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Addressing Complaints

Kristi,

At some point, everyone in a career college may deal with an upset student. The challenge is to handle the situation in a way that leaves the student thinking you operate a great college. If you’re lucky, you can even encourage him or her to serve as a passionate advocate for your college.

When it comes down to it, many students don't even bother to complain. They simply leave and and enroll with your competitors or drop out for good.

It may seem counter-intuitive, but a college's ability to effectively deal with student complaints provides a great opportunity to turn dissatisfied students into active promoters of the college. Here are some student-oriented tips I’ve learned while working in career colleges:

1. Listen carefully to what the student has to say, and let them finish. Don't get defensive. The student is not attacking you personally; he or she has a problem and is upset. Repeat back what you are hearing to show that you have listened.

2. Ask questions in a caring and concerned manner. The more information you can get from the student, the better you will understand his or her perspective. I’ve learned it’s easier to ask questions than to jump to conclusions.

3. Put yourself in their shoes. As a faculty or staff member, your goal is to solve the problem, not argue. The customer needs to feel like you’re on his or her side and that you empathize with the situation.

4. Apologize without blaming. When a student senses that you are sincerely sorry, it usually diffuses the situation. Don't blame another person or department. Just say, "I'm sorry about that.”

5. Ask the student, "What would be an acceptable solution to you?" Whether or not the student knows what a good solution would be, I’ve found it’s best to propose one or more solutions to alleviate his or her pain. Become a partner with the student in solving the problem.

6. Solve the problem, or find someone who can solve it— quickly! Research indicates that students, or customers, prefer the person they are speaking with to instantly solve their problem. When complaints are moved up the chain of command, they become more expensive to handle and only add to the student's frustration.

There is no getting around student complaints, regardless of your industry. However, by employing these steps and taking the time to review the issue with the students, you can turn challenges into something constructive.

Cindy Bryant

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