I talk a lot about the importance of marketing strategy. In an environment with limited resources – and let’s face it, everyone operated in an environment with limited resources – it’s important to spend time, money and energy on things that will contribute to business results.
Let’s say you work for a college. Let's say you have an idea to build a website for parents of current students. (I’m not saying it’s a good or bad idea. It’s just an example.) The site would provide all of the information that parents want to know about your college. You call a meeting of all of the key stakeholders, including representatives from Marketing, Student Affairs, and Enrollment Management. At the meeting, you present your idea and everyone gets very excited.
"Customer service" can be a four-letter word, especially on a college campus.
We don't like to think of prospective students and their parents as potential customers, because the educational experience we offer is far more complicated than a typical consumer product or service. But prospective students have grown up in a world where they can order a book with one click and have it delivered to their door within hours. Since they've come to expect great service from companies, why not from their college or university?