Little Things Make the Biggest Difference: Better Customer Experiences in Higher Ed

Creating an exceptional student experience and providing top-notch customer service has never been more important.

In his recent Engage Summit keynote, "Little Things Make the Biggest Difference," renowned speaker and author Stan Phelps shared invaluable insights on how small gestures and personalized touches can elevate the student journey and enhance the overall customer experience in higher education institutions. 

In this article, we will delve into the key takeaways from Phelps' keynote that can help higher education professionals and administrators improve their schools' student journey and customer experience.

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Exceeding Expectations: The Power of Going Above and Beyond

One of the central themes of the keynote was the idea that meeting expectations is not enough. Phelps emphasized the importance of exceeding expectations to truly leave a lasting impression on students and customers. 

By going the extra mile and providing unexpected value and personalized experiences, higher education institutions can create a sense of delight and loyalty among their students.

Phelps calls these the "wow moments" that stick out in the consumer or prospects' mind, ultimately driving affinity and engagement.

The Purple Goldfish Project

Phelps discussed the "Purple Goldfish Project," which focuses on identifying unique ways to exceed expectations. It is designed to encourage organizations to find ways to surprise and delight customers, creating positive experiences that set them apart from competitors. The project takes its name from the concept of "lagniappe," a New Orleans term meaning to do a little extra. 

Through the Purple Goldfish Project, organizations are encouraged to identify and implement "purple goldfish," which are the little extra touches or unexpected gestures that can make a significant difference in the customer experience. 

These purple goldfish can include personalized offers, increased responsiveness, improved communication, or even utilizing technology and data to create a seamless and tailored experience. The goal is to transform ordinary transactions into memorable moments, fostering customer loyalty and advocacy.

Leveraging Technology and Data for Personalized Experiences

Phelps emphasized the need to leverage technology and data to create personalized experiences for students just like other large companies do.

Westpac, a bank in Australia and New Zealand, personalized offers to individual customers by utilizing analytics to understand their needs. This resulted in increased customer retention and over $20 million in profit. 

Phelps highlighted several examples of how institutions have successfully used technology solutions like Element451 to enhance the customer experience.

Element451 Partners Make Big Differences

In the higher education context, institutions like Florida State College in Jacksonville (FSCJ) have used Element 451 to track student progress and provide personalized support, leading to improved student outcomes.

Element451 enabled FSCJ to automate routine tasks, allowing more time for personalized 1:1 conversations with potential students and providing a dynamic communication experience. 

Element451 also facilitated the tracking of student applications and statuses, eliminating the need for students to repeatedly share their stories and ensuring a streamlined process for the enrollment team.

With Element451, the enrollment office could also offer tailored assistance to students through various communication channels like email, text, or phone, all managed within a single platform. The automation capabilities and comprehensive tracking empowered FSCJ to adapt to the new normal of virtual services and create meaningful connections with students.

Southeast Missouri State University (SEMO) excelled in improving its application process and responsiveness through the implementation of Element 451. 

By utilizing this technology, they were able to increase their applications by an impressive 13%. This significant increase demonstrates their success in attracting and engaging potential students. Additionally, their response time was reduced from an average of 25 days to a mere 2 days. 

This noticeable improvement in responsiveness showcases their commitment to providing a streamlined and efficient experience for applicants. 

By effectively leveraging Element 451, Southeast Missouri State University effectively differentiated itself from competitors and demonstrated its dedication to providing a superior experience for prospective students.

Instant Assistance and Responsiveness: Meeting Expectations

In today's digital age, customers and students expect easy access to assistance and prompt responsiveness. Phelps discussed how Amazon, a customer-centric company, has set the bar high in this regard by introducing innovative features like the May Day button on the Kindle Fire HDX.

Phelps explained that the May Day button allows users to receive immediate support and assistance with just a single press. This level of responsiveness and customer-centricity sets Amazon apart from its competitors and has become the new benchmark for customer service.

With technology innovations like AI-powered chatbots, organizations can reach another level of accessibility. Element451’s BoltBot provides 24/7 student interaction, guiding prospects and answering queries in real-time. This integration of AI ensures a student-centered approach, delivering a seamless experience that enhances student engagement and conversion.

Creating a Differentiated Experience: Learning from Successful Organizations

Phelps shared examples of successful organizations that have differentiated themselves by providing exceptional customer experiences. These case studies provide valuable insights and inspiration for higher education institutions looking to enhance their own student journey.

Dell, founded by Michael Dell, serves as an inspiring case study. As a sixteen-year-old salesperson for the Houston Post, Dell personalized his approach to selling newspaper subscriptions based on the customers' unique life events. 

This approach helped him become the highest-grossing salesperson and later laid the foundation for Dell as a customer-centric computer company.

The Warmth-Competence Matrix: Striking the Right Balance

Phelps introduced the concept of the warmth-competence matrix, which focuses on evaluating customers' perception of an organization's intent and ability to carry it out. He discussed how this perception is key to building trust and loyalty with students and customers.

Using a range of companies, including BP, Phelps demonstrated how organizations can be placed on the warmth-competence matrix. By prioritizing both warmth (intent) and competence (ability), institutions can create a positive perception among students and customers, leading to stronger relationships and increased satisfaction.

Improving the Student Journey and Customer Experience

Improving the student journey and customer experience is a top priority for higher education professionals and administrators. In Stan Phelps' keynote speech, "Little Things Make the Biggest Difference," he provided valuable insights and real-life examples to help institutions achieve this goal.

By exceeding expectations, leveraging technology, providing instant assistance, creating a differentiated experience, and striking the right balance between warmth and competence, higher educational institutions can enhance their student journey and customer experience, ultimately leading to increased satisfaction, loyalty, and success.

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