Customer Service. . .

it makes the

difference! Presented by K.K. Neilsen Cleland

Office of Catholic Schools, August 2012

A Commitment to customer Service is a

commitment to retention

But it requires “buy in” from all the grown-ups!

Professionalism expected at every level

Everyone is part of the “sales force”. . .

•Administration

•Faculty

•Staff

•Board

More Kids in Great Catholic Schools!

What’s Driving Retention?

. . . Everything!

Excellence in Academic Experience and Student Services Programs

Integrated Marketing Communications Plan

Parent Education and Engagement

Internal Culture, Operations, Protocol and

Policies (Customer Service Orientation)

Goal: Exceptional academic and

student life programs

Faculty, staff and administration drive excellence

If there is a perception that the academics are

not strong, enrollment is vulnerable. . . .

because there are other choices

Parents also want students to have unique

and valuable opportunities beyond the classroom (under one, easy roof)

Academic Program & Student Services

Integrated Communications

Keep parents informed. . . Keep them engaged. . . Keep them “scripted”

Constant messaging centered around the unique value proposition

Key Audiences: Prospective Families, Current Parents, Alumni and Friends

Sacred Heart

Schools

Integrated

Communications

Website and electronic media are

integral – must be accurate and

complete

•Articulation of mission and

programs

•Admissions process

•Schedules

•School news

•Forms

•Faculty e-mails/contact

•Photos and videos

•Fundraising

•Links to the Network and

partnering agencies

www.shschicago.org

Goal: ENGAGE!

Help parents be better parents! Offer

parent education and programming.

Provide opportunities for parents to

contribute their time.

Make it easy to be involved and “present”

– offer babysitting services at conferences

& monthly meetings.

Recognize and thank parents for their

support and involvement (annual report).

Parent Education & Engagement

(Parent Value Proposition)

Culture, Operations, Policies &

protocol

Goal: Can we make school logistics easier? Better?

Help families feel welcome and make it easy to “join the family”

Consider a parent’s perspective in creating policies and procedures

Bi-lingual forms

Pick up and drop off routine

Convenient times to meet

Ask for feedback via parent satisfaction survey.

Ensure current office technology is supporting school appropriately.

Working with prospective

families. . . They might be

feeling overwhelmed.

Experience begins when they leave their homes, stuck in traffic , then they park, then they walk in the building. . . How’s the day been so far?

Directional signage in place?

Is environment welcoming and are offices, hallways and classrooms clean, organized and well cared for?

Let them feel the spirit and “fit” the minute they walk in the door – who is on the front line?

Track process of inquiries.

Contact families and thank them – professionally and in a timely manner.

Re-enrollment for current

families

It’s a year-long relationship – build the case consistently, constantly!

Clear communication about deadlines,

tuition increases, availability and process for financial aid

Reminders or calls with a personal touch

Exit interviews when a family decides to

leave

“Look ahead” nights to set expectations for

next year

Who does all this stuff????

First, remember schools are built on relationships

Welcoming

Authentic

Be realistic

Does everyone have the customer service/retention lens?

Faculty

Staff

Board

Parishioners

Pastors

Litmus Test. . . Is the decision I am about to

make or the action I

am about to take

going to:

Build the Brand?

Eliminate an obstacle?

Deepen a relationship – build trust?

Enhance the experience for a parent or

student?

Advance the mission?

Show joy in all

that you do! Office of Catholic Schools

Chicago, IL

June 2012