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Chelsea Public SchoolsChelsea, Massachusetts
Chelsea Public SchoolsRe-Conceptualizing Parents as Customers
Policy Analysis Exercise ● February 23, 2012
The secretary does not answer the phone at my son’s school. I’d like to speak with his teacher, but no one answers or returns my calls.
- High School Parent
I had to go to the Parent Information Center four times
because they did not explain to me what I needed to register my
son for school.- New Parent
The middle schools need more police officers…the kids won’t
wear backpacks because they’re afraid of getting pulled from behind on their way home.
- Teacher
One translator isn’t enough for the number of parents we have
that only speak Spanish.- Administrator
The secretary does not answer the phone at my son’s school. I’d like to speak with his teacher, but no one answers or returns my calls.
- High School Parent
I had to go to the Parent Information Center four times because they did not explain to me what I needed to register my son for school.
- New Parent
The middle schools need more police officers…the kids won’t wear backpacks because they’re afraid of getting pulled from behind on their way home.
- Teacher
One translator isn’t enough for the number of parents we have that only speak Spanish.
- Administrator
Next StepsPreliminary Recommendations
Methodology & FindingsTheory of ChangeWhy Important?
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Why is Retaining Students Important for Chelsea Public Schools?
School District Quality
DISTRICT IMPACT
School Closing
Adequate Yearly Progress
STUDENT LOSS
$7 million in 3 years
Higher Performing Students
1
2
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Why is Retaining Students Important for Chelsea Public Schools?
A UNIQUE SCHOOL DISTRICT… …BUT NOT A UNIQUE CHALLENGE!
High-Poverty & Highly Mobile Student Population
80% Latino & Diversifying
Large Immigrant & Undocumented Population
Unique History
1988-2008: Under BU Control
• Recent News: Chester, PA
— Can’t distribute funding to charter schools!
— Can’t pay teachers!
Charter schools are forcing public schools to respond!
The Larger School Reform Context
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Pennsylvania Schools’ Financing Fight Pits District Against ‘Charter on Steroids’
PUBLIC VALUE
Less $ Lost
Higher Performing
Student Body
THEN…IF…
…Chelsea Public Schools treats
parents as customers…
…parents will be more highly
satisfied with the school district.
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Chelsea Public Schools’ Response?
OUTCOMES
Slow Down Student Exodus
Attract Families Back into the Public Schools
Retain Families Currently in the
System
Customer Service!
PUBLIC VALUE
Less $ Lost
Higher Performing
Student Body
THEN…
…parents will be more highly
satisfied with the school district.
OUTCOMES
Slow Down Student Exodus
Attract Families Back into the Public Schools
Retain Families Currently in the
System
HOW?
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Surveys / One-on-Ones1
Workshops2
Focus Groups3
Observations4
Best Practices5
• Parents• Administration
• District Leadership Team (Administration+)
• Parent Information Center
• Parent Information Center
• School Districts• Other Industries
Methodology Subjects
Accessibility
Competence
Assurance
Communication
Conformity
Courtesy
Empathy/Humaneness
Performance
Reliability
Responsiveness
Security
Tangibles
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Survey & One-on-One Questions Corresponded to Each of the Following Customer Service Elements
Accessibility
Competence
Assurance
Communication
Conformity
Courtesy
Empathy/Humaneness
Performance
Reliability
Responsiveness
Security
Tangibles
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
District Leadership Team Workshop:Using the 4-P Framework
PEOPLE PLANT
PROCESSES POLICIES
• Staff
• CBO Partners
• Buildings
• Locations
• Current Routines
• Information Flow
• School Committee
• Union Rules
Analyzed anecdotal evidence & survey results.
Identified root causes using 4-Ps.
Brainstormed strategies using 4-Ps.
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Parent Information Center Focus Group & Observations: Using 4-P to Identify Issues
PEOPLE PLANT
PROCESSES POLICIES
• Staff
• Parents
• PIC Office
• Location
• Current Routines
• Information Flow
• School Committee
• Union Rules
Discussed challenges facing PIC.
Brainstormed potential solutions.
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Few Spanish/ other speaking admins
• CBOs not philosophically aligned
• Phone system not streamlined with PIC
• Difficulty maintaining up parent contact
• Communicate bad news
Teachers
• Few Spanish/other speaking teachers
• Difficulty maintaining parent contact
• Communicate bad news
• Too long in delivery of student perf. updates
• Strict guidelines around distributing personal contact info
PIC
• Rudeness on phone
• Phone system not streamlined with admin
• Difficulty maintaining up to date parent contact info
• Inconsistent communication with admins.
Other• Rudeness on
phone• Lack of protocol
for answering phones
Com
mun
icati
on
• Too few Spanish and foreign language speakers within the district
• Underdevelopment of “people” skills
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople
Admin
• Few Spanish/ other speaking admins
• CBOs not philosophically aligned
Teachers
• Few Spanish/other speaking teachers
PIC
• Rudeness on phone
Other• Rudeness on
phone
Com
mun
icati
on
• Phone message systems (AlertNow) not streamlined across schools and departments
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant
Admin
• Few Spanish/ other speaking admins
• CBOs not philosophically aligned
• Phone system not streamlined with PIC
Teachers
• Few Spanish/other speaking teachers
PIC
• Rudeness on phone
• Phone system not streamlined with admin
Other• Rudeness on
phone
Com
mun
icati
on
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes
Admin
• Few Spanish/ other speaking admins
• CBOs not philosophically aligned
• Phone system not streamlined with PIC
• Difficulty maintaining up parent contact
• Communicate bad news
Teachers
• Few Spanish/other speaking teachers
• Difficulty maintaining parent contact
• Communicate bad news
• Too long in delivery of student perf. updates
PIC
• Rudeness on phone
• Phone system not streamlined with admin
• Difficulty maintaining up to date parent contact info
• Inconsistent communication with admins.
Other• Rudeness on
phone• Lack of protocol
for answering phones
Com
mun
icati
on • Difficulty updating and maintaining parent contact information
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Few Spanish/ other speaking admins
• CBOs not philosophically aligned
• Phone system not streamlined with PIC
• Difficulty maintaining up parent contact
• Communicate bad news
Teachers
• Few Spanish/other speaking teachers
• Difficulty maintaining parent contact
• Communicate bad news
• Too long in delivery of student perf. updates
• Strict guidelines around distributing personal contact info
PIC
• Rudeness on phone
• Phone system not streamlined with admin
• Difficulty maintaining up to date parent contact info
• Inconsistent communication with admins.
Other• Rudeness on
phone• Lack of protocol
for answering phones
Com
mun
icati
on
• Guidelines regarding personal contact information
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• No diversity training
• Bars on main office windows create non-welcoming environment
• No handicap access at Clark Ave MS
• Empathy gets lots in translation
• Parent signature requirements
Teachers
• No diversity training
• Jaded teachers
• No handicap access at Clark Ave
• Empathy gets lots in translation
PIC
• No diversity training
• No training on de-escalating crisis situations
• No privacy to discuss sensitive issues
• Parent signature requirements
Other
Empa
thy/
Hum
anen
ess
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• No diversity training for key staff (PIC)
• No training on de-escalating crisis situations (PIC)
The Customer Service Challenges that CPS FacesPeople
Admin
• No diversity training
Teachers
• No diversity training
• Jaded teachers
PIC
• No diversity training
• No training on de-escalating crisis situations
Other
Empa
thy/
Hum
anen
ess
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Barriers in front offices
• No privacy for parents to discuss sensitive issues (PIC)
The Customer Service Challenges that CPS FacesPeople Plant
Admin
• No diversity training
• Bars on main office windows create non-welcoming environment
• No handicap access at Clark Ave MS
Teachers
• No diversity training
• Jaded teachers
• No handicap access at Clark Ave
PIC
• No diversity training
• No training on de-escalating crisis situations
• No privacy to discuss sensitive issues
Other
Empa
thy/
Hum
anen
ess
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes
Admin
• No diversity training
• Bars on main office windows create non-welcoming environment
• No handicap access at Clark Ave MS
• Empathy gets lost in translation
Teachers
• No diversity training
• Jaded teachers
• No handicap access at Clark Ave
• Empathy gets lost in translation
PIC
• No diversity training
• No training on de-escalating crisis situations
• No privacy to discuss sensitive issues
Other
Empa
thy/
Hum
anen
ess
• Empathy gets lost in translation during parent meetings
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• No diversity training
• Bars on main office windows create non-welcoming environment
• No handicap access at Clark Ave MS
• Empathy gets lots in translation
• Parent signature requirements
Teachers
• No diversity training
• Jaded teachers
• No handicap access at Clark Ave
• Empathy gets lots in translation
PIC
• No diversity training
• No training on de-escalating crisis situations
• No privacy to discuss sensitive issues
• Parent signature requirements
Other
Empa
thy/
Hum
anen
ess
• Parent signature requirements may make some parents uncomfortable
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Inconsistent info given to parents
• No relationship-building with parents
• Inconsistent information on website; school calendars not updated
• Obtaining parent contact information
• Inconsistent IEP process and information
• Inconsistent attendance policies creates confusion for parents
Teachers
• Inconsistent info given to parents
• No relationship-building with parents
• Obtaining parent contact information
• Inconsistent IEP process and information
PIC
• Making judgment calls with little training/guidance
• New students testing repeated at school level w/ inconsistent results
• Inconsistent school assignment
• Lack of clarity among staff about certain policies (i.e. registration)
Other• Inconsistent
security policies
Relia
bilit
y
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Inconsistent information given to parents by teachers & administrators
• Staff required to make judgment calls regarding policies (PIC)
The Customer Service Challenges that CPS FacesPeople
Admin
• Inconsistent info given to parents
• No relationship-building with parents
Teachers
• Inconsistent info given to parents
• No relationship-building with parents
PIC
• Making judgment calls with little training/guidance
Other
Relia
bilit
y
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Inconsistent information on the website, particularly important dates
The Customer Service Challenges that CPS FacesPeople Plant
Admin
• Inconsistent info given to parents
• No relationship-building with parents
• Inconsistent information on website; school calendars not updated
Teachers
• Inconsistent info given to parents
• No relationship-building with parents
PIC
• Making judgment calls with little training/guidance
Other
Relia
bilit
y
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes
Admin
• Inconsistent info given to parents
• No relationship-building with parents
• Inconsistent information on website; school calendars not updated
• Obtaining parent contact information
• Inconsistent IEP process and information
Teachers
• Inconsistent info given to parents
• No relationship-building with parents
• Obtaining parent contact information
• Inconsistent IEP process and information
PIC
• Making judgment calls with little training/guidance
• New students testing repeated at school level w/ inconsistent results
• Inconsistent school assignment
Other
Relia
bilit
y
• Inconsistent IEP process
• New student testing at PIC inconsistent with re-testing at schools
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Inconsistent info given to parents
• No relationship-building with parents
• Inconsistent information on website; school calendars not updated
• Obtaining parent contact information
• Inconsistent IEP process and information
• Inconsistent attendance policies creates confusion for parents
Teachers
• Inconsistent info given to parents
• No relationship-building with parents
• Obtaining parent contact information
• Inconsistent IEP process and information
PIC
• Making judgment calls with little training/guidance
• New students testing repeated at school level w/ inconsistent results
• Inconsistent school assignment
• Lack of clarity among staff about certain policies (i.e. registration)
Other• Inconsistent
security policies
Relia
bilit
y
• Inconsistent attendance policies between middle and high schools
• Lack of clarity among staff about certain policies (i.e. residency requirements)
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin• Obtaining
parent contact info
Teachers
• Transferring messages from parents to teachers
• Union rules prevent teachers from staying after to respond to parent needs
PIC
• Parents ignored in front office due to work overload
• High peak times make parent responsiveness difficult
• New students testing prevents PIC staff from responding to parent needs
Other
• Parents ignored in front office
• Transferring messages from parents to teachers
Resp
onsi
vene
ss
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Parents expect staff to assist with non-school matters (i.e. immigration)
• Parents ignored at front offices
The Customer Service Challenges that CPS FacesPeople
Admin• Obtaining
parent contact info
Teachers
PIC
• Parents ignored in front office due to work overload
Other
• Parents ignored in front office
Resp
onsi
vene
ss
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes
Admin• Obtaining
parent contact info
Teachers
• Transferring messages from parents to teachers
PIC
• Parents ignored in front office due to work overload
• High peak times make parent responsiveness difficult
Other
• Parents ignored in front office
• Transferring messages from parents to teachers
Resp
onsi
vene
ss
• Failure in transferring messages
• High peak times make parent responsiveness difficult
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin• Obtaining
parent contact info
Teachers
• Transferring messages from parents to teachers
• Union rules prevent teachers from staying after to respond to parent needs
PIC
• Parents ignored in front office due to work overload
• High peak times make parent responsiveness difficult
• New students testing prevents PIC staff from responding to parent needs
Other
• Parents ignored in front office
• Transferring messages from parents to teachers
Resp
onsi
vene
ss • Union rules may prevent teachers from taking time to respond to parents or stay after school for parent meetings
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Location of middle school across from bridge
• Middle school alternative program near guidance offices
• Unclear policies around discipline
Teachers
PIC
• Transportation assignments concerns parents
Other
• SROs inconsistent in treatment
• Crossing guards inconsistent in providing safety
• Lack of police presence at key times of day
Secu
rity
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Lack of clarity around training for SROs, bus drivers, crossing guards, and other safety providers
The Customer Service Challenges that CPS FacesPeople
Admin
Teachers
PIC
Other
• SROs inconsistent in treatment
• Crossing guards inconsistent in providing safety
Secu
rity
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
• Middle school location and design cause safety concerns for parents
The Customer Service Challenges that CPS FacesPeople Plant
Admin
• Location of middle school across from bridge
• Middle school alternative program near guidance offices
Teachers
PIC
Other
• SROs inconsistent in treatment
• Crossing guards inconsistent in providing safety
Secu
rity
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes
Admin
• Location of middle school across from bridge
• Middle school alternative program near guidance offices
Teachers
PIC
Other
• SROs inconsistent in treatment
• Crossing guards inconsistent in providing safety
• Lack of police presence at key times of day
Secu
rity
• Incompatible school & police schedules at key times of day – particularly at middle schools
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
The Customer Service Challenges that CPS FacesPeople Plant Processes Policies
Admin
• Location of middle school across from bridge
• Middle school alternative program near guidance offices
• Unclear policies around discipline
Teachers
PIC
• Transportation assignments concerns parents
Other
• SROs inconsistent in treatment
• Crossing guards inconsistent in providing safety
• Lack of police presence at key times of day
Secu
rity • Unclear transportation
assignment policies lead to security concerns for parents
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Austin ISD South Carolina DOE
Mystery Shoppers
Public Employee Recognition
Annual Review
Red Carpet Program
Mystery ShoppersSurveysAwards
SD of Philadelphia
Call Center
Phone Protocol
Best Practices: Other School Districts & Industries
Mechanisms for Incentivizing & Monitoring
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Gaby’s Favorites
CommunicationCreate Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Gaby’s Favorites
Communication
Empathy/Humaneness
Create Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Reassign Social Worker to Parent Information Center
Provide Diversity and/or Crisis De-Escalation Training
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Gaby’s Favorites
Communication
Empathy/Humaneness
ReliabilityCreate “At a Glance” Policy Sheets
Clarify Policies that Require Judgment Calls
Reassign Social Worker to Parent Information Center
Provide Diversity and/or Crisis De-Escalation Training
Create Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Gaby’s Favorites
Reliability
Responsiveness
Create “At a Glance” Policy Sheets
Clarify Policies that Require Judgment Calls
Hire Part-time Staff During Peak Times of Year
Collaborate with city of Chelsea to Increase Resources in PIC
Communication
Empathy/Humaneness
Reassign Social Worker to Parent Information Center
Provide Diversity and/or Crisis De-Escalation Training
Create Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Gaby’s Favorites
Responsiveness
Security
Hire Part-time Staff During Peak Times of Year
Collaborate with city of Chelsea to Increase Resources in PIC
Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations
ReliabilityCreate “At a Glance” Policy Sheets
Clarify Policies that Require Judgment Calls
Communication
Empathy/Humaneness
Reassign Social Worker to Parent Information Center
Provide Diversity and/or Crisis De-Escalation Training
Create Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Gaby’s Favorites
Communication
Empathy/Humaneness
Reliability
Responsiveness
Security
Create “At a Glance” Policy Sheets
Clarify Policies that Require Judgment Calls
Hire Part-time Staff During Peak Times of Year
Collaborate with city of Chelsea to Increase Resources in PIC
Create Parent Volunteer-Translator Network
Establish Phone Protocol for “Front-line” Staff
Reassign Social Worker to Parent Information Center
Provide Diversity and/or Crisis De-Escalation Training
Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations
Incentivizing & Monitoring
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Theory of Change Methodology & FindingsWhy Important? Preliminary
Recommendations Next Steps
Assessing and Prioritizing Recommendations
Assessing Recommendations: “Strategic Triangle” Test1
Prioritizing Recommendations: Parent and Administration Meetings2
What will have the most value?What does the district have the capacity to do?What kind of support do we need to ensure success?
Which recommendations do parents prioritize?Which recommendations does the administration priortize?