creating a “customer service” culture in your catholic school creating a “customer service”...

Creating a “Customer Creating a “Customer Service” Culture in Your Service” Culture in Your

Catholic School Catholic School

Presented by: Frank Donaldson

President, Institute of School & Parish Development

New Orleans, LA April 26, 2011

1-800-299-2393 – www.ispd.com1-800-299-2393 – www.ispd.com

WORKSHOP AGENDA

Background Information What Is Customer Service? Different World than 40 Years Ago On the School Side Roles in a Customer Service

Environment Creating the Customer Service

Plan

It is the way a “customer” is treated when she calls the school office and needs information.

It is the way a prospective family is treated when they come to the school for a tour – by everyone.

It is the way school parents are greeted as they come to celebrate liturgy at school.

It is the way students are treated in the classroom.

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WHAT IS CUSTOMER SERVICE?

It is the way the teacher is treated when it is time for contract renewal.

It is the way people are affirmed and commended on a regular and consistent basis.

It is the way new families are welcomed in their first year.

It is the way volunteers are appreciated.

It is the way alums are invited back.

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It is the way school families are invited to share their gifts in the Annual Fund.

It is the way parents are communicated with in regards to tuition and fees.

It is the way an athlete is treated on the basketball court.

It is the way the Finance Council communicates with the whole school.

It is everyone serving.

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It is the way a school develops a relationship with a family.

It is the way a Catholic school breaks down the “guarded kingdoms” that can poison a school’s effectiveness and quality.

It is a shift in the way many Catholic schools need to operate – not to be in opposition to parents and other constituents, but to be in collaboration and coordination with them.

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IT IS SYSTEMIC.

LET’S EXPLORE WHY IT IS

IMPORTANT.7


KEY DEFINITION

“A ‘customer’ is anyone who receives or is affected by the work you do. A ‘customer’ may be external or internal. Only they can determine what quality is, only they can say what they want and how they want it. Quality begins with the ‘customer’.”

DIFFERENT WORLD THAN 1970First year of teaching -- De La Salle

High SchoolWaiting lists to get in to all four

classesTechnology was an opaque projector

and a ditto machine with purple ink.Five lay teachers -- the rest were La

Sallian Christian BrothersFirst year’s salary was $4,800.5 sophomore English classes + 1

geographyBudget was balanced with tuition,

subsidy and a good fund-raiser. 9

DIFFERENT WORLD THAN 1970

Today, there is competition from everywhere.

95% lay teachersTechnology costsAcademic advancesAthletic advancesPublic relations and marketing

have become key to future success.

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DIFFERENT WORLD THAN 1970The administration and board’s role have

changed.President-Principal structures have thrived.Faculty has been invited to step forward

beyond their field(s) of certification and into the world of public relations and marketing.

Development/advancement offices have sprung up.

Long-range planning has become a must.Enrollment Management is the new

language.“Branding” your image is now crucial to

name recognition.

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DIFFERENT WORLD THAN 1970

7 and 8 figure endowments are now the keys to long term financial success.

Facilities must keep up with the quality of education.

Alums, parents, past parents, community, friends, and others are now important to success.

And, “development” must mean more than selling candy bars and putting on bingo.

And, “marketing” must be more than inviting your present parents to an Open House.

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SERVING THE “CUSTOMER” PLAYS A MAJOR ROLE IN

SUCCESSFULLY ADDRESSING THESE CHALLENGES IN CATHOLIC SCHOOLS.

LET’S LOOK FURTHER ON THE IMPACT OF THIS TO OUR

ENTIRE CATHOLIC CULTURE.

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SAME OLD, SAME OLDIn the past 25 years, more people have

left the Catholic church than any other religion. (PEW Research)

Whereas in the past, much of a family’s life was centered around the church and the school, today that is not the case with most families. 70% are not involved/engaged.

Many continue to carry out the same “modus operandi” in areas such as: new parent welcome, asking for money, long-range planning, religious education, overall communication, stewardship and governance -- that they did 25 years ago.

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SAME OLD, SAME OLDFrom the Statistical Report on

Nation’s Catholic Schools released from NCEA, “The 2009 – 2010 school year saw a decrease of 73,190 students from the prior academic year. In that same reporting period, 24 new schools opened but 174 schools closed or consolidated. More than 1,800 Catholic schools have a waiting list for admission.

Enrollment in Catholic schools has declined 20.1% since 2000. 15

SAME OLD, SAME OLDSome parishes/schools take the

stance of “Believing leads to belonging” when the exact opposite is true: “Belonging leads to believing.” (Gallup Organization)

With some parish/school leaders, the attitude is, “My way or the highway.”

Many parishes minister to the ones sitting in the pews (30%) and many Catholic schools only work with those parents, alums and others who step forward and make the effort to become involved.

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SAME OLD, SAME OLDWe still think that we can balance

the budget and provide the all-important ministries, programs, organizations, etc. through a generic envelope collection process, a fair/festival, tuition, a fund-raiser or two, and maybe a direct mail appeal.

When we speak of a “cultural shift” in Catholic institutions, we often run up against a road block that says, “That will never work here. We’re different.”

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SAME OLD, SAME OLDMany Catholic schools do not know how to

address one of the major problems that greatly hinders a customer service culture – the many “guarded kingdom” or, in other words, “compartmentalization.” Not all individuals, groups, teams, clubs, organizations, councils, boards, and minds are on the same page. Quality question: How can a Catholic school advance and excel when all the messengers are not living and speaking the same message?

We want things to be different, but we keep doing the same things over and over again.

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MAJOR CHALLENGESCatholic schools face MAJOR

challenges Revenue and resources Enrollment Personnel Leadership Parish and school collaboration Vision, mission, plans for the

future Facilities “Guarded Kingdoms”

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POINT OF UNDERSTANDINGISPD believes that in order to address

and successfully solve these challenges, it is imperative that we shift the culture of our Catholic schools and parishes into being more “customer” oriented.

In today’s economy people want choices; they want to be treated equally and fairly; they want quality; and, they want to feel part of a community that is making a difference – one that is welcoming, inviting and engaging.

Today, parents, parishioners and donors are looking for benefits – what will best serve them and their family? 20

AGREE OR DISAGREE?

A Catholic school will only attract the number of resources (financial, people, community, connections, etc.) that it deserves to attract. And, what it deserves to attract will always be in direct relationship to the quality of its programs, processes, people and “customer service” attitude.

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FRAME OF REFERENCE

Definition of Development

The meaningful involvement and

engagement of people in your

mission and vision for the future.

KEY DEFINITION

“Quality Customer Service is the commitment of everyone – administration, councils, parents, parishioners, teachers, staff, students, board and all others – to meet the requirements of ‘customers’ in a collaborative manner.”

KEY DEFINITION

“Total (everyone committed) quality (meeting the requirements of ‘customers’) management (in a collaborative manner) is the day-to-day belief and behavior of effective quality organizations.”

KEY DEFINITION

“A ‘customer’ is anyone who receives or is affected by the work you do. A ‘customer’ may be external or

internal. Only they can determine what quality is, only they can say what they want and how

they want it. Quality begins with the ‘customer’.”

ISPD

SUGGESTIONS

BOARD/ADMINISTRATION IN A CUSTOMER SERVICE

ENVIRONMENT

• Should see themselves as PR agents and spokespersons.

• Should always be positive; welcoming; and always promoting the mission, the value and the quality of their Catholic school.

• Should speak with every new family who comes for a visit.

• Should “macro-manage” the customer service plan for the school.


ENVIRONMENT• Should attend key events the

school hosts to attract students.• Should promote a quality customer

service culture – one that views all internal publics as part of a systemic team. No guarded kingdoms.

• Should communicate the goals, progress, and successes of the customer service plan.

• Should personally invite the internal customers to get involved in building a customer oriented culture.


ENVIRONMENT

• Should establish an on-going relationship with all internal customers of the parish/school.

• Should keep his/her finger on the pulse of the marketplace – always seeking to know the “customer” and how the market keeps changing.

• Should lead the charge in educating and proclaiming that ALL internal “customers” are vitally important in building a customer service culture.

FACULTY/STAFF IN A CUSTOMER SERVICE

ENVIRONMENT • The school faculty and staff

should be educated on their role in a customer service culture.

• Should see themselves as positive ambassadors.

• Should understand that the ability of the school to attract and retain new families will be in direct relationship to the quality of the way they present themselves – in and outside of the classroom.


ENVIRONMENT• Should welcome visitors to the campus

and make sure they are treated with kindness and given proper directions, if needed.

• Should encourage all to invite their family and friends to key events at the parish and/or the school.

• Should be encouraged to build a quality environment by always seeking to improve the various processes that make the place “hum.” No guarded kingdoms.


ENVIRONMENT • Should be involved in identifying areas of improvement and building the customer service plan.

• Should play an active role in enrolling new parish families and new school families.

• Should be invited to submit the latest “news” from their area.

FACULTY/STAFF IN A CUSTOMER

SERVICE ENVIRONMENT

• Should be encouraged to implement the customer service plan and build a customer service culture.

• Should be educated on customer service and invited from Day # 1 to be part of the culture.

• The phone receptionist should treat every call with the utmost courtesy.

• Should be properly trained on how to handle all types of calls.

• Should understand that she/he is usually the first impression someone has of the school.


SERVICE ENVIRONMENT


SERVICE ENVIRONMENT • Should seek to fulfill the needs of

the caller, within reason.• Should treat all phone calls with

respect, confidentiality and care.

STUDENTS IN A CUSTOMER

SERVICE ENVIRONMENT• Students should be seen as one of the

key customers in a quality customer service culture.

• Should be educated in regards to the important role they play in customer service.

• Should be invited to participate in on-campus activities that invite new students and families.

• Should be invited to help create the customer service plan for their school.

STUDENTS IN A CUSTOMER

SERVICE ENVIORNMENT

• Should be encouraged to recommend and refer potential students and families.

• Should be encouraged to specifically invite potential students and families whom they know to key events and activities.

• Should be invited (2-3), if possible, to serve as interns to the customer service efforts.

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PARENTS

• Parents should be educated on the value that the school places on customer service.

• Should understand that they, along with others, are key customers in a Catholic school – not THE customers.

• Should be encouraged to become involved in reaching out to ALL customers of that Catholic school.

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PARENTS

• Should be invited to work with areas of expertise. Web page design Database creation Graphic design Sign maker

• Initially, new parents should be educated on the importance of their involvement in a customer service culture.

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PARENTS

• Should be educated and encouraged to view the vision, mission and overall plan for the school’s advancement from a systemic point of view – and not just from the point of view of their guarded kingdom. Education on the value of the entire school operating as a T-E-A-M is crucial to future development and advancement.

INTEGRATING CUSTOMER SERVICE: THE PLAN

Commitment from LeadershipPastorPresidentPrincipalBoardParent LeadersMinistry leaders

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The Core Team Leads, Manages, Facilitates, Communicates

Mission-DrivenHands-On, Active and EngagedMonthly Action Items

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Education and CommunicationOutreach to key groups and organizations

Newsletter articlesPresentationsWeb Site postingsUpdate bulletinE-mailFan Page on Facebook

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People Fuel processesInterviewsInput SessionsNew parent welcomeNeighborhood outreachPhone outreachCoffee and donutsPrincipal’s Cabinet

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Input Sessions1 – 2 times per year2-3 nights with 2-3 sessions per night

Very clear on what questions you will be asking

Random selectionPersonal invitation

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Customer Service Team3-4 WorkshopsSolve the Customer Service Challenges

Small Group WorkPrioritizationBring results to the School-Wide Convocation

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School-wide ConvocationOnce every 18 months – solve the customer service challenges

Large group and small group workPlugs parents, faculty and staff. Parents, students, alums, and friends into the life of the school and invites them to be ambassadors and stewards

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Planning ComponentCreation of a Collaborative VisionAll are Invited for InputQuality LeadershipOngoing CommunicationImplementation is a MUST!The Vision Comes Alive -- Ownership

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SCHOOL LEADERSHIP

“Office” CS Core TeamPeople “Fuel”

Inter-views

InputSessions

Surveys FacilitateEducate

Implement

“CUSTOMER SERVICE” INFRASTRUCTURE

CUSTOMERSERVICE

TEAM

CUSTOMER SERVICE ACTION PLAN

Question-naires

PlanningSessions

Cup ofCoffeeMtgs.

Relating to FeederSources

Engaging Alumni

Commun-icating

CS

Keeping Track of

All

Reaching Out to

All

AffirmingOur

Customers

SeekingInput

UsingSocialMedia

Educatingthe

School

WelcomingNew

Families

Customer Service Process: Present Situation Analysis

(Step 1)

• Education of leaders• SWOT Study with leaders and Core Team (Strengths, Weaknesses, Opportunities, Threats)

• Review of school’s welcoming, inviting, engaging, and customer service processes

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Customer Service Process: Organization,

Communication and Input (Step 2)

Education and organization of Customer Service Core Team

Update BulletinPresentationsAdministration Letter

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Customer Service Process: Organization, Communication

and Input (Step 2)

PostingsWeb SitePresentationsNewslettersE-mailsFan Page

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Customer Service Process: Input Sessions (Step 3)

Randomly invite 200 peoplePersonally invited w/follow-upFacilitated by the Core Team4 QuestionsReaches out to all

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1. In a Catholic school what does “customer service” mean to you? And, how important is it to you?

2. In regards to welcoming, inviting, creating a sense of belonging, and establishing a “customer service” environment, what are the areas of our school where you believe we are doing well?

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3. In regards to this topic, what/where are the areas that need the most improvement?

4. As we move forward to further establishing a “customer service” culture, what advice do you have for the Core Team working with this process?

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Customer Service Process : School Wide Survey (Step 4)

Sent to all parentsGiven out at faculty/staff meeting

Given out to all studentsPosted on the web siteSeeking information regarding:

- Welcoming, inviting, engaging- “Warm” or “cold” school- Ways to engage 56

Customer Service Process : Creating the Plan

(Step 5)Customer Service Team formed

◦ 40-60 leaders (60%-40% rule)◦ 3-4 workshops ◦ Concentration on solving the Challenges

◦ Challenges come from Assessment, Input Sessions, Surveys, Core Team input 57

Customer Service Convocation

(Step 6)Large Group – everyone invitedOverview of Challenges Randomly Divide into Small

GroupsSolve Challenges with Action

VerbsFinal Action Plan by Core Team

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Customer Service Process : Implementation of Action

Plan (Step 7)

Implementation of Final Action Plan

1. Key challenges embraced by the Core Team (new parent/student welcome, communications, people involvement, etc.)

2. 2-3 Implementation teams formed to begin working on priorities and action strategies –chaired by Core Team

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Customer Service Plan: Tangible Outcomes

Greater involvement of people in the school

Identified challenges with solutions

Action Plan to address these challenges and solutions

New leadership emerging Clearer plan for serving the

“customer”60

People Engagement Process : Tangible Outcomes

Increase in numbers (people, students, resources)

Awareness of the importance of customer service

Consistent education Outreach to the 2nd, 3rd and 4th

ripples

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ADVANTAGES OF THE PROCESS

Keeps the concept of Customer Service in front of people throughout the year.

Allows for ongoing education & communication

Managed by the Core Team with annual evaluation

Integrates into the culture62

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LET’S GO BACK TOTHE CHALLENGES

Revenue and resources Students in the desks/families who

believe Personnel Leadership Parish and school collaboration Vision, mission, plans for the future Facilities Guarded Kingdoms

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LET’S GO BACK TOTHE CHALLENGES

These can be solved efficiently and effectively in a “customer service”

environment. “Pro-active” and “win-win” should not

just be words in a presentation.

QUESTIONS & ANSWERS

800.299.2393www.ISPD.com

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creating a “customer service” culture in your catholic school creating a “customer service”...

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