The evolution of administrative thought is understood as a parallel line to human evolution and within this context there have been significant changes regarding the vision that is held about the client, who has come to occupy a preponderant place: it is the reason for being of the organization.
A long time ago, even during the 20th century, the paradigm was that the client had to go to the organization and buy what it produced, among other reasons, because the competition was not so great or aggressive and the power of decision was fundamentally on the businessman's side.
In most cases, the balance of power tipped in favor of the producer or offeror. This paradigm was gradually falling with the entry of new competitors, the advancement of science and technology, the growing number of in-depth studies on the composition of the market and the true needs of customers, among other factors. Now, the power of decision is basically on the client's side and the balance is tilted in their favor.
Considering that the organization bases its structure on the value chain and that it is made up of governing, primary and support processes, it is essential to understand the fact that a client is any person or organization to whom a product or result is delivered, be it a good or a service or a combination of both.
Another paradigm that has faded over time is one that refers to giving more importance to the external client (buyers / final consumers) in relation to the internal client (employees / officials / workers).
The philosophy of customer service must be based on giving equal treatment to both types of customers, regardless of the type of company or organization in question.
However, higher education institutions (universities, polytechnics, graduate schools, among others) have their own characteristics that differentiate them from other types of organizations, although they must also apply the basic principles of customer service. Both the internal client and the external client of these institutions should be treated and cared for with a service philosophy based on values, the content of which will be explained below. Subsequently, its importance will be explained with respect to each of the internal and external clients of this type of institution.
Service philosophy
The baseline of high-quality customer service must be based on an organizational philosophy of life. Philosophy is a way of seeing and thinking about the world and it is expected that it will be applied in all institutional aspects and in customer service, in particular.
The philosophy of customer service is perceived by the customer as a bulwark that the institution has to create and maintain lasting relationships; it is therefore a critical aspect since it is part of the image projected by the institution.
This way of thinking and acting must be based on the following basic corporate values:
1. Honesty: express yourself and act frankly and directly.
2. Respect: Treat people with consideration and deference.
3. Empathy: analyze and understand the needs, concerns, perceptions and even the concerns of customers.
4. Commitment: comply with the agreement between the parties.
5. Opportunity: deliver what is offered within the stipulated time frame, in addition to the availability to serve the client in special situations that warrant.
6. Responsibility: respond efficiently and effectively with respect to the agreements made.
7. Credibility: generating and maintaining a professional image, which is achieved by delivering what it has promised to provide, under the agreed conditions.
8. Kindness: be cordial, gentle and warm in the treatment.
It can be concluded then, that this baseline of thought and action must be the common denominator in the service to both internal and external clients and must be present in all the members of the institution, regardless of their hierarchical level.
The application of this service philosophy facilitates the way to deliver an added value to the client, a feature that is highly demanded and appreciated in today's competitive world.
Internal clients
In general, a higher education institution is basically made up of the following members:
1. Teaching and research staff
Regardless of the existing teaching classification (auxiliary, aggregate, main or other categories), the teaching staff by nature constitute the operational staff of the institution. It is the engine that generates and enhances the teaching-learning process, for which it requires friendly, timely and sensitive attention to your training needs, professional development, updating of pedagogical and technological knowledge, among others.
Therefore, the managerial and administrative staff must make every effort to create and maintain adequate labor relations aimed at the integration of teachers in the institution.
2. Management personnel
The directive personnel constitutes the prop that leads the management of the institutions of higher education, based on the strategic planning that must have as a focal point the student conglomerate and other organizations and society that it serves.
Management requires accurate, timely and constantly updated information, since the proper decision-making process depends on it. Therefore, internal suppliers, in this case, must provide them with all the necessary information and resources with a kind and assertive treatment.
3. Administrative and service staff
Administrative staff, at all levels and responsibilities, are in charge of developing processes that support the operational management of the institution; therefore, there are a large number of officials who are both providers of other officials and internal customers of others.
The baseline of customer service is also essential for this type of customer, since in the same way the administrative staff deserves to be treated with kindness, opportunity and proactivity. It is essential to reflect here, that in the event of non-compliance by internal suppliers, the processes are delayed and thus impair the flow of the following processes by other internal clients, which negatively influences the final products intended for clients external. Examples of this may be: academic enrollment and graduation procedures that are not completed on the scheduled dates or under the conditions established for this purpose.
External clients
1. Students
Although the figure of the student or student has much more human than economic connotations, since it is a subject who is offered complex and long-term education products (services in this case), the student is also a client because he fulfills with the basic requirement to be: receive a specific service (s).
Previously it was considered that the student was only a receiver of knowledge and that he was in a passive position regarding the performance of the teacher and the institution.
This panorama has changed, making it essential to carry out research on the needs and requirements of the student, fully considering their professional, work and human projection. Therefore, the fact that the student is the institution's reason for being, its source of inspiration and permanent updating, must be further reaffirmed.
Jerome McCarthy and William Perreault in MARKETING, a global approach, rightly argue that " service is a fact that someone performs on behalf of another." The education service involves not only an accumulation of knowledge that is delivered, but also a sense of mystique, precisely, in favor of the student.
The teaching staff who serve him directly must do so not only with the highly valued vocation, but also with the vision of offering him the possibilities of intellectual and personal growth and the development of his skills. Consideration in the treatment, respect for their individuality, approach and empathy towards the student are essential, as well as the obligation to provide them with a high quality product, that is, updated knowledge.
What does a high quality product mean? It means that the teacher's knowledge is up-to-date, according to scientific requirements, and that it is delivered warmly through cutting-edge technology and modern pedagogical models that allow feedback from the academic process.
In this way, what is indicated by McCarthy and Perreault regarding quality is being complied with: "capacity of a product to satisfy the needs or demands of the client".
The managerial and administrative staff, for their part, have the duty to facilitate the student with all kinds of procedures and also carry out academic monitoring and, if possible, provide them with an approach to the workplace when the student has already met certain basic requirements to start your entry into the sphere of your future profession.
Because the student is the raison d'être of any educational institution, no effort should be spared to meet their needs.
2. Government and private institutions
Higher education institutions have the responsibility of creating and strengthening relationships with different government and private institutions that favor administrative, academic and research development, through institutional agreements, cooperation agreements, among other figures. For this reason, the clients of this group will basically be other higher education institutions, secondary education institutions, ministries, sectional governments, government secretariats, industrial and service companies, among others.
The treatment for these clients must also be based on respect and will seek to strengthen the relationships that are developed through their managers and officials. They must be offered complete and timely information, in such a way that the different agreements and procedures are carried out under the specified technical parameters.
These relationships should always be projected not only in the short and medium term, but also in the long term, and, of course, constant feedback on the needs of these clients will be essential.
3. Society in general
One of the main purposes of a higher education institution is its effective connection with society, through university extension centers that offer consultancies and education programs for the community, clinics and clinics of various disciplines (legal, medical, psychological, administrative, economic, agricultural, tourism and hospitality, among others).
This diverse range of points of connection with the community implies a constant study of the needs of society in general and in particular, of the geographical area closest to the institution, in addition to the development of relationships of trust, since it must be remembered that society sees the institution of higher education as an important benchmark for the progress of a city, region or country.
Kind, sensitive and timely treatment is essential, considering that these are clients with diverse and in many cases complex needs.
Throughout this document, the different needs of the different types of clients of higher education institutions have been analyzed, after which it can be concluded that the best way to generate and maintain their satisfaction is through a respectful service, timely and effective.
Definitely, the best advertisement that a higher education institution can have is a satisfied student, who will surely be a successful professional.
Bibliography
McCarthy, E. Jerome and Perreault, William D., Jr. (2001). Marketing. A global approach., McGraw-Hill Interamericana Editores, SA de CV, Mexico, Thirteenth edition.
