Customer Service Focus and Mission Articulation as Measures of Organizational Effectiveness in Higher Education Institutions: Driving Student Success

Abstract

Customer Service Focus and Mission Articulation are fundamental measures of organizational effectiveness reflecting the extent to which institutional values are manifested in structures, systems, human resources, and outcomes. Many higher education institutions are interested in better satisfying the needs of students and their families, alumni and benefactors, governments, and employers, to fulfill the aspirations of society at large. To analyze Mission Articulation and Customer Service Focus in higher education, 52 faculty members and administrators from institutions in more than 16 countries were surveyed using the Human Synergistics International Organizational Effectiveness Inventory® (OEI®) Survey. Results revealed that scores from total respondents fell below the Constructive Benchmarks for both parameters, and below the Historical Average (50th percentile) for Customer Service Focus. Subgroup analysis revealed that scores from private and public not-for-profit institutions fell below both the Historical Averages (50th percentiles) and the Constructive Benchmarks for each of the two parameters. By contrast, for-profits approached the Constructive Benchmarks and public for-profits scored significantly higher than not-for-profit subgroups. For Customer Service Focus, scores from faculty, male and female subgroups fell below the Historical Average, while administrators approached the Constructive Benchmark scoring significantly higher than the faculty subgroup. We recommend strengthening the relationship between students and their higher education institutions by improving Mission Articulation and sharpening the focus on student educational needs and outcomes.