What does school have to do with customer experience? As a paying student (customer) it is up to me to find value in classes. I am lucky to have the opportunity to attend graduate school, but I am still a consumer of education.
The other night I experienced a class that was excruciatingly dull. During the last 30 minutes of a 3 hour class, I looked around at other students and realized that no one was paying attention to the professor’s lecture. Some were texting on smart phones or checking Facebook on laptops (guilty), while others were drooling out of their half-sleeping mouths. I expected to hear Ben Stein call out to the class “Bueller, Bueller?”
Which is worse?
I couldn’t decide who was more ill mannered; the students for a blatant disregard for the teacher standing in front of us, or the professor for choosing to make us suffer through a lengthy and boring PowerPoint presentation?
One student rose from his seat and exited during the lecture. I was jealous of his lack of fear as he slung a backpack over his shoulder and sauntered out of class. The professor hardly noticed as she smiled and continued.
Student; 1, Teacher; 0
Most of the time, I would say that a student who left mid-lecture was more rude. The reality is that he was reacting like a customer who was being ignored. The lecture was not for the customers (students) benefit.
The answer is simple enough. If you want to retain customers, engage them. Pay attention to your customers and they will thank you and want to return. If you want to cry out, “anyone, anyone,” to a
sleeping disengaged audience act as if you are the only one in the room who matters.