + 1843-1859 = Adaptive !

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GREAT POWER CYCLEName + Birth Years = Personality Missionary + 1860-1882 = Idealist Lost + 1883-1900 = Reactive G.I./Greatest + 1901-1924 = Civic Silent + 1925-1942 = Adaptive

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MILLENNIAL CYCLEName + Birth Years = Personality Baby Boomer + 1943-1960 = Idealist X + 1961-1981 = Reactive Millennial + 1982-2000/1 = Civic Homeland/iGen + 2000/1-? = Adaptive

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4 Stage/2 Stroke Idealist birth Civic

Reactive birth Adaptive Civic birth Idealist

Adaptive birth Civic !



Born on cusp?

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First born tend to align with exiting generation

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Last born tend to align with entering generation

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Social Moment A brief period of time when people perceive historical events to radically alter their social environments !1. Secular Crisis - when society focuses on reordering the outer world of institutions and social behavior 2. Spiritual Awakening - when society focuses on changing the inner world of values and personal behavior

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1. Idealist - encounters a spiritual awakening in rising adulthood and a secular crisis entering elderhood2. Reactive - encounters a spiritual awakening entering youth, and a secular crisis entering midlife 3. Civic - encounters a secular crisis entering rising adulthood, and a spiritual awakening entering elderhood 4. Adaptive - encounters a secular crisis entering youth, and a spiritual awakening entering midlife !

Repeating in America !



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72M Baby Boomers 42M X 76M Millennials !

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72M Baby Boomers Raised on Cold War propaganda Controlled message !

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X !



X !13th

1961-1981 Reactive

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“Sandwiched between Boomer narcissism and Millennial entitlement!”



Born and raised as independent latch-key kidsSexual Revolution, Civil Rights, Watergate, Vietnam, Gay Rights, high divorce rate, recession and Woman’s Movement peppered their youth



Demonized by Hollywood !



Demonized by Hollywood: The OmenTaxi DriverPretty Baby The ExorcistRosemary’s Baby



Raised on Sesame Street which taught how everyone is different



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Becoming cautious in family life and gradually mellowing in personality

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Dedicated to starting and maintaining stable families, something their Silent generation parents did not



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Cut through the hype Get to the point



Millennials !14th

1992-2000/1 Civic

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America’s Largest

Most wantedMost watched-over

Generation



American homes have 50% more stuff in weight then homes of 20 years ago

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86% of college freshmen have never shared a room with a sibling

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America’s Most diverse

Economically divided

Generation



1 in 5 have immigrant parent 1 in 10 have non-citizen parent

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Celebrated by Hollywood: 3 Men & a BabyBaby Boom Mr. MomDisney Princesses



Empower females !



CelebratedCherishedProtected



Raised on Barney which taught how everyone is alike



Everyone gets a trophy!



Millennials are team oriented !



Parents are best friends Co-purchasing



Millennials want a conversation Talk with, not at Millennials !



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Eliminate ambiguity Think of time as 24/7 resource

Combine work with play Make it worthwhile

Handle with care Play to their strengths

Group Think

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Reaching Millennials

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Recognize 2nd Cohort. Post Great Recession.

Shift from Boomer Helicopter to Xer Stealth. Parents want ROI.

Financial Aid knowledge is key! Cut through the hype.

Online and In-Person support work in tandem. !

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Millennials Rebooted



Generation Like - PBS Frontline !







Admissions Customer Service



Let’s Talk About Customer Service !

Some Brands We Love or Love to HateIs Customer Service Dead?

An “Obituary” for Customer Service 1-2-3’s of Customer Service Basics

The Customer Experience Be Our Guest

Something Smells Fishy Simple Truth of Service



As a customer, how do these

companies make you feel?

















64%Believe Advertising is “Dishonest” or “Unrealistic”

!Consumers 18-65 years old, Ad Age 2010



90%Trust Word of Mouth vs. Traditional Advertising

!Consumers 18-65 years old, Ad Age 2010



Marketing Immunity3,000-5,000 Daily Messages

Neurological Blockades



http://www.time.com/time/specials/2007/article/0,28804,1720049_1720050_1721684,00.html

http://www.time.com/time/specials/2007/article/0,28804,1720049_1720050_1721684,00.html









1-2-3’s of Customer Service Basics



Be personal - Be human Don’t let bad experiences carry over

Access customer information Know your customer expectations

Utilize your expertise Provide immediate attention

#1 Wipe the slate clean



#2 It’s a two-way exchange

Assure the customer Listen

Be honest Ask open-ended questions



Control the situation Explain if you need more time Ensure customer satisfaction

Always thank your customer (for their time)

#3 Time is valuable



Eliminate negative cues Making memories

Engage all the senses Tell stories

Customization (we all want what we want) Engage emotions

Rendering a Customer Experience



Commodities

Goods

Services

Experiences

TransformationsTheory of Economic Progression



Something Smells Fishy

http://www.charthouse.com/content.aspx?name=home2





Play Make their day

Be There (or Be Present - give full attention) Choose your attitude

Fish! Philosophy



Simple Truth of Service

http://www.stservicemovie.com/



Be Our Guest“What’s our success

formula? It’s attention to infinite detail, the little things, the little, minor, picky points that others just don’t want to

take the time, money, or effort to do.”



Be the champion in your office.



“People won’t remember what you say or do, but

they will always rememberhow you made them feel.”





Jeff Kallay Cofounder and CEO

[email protected]

renderexperiences.com

mailto:[email protected]

http://renderexperiences.com





Admission Jeopardy



click image to link to game

https://www.superteachertools.net/jeopardyx/jeopardy-review-game.php?gamefile=1406386387#.U9e92oBdVj4



Know Your Industry



www.nacacnet.org

http://www.nacacnet.org/

http://www.nacacnet.org




www.sacac.org

http://www.sacac.org


http://www.sacac.org



www.naicu.org

http://www.naicu.org


http://www.naicu.org



www.chronicle.com

http://www.chronicle.com


http://www.chronicle.com



www.universitybusiness.com

http://www.universitybusiness.com


http://www.universitybusiness.com



www.insidehighered.com

http://www.insidehighered.com


http://www.insidehighered.com/



http://colleges.usnews.rankingsandreviews.com/best-colleges






Other Resourceswww.princetonreview.com

www.collegeboard.com www.ratemyprofessor.com

www.collegeconfidential.com www.collegeprowler.com

www.theu.com

http://www.princetonreview.com

http://www.collegeboard.com

http://www.ratemyprofessor.com

http://www.collegeconfidential.com

http://www.collegeprowler.com

http://www.theu.co



Other Resources

www.census.gov www.pewinternet.org

!

Talk with your colleagues to find what other organization emails they receive.

http://www.insidehighereducation.com/

http://pewinternet.org/



Jeff Kallay Cofounder and CEO

[email protected]

renderexperiences.com

mailto:[email protected]

http://renderexperiences.com

Atlanta Enrollment Consortium 07-29-2014

Education

expectations customer

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