Customer Service in a Competitive Education Market

My View

When given the choice, many parents would rather enroll their child in any other form of education than in public schools. It’s not surprising. When they turn on the news or browse the internet, all they see are public education horror stories. We’re low-hanging fruit.

Considering the uphill battle public schools have to fight to turn their image around and regain the trust that many had in the past century, some might argue it is impossible. I’m here to say that they are wrong.

Cue customer service for public schools. Over my 30-plus years in education, I’ve found that by using the tricks of the trade practiced by the best companies, a public school can turn around its image and culture 180 degrees.

Creating Loyalty

To reap the benefits of a customer service plan, schools must practice giving great customer service from the top down. That means the school board, superintendent, principals and vice principals must see every aspect of what they do with an eye for service. Then we pass that vision and expectation down through department heads to every single employee of the schools.

In my research, I’ve found that in any competitive market, the winner (or survivor) will be the organization that best succeeds at endearing itself to its customers and creating brand loyalty. In my book Competing for Kids, I outline 21 customer service concepts the most respected companies use to create that brand loyalty, and I adapt them to the specific needs and challenges of public education.

For example, the idea of forging relationships with the customer is an essential facet of successful businesses. Companies use every means necessary to endear themselves to the consumers and try to reach each individual on a personal level. Every major company is on social media today. Facebook, Twitter, Instagram and Snapchat allow customers and potential customers to interact with the brand in a forum they’re already on instead of having to travel to the store in person or go out of their way to locate a website. Convenience to the customer makes the accessibility of the company so valuable.

Feeling Valued

In public education, we can practice this concept too. Making ourselves available to students and families on social media, by e-mail, by phone or text message and of course in person as much as possible creates deeper, more meaningful relationships. Whenever we make a mistake, we apologize in person, hand the parent or community member a business card and invite them to call or e-mail if a problem arises again. This is a great way to show you care, to build trust and to strengthen that relationship.

The bottom line: The more we interact with our students and families, our customers, the closer they will feel to the school and the more valued they will feel.

It’s this customer-centered mindset that separates the good schools from the great ones. There is no room for mediocrity in today’s education environment. Families have choices for education, so public schools can’t rely on being the default for students any more. When public schools offer the same great educational experience as competing forms of education through great customer service, they can thrive in the 21st century.