Running Head: (CASE SUDY) 1

Metropolitan College

Adnan Siddiqui

BUSM10000D

Chuck Minken

November 6, 2014
Case Study 2

This case study provides a detailed overview of a student service manager at metropolitan

college who was preparing for the upcoming registration process. In prior years the process

eluded her expectations and she classified Long line ups, frustrated staff and unhappy students as

the key issues. The influx of students ready for registration this fall is approximately 1,000. She

expects this number to increase each semester due to the growing popularity and expansion

projects. The intent of this case study is to analyze and provide realistic solutions to avail from

the opportunities to improve the process.

Firstly, the idea is to highlight the reasoning that contributed for the complications to occur

during the registration. Long lines and sluggish movement throughout the process was

unquestionably due to the small number of staff available at the manager’s disposal. Mary

indicated that she had 8 members in her department serving 1000 potential students (Johnson &

Klassen, 2009).This led to discouraged staff who had to work non-stop for 8 hours answering

questions and helping students throughout this rigorous process. They were allotted half an hour

for break and were frantically working through the rest of their shift, constantly working at that

pace will frustrate any individual. Furthermore, this led to unhappy students who saw a process

which should take 16 minutes to complete stretch over the course of a few hours. It was also

brought to our attention that approximately 250 students were from outside the province and 100

students had trouble filling out the registration forms resulting in a backlog costing valuable time

(Johnson & Klassen, 2009). Illustrated below are the stages to complete the registration process

and the time allotted to each step.

STEP 1: REVIEW REGISTRATION INFORMATION 2 mins

STEP 2: OUT-PROVINCE MEDICAL COVERAGE 3 mins
15.5 Mins
STEP 3: SIGN UP FOR COLLEGE SERVICES 2 mins
STEP 4: FEE PAYMENT 1 min
STEP 5: PHOTOGRAPH STUDENT 1.5 mins
STEP 6: PRODUCE AND CODE CARD 5 mins
STEP 7: ISSUE CARD 1 min
Case Study 3

According to the steps provided by the manager it take approximately 16 minutes for a student to

complete the registration process. This analysis is going to depict two realistic solutions that can

be implemented to improve efficiency and reduce the registration time.

Solution A Solution B

 Hire more temporary workers  A  Have stations on one floor to avoid

friendlier experience and extra staff
available to answer student inquires
 Attach sample registration forms to
minimize errors
 Include options for college services in
the registration form and eliminate
step 3 (sign up for college services)
 Color code forms for out of province
students to help distinguish the kids
who require additional health
coverage
 Set up office on the first floor with the
student service office
 Take student pictures and review form
in step 1 and forward the information
to get the card printed. Student can
finish the other steps and provide a
receipt of fee payment and get the card
without having to wait.
students having to go up and down.
 Email copies of the form to students
alongside a template on how to fill it
and walk them through the registration
process virtually. A more informed
student will know what to expect and
plan accordingly.
 Have students fill our registration
forms online and email them
 Have separate line ups for out of
province and students living on
residence
 Give students the option of picking up
their student cards the following week

Key criteria which helped me decide which solution is preferable are variables such as:

Cost, time and length to implement the changes. Keeping in mind that the article is dated August

10th and we have four weeks till registration, I chose Solution A. The timeline is 20 days and this

solution does not have a long-term aspect associated with it. Firstly, hiring more employees is

necessary because the staff is outnumbered and students who have questions or concerns are

unfortunately ignored. Since the school is considering expansion in the near future it is essential

to provide a quality experience to current students, because they will be representing the college

and will play a big part in recruiting for the future. Secondly, attaching sample registration forms
 Case Study 4

will give the prospect an idea on how to fill the form and will be a valuable tool in minimizing

mistakes made in this process. Snapping a photo in the first step along with the registration form

will save the headache of waiting for the card to be produced, coded and issued. Since the

selection of meal plans, bus and parking pass is now part of the registration form students don’t

have to go to a different station to select them. This might increase some time at the fee payment

station, but students could rest easy, because they only have to provide proof of payment and

retrieve their photo card which is already prepared and coded ready to be picked up. Lastly, color

coded forms will make it easier to distinguish out of province students and staff can guide them

towards the appropriate desk where they can sign up for health coverage, regular students can

continue to the fee payment station. The gantt chart below illustrates the implementation

process.

Hire staff

Train staff

Upgrade
registration
forms
Print forms

Set up
stations
Set up
equipment
Replenish
supplies
Review
and brief
staff

August 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Case Study 5

Registration Process – Post Changes

STEP 1: REVIEW REGISTRATION 2 Mins

STEP 2: PHOTOGRAPH STUDENT 1 Min
STEP 3: MEIDCAL COVERAGE *
3 Mins *optional 9 Min
STEP 4: FEE PAYMENT
2 Mins
STEP 5: PRODUCE AND CODE CARD
0.5 Mins
STEP 6: ISSUE CARD
0.5 Mins

This case presents a lot of insight on certain aspects learned in our business fundamentals

class. Essentially the three key qualities of service products i.e. intangibility and customization.

Intangible services can’t be touched so we can characterize that as the experience the students

have while going through the registration process. Customization can be classified as the

different steps out of province students have to take to sign up for medical coverage. Services

offered should be customized to a certain extent to suffice the needs of most students.

Furthermore, location planning and layout planning is necessary when offering a service. Layout

should be convenient and easy to follow and location is absolutely important so students don’t

get confused and are able to locate the stations easily. Support facilities like restrooms, parking

lots and cafeterias should be conveniently located as well and students shouldn’t have a hard

time accessing them. Methods of improvement in services can be a good guide to help the

manager organize and enhance the service experience. In this example we are in high contact

services, because students have physical contact with the staff and service and information is

exchanged. Service flow analysis is also an important tool because it helps the manager eliminate

the unnecessary steps involved in providing the service. A good example of this is the step by

step process to complete the registration. Operation control is essential because it helps the
Case Study 6

manager monitor and compare the results with the schedule planned. The Gantt chart depicts the

necessary steps to be performed and the time each step takes in a realistic manner. A tool like

quality improvement teams can come in handy as well which combines employees from different

work areas to analyze solve common problems. This improves quality and allows the opportunity

for team members to be heard. Employees’ attitude plays a crucial role in the service sector,

since employees often are the service. Key criteria used to judge service quality include 

reliability, responsiveness, assurance, empathy and tangibles. An employee should be reliable

and perform the service as promised. They should be able and willing to help customers and

have the knowledge and courtesy to earn the trust and confidence of the customers. An employee

should be caring and affectionate and maintain a pleasing appearance.

To conclude this case presented us with a registration process scenario where the

manager was not satisfied with the level of service that was provided. She felt that the process

can be improved and the overall experience could be much better and productive. We were

presented with some key issues and variables that led to those issues. This case study presented

two independent solutions to cure the woes of the manager, based on cost effectiveness, time

constraints and an implementation process we decided to select one solution. However a mixture

of both solutions in the long run would be ideal and having an adequate system online to speed

the process will be a great tool and will definitely make the process more efficient.
Case Study 7

References

Johnson, P.F. & Klassen, R.D. (2009-12-14). Metropolitan College. Ivey Management Services,

9B09D012.

Ebert, Starke, Dracopoulous, Lang. (2014). Business 8th Edition. Toronto. ON. Pearson