Service Does Matter In Higher Education
Though slow to come around, the signs indicate that there is an increased awareness in higher education that the quality of services delivered does matter. When students are behaving more like traditional consumers who comparison shop before making a purchase decision, colleges and universities may want to develop a reputation for delivering great customer experiences. Whether it’s the online registration process, managing student loans and assisting with financial aid or resolving an overdue book issue in the library, students are increasingly attuned to the quality of these experiences – and when it’s subpar they may broadcast it on their social networks. I know I want my institution’s students to be telling each other about the great experience they had in interaction with the library.
More attention is being paid to the student experience. Based on what I’ve read so far this mostly focuses on the quality of face-to-face service. One institution was profiled in Inside Higher Education because they pay students to be mystery shoppers, going around campus to different offices to rate the service. In this particular article, a college describes its effort to institute “mystery shoppers” to make sure students get good service. There is a clear distinction that the mystery effort applies only to students’ interactions with campus service providers; it doesn’t extend to what happens in the classroom. The goal is to focus on out-of-the-classroom experiences that could ultimately impact on the learning experience:
Shank and Marymount’s efforts highlight an often-overlooked aspect of university administration that can have a profound effect on the student experience – the myriad interactions students have with university officials outside the classroom. Shank said such interactions, while not the focus of a student’s time at the university, can shade his or her view of the experience, thereby making him or her less likely to recommend the institution to others or preventing him or her from engaging with a particular campus office. In the case of something like the library or career service, it could have a significant effect on that student’s educational or professional outcome.
Mystery shopping is certainly less common in higher education, but it strikes me as a good way for the institution to know what sort of user experience students are having. It reminded me of an article written a few years ago about an academic library that made use of mystery shoppers to evaluate service quality. Even faculty can agree that the experiences students have beyond the classroom are important to the over quality of higher education – especially when their son or daughter is a college student in need of help from a campus service. This article published in Educause Review suggests that higher education needs to pay closer attention to “service science”. It’s becoming more important for colleges and universities to treat the service they provide as a scientific endeavor that can be studied, analyzed and improved. Yet another Educause Review article described how higher education institutions would be smart to implement “service blueprinting” as a more effective way to improve the student experience.
I hope that the idea of paying attention to the user experience – or at least the service experience – that college students get will spread to many other colleges and universities. While there is far more to be accomplished beyond mystery shopper tactics, the fact that university administrators are beginning to catch on to the value of providing a good user experience is a good sign that institutions will start to encourage – and reward – its different service units to provide great user experiences. I’d like to think that academic librarians are ready to lead the way.