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Cresencia Marjorie Chiremba
Following the re-opening of schools for the second term on Tuesday, the institutions face the unique challenge of providing exceptional customer service.
Gone are the days when parents trusted teachers without questioning any of their actions.
Today, parents and students expect more. They want a service that reflects genuine care and support.
Gone are the days when a single school or university monopolised the education sector.
Today, more schools are being established by both Government and private players.
Let me explore the importance of customer service in schools and offer practical tips for creating a welcoming environment.
Why customer service is important in schools
Exceptional customer service in schools is more than just a buzzword. It is a way to demonstrate care and commitment to parents and their children.
When issues arise, educators need to engage, answer questions, and help solve problems promptly.
By doing so, schools build trust with parents and create an environment where students thrive.
- Customer service demonstrates care
Exceptional customer service shows parents and students that the school genuinely cares about their well-being. When educators engage, answer questions, and address concerns promptly, it builds trust and fosters a positive relationship
- It offers a competitive advantage
With a growing number of educational institutions, standing out is crucial. User-friendly websites, clear FAQs, personalised services and efficient communication channels set schools apart in a crowded market. A positive reputation can attract more students and even lead to significant donations, as seen when Oprah Winfrey donated $1.5 million to the University of Massachusetts Lowell due to their superior customer service and unblemished reputation. Schools that prioritise excellent service can attract both students and donors.
- Diversity and inclusion
Schools have students from different backgrounds coming together. However, unconscious bias can be a roadblock. Providing accessible platforms like FAQ pages or live chat platforms ensures that all students – regardless of race, ethnicity, gender, or social status – can seek assistance without fear.
The kombi accident
On Monday, there was news of a tragic accident involving students from Mutero Mission who were on a kombi on their way to school. Although no life was lost, several students were injured. This incident highlights the critical role of customer service in schools during emergencies.
1.Communication
When such accidents occur, parents and guardians need prompt and accurate information. Schools should have established communication channels to notify parents about incidents, reassure them about their children’s safety, and provide updates on the situation. Failure to communicate effectively can lead to panic and mistrust.
- Compassion and support
In the aftermath of the accident, schools must show compassion and support to the affected students and their families. This includes providing counselling services, addressing trauma, and ensuring that injured students receive proper medical attention. A caring and empathetic approach during such times strengthens the bond between the school and its community.
- Safety measures review
The accident serves as a wake-up call for schools to review their safety protocols. Are kombis the safest mode of transportation for students? Should there be stricter regulations or alternative transportation options? Schools need to address these questions promptly and transparently.
Strategies for effective customer service in schools
To enhance customer service during the back-to-school season, schools can implement the following strategies:
- Create a strong student community
Since students spend a significant portion of their time at school, it should feel like a second home. Schools need to encourage student engagement, foster a sense of belonging, and address their needs promptly.
- Streamline communication channels
Ensure that parents and students can easily reach out to school representatives. A responsible e-mail system, a dedicated helpline, an ever-present WhatsApp chat group or broadcast, or a live chat feature can make a difference.
- Personalise interactions
Treat each student and parent as an individual. Address their concerns personally and empathetically. Remember that every interaction contributes to the overall perception of the school.
- Train staff
Provide training to teachers, secretaries, and other school staff on effective communication and problem-solving. Empower them to handle inquiries efficiently.
- Feedback mechanisms
Regularly seek feedback from parents and students. Use surveys, suggestion boxes, or online forms to gather insights and improve services.
- Anticipate needs
Be proactive in addressing common questions or concerns. Create an informative FAQ section on the school website to address routine queries.
By nurturing a positive relationship with parents and students, schools can create an environment where learning thrives and excellence prevails.
Cresencia Marjorie Chiremba is a marketing consultant with a strong passion for customer experience. For comments, suggestions, and training, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335, 0772 978 335
Online Reporter