#186

At the start of my teaching career, I would have baulked at the idea of customer service being part of education. I have, however, over the last few years become increasingly aware of the importance of customer service. This change in perspective is due to working in a private international school and especially in my role as Head of Admissions.

During challenging times - be it due to the pandemic, due to there being a high number of schools and wide choice for prospective families and/or other factors - customer service is increasingly important. It is evident that attracting, enrolling and retaining students is not simply due to the work of admissions and marketing departments, but is a whole school venture and is - with regards to retaining students - an ongoing process.

I recently came across these three quotes which speak to me of the importance of customer service from initial inquiry to enrolment and beyond in schools.

Tony Hsieh’s quote, “Customer service shouldn’t just be a department; it should be the entire company” resonates. When engaged in school tours, families appreciate the opportunity (Covid-19 SOPs permitting) to see teaching and learning in action and to engage in conversations with students, teachers, parents, and administrators to hear perspectives and ask general and specific questions. Shep Hyken’s quote, “Customers want positive, consistent experiences. Consistency creates confidence, which can lead to retention and loyalty” hits the nail on the head. While marketing campaigns through print media and/or social media can reach many, word of mouth (be it in person or via social media) is - per David Greer’s quote, “A customer talking about their experience with you is worth ten times that which you write or say about yourself” - often the most effective in generating interest in a school and translating to enrolment.

References:

• Kimler, A. (2019) A Year of Customer Service Quotes to Inspire Support Agents Gorgias