Reaching a new generation of students through a mobile office

Many research studies have been conducted on the traits of generations with the purpose of understanding expectations and providing effective strategies for communication, leadership and engagement. Working in Higher Education for the last 16 years has allowed me to experience new behavioral patterns and expectations from students due to continuous rapid changes in lifestyles and technologies.

One of the main challenges I observed related to students indicated a gap in communication with the campus administration and students’ inability to receive instant feedback or services associated with their requests, suggestions or complaints. Employees in service departments report that students are continuously impatient, lack communication protocols and fail to read updates and announcements via email despite consistently using their digital devices. Instead, students are more likely to report a complaint or a suggestion on social media rather than reporting it through the campus’ internal channel of communication.

Connecting students to their institution

With the above challenge in place—and considering a campus population of approximately 2,500 students ages 17–30, over 6,000 alumni and 211 employees, of which 51% belong to Generation X, 25% belong to Generation Y and 24% are Baby Boomers—we brainstormed solutions that were entertaining, connected us with our target audience and efficiently resolved issues related to student inquiries, complaints and acknowledgement of their suggestions.

Considering the blend of generations on campus, we focused on proactively responding to the expectations of Millennials and Generation Z for better engagement and service satisfaction. During the brainstorming process, we focused on the most common traits of these generations, which are:

  • Multi-tasking
  • Tech-savvy
  • Creative problem-solvers
  • Advice-seekers
  • Frankness
  • Strive for transparency
  • Socially conscious

Following that, we analysed the best way to engage students and close the communication gap with reference to the following: 

  • Engaging different types of traditional and interactive media and channels of communications
  • Adopting an interactive approach for better engagement
  • Producing attractive marketing and media plans

The Ma’akum initiative

Once the analysis was conducted, the Office of the Director launched the Ma ’akum initiative in the fall semester of the 2016-2017 academic year. The Arabic word Ma’ akum, which translates into “amongst you” in English, was chosen to brand the initiative to promote coherence and connection between campus administration and students.

Ma’ akum aims to enhance communication and student engagement through positive, transparent and instant services. The initiative features a mobile office that rotates locations twice per week to reach students at different levels. Ma’ akum also gives students a digital communication option and responds to their inquiries within 48 hours.

The initiative’s slogan, “Happier Being Closer to You,” promotes happiness, positivity and reaching out to students. Moreover, the logo looks like a location pin with the statement “Look for Us, Find the Pin” to indicate mobility and action.

In the first year of the initiative, student complaints dropped by 65% and we successfully reached out to 1,759 students on campus who visited the Ma’ akum mobile office—that is about 75% of the student population on campus. The next cycle of Ma’akum implementation involves customer happiness measures, addressing areas of improvement and reaching a 90% satisfaction rate.

This experience demonstrates the power of youth and the importance of educational leadership within the institution to listen and reflect and to design products and services that engage students and proactively respond to their needs.

Meet the authors
Dr. Tarifa Ajeif Al Zaabi
Dr. Tarifa Ajeif Al Zaabi
Director, Higher Colleges of Technology - Dubai Women’s

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