Archive for the ‘Customer service’ category

Take the Quiz: How Knowledgeable Are You About the Students You Are Recruiting?

June 13th, 2017

Even the most seasoned admission professional gets surprised sometimes. And, we predict that you may find a few shockers when you take this quiz based on input from over 50,000 college- bound students.  Our national co-sponsored studies dig deep into the minds and hearts of the students you are recruiting to get answers to the questions that no one else thinks to even ask.

If you want actionable data you can use immediately, check out the national co-sponsored higher education study we are launching now:  Emotional Motivators. This study is based on the adage: “Facts tell. Emotions sell.” Students want and need facts and information about the colleges they consider. But their college selection decision will hinge on how they FEEL about the school they’ll ultimately enroll in. This study will tell you how they feel about you relative to the other colleges they considered (or chose to attend).

You should get in as a co-sponsor! There is still time. You can get a deeper level of insight on the pool of prospective students you were/are working for 2017 and get a clear understanding of how you were or weren’t tripping their trigger. You can click here for a video with all the details.

Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company’s Interactive Counselor Training Program, click here.  Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

[Video]: Resources You Can Use Now to Finalize ’17 and Ensure a Successful ’18

May 23rd, 2017

As summer approaches, enrollment managers and admission directors expand their focus to critical issues like professional development, marketing planning, research and pre-enrollment service initiatives. Meanwhile, many colleges are still in the throes of making their 2017 class.  According to the recently released NACAC College Openings Update, over 500 colleges and universities are still accepting applications from prospective freshman and/or transfer students for the upcoming fall term.

Wherever your institution falls on this wide spectrum of future planning, we have a number of free tools and resources available to you. On our website and YouTube channel you’ll find an ever growing list of admission counselor tutorials aimed at making your counselors even better at their jobs. You can also download the complete reports from our each of our national co-sponsored studies that dive deeply into the hot-button issues that impact your enrollment.  Subscribe to our YouTube channel to get even more. There you’ll find tutorials, up-to-date market data, and a wealth of actionable information to help you with your recruiting efforts, today and in the future.

Our most recent video (below) introduces you to the national co-sponsored higher education study we are launching now:  Emotional Motivators. This study is based on an old adage: “Facts tell. Emotions sell.” Students want and need facts and information about the colleges they consider. But their college selection decision will hinge on how they FEEL about the school they’ll ultimately enroll in. This study will tell you how they feel about you relative to the other colleges they considered (or chose to attend).

You should get in as a co-sponsor! There is still time. You can get a deeper level of insight on the pool of prospective students you were/are working for 2017 and get a clear understanding of how you were or weren’t tripping their trigger.

Be sure to check out our Counselor Training Tutorials. At the heart of our highly-acclaimed Interactive Counselor Training Workshop is a proven model of communication that counselors tell us is transformative. The model is simple and highly effective. Adopt this straightforward method and you will see greater success in your recruitment efforts. Our ever-expanding tutorial menu includes sessions covering these high–impact topics from the popular workshops we conduct at college campuses across the country:

Counselor Training Series Overview: Longmire and Company believes that the conversations between prospective students and the colleges they are considering can be much richer and more fruitful for both. Having rich conversations with prospective students provides you with a greater understanding of each student’s unique needs, preferences, motivations, and how they will make their college selection decision.

CHECK OUT THESE VIDEOS ………

The Counselor Training Series is just the beginning of the valuable free video tools available to you. Again, check out our YouTube channel for more tutorials, powerful data from national co-sponsored studies and interviews with some of your peers.

As I mentioned earlier in this post, PLEASE consider getting involved in this new co-sponsored study we’re launching. You’ll benefit from it! Previous co-sponsors get involved year after year because it’s inexpensive and they get insightful and actionable information.

Email or call me if you are interested in how we can help. Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company and the tools we have to offer, click here. Be sure to subscribe to Versions of Conversion today so you can stay up-to-date.

Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

Data Driven Strategies to Finalize Your Class and Minimize Melt

May 10th, 2017

Four-Studies_698x400Congratulations on successfully navigating Yield Season 2017!  Now, on to the next phase—ushering your class through the required processes to ensure they show up on the first day of class. The predictor of enrollment is excitement and emotional commitment. Students who don’t feel an emotional attachment to your college are far more likely to melt.

You can look to findings from four recent co-sponsored  studies for some guidance.  The studies point to specific actions you can take during orientation and beyond to strengthen and maintain the relationships you have worked so hard to build with your admitted students AND create meaningful connections with those students who have yet to bond with your college.

Here is what the data tells us students really want and the techniques you can successfully implement today to give it to them.

Understand Us!

In our most recent co-sponsored study, “Hidden Influences: Revealing the unspoken perceptions that prospective students have about your college and why it matters in your ability to grow and control enrollment, we asked over 18,000 college-bound students whether they felt the colleges they considered were more focused on understanding their needs and preferences or more focused on presenting information about their institutions.

We were stunned by their response: Only 20% of students felt that colleges placed the focus on them. This feeling was shared by students bound for both public and private institutions. In a prior higher-education study, The Excitement Factor!, college-bound students were asked if the colleges they were considering had taken a personal interest in them at any point in the recruiting process. The response was shocking. Two-thirds said “No” or “Don’t Remember” and in our view “Don’t remember” is the same as “No.”Personal_Interest_460x287

Showing your interest in and focusing on the specific needs and concerns of your committed students is crucial to ensuring they matriculate. Students see college as the beginning of a new chapter in their life and many are apprehensive about all of the transitions associated with going to college including moving away from home, meeting new people, leaving the comfort and familiarity of high school, and new educational challenges ahead. Without the safety net of the high school counseling office to turn to, some students may fall through the cracks.

Excite Us!

In our Value Proposition” study, we learned that a student’s excitement about attending a college is more predictive of enrollment than other key factors, such as cost and perceived quality of the institution. We explored that further in The Excitement Factorand discovered that over one-third of students actually experience an “AHA” moment where they can recall the precise instant, place or circumstance when they experienced a rush of emotion and realization that a specific college was the right choice for them.

In most cases, the student’s epiphany happens when they are on campus but the people, places and circumstances involved are widely varying, highly personal and unpredictable.

The job of any college, as it relates to recruiting students, is to put the student in a place or frame of mind where this epiphany can happen. To enable the student to envision what their life will be like. You’ll have additional opportunities to do that for students you expect to enroll.

Impress Us!

Consider this: In our national co-sponsored study, How Customer Service Delivery During the Recruiting Cycle Influences Enrollment,” we found that 53% of students and parents say that the service they receive from a college during the “shopping process” influences their selection decision.

We also see this in our work with individual colleges that utilize our assessment program, Service Quality Management (SQM). They know, as do you, for many students the selection process continues well beyond the point at which they make a promise to enroll.

Our studies have found that poor service delivery, across any brand touch point on campus, often outweighs other important factors, including strength of academic programs, faculty reputation and even the financial aid offered. Prospective students and parents view the pre-enrollment service they receive as predictive of how the student will be served after enrolling. They will change their mind about a college or avoid it altogether if they receive poor service.

Actions You Can Take to Excite, Impress, Build the Student/College Bond

Counselor Actions Relationship_Makewith Impact

Your admission counselors can be powerful influencers in creating a bond between your college and the students they have recruited.

Here’s how:

  • Stay in touch, ask questions and have meaningful conversations throughout the entire process. Make the student feel wanted, important, and engaged with the college.
  • Connect the student to people, places and activities that will create excitement about the college.
  • Identify students who are at risk for summer melt and enlist support for them from current students, faculty or other new admits.

Meaningful Social Media Strategies

Find unique ways to connect your incoming class to current students through social media sites, texts and your orientation programs.  Some colleges have created videos of current students addressing their own pre-enrollment concerns that they share with newly-admitted students.  Seeing a successful, happy student talk about how their own anxieties turned out to be unfounded can be a great stress reliever.

Orientations that Excite

What goals have you established for your orientation program?  Do they read like a laundry list of paperwork, must-do’s, must-know’s and must-see’s?  Instead, your goals and practices should be developed in the context of, “How does this strengthen (or create) the emotional bond each student has with us?”

By its very nature, college orientation is very process-driven: read this, hear this, watch this …  Instead, create entertaining programs and activities that engage students, foster enthusiasm, and enable the student to feel what it’s like to be a student and a part of your community.

Moat importantly, build in opportunities for admitted students to connect with (not simply meet) other newly-admitted and current like-minded students.

Service that Shines

To avoid losing students before classes start, be sure to give them a stellar experience everywhere and at all times. Students and their parents agreed that a single bad experience can be the catalyst for completely derailing the prospective student’s original enrollment plan. The most often cited negatives include unkempt grounds, buildings and restrooms; lack of clear signage; unfriendly staff and faculty; excessive phone hold times; unresponsive staff; and overwhelming paperwork.

Just as importantly, the study concludes that offering great pre-enrollment service will not only “save” enrollments but it is also one of the best possible ways for a college or university to differentiate itself in today’s competitive environment.

NEWS: Longmire and Company’s just-announced national co-sponsored higher education study has been launched to explore – in depth – the topic of emotional motivators in college selection.

Emotion study boxUnlike any other higher education research to-date, “Emotional Motivators: How to increase and control your enrollment by getting a deep and accurate understanding of how students really feel about your college,” will explore how students feel and, more importantly, why they feel that way, to give you a deeper understanding of the students you’re trying to recruit. The actionable insight yielded by this study will give you greater control over your conversations with prospective students, better ability to craft sharper mass marketing messages, and more direction to design highly productive campus visit experiences.

We hope you will join a prestigious list of co-sponsoring colleges and universities, large and small, and participate in this study. Co-sponsors find our studies valuable because of the wealth of new insight they gain about their individual pools of prospective students – insight they can use to drive action and change.

Colleges are signing up now so we encourage you to contact us soon if you are thinking about participating. CLICK HERE FOR COMPLETE INFORMATION.

Continue the conversation on Twitter @LongmireCo. For more information about Longmire and Company’s Interactive Counselor Training Program, click here. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information

RickMontgomery_100x100Rick Montgomery is as an Enrollment Strategist at Longmire and Company. With over 20 years in higher education marketing, he brings an innovative and dynamic approach to helping colleges and universities meet their enrollment goals. Rick can be reached at 913/492.1265 x.708 or via email at rmontgomery@longmire-co.com.

8 Reasons Why Prospective Students Won’t Tell You the Truth!

April 5th, 2017

I remember talking with college bound students in the focus groups we conducted during the development phase of our most recent national higher education study: “Hidden Influences: Revealing the unspoken perceptions that perspective students have about your college and why it matters in your ability to grow and control your enrollment,” and gaining fascinating insights.

WhyStudentsDontRevealAmong many other things, we explored why students will NOT tell a college about the things they find unappealing or lacking about the college.

Students in the focus groups identified eight reasons why they are naturally averse to telling you the things they find unappealing about your college. We then presented these reasons to 18,000 students nationwide in the quantitative portion of the study to determine if they are reflective of students across the country. They are.

In this blog post, we’ll share the most common reasons why students are hesitant to tell you about the things they don’t like about your college. More importantly, we’ll offer suggestions for how to deal with each issue. In our view, its part of the job of a counselor, a faculty member, a financial aid rep, a tour guide, or whomever interacts with prospective students to extract and deal with issues of interest and concern to prospective students.

The table below lists the TOP EIGHT REASONS students don’t want to tell you about the things they find unappealing about your college. As you can see, there isn’t much difference in how students bound for private and public colleges ranked their reasons, except for the #1 reason. Students bound for a private college or university say they don’t want to share their negative impressions with you because, “I would not want to hurt my chances of being accepted later.” Public-bound students say, “I doubt my opinion would matter.”

 

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Knowing why students are reluctant to share their negative impressions can help you change the conversations you have with them. If you’re a private college, for example, you can safely assume that most of your prospective students may be fearful of sharing their negative impressions because they think it may hurt their chances of being accepted. To alleviate their fear you can provide reassurance that their candor is sincerely welcomed and appreciated, and it will have no impact on your admission decision.

If you’re a public college, your prospective students need to be informed that their opinion matters. Better yet, you can point to things your institution has changed or added in service to students on the basis of what “students like you” suggested or found missing on your campus.

Most of the eight reasons in the table above have an emotional component. Students don’t want to reveal their negative impressions for FEAR of being judged or wrecking their chances with your college. They don’t want to hurt your FEELINGS. They don’t want to be EMBARRASSED. They don’t CARE enough about you to share their opinions.

You can appeal to their emotions to uncover their hidden thoughts and opinions. As we wrote about in a blog post a couple of weeks ago, students will reveal their negative impressions of you if you make them feel comfortable doing so. Students are amazingly altruistic. They want to help you and they want to help other students, as well. Tell your prospective students that they’ll do both by telling you the positive AND not-so-positive impressions they have formed about your college.

Extracting the negative impressions students have about you can be achieved in ways beyond conversation. The 18,000 college bound students involved in the Hidden Influences study offered many suggestions for getting this information through post-tour surveys that go beyond the typical – as one student characterized it – “were we helpful” types of questions.

We are preparing to launch our next study!

Each year our national co-sponsored studies attract even more colleges that want to “get in” on the new and different insight we give them about their prospective students and students nationwide. If you’d like information about the topic of our next study, and the benefits you receive as a co-sponsor, be sure to CLICK HERE now to be alerted soon when we put together our next group of co-sponsors.
You can also CLICK HERE to receive an advance copy of the Hidden Influence study report prior to its national release.
Continue the conversation on Twitter @LongmireCo. Be sure to Subscribe to Versions of Conversion today so you don’t miss any of this highly-valuable information.

RHL_Photo_100x100Bob Longmire is President of Longmire and Company, Inc. He is a recognized expert on the topic of how prospective students and parents form their college selection decisions – and how colleges can use that knowledge to grow and control their enrollment. He can be reached at (913) 492-1265, ext 709 or at blongmire@longmire-co.com. Connect with Bob at Linkedin/in/boblongmire.