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Customer Service Is …• The way we treat people.• The way we greet people.• The way we answer the phone.• The look and feel of our schools.• The way we go above and beyond typical job
responsibilities.• Making a personal connection with people.• Following through to make sure customer needs
have been met.• Delighting people by doing more than they expect.• Being a goodwill ambassador for our schools.
What Research Says About Connecting with Customers
• Dissatisfied customers will tell as many as 16 other people about a bad experience.
• Only 4% of unhappy customers bother to complain. For every complaint we hear, 24 complaints are communicated to others but not to us.
• In the eyes of a customer, it takes 12 positive incidents to make up for every negative one.
Research Institute of America, New York
Can Goodwill Be Recovered?
Research says:• 54-70% of customers who complain will do business
with you again if their complaint is resolved.• 95% will do business with you again if their
complaint is resolved quickly.
Who Are Our Customers?
Our audiences could include any of the following:
External
• Students, parents and community members• Those who support or have an interest in our schools.• Those who provide services to our schools.
Internal
• Staff members in our buildings• Staff members visiting from other sites
What Our School Customers Expect • Tough standards and high expectations for
achievement.• Strong academic programs complemented by arts,
technology, and relevant extracurricular activities.• A safe, healthy, and caring environment for students.• An overall educational program that prepares
students for success in life.
National School Public Relations Association
Our School Customers Also Expect …
• A customer-friendly atmosphere that invites and values parent and community involvement.
• Highly qualified teachers and administrators and well-trained support personnel who put children first.
• Wise use of financial resources• Accountability to taxpayers
How Do We Treat Customers?
• What keeps us from offering good customer service?• What motivates us to offer good customer service?
Your Role• You are the frontline — people feel welcome in
your school based on how you treat them.• Treat others the way you want to be treated.• If you are having a tough day, find ways to “vent”
behind the scenes.
Are We Friendly?
• Do visitors to our schools feel welcome when they enter?
• Are staff and students polite and courteous?• How do staff approach visitors in the hallways? • Are people smiling and do they seem as if they are
enjoying their work? • How do we treat people who enter our classrooms?• What do you communicate with body language?
Am I Understanding?
• Do I understand who my customers really are? • Do customers get my full attention or do I feel as
if they are interrupting me?• Do I listen more than I talk? • Do I treat every customer with respect? • Do I welcome parents into my school or
classroom?
Do You Look Like You Care?
• What does it look like when you care?• How are employees dressed? • What does the reception area of your school or
building office look like? Is it neat and tidy? • Does your school have a kid-friendly appearance?• Do students get priority attention? • Is student art , writing or other work displayed? • What impressions do visitors leave with?
What does body language say?• What does it look like if someone is:– Defensive vs. Open and Inviting.– Disinterested vs. Engaged.– Nervous or Impatient vs. Calm and Focused.
Voice PowerWhen the phone rings, the sound of your voice is your most powerful customer service tool. Your voice may be the first connection they have to your school and APS. Be friendly and smile
Image-making Telephone Techniques • Answer the phone promptly.• Offer a greeting; identify yourself and your school or
department.• Offer assistance.• Personalize the conversation with the caller’s name.• If someone leaves you a message:– Listen carefully to the message (Get the correct name
and number, and record the date and time of the call).– Respond to calls promptly.– When you return the call, thank the person for calling.
Things to Consider
• Callers may not be familiar with the area, city or state.
• Callers may not be aware of the many things that occur in the front office (phones ringing, staff and student support or announcements over the loudspeaker) so offer to call them back if it is extremely busy.
School Information for Prospective Parents
Information to provide parents when they request facts about your school:
Positive responses you can mention about your school:
•School hours•Size of school•Classroom ratio•Clubs and activities•Unique programs•Award-winning staff
•Diversity•Caring staff•Safe schools with campus monitors and SROs•Offer tours…come by anytime•School highlights
Putting Callers on Hold
• Explain why you need to put the caller on hold and ask permission first.
• If you keep the caller holding longer than 30-45 seconds, return with an update and ask if he or she wants to continue holding.
• Use the hold button rather than covering the phone with your hand or setting it on the desk.
Transferring Calls
• Don’t transfer a caller unless you know where to transfer the call.
• Be sure the caller wants to be transferred.• Explain why and to whom you are transferring the
call.• Be sure someone is available to take the call or let
the caller know that they will reach a voice mail.• Don’t cut the caller off and simply transfer the call.
Screening Calls
• Don’t interrogate the caller — “What are you calling about?” — instead try, “May I tell her what you are calling about?”
• If the person they are calling is unavailable, explain why and offer assistance. “I’m sorry; he’s out of the building right now. Can I help you or put you through to someone else?”
• Offer to take a message or put the caller through to voice mail, if appropriate.
Parent/Teacher ConferencesHere’s what parents would like to see:• Have staff greet them as they walk in the school doors.• Provide opportunities to meet other parents.• Have the whole staff visible at some point.• Let them briefly introduce themselves and their child.• Ask them for input (likes/dislikes, suggestions).• Provide adequate interpreting/translations.• Help them understand the necessary time commitments.
Welcome Back to School
Here’s some things students would like to see:• Interact with them socially.• Be creative, warm and open.• Have some fun classroom activities.• Have student work on display.
Resources
• School Marketing Web Resources : communication.aurorak12.org/school-marketing/
• Planning office can provide information about students who have left your school.
• Print Services can provide support with creating signs, fliers, postcards, etc. www.apsnet/did
• Share school good news stories with Communication team: www.aps.k12.co.us/communications/good_news.htm
