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School staff focus on curriculum alignment, differentiated instruction, professional development, college and career readiness, standards, and academic interventions. Is it possible that schools can lose their focus on customer service? Customers include families, community members, and all guests who visit the school website or schoolhouse.
Customer service involves the front office staff, classroom teachers, teacher assistants, custodians, counselors, and all staff members. How are customers treated when they enter your school? Ask your school staff, “What does it mean to go the extra mile for the customer?” Do families feel like the front office staff answers the phone in a professional manner? Do teachers fire off emails when they are upset with students or parents? How do schools analyze the way they are treating customers?
Six Ways To Pour Some Sugar On The Customer:
The school website is the new front door. Families and community members make a judgment about your school before they arrive in the front office. Is your school website customer friendly? If you have a focus on technology integration, does your school website look like it was created in 1990? Does your website offer a welcome message or invite families to visit the school? If Open House was the biggest event between 1980-2000, then the school website opens your school to more than the all of the guests who attended Open House during that 20 year span. Your school is connected with the world. What kind of message are you sending? Would a family in Florida view your site and want to buy a house in your community, based on the information and message on your website?
Customer service involves phone skills, email etiquette, communication skills, and the way the customer is treated when they spend time at your school. Which restaurants come to mind when you think of outstanding customer service? Have you ever had poor customer service at a hotel? Have you ever visited a church and felt like none of the members knew you were in attendance? Customer service is easy to identify, especially when we are the recipient of poor customer service. When families have a bad experience at your school, they will spread the word throughout the community and through social media. As communities build more charter schools, private schools, and home school organizations, customers will walk rather than talk.
The media may promote your school once or twice a year. Administrators and teachers can promote the school on a weekly basis by posting on a school or teacher blog. Pictures from field trips, class projects, community service, guest speakers, and student awards can assist in communicating with families. Most blogs allow for families to forward the message to their family and friends via Twitter, Facebook, and other social media. Blogs also allow for two-way communication. The traditional method of communicating with families was a flyer in a second grade student’s backpack. With a blog, the school can communicate with families and families can post comments or ask questions about the event before their child arrives home.
Several schools host a Principal’s Coffee Hour once monthly. There is usually a topic that the principal or a guest speaker shares with families. The highlight of any Principal’s Coffee Hour is the time that families are able to share their opinions, ask questions, and brainstorm ways to support all students. Coffee Hour provides a monthly time for two-way communication. Parents will provide you with their opinions and they will feel respected because the school provided a forum for adult conversation about their most prized possession, their child. How is your school promoting two-way communication with families and stakeholders?
Twitter allows home-to-school and school-to-home communication. Families can receive updates from the school. While Twitter may not work for all families, it is a great tool. Most schools see social media as one form of communication. The sign in front of the school reaches some families, the school website reaches others, and a flyer may still work for families without a computer or a Smartphone. The reason I feel like schools should consider Twitter is because it allows families to forward or reply to each tweet. If you have ever been in a relationship with someone you realize the importance of two-way communication. A strong relationship between families and school staff will improve your customer service and customer satisfaction.
As the number of people with Smartphones increases, your school should consider a school app. “Smartphone vendors shipped 216.2 million units in the first quarter of 2013, which accounted for 51.6 percent of the worldwide mobile phone market” (Bean, April 16, 2013). If the school website is the new front door in 2013, then the school app may be the new front door of the future. An app can combine all of the items highlighted in this article. A school app may not be nice to have, but the next step in your communication and customer-service plan.
Most schools have a professional development plan, school improvement plan, and a curriculum map. I have rarely seen a school’s customer service plan. When it comes to service, if you fail to plan you may be planning to fail. Jeff Bezos, CEO of Amazon.com, said, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” There are only two kinds of schools; those with outstanding customer service and those without outstanding customer service. On a scale of 1-10, how would you rank the customer service at your school?
Questions for School Staff to Consider
1. Does our school provide outstanding customer service?
2. What are our weaknesses? What action steps do we need to take to improve?
3. What are the characteristics of outstanding customer service?
(Share your own experiences in school and non-school settings)
4. What can we measure every 18 weeks (semester) to analyze our efforts to provide customer service?
5. Do we have a school plan outlining what customer service looks like?
(Think Chick-fil-A; It doesn’t matter if the manager or a teenager provides you with service. There is consistency within and across stores).