• Leadership & StratEDgy

    The Leadership & StratEDgy blog is intended to be a thoughtful hub for discussion about leadership, strategy and competition in higher education.


Simplifying Online Communications

Positive unintended consequences?

September 5, 2013

Gerry McGovern cited the following example about simplifying online communications in his recent article:   

“A bank we worked with found that as they simplified their website, the number of phone calls dropped but the length of time per call increased. In fact, the nature of the calls changed from simple support requests to ones about the products and services the bank offered.”

Generally speaking, higher education institutions have many policies and procedures that need to be communicated to students.  What would happen if we really could simplify the explanations of these policies, or even the processes themselves?

Perhaps streamlining tasks associated with navigating the website or understanding policies could give staff additional time to engage students in conversations about applying to programs or registering for courses. Simply imagine the possibilities…  


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Dayna Catropa

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