One of the most important aspects of customer service at a university is the availability of trained administrators and staff. The larger your student body, the more hands you will need to keep the students happy: career advisers, computer tech support, librarians, nurses and doctors, academic advisers, student activities coordinators, maintenance workers, security guards, food services staff, residential coordinators, athletic coaches, club advisers, mental health professionals, etc. This is in addition to increased faculty members to provide smaller classes, departmental administrations to oversee the faculty and college administrators to oversee the whole works.
Customer service begins when you are recruiting the customers---your potential students. Your marketing materials, such as brochures, websites and catalogs, should provide a full and honest portrait of what it is like to attend your school. Any written or spoken recruitment efforts should be completely accurate. The catalog should include, along with descriptions of the academic programs and courses, full disclosure about your school's mission and the university policies regarding issues such as academic freedom, sexual harassment, academic probation, etc. Also inform students of the process for submitting complaints about faculty or staff members.
Your marketing materials should provide an accurate account of how much it costs to attend your school. There should be no "hidden" fees or small print. Also provide written policy statements about payment plans---can students pay in installments? When will they receive their financial aid packages?---and refunds. If a student withdraws due to illness, can she get a full or partial refund? What if the student is suspended or expelled? If any of your policies change, give the students ample warning time before the changes take effect.
It is standard practice---as well as legally required in most circumstances, and good customer service---to provide your students with financial aid counseling to help them procure the loans and grants they need to pay for school.
As with tuition, customer service regarding grades is largely a matter of informing students before they begin using your "product" of what your policies are. In addition to syllabi for each course with the instructor's personal grading policy, the university should provide consistent schoolwide guidelines. What is the procedure for contesting a grade? Under what conditions can a student receive a grade of "incomplete," and how much time does the student then have to fulfill the course requirements? What is the faculty deadline for submitting grades? Must students pay for extra copies of their transcripts? Giving students as much flexibility as possible while maintaining your academic standards will make for happier customers.