What Drives Parent Satisfaction: Part 2
In an earlier post, we began discussing the question of, "What drives parent satisfaction?" This is Part 2 of a multi-part occasional series appearing in this space.A meta-analysis of our parent satisfaction data from surveys and focus groups points to three factors as drivers of satisfaction:Consistency - between grades, divisions and teachers. Parents are exquisitely sensitive to language classes, for example, that either under or over-prepare students for the next year. Likewise wise inter-teacher variation in math. "Independence" is a virtue for teachers that becomes a vice for schools when it leads to idiosyncratic practices that leave students falling into gaps.Evidence - Long gone are the days when parents simply trusted that the product would perform; that is, that a school would serve their child well across whatever years they attend. Today's parents are data-savvy and crave evidence showing that the school functions well across three dimensions: Academics, character development and financial stewardship.Responsiveness - It is no accident that the most expensive retail shops excel at responding to customers. Independent schools are increasingly expensive places to buy education, and, as such, are subject to some of the same expectations for responsiveness to customers issues. Smart heads of school understand that parents are just as important as students - even more so from a business perspective.Truth - Things go wrong in schools; after all, they are institutions made up of humans with all the attendant fallibilities and failings thereof. When there is a glitch, or worse, parents want the whole truth (insofar as one can legally tell it) and not a best-case spin of the sort in the following recent (March 2016 TripAdvisor.com review by a hotel customer and reply by the general manager.
From the guest - "The [hotel name] has a great location and the overall experience was okay. Lobby is nice and the food was typical for [hotel name]. The guest rooms are poor and in need of an update. The check-in process is a pain and they try to sell you on ridiculous upgrades like $100 breakfast & internet (when I already get free internet and can buy breakfast for $35...). The up sell at check-in was the worst I have even seen."
From the general manager - "Thank you for staying with us on your recent visit to [city name] and for taking the time to share your staying experience with TripAdvisor.We are glad that you have enjoyed your stay with us and thank you for the compliments on both of the hotel location and the services provided.Looking forward to your to next visit to [hotel name]. "
Huh? Lost in translation, robo-response or trying to put best spin on things? Whichever, I am more bothered by the reply than the complaint. We hear the same thing at schools. Whether it is about the math program, lacrosse coaching or sexual abuse, best to tell as much of the truth as you possibly can. And at least let people feel validated and heard.More later.