I would like to establish that customer service in a school is more than just a friendly smile at the front desk. It’s about creating a seamless experience at every touchpoint a parent, student, or visitor encounters. Each interaction is an opportunity for you to build trust, show professionalism, and demonstrate the care that sets your school apart.
Let’s explore some key touchpoints where customer service makes all the difference:
1. The School Gate
The first interaction often happens at the gate. Your security personnel are the first faces visitors see, so their attitude and professionalism matter a great deal. A friendly greeting, a helpful response to inquiries, and clear guidance can set a positive tone right from the entrance. It is the reason I always insist that this set of staff must be in every customer training session I facilitiate.
You'll probably never have an idea how many prospective parents have angrily turned abck from your school after an encouter with your gatemen. Their attitudes, manner of approach, personal hygiene and work ethics can make a huge difference in your student enrollment. So, pay close attention to what happens at your gate.
2. The Front Desk
The front desk is the heartbeat of customer service in any school. This is where parents come for inquiries, students turn to for help, and visitors get their first impression. If the front desk staff are warm, approachable, and responsive, it immediately shows that the school values its community.
But if the reverse is the case- sloppy and ill mannered front desk officers, disorganised, etc., this will pull visitors away from your school.
3. Teachers
Teachers are in constant contact with students and parents, making them essential to delivering excellent customer service. How do teachers communicate with parents? Are they approachable, responsive, and transparent? Regular updates on student progress, quick responses to concerns, and a professional attitude during parent-teacher meetings all help foster trust and satisfaction.
4. School Events
School events like sports days, open houses, and graduation ceremonies are significant opportunities to engage parents and showcase your school's values. Proper planning, clear communication, and ensuring that parents feel welcomed and included make all the difference. These events are a chance to create memorable experiences that leave a positive, lasting impression. They also, in a way, market your school to prospectives if organised properly.
It might surprise you to know that some parents have withdrwan their chldren from a school because they were ignored and not served food at an event. Let's leave that for another article where I will touch on why parents leave one school for another.
5. Meetings and Communication
Whether it’s a quick chat after school, a scheduled meeting, or an email conversation, how you communicate with parents plays a big role in their overall experience. Regular updates, personalized messages about their child’s progress, and prompt responses to inquiries show that you care. Parents want to feel heard and appreciated, and communication is key.
6. Bus Service
If your school offers transportation, the customer service experience continues on the bus. Is the driver courteous and punctual? Are parents kept informed of any delays? This may seem like a small detail, but it’s another touchpoint that contributes to parents’ overall satisfaction with your school. No parent wants to be kept wondering whether the school bus will show up or not today.
7. The School Website and Social Media
Digital communication is just as important as any other. Your website and social media pages are often one of the first places prospective parents visit to learn about your school. Is your website easy to navigate? Are your social media pages responsive and up to date? These platforms are powerful tools for customer engagement and communication. Don't miss out on using thse paltforms to your advantage.
8. Fee Schedule
While we know that parents must pay their children's school fees, how we ask for the fees amtters. Please never send children out of the school when their fees have not been paid by their parents. Find other means of collecting school fees from defaultng parents. I'll touch on this in a subsequent article.
Always remember the following:
Parents want to be kept in the loop. They appreciate schools that communicate regularly, whether it’s about their child’s progress, upcoming events, or even potential concerns. Regular, transparent communication helps build trust and ensures that parents feel involved in their child’s education.
The Need for Consistency
All these touchpoints—whether it’s the security guard at the gate or the teacher in the classroom—should deliver consistent, high-quality customer service. When everyone on the school team is aligned, it creates a seamless experience for parents and students.
If you’re looking to improve customer service at your school, my new e-book, Exceptional School Customer Service, offers practical tips and insights to help you make meaningful improvements. You’ll find guidance on how to refine your approach at every touchpoint.
To get your copy, check here or reach out to me via WhatsApp at +234-8035880367. Let’s work together to raise the bar for customer service in schools!
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