This document summarizes an executive briefing on creating a service quality culture at Oklahoma State University. The briefing discusses why it is important to focus on what stakeholders want and establish clear service expectations. Leadership must communicate these expectations to create a service quality culture where OSU connects with people on emotional and rational levels, creating advocates for the university. Research shows that poor student service is a leading reason why students leave universities. The briefing proposes strategies for improving service quality and managing stakeholder experiences.

1. Executive Briefing: Creating a Service Quality Culture
EXECUTIVE BRIEFING
Creating a Service Quality Culture
April2011
DevelopedandPresentedby Rhett Laubach
YourNextSpeaker,LLC
Arcadia,OK
©2011 YourNextSpeaker,LLC 1
www. ourNextSpeaker
Y .com

2. Executive Briefing: Creating a Service Quality Culture
P r o v i d i n g q u a l i t y s e r v i c e is the job of everyone at Oklahoma State
University. A leader must believe in, understand and clearly communicate quality
service expectations to create a service quality culture. Positively providing a
stakeholder experience where OSU connects with people on a relational, emotional
and rational level creates OSU advocates. The value and benefits are extensive and
define how people see, relate to, interact with, support and champion Oklahoma
State University.
Discussion will include:
Why it is important to be obsessed about what the stakeholder wants.
Establishing clear quality service expectations.
How leadership can ensure team responsibility and follow-through.
How to be a stakeholder-focused organization.
Research
30% of students who leave a university cite the number one reason as “I felt like
they didn’t care about me.”
The second major reason students quit a school is dissatisfaction with how the staff
treats them.
12% of potential enrollment is lost as soon as a potential student who had
indicated an inclination to attend makes direct contact with the institution.
72% of all students leave school for academic customer service focused reasons.
Source: Dr. Neal Raisman, Author of The Power of Retention
©2011 YourNextSpeaker,LLC 2

3. Executive Briefing: Creating a Service Quality Culture
Principles
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©2011 YourNextSpeaker,LLC 3

4. Executive Briefing: Creating a Service Quality Culture
Questions
Why should OSU be concerned about quality service?
Who are our stakeholders?
How can we tell if we are good at service?
What does poor service look like?
How does a university benefit when stakeholder service improves?
How do students benefit when service improves?
.What are the barriers to great service?
Where is excellent service happening on campus?
How can we successfully manage student success/failure?
What are the personal benefits to staff/faculty for being great at service?
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©2011 YourNextSpeaker,LLC 4

5. Executive Briefing: Creating a Service Quality Culture
Strategies VALUE
PERKS
NOTES
AUDITS
GUESTS
HEROES
MODELS
FRIENDLY
KINDNESS
PERSONAL
LANGUAGE
REMINDERS
STANDARDS
MEASURING
COURTEOUS
WELCOMING
EASE OF USE
EXCELLENCE
CORE VALUES
RECOGNITION
SOPHOMORES
RANDOM ACTS
APPRECIATION
TOUCH-POINTS
EXPECTATIONS
CELEBRATIONS
RESPONSIBILITY
MANAGING LINES
EXIT COUNSELORS
©2011 YourNextSpeaker,LLC 5

6. Executive Briefing: Creating a Service Quality Culture
Notes
©2011 YourNextSpeaker,LLC 6

7. Executive Briefing: Creating a Service Quality Culture
Notes
©2011 YourNextSpeaker,LLC 7

8. Executive Briefing: Creating a Service Quality Culture
RHETTlaubach
C·O·N·N·E·C·T
Web Home www.YourNextSpeaker.com
Leadership Blog www.PersonalLeadershipInsight.org
Speaking Skills Blog www.AuthenticityRules.com
Leaders in Gear Book www.LeadersInGear.com
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Rhett Laubach has changed the way thousands of people across the nation think about
leadership. As a professional speaker, author, presentations coach, Personal Leadership Insight
expert and owner of YourNextSpeaker, LLC, Rhett has taught leadership skills for 20 years, one
million audience members and in 47 states, the Bahamas and Canada.
Rhett's clients include students, educators and business professionals in the agriculture, sales,
human resource, banking, health, transportation and insurance industries. His programs are
high-energy and high-impact.
Rhett’s primary focus is the development of Personal Leadership Insight; our ability to
positively influence people and situations to create value and growth. This curriculum includes
a vast array of assessments, program content and on-line resources. He authors two popular
blogs: Personal Leadership Insight is his leadership blog and Authenticity Rules is his
presentation coaching blog. Rhett has also just released a new leadership book – Leaders in
Gear. This book contains hundreds of tips and strategies focused in three areas: personal
leadership, team leadership and presentations. You can find links to all of Rhett’s material, as
well as information about his programs at www.YourNextSpeaker.com.
Rhett graduated from Oklahoma State University with a bachelor’s degree in Agricultural
Economics in 1996. He lives in Edmond, Oklahoma and is a dedicated Christian, husband,
father and community leader. As a seasoned veteran, he guarantees to make you think, make
you laugh and make you better!
©2011 YourNextSpeaker,LLC 8