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In an era of accountability and a growing emphasis on college completion, successful campuses are using data to drive their retention planning and strategy development. Student satisfaction data plays a key role in retention planning efforts at colleges and universities across the country. What are the best approaches for using these types of data to improve student retention? This presentation will feature four suggestions for using student satisfaction data with an emphasis on improving retention. We will also identify several top issues facing schools and provide suggestions for improving satisfaction in these areas. As a result of participating in this session, individuals will be able to identify clear next steps on how to use their own institution’s satisfaction data to improve student success. Speaker: Julie Bryant, Associate Vice President for Retention Solutions, Noel-Levitz Julie L. Bryant, Associate Vice President of Retention Solutions at Noel-Levitz, works directly with colleges and universities throughout North America in the area of satisfaction assessment. She is responsible for client service to more than 2,000 institutions using the Noel-Levitz family of satisfaction-priorities assessment instruments. Who Should Attend: Student Affairs, Academic Affairs, Student Services, and Institutional Research Officers
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@SFDCFoundation
/Salesforce.comFoundation
@SFDCFoundation
/Salesforce.comFoundation
Using Satisfaction Data for Retention
January 29, 2014
1% Time • Equity •
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Become A Connected Campus: Connect With Your Students in a Whole New Way
Connected Faculty/Staff
Connected Careers
Connected Alumni
Connected Devices
Connected Students
Featured Presenters
Sandra Sanvido Director, HE Marketing
Salesforce.com Foundation
Julie Bryant Associate VP, Retention Services
Noel-Levitz
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Utilizing Satisfaction Data for Retention
Julie Bryant Associate Vice President for Retention Solutions
Noel-Levitz by the Numbers
1,000 served annually
2,800 partners served 350,000 visits to
www.noellevitz.com annually
40 years of service
1,500 institutions participate in Noel-Levitz conferences
130 full-time staff & 60+ part-time consultants
600+ years of experience
800-900 downloads per week
Noel-Levitz
What are the components of retention?
Retention puzzle
A key institutional assessment is student satisfaction
Gathering data is an important way to understand the current situation on campus.
Retention
Accreditation Strategic Planning
Three primary purposes for satisfaction assessment
We know from the research that there is a link between student satisfaction and retention at four-year institutions and we are currently conducting a study to better understand the link at two-year institutions.
The link between student satisfaction and retention
www.noellevitz.com/retentionlink
Linking Student Satisfaction and Retention
Variation in Retention
Institutional Features 1-4% Demographic Characteristics 3-4% Student Satisfaction 17% Unknown 75%
Schreiner, Laurie. Linking Student Satisfaction and Retention, Noel-Levitz (2009).
Definition of satisfaction
“When expectations are met or exceeded
by the student’s perception of the campus
reality.”
Schreiner & Juillerat, 1994
Very Important
Very Satisfied
Very Unimportant
Very Dissatisfied
Matrix for prioritizing action
Copyright Noel-Levitz
Create a culture of Continuous Quality
Improvement
Using Satisfaction Data with a Retention Emphasis
#1 – Impacting Retention: Focus on campus climate items
Institution showing concern for students as individuals
Enjoyable experience to be a student here
Institution has a good reputation within the community
There is a commitment to academic excellence
Campus staff are caring and helpful
Students feel welcome
Students feel safe and secure on campus
Seldom get the “run-around”
Tuition paid is a worthwhile investment
Campus climate items
Commitment to customer
service
Communicate value
Reduce campus
run-around
#2 – Impacting Retention: Celebrate strengths
Celebrate and build on your strengths
Know what you are doing well and keep doing it
Identify how you compare with institutions nationally
#3 – Impacting Retention: Improve items students care about
“Just do its”
Future–strategic plan
Change perceptions through communication
How can you address your challenges?
Three ways . . .
#4 – Impacting Retention: Communicate regarding changes made
The power of the data
comes when you USE
it and COMMUNICATE
around it!
Communicate
Change Prepare
Gather
Receive
Communicate with
leadership, faculty,
staff, students, alumni
and parents
Establish a
communication plan
Possible ways to communicate
• Presentations on campus to various groups; regular updates by your President
• Bite-sized chunks of information throughout the year • Through supervisory structures • Detailed Executive Summaries • Articles in various publications • Postings around campus • Postings on your Website • Snippets on Twitter or Facebook • Social portal such as Student
Community • Letters to parents
Communication one size does
NOT fit all!
Systematic assessment cycle
Inform the campus how you responded
Survey your students
Review and share your results
Respond to the data with initiatives
Pyramid for campus improvement
The foundation: Gather data
Clarify the data
Brainstorm action plan
Take action
Tell what you have done
Three issues that campuses are facing nationally
Photo slide example #3: Seldom get the “run-around” here Seldom get the “run-around” here
I seldom get the “run-around” on campus
44% 39%
50% 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Four-year privates
Four-year publics Community colleges
Career and private schools
Satisfied or very satisfied
2013 Noel-Levitz National Student Satisfaction and Priorities Results
Run-around is not just
physically around campus,
it can apply to policies and
procedures in general
Examine phone and Web run-around issues
Create a “student central” to handle all types of inquiries
Photo slide example Faculty provide timely feedback
Faculty provide timely feedback about my progress in a course
50% 46%
54% 59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Four-year privates
Four-year publics Community colleges
Career and private schools
Satisfied or very satisfied
2013 Noel-Levitz National Student Satisfaction and Priorities Results
Gather more information
• What examples can student provide?
• More an issue by class level or within particular programs on campus?
Feedback
Communication
Photo slide example Have faculty establish realistic
expectations for response times
Are there quizzes early in
the term so students can
see if they are on track?
Discuss during faculty in-service sessions
Timely feedback may also be about getting students to graduate within reasonable timeframes
Photo slide example Tuition paid is a worthwhile investment
Tuition paid is a worthwhile investment
44% 51%
69%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Four-year privates
Four-year publics Community colleges
Career and private schools
Satisfied or very satisfied
2013 Noel-Levitz National Student Satisfaction and Priorities Results
The media’s influence on tuition perception
If students don’t perceive value, they may be more likely to
leave your institution
Photo slide example Highlight what students receive for their tuition dollars while they are enrolled
Share success stories of your alumni with your students and
their parents
Communicate the value of their education at key enrollment times
• When students enroll
• When they are registering for classes
• When tuition is due
Treat students (and parents) well during interactions
Clearly link to financial literacy and financial support information
on your Web site
Photo slide example “Affordability” may be relative
Strong relationships can help you to know when tuition is an issue
Closing thoughts
Survey your own students
Satisfaction
assessment is
not a once and
done activity
DONE
Your approach should be systematic
Just conducting the assessment is not enough
Photo slide example By taking action. . .
Photo slide example By taking action. . . And telling the campus what actions have been taken...
You will be able to impact retention!
Improved Campus
Experience
Improved Satisfaction
Improved Institution and
Student Success = =
http:/blog.noellevitz.com Sign up for the Noel-Levitz Blog
Follow me on Twitter twitter.com/JulieBryantNL
Continue to get current updates
www.noellevitz.com/SSI Learn more about the satisfaction
survey options
Questions
“Getting to Grad: A Focus On Student Success”
Webinar • Wed Feb 26 at 11:00 PST/2:00 EST • Presenters:
– Chase Schults of Western Governors University – Jim Gilbert of George Mason University
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