The easiest customers to keep are satisfied ones. But you have to make sure your customers are happy and feel they are getting value for their money. Of course you hear “things” and you can get a feel for why students and parents are happy—or aren’t. You can assume your school is doing a great job, or assume you know what’s wrong. But you know what that makes us!
Forget what everyone “thinks” they know. You need to ask the questions to get real answers. With a current parent or student survey, conducted by a third party, you will get real answers. You get across-the-board opinions of your most important constituent groups, and not just those of what tends to be a “vocal” minority. And what you learn can help you boost your re-recruitment rates.
The results will help your Management Team understand parent and student concerns, and you will have solid evidence of your school’s perceived strengths and weaknesses. You will get a good picture of what your parents and students value in your school and areas where you might need to improve. You will find how you might better serve your customers, and retool your internal and external communications to validate that you are delivering what you promise when families arrive. You can “fix it” before it becomes a problem where your families no longer value what your school offers, and decide to leave.
And why is a third-party survey recommended? Because you are going to get more honest answers. When a survey is anonymous, the responder generally isn’t worried about hurting someone’s feelings, or of retaliation (not that there would be any, these are just natural fears). You also get a detailed report of the responses, without investing the considerable amount of time it takes to collect, tally and analyze the results.
ISM’s research continues to show that perceived value is what keeps families in private-independent schools, despite a tough economy. They will pay for what they value, and sacrifice in other areas. For a copy of the Full Steam Ahead, Part 2, a joint effort with the research firm Measuring Success, click here.
You may also want to read Reminding Parents of the Greatness of Your School.
Interested in a parent, student, or faculty survey? Now is the best time to conduct a current parent survey. For new parents, January is best, giving them time to get acclimated. Any time is good for a student or faculty survey. ISM conducts surveys that will supply you with statistically valid, high quality results. For information, visit our Web site isminc.com/surveys or contact our Survey Specialist Barbara Beachely at 302-656-4944 or bbeachley@isminc.com.
