When we speak with schools, we often hear that they are texting instead of calling. In fact, most schools are texting, instead of calling! Big decisions, big-ticket items, and life-changing decisions are not made with text. Sure, text messaging may be simple and convenient — and may even begin the discussion — but it is often lacking in crucial communication aspects, especially human connection.
Text messaging can’t fully convey the sender’s tone, emotion, or purpose. Voice is starkly different in this regard. The caller’s tone of voice, urgency, or other cues are easy to catch when communicating. It’s less disconnected and far more human.
- Prospective students want to know that you’re serious about them and they feel valued.
- A phone call automatically puts you at the front of the line. They’ve heard your voice and your story, which is better than most schools that batch text. It will be hard to ignore you after they hear your voice because they’ll be comparing you to the other colleges that aren’t taking the time to call them. Students are ranking colleges and want to know who is serious about them, too.
- Prospects feel safer providing personal information in a direct conversation. Phone interactions provide the ideal circumstance to gather soft data that is often difficult to get through other channels.
- Phone interaction provides things that online channels do not, including the opportunity to engage on a higher level. Phone calls guide the interaction based on the tone of voice, reaction, verbal cues, and response time to build rapport and create a positive and memorable customer experience.
The value of voice is key, according to study co-author Amit Kumar, Ph.D., Assistant Professor of Marketing and Psychology at the University of Texas at Austin.
“People tend to undervalue the positive relational consequences of using voice relative to text alone, leading them to favor typing rather than talking. But that’s a potentially unwise preference,” explains Kumar. “The takeaway message here is: Type less, talk more.”
“A person’s voice reveals qualities of warmth and other emotional experience that you can’t get through text,” Kumar states. “Being able to see another person did not make people feel any more connected than if they simply talked with them. A person’s voice is really the signal that creates understanding and connection.”
That doesn’t apply only to social connections, he adds. Previous research has shown voice is preferred over text in many other situations.
Please note: this same principle applies not only to new prospects but also to stop-outs!
Voice or Text?
We think both text and phone calls, as part of an omnichannel, nurturing all types of students, should be included, including text, voice, email, print, and social media.\
Reach out to us and let us help you take your enrollment to the next level.