Jacquelyn D. Elliott of Marion Military Institute provided attendees in her Monday AACRAO Annual Meeting session ideas for updating admissions staff training programs based on “relationship management.”
In “Creating a Stronger Enrollment Management System Through Staff Training,” Elliott explained key aspects of relationship marketing that can be transferred to enrollment management and admissions training, including:
- taking a long term vs. short term approach;
- focusing on retaining customers over making a sale;
- making customer service a high priority;
- encouraging frequent customer contact;
- fostering customer commitment with the organization; and
- basing customer interactions on cooperation and trust.
Relationship management consists of four elements: gathering information about customers, analyzing data and using it to modify marketing mix; monitoring interactions with customers; and using customer preferences and knowledge.
Elliot emphasized the need to train admissions staff in obtaining the right information during their interaction with students. “The types of questions we ask are critical,” she said. For example, asking students to describe what they envision as a typical day on campus allows staff to identify discrepancies between students’ expectations and reality. Every year, her campus develops 30 top questions for students. This is a “tool belt” for admissions counselors, Elliott said.
Elliott emphasized that adjusting attitude can positively affect training. For example, “enrollment management,” she said, “is not to about meeting demands but about anticipating needs.” She added the importance of helping admissions staff recognize variables of a good match and for counselors to study competitor’s statistics.
Training attitudes should:
- have a service concept
- have service focus to introduce relevant marketing concepts
- use metaphors (or analogies)
- use info and new technology
- empower recruiters
- encourage enthusiasm
- encourage, demand, and facilitate continuous learning
“You have the job as the EM to do relationship marketing with your staff,” said Elliott, noting her campus has experienced no turnover in admissions staff in six years. “That is the hidden nugget in all of this. People follow your lead. By investing in your training this way, you teach your staff by example what you want them to do with students and families.”