The motivations, attitudes, perceptions and skills of customer service staff working in Australian university student administration

Abstract

ABSTRACTIn 2012, government changes to higher education shifted Australia to a demand driven funding model. The consequential increase in student numbers, along with greater focus on retention and student satisfaction, resulted in rising customer expectations. There are now strategic imperatives to change administrative cultures to focus on delivering service excellence. This study analyses customer service behaviours of student administration staff at one Australian university. Using a conceptual framework of motivations, attitudes, perceptions and skills towards customer service, this small-scale study suggests that staff are intrinsically motivated and have largely positive attitudes towards their student customers. A gap was identified between individuals’ perceptions of their customer service delivery compared with that of colleagues, while staff learn informally from their supervisors and colleagues. Finally, this paper explores how universities might develop and embed a workforce that is student-centric, delivering outstanding customer service, while at the same time upholding governance and compliance requirements.