It is easy to spot the importance of customer service in a
retail setting, restaurant operations or consumer service
industries. It is not as easy to see the importance in the
academic world.

A large educational community in Michigan was looking for
a way they could gain greater acceptance for millage
requests among voters. The expense of asking for voter
support and the limits imposed by the election cycles could
be great success or major distraction depending on the
results of an individual election.

It was determined that results would improve if the
community saw the benefit of the educational community
was providing. This benefit is not just in the opportunities
afforded by having a strong educational community within
the locale also the increase in property values by having this
educational opportunity available to residents.

The Symptoms
Marketing programs declaring the value of strong
academics have fallen flat the past. Many residents saw
these pieces as self-serving more so than factual.

Programs within the academic community and tremendous
community outreach and offered some of this educational
opportunities within the United States. This is evidenced not
just by the academic scoring by the overall enrollment be

Customer service was rated very strong was not seen
beyond the student-faculty level.

The Diagnosis
It was determined that customer service needed to be taken
to a higher level by instilling world-class customer service
between faculty and administrators, faculty and students,
employees and the local taxpaying community, and between
the institution and its suppliers. This total development of a
superior customer service mentality would improve both
internal and external impressions of the community at large.

The Prescription
Mandatory customer service training was prescribed for all
employees of the educational community. Although the
program would have to take a look at the obvious customer
service elements of running campuses you would also take
a strong look at student retention and outreach into the
community at large. Employees who need to see
themselves as ambassadors to everyone with whom they
came in touch. They would need to impress upon everyone
the quality of education, diversity programs, and
opportunities available in all of the campuses in operation.

Future Prognosis
Following completion of the program to approximately 75%
of employees a millage election was held. Not only did it
pass by a wide margin exit interviews showed that
members of the community understood they were fortunate
to have such a facility available to them. Independent
surveys showed that customer service ratings went from
“good” to “great” is even those employees who thought they
were getting good customer service in the past understood
customer service at a much deeper level.

Use this case study during workshops, coaching sessions,
self-development, or team meetings about:

"Dr. Max" shares his success stories by looking at the
symptoms of a business problem or opportunity, his
diagnosis of same, his prescription for success, and the
prognosis for the future. For more case studies,
click here.

©2016 Max Impact, Rochester Hills, Michigan, USA
Millage passes for college
Why customer service mindset was credited for passage