Aston University in Birmingham

Customer Service Excellence at Aston University

Aston University, based in the centre of Birmingham, was founded in 1895 and has been a University since 1966. It is a long established research-led University known for its world-class teaching quality and strong links to industry, government and commerce.

Dramatic Solutions were approached by Patrick Buckley, Professional Development Advisor at Aston University. The aim was to dramatically raise customer experience levels in both their busy library and sports centre, known as Sport Aston. Both facilities were extremely popular with staff, the public and students alike. The University wanted to use these fantastic assets as a way of attracting the best students and realised that customer experience was a crucial part of this. They chose to use drama-based training to really engage staff and gain immediate results.

Dramatic Solutions lead facilitator, Phil Croft, worked with managers from the library and sports centre and developed forum theatre scenarios based on real events that the delegates would recognise from their working lives. These scenarios formed the spine of the sessions, which also included input on Transactional Analysis. The forum theatre sessions allowed the participants to compare their approaches to difficult customer service situations. Phil also helped the groups to come to a consensus about how each situation should be dealt with to achieve the very best outcome. This information was used by the groups to develop guidelines for similar situations.

The forum theatre sessions allowed the participants to compare their approaches to difficult customer service situations. Phil also helped the groups to come to a consensus about how each situation should be dealt with to achieve the very best outcome. This information was used by the groups to develop guidelines for similar situations.

The library provides a comprehensive service to support all learning and research needs throughout the University. It houses 1.2 million information resources. Sport Aston provides sport and fitness facilities for students and the general public. The University is ranked 8th overall for graduate employment in the 2013 Sunday Times University Guide. The University is consistently ranked in the UK’s top 40 universities confirming its place amongst the elite.