Students First: Keep it Simple, Communicate Effectively

STUDENTS KEEP IT SIMPLE, COMMUNICATE EFFECTIVELY

TABLE OF

1

Introduction

2

Nine Shared Service Standards

6

Best Practices

by Channel

16 22

Applying the Shared Standards

Your Notes

We’ve created a set of standards for how we should communicate with our students so that they have a consistent, positive impression of the university. In doing so, we honor the mantra of “Students First: Keep it Simple, Communicate Effectively.”

This manual provides a framework of our best practices for providing exceptional customer service within Enrollment Management.

We’ve set clearly defined expectations to ensure success in a meaningful, measurable way. Each staff member should refer to this document regularly and report any updates.

Be sure to ask your manager about any additional guidelines specific to your office or department that build upon the ones set forth here.

A GUIDE TO COMMUNICATING EFFECTIVELY • 1

NINE SHARED SERVICE STANDARDS Our service standards help us consistently deliver smart, personal, and exceptional support to the entire community.

UNDERSTAND YOUR CUSTOMER

BE HUMAN AND ACCESSIBLE

It is part of our job to reach across linguistic, cultural, and technical divides. Understanding our customers and their needs is imperative to providing them with the best possible service.

Our customers should feel like there is a person who hears them and wants to interact. Keep your communication conversational, but also professional and informative.

BE AN AGENT, NOT A GATEKEEPER

CARE ABOUT QUALITY

An agent uses empathy and creative solutions to make things happen for others, while a gatekeeper hides behind policies and sets up barriers.

NYU is a big place where it’s easy to get lost, so it’s important that we give simple solutions to difficult problems. Keep your eyes and ears open to find unneeded complexities in our operations and procedures— and if needed, propose a process change to your manager.

USE CHARITABLE ASSUMPTIONS

BE A PROBLEM SOLVER

Believing the best about the other person and their intentions opens you up to finding better outcomes. Try to see things from your customer’s perspective and connect them with available resources, especially when discussing sensitive subjects.

When a customer is asking for something that is impossible to provide, gently guide them to the possible. Provide an alternative path and prepare your customer for their next steps.

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SURF THE WAVES LIKE A SWAN Be poised and calm above water—like a swan. Work hard below the surface, out of sight, to make things happen without letting the customer know.

RESPECT OUR CUSTOMERS’ DATA SECURITY All members of the university community must employ appropriate safeguards to protect the integrity, confidentiality, and security of all personally identifiable information.

OWN IT If a customer’s question starts with you, even if you have to ask others for help, follow it all the way through to resolution.

BEST PRACTICES

BY CHANNEL We represent one of the greatest higher education institutions in the world—across a variety of channels—and our communications should reflect that!

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YOU ARE THE FACE OF NYU The buildings we occupy, the flags we fly, and the wayfinding signs in our hallways are consciously designed to promote a consistent experience within our vibrant city.

Students and their families will judge NYU based on their face-to-face interaction with you, so it’s important to keep the following in mind: ■ B asic appearance: Avoid

slogans or obvious logos on your clothing. Try to throw in a bit of purple or a torch pin, if you can. The art on the walls of your workspace can also positively contribute to NYU’s brand as students meet you.

■ G reeting guests: Welcome

visitors as they enter, and ask them how you can help. Be thorough and genuine, without spending too much time with any one guest.

■ Stay positive: Maintain poise,

even under pressure. When a situation seems out of your league, ask for support from your manager.

■ Keep guests company:

This might involve walking them to where they are going or offering them something if they need to wait. Confirm that you know what they need and how long it will likely take.

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EVERY PHONE IS A FRONT LINE OF HOSPITALITY When possible, resolve the customer’s question or concern within 12 to 24 hours. If you can’t, return the call or email with a message that you are working on the issue—in other words, as with in-person interaction, keep them engaged!

Our phone protocol is as follows: ■ Use the standard greeting:

“Good morning/afternoon, [your office name.] This is [your name], how may I help you?”

■ Speak clearly and with

a friendly tone

■ Have a positive attitude ■ Listen closely—ask

clarifying questions, if needed ■ Take the time to find the

correct solution or answer

Speaking on the phone can be stressful for some!

We follow the above guidelines so that our customers feel at ease, while also gaining the information they need in a straightforward manner.

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EMAIL SHOULD BE FAST, CLEAN, EFFICIENT—AND IN NYU’S VOICE Here are some things to keep in mind with email: ■ Reply in a timely manner:

Aim to respond to emails within 24 hours during normal business days.

■ Use an out-of-office response:

If you’ll be away from the office, set up an automatic response including the date of your return. Include an alternate contact and link to a website with additional information.

■ Use a professional, yet

conversational tone: Be brief and make your message easy to read and informative.

Remember that the tone of your email should align with NYU’s brand.

■ Customize your email

signature, following these standards: •• No rich text formatting,

images, or logos—they might not load for some viewers!

•• No abbreviations •• No quotes •• No vCards •• No email addresses •• Use your direct phone line,

not a general call number •• Include a plain-text social

media handle •• Sample Email Signature:

Joey Schmit Director of Marketing and Communications New York University 383 Lafayette Street New York, NY 10003 USA P: 212-998-4528 admissions.nyu.edu

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WEB AND SOCIAL MEDIA MUST SHARE A CONSISTENT BRANDED TONE When communicating online, our language is confident, yet welcoming; frank, thought-provoking, and refined, but not too flowery. Our web presence should also reflect that approach.

Follow these guidelines for web communications: ■ Simple layout:

Clutter-free layouts appear more professional and allow the reader to quickly understand the call to action and key benefits.

■ Cut back on wordiness:

The average web user reads just 50 percent of words on pages with 111 or fewer words.* Copy should be succinct and to the point, so that it doesn’t get scanned over.

■ Emphasize the important:

Design layouts for the reader to navigate the page from most important to least important information.

■ Use white space: White

space helps various elements stand out, which is essential to readability.

■ Use NYU’s visual identity:

The NYU logo and violet color give visual clues to the reader as to who the communication is coming from.

■ Accessibility: Follow

our Digital Accessibility protocols to ensure the NYU web experience is available to a diverse range of hearing, movement, sight, and cognitive abilities. *Source: Statistic Brain Research Institute

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APPLYING THE SHARED STANDARDS Even when we are asked for something unconventional or challenging, we should guide our customers to what’s possible.

GIVING A CLEAR AND ACTIONABLE ANSWER UNDERSTAND WHAT IS BEING ASKED—AND WHY Before rushing in to serve, we need to understand what each customer’s question really is.

Adhere to the following tips:

Once you confirm you and your customer are on the same page, determine the “why” of their question:

■ Watch out for

■ Pay attention; notice their

misunderstandings.

■ Confirm that you have heard

word choice, tone, and body language.

a question correctly.

■ Use charitable assumptions.

■ Use clarifying prompts.

■ Ask open-ended, clarifying

■ Avoid acronyms or jargon

with which the customer may not be familiar.

■ Respectfully check for their

understanding.

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questions.

SET THE FORMAT AND TIMELINE OF YOUR RESPONSE You can effectively manage expectations by doing the following: ■ E xplain the steps you are

taking to solve the problem.

■ Ask if the customer’s needs

will be met effectively and within a timeframe that suits their needs.

■ If you set a very distant

deadline, be sure to schedule a check-in to communicate progress.

ENSURE YOUR RESPONSE IS CORRECT Circle back with the customer if the project has surprising elements that are not well defined. If you are charting new territory, always have a fresh set of eyes review your response to the customer. Of course, always prepare yourself for follow-up questions. This may include citing your sources for easy reference later on.

ASK IF THE RESPONSE ADDRESSED THE NEED Check in with customers to gauge the quality of your service.

If there are follow-up questions that go beyond the original scope, start over—and take more time with the “why.”

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WHAT TO DO WHEN THE ANSWER IS UNCLEAR THE WARM TRANSFER Sometimes, you know the customer can get a more comprehensive response to their question from someone else. In this case, do a “warm transfer” to connect the customer with the right service provider. Essentially, you should accompany the customer to the new contact and introduce them, without giving them the moment to feel cold. This might be over the phone, by email, or even in person.

Here are some additional tips: ■ Ask permission before you

transfer the customer—this gives them the chance to ask any urgent questions first.

■ Save the customer from

having to repeat themselves by explaining the situation or question to the new contact.

Be succinct (yet thorough) when relaying details.

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■ Stay on the line or the email

thread until the new contact fully understands the situation.

■ Give the customer your contact

information so they can reach out later, if needed.

THE “LET US GET BACK TO YOU” It’s OK if you can’t answer a question right away, but you should never leave a loop unclosed for too long—you still “own” the customer’s question. Consider this a great learning opportunity, and do the following: ■ Gather any necessary

information that the colleague you’ll be consulting with will likely need: full name, date of birth, NYU ID numbers, school they are attending, etc.

■ When you send the information

and question along to your colleague, let them know how quickly the customer is expecting an answer.

■ Follow up as needed.

■ Let your customer know you

are working on the issue and will get back to them.

THE QUALIFIED “YES” Rather than simply answering “no,” always let the customer know their options. (e.g. “You could get a transcript despite your hold, if you were to request an unofficial copy.”)

This gives the customer time to consider your suggestion, giving them a moment of power instead of a moment of disappointment.

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YOUR NOTES Your experiences help shape our best practices. Use this space to record any insights you gain that may help others learn to communicate effectively.

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