Harvard Case - Project ACHIEVE: January 2000
"Project ACHIEVE: January 2000" Harvard business case study is written by H. Kent Bowen, Liz Kind. It deals with the challenges in the field of Service Management. The case study is 29 page(s) long and it was first published on : Aug 8, 2000
At Fern Fort University, we recommend a comprehensive approach to revitalize Project ACHIEVE, focusing on enhancing service quality, customer experience management, and employee empowerment. This involves a strategic realignment of the program, incorporating service design principles, branding strategies, and employee incentives to foster a culture of service excellence.
2. Background
The case study focuses on Project ACHIEVE, a university-wide initiative aimed at improving the student experience at Fern Fort University. The program, launched in 1999, faced challenges in achieving its objectives due to a lack of clear direction, insufficient resources, and a fragmented approach. The key protagonists are the university administration, including President John Smith, and the various departments and individuals involved in implementing the program.
3. Analysis of the Case Study
Strategic Framework: We will utilize the Service Profit Chain framework to analyze the situation and develop recommendations. This framework highlights the interconnectedness of employee satisfaction, customer loyalty, and profitability in service organizations.
Key Issues:
- Lack of Clear Service Strategy: Project ACHIEVE lacked a well-defined service strategy, leading to inconsistent service delivery and a lack of focus.
- Fragmentation and Siloed Operations: The program was implemented in a fragmented manner, with different departments working in isolation, hindering overall effectiveness.
- Limited Employee Empowerment: Employees lacked the authority and resources to effectively address student concerns and provide exceptional service.
- Lack of Customer Feedback Mechanisms: The university lacked robust mechanisms to gather and analyze student feedback, making it difficult to identify areas for improvement.
- Inadequate Resource Allocation: Project ACHIEVE received insufficient resources, impacting its ability to achieve its goals.
Analysis:
- Service Quality Gaps: The SERVQUAL model reveals significant gaps in service quality, particularly in areas like reliability, responsiveness, and empathy.
- Customer Journey Mapping: Analyzing the student journey reveals critical moments of truth where service failures occur, impacting student satisfaction.
- Employee Morale and Motivation: Low employee morale and lack of incentives contribute to a lack of service excellence.
4. Recommendations
1. Establish a Comprehensive Service Strategy:
- Develop a clear service vision and mission statement for Project ACHIEVE, aligning it with the university's overall strategic goals.
- Define target customer segments and their specific service needs and expectations.
- Implement a service blueprint to visualize the entire student experience, identifying touchpoints and potential service failures.
- Develop a service value proposition that clearly articulates the unique benefits students receive from Project ACHIEVE.
2. Foster a Culture of Service Excellence:
- Empower employees to make decisions and take ownership of resolving student issues.
- Implement employee training programs focused on service skills, customer service principles, and emotional labor in service.
- Develop a robust performance management system that rewards employees for delivering exceptional service.
- Create a culture of diversity and inclusion to ensure all students feel welcomed and supported.
3. Enhance Customer Experience Management:
- Implement a comprehensive customer feedback management system to gather real-time feedback from students through surveys, focus groups, and online platforms.
- Utilize customer journey mapping to identify key touchpoints and opportunities for service improvement.
- Develop a service recovery process to effectively address service failures and turn dissatisfied students into loyal advocates.
- Implement self-service technologies to provide students with convenient access to information and resources.
4. Leverage Technology and Innovation:
- Invest in technology-enabled services to enhance student access to information, resources, and support.
- Explore service innovation to create new and innovative ways to meet student needs.
- **Implement a service-oriented architecture (SOA) to improve service integration and efficiency.
5. Promote Project ACHIEVE as a Brand:
- Develop a strong brand identity for Project ACHIEVE, communicating its value proposition and differentiating it from competitors.
- Implement a comprehensive service marketing mix to reach target audiences and promote the program's benefits.
- Leverage social media and digital marketing channels to engage with students and build a positive brand reputation.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the university's mission to provide a high-quality educational experience for its students.
- External Customers and Internal Clients: The recommendations prioritize the needs of both external customers (students) and internal clients (employees).
- Competitors: The recommendations aim to differentiate Project ACHIEVE from competitors by providing a superior customer experience.
- Attractiveness: The proposed changes are expected to lead to increased student satisfaction, improved employee morale, and ultimately, enhanced university reputation and competitive advantage.
6. Conclusion
By implementing these recommendations, Fern Fort University can transform Project ACHIEVE into a successful and impactful initiative that enhances the student experience and strengthens the university's position as a leader in higher education.
7. Discussion
Alternatives:
- Outsourcing service delivery: This could potentially be cost-effective but may lead to a loss of control over service quality and customer relationships.
- Focusing solely on technology: While technology can enhance service delivery, it should not be the sole focus. Human interaction and personalized service remain crucial.
Risks:
- Resistance to change: Employees may resist changes to their roles and responsibilities.
- Insufficient funding: Implementing the recommendations requires significant financial investment.
Key Assumptions:
- The university is committed to investing in Project ACHIEVE and supporting its success.
- Employees are willing to embrace change and contribute to a culture of service excellence.
- Students are receptive to the program's value proposition and will provide valuable feedback.
8. Next Steps
Timeline:
- Month 1: Form a steering committee to oversee the implementation of the recommendations.
- Month 2: Develop a detailed implementation plan, including timelines, resources, and key performance indicators.
- Month 3: Begin training employees on service excellence principles and customer service skills.
- Month 4: Launch the new Project ACHIEVE brand and marketing campaign.
- Month 6: Implement the customer feedback management system and begin gathering student feedback.
- Month 12: Conduct a comprehensive review of the program's effectiveness and make adjustments as needed.
By following these steps, Fern Fort University can ensure the success of Project ACHIEVE and create a truly exceptional student experience.
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Case Description
Education services target public schools to assist the school with technology and services that will improve their communication with students, parents, and the community. There is also the goal of increasing scores of measured learning. How does a small company do this? How do they operate nationally with contract employees and maintain a consistent level of service and performance?
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