connecting customer service and student satisfaction for retention-ocspa
TRANSCRIPT
Connecting Customer Service and Student Satisfaction for Retention
Jessica Rimmer, Vice President for Student Engagement and Success; Jessica Creasong, Assistant to VPSES
Mid-America Christian University
Means to an End vs. an End in itself (Schreiner, ND)
Satisfaction is connected to persistence and institutional reputation
Student satisfaction looks different across student populations, but satisfaction always matters.
Student Satisfaction and Retention
Concerns about using customer service metrics in higher education.
“Adopting this framework frays the moral fabric of education and shortchanges students who are configured as consumers to please rather than characters to build.” (Schwartzman, 2013, p. 1)
Commodification of Higher Education
Can it be both?
Surveys
National Survey on Student Engagement
Noel-Levitz Student Satisfaction Inventory
Institutionally created
Engagement vs. Satisfaction?
Current Enrollment: 2420
Two Colleges
Average Age: 21 traditional/ 38 non-traditional
42% Students of Color
26 Undergrad Degree programs; 4 Masters
Private, Faith-Based
Open enrollment standards
Mid-America Christian University Profile
VPSES and VPAA outline a vision for retention based on George Kuh’s work
Faculty and Administrative Think Tank review vision
Retention Committee Creates SWOT Analysis
Sub-group Creates Objective Statements
Objectives Reviewed by President and Executive Vice President
Sub-group creates goal statements
Committee is organized to achieve the plan
Retention Plan
4 Disciplines of Execution
Focus on the Wildly Important
Student Satisfaction as Wildly Important
FEAT (Friendly, Excellent, Accurate, Timely)
University Strategic Planning
MACU will put FEAT to its student centered services by achieving a 5% annual increase in its overall student satisfaction score by May 31, 2018
MACU WIG
Scoreboards
Campus Training
Dissemination of Survey Responses
Transformation of measurements
Saturation of FEAT Initiative
Initial Indicators
Contact:
Jessica Rimmer
Jessica Creasong
Questions