I had an interesting phone conversation the other day. A telemarketer from our local cable company called to see if we would be interested in bundling our internet service with them as well? No, I replied. They had provided our internet service years ago and the service was terrible. We would lose the signal about every six weeks, which would be followed by a 30-minute phone conversation to schedule an appointment, and then several more days before a technician actually showed up to jiggle the wires. Their substandard service, I told the young lady, had nearly destroyed my consulting business.

This news was followed by a short pause, and then she asked: “So what about your phone service?” Keep in mind that this interchange followed a notice we received a few days ago informing us that our monthly cable bill will be increased about $12, apparently because they need more profit.

I have come to realize that institutions fit into one of two categories: we either love them or we tolerate them. Our cable company, of course, fits into the latter. The same is true for the airline I will board tomorrow. The same airline that will charge me $15 to carry my luggage and an additional $12 for the privilege of sitting in one of their aisle seats. There is no sense of loyalty to these companies, no appreciation for the service they provide. They are simply the lesser of all evils. We will jump to the first of their competitors that come along with a better product or service.

There are, however, those companies that we love. Companies like Apple with their endless array of iPods, Macs and other “what will they think of next” products. There also is that “Happiest Place on Earth” theme park located on the other side of my town. The place that raises its ticket prices every year, and when reporters rush to their front gates to ask customers their reaction to the price increases, they always respond: “Worth every penny!”

What differentiates those companies we love from those we tolerate? Innovation for one. We marvel at those institutions that seem to constantly reinvent themselves. If you’re not creating a better mousetrap, then it comes down to a matter of lower prices, and once you’re caught in that downward spiral, it is hard to recover.

Another differentiator for those institutions we love is that they put us first. They are obsessed with pleasing us and making sure that the services they provide meet our needs. For them, customer service is more than a plaque on the wall, it’s a fundamental philosophy they put into action every day, with every customer.

 So into which category do your students, faculty, and staff place your institution? Do they love you, or do they tolerate you? If you’re not sure, you can begin by taking a look at your retention rates for the past five years.

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