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Wisdom Spring Winning Award of Customer Experience in the crisis final
- 1. Wisdom Spring Education Category of Customer Experience in the Crisis (SME) Rebecca Herbert r.herbert@wisdomspringedu.com
- 3. • Small business with HUGE responsibilities • Bridge between UK schools and overseas families INTRODUCTION
- 4. CRISIS STRUCK IN MARCH 2020 Unpredictable situation Limited resources Anxiety • Frightened students and anxious parents • Emotionally support children and their families • Taxi • Home-stay • PPE • Schools changed messages overnight • Flights cancelled
- 5. • We put ourselves into the parents’ shoes. • Regular updates • From working hours, communication channels. • One area each week, i.e. Safety, Social Integration or Studies. NEW BUSINESS STRATEGY IN RESPONSE TO COVID Flexibility Priority Empathy
- 6. Get through the crisis TOGETHER GOALS & OBJECTIVES Trust from parents and students Confidence from schools Industry leadership Service development
- 7. PLANNING & IMPLEMENTATION 1. SAFETY 2. SOCIAL INTEGRATION 3. STUDIES PLANNING & IMPLEMENTATION
- 8. INNOVATION & CREATIVITY Invested on online learning tools as home schooling supplementary
- 9. From office work sharing to remotely managing students online learning INNOVATION & CREATIVITY From office meetings to demonstrating screen navigation real-time to students From office knowledge sharing to helping parents to understand online platforms visually
- 11. £8,300 £43,100 2019Q2 2020Q2 Quarterly Online Tuition Income Increased IMPACTS AND BENEFITS 88.2% 94.4% 2019-2020 2020-2021 Customer retention improved
- 12. IMPACTS AND BENEFITS THANK YOU! WISDOM SPRING! During the Pandemic, customers TRUST US even MORE!
- 13. It is safe to send children here next year! IMPACTS AND BENEFITS
Editor's Notes
- We help international students from china to study in the uk in a boarding school
- We are a small business, but what we do is not small. We have over 20 families. Have had lots of 10th birthday parties in the UK
- Global lack of understanding of the pandemic has led to vague and untimely instructions from schools. Meanwhile, parents requested clarification of school policies and an immediate plan from us. Rapid-changing and unpredictable situation. For instance, schools replaced previous international travel policy with an almost opposite one overnight, creating massive workload for us. Limited resources. During Covid-19, it was challenging to secure resources in a short window, such as taxi, home-stay and PPE. Giving positive yet realistic messages to parents and students was a subtle yet imperative task. We needed to emotionally support parents to tackle anxiety from their children travelling alone back and uncertainty of their academic progress.
- Flexibility - We also stressed flexibility in terms of working hours, working venue, communication channels, customer update frequency. Prioritising - Due to the unpredictability and constant decision changes from schools and parents, we prioritised one area each week, i.e. Safety, Social integration or Studies. Empathy – Messages from the press in different countries were quite different. We put ourselves into the parents’ shoes and found ways to eliminate their anxiety.
- we had a key goal which was get through this crisis together and in order to do that we needed to gain trust from our parents and students. And the way that we, and we needed to gain confidence from our schools and the way that we would do that would be by showing industry leadership. So reacting and responding to the crisis in a way that followed guidance that was thoughtful was empathetic was rigorous and responsible. And as a result, one of our wider business goals was actually to develop our service such that we would always be able to be this responsive this agile this adaptable in the future should anything like this ever happen again. Industry leadership. This is what WSE would do. structured to agile and adaptable Trust from customers: to consolidate our relationship with parents and students to increase retention rate. We went through possibly one of their most difficult times with them and supported them logistically and emotionally, regardless it was an international travel arrangement, online schooling and national examinations. 2. Confidence from business partners: to establish our reputation among a wider audience such as British schools and online learning platforms by facilitating them to support students. We shared with them our deep understanding of Chinese parents and provided alternative suggestions of schools supporting Chinese students online experience. 3. Brand awareness: to showcase our determination and capacity to solve all problems for overseas students Later we also added 4. Culture improvement: moving a ‘from how it should be done’ mindset to a ‘how it can be done’ principle. Encouraging staff to think out of box and be proud of their creativity. We focused on students’ well-being and endeavoured to minimise their negative experience, instead of actively seeking financial return during the crisis. Nevertheless, we believed all our effort would pay off and it would benefit the company in the long term.
- We had a strong plan with three categories attached to it. Sss We made sure all our children had full PPE and got them delivered to their school or home stay if they had been taken out of school. Safety is our first priority, but social integration is also very important because they had a frightening time during the travel back to their home country and reunite with their families. We wanted to Weekly planning and prepared to adjust to new developments, that naturally fell into three phases. reconnect with their friends and staff in the UK. Sent students eHandbook of Covid-19 Prevention Purchased PPE for students to soothe parents’ anxiety We secured taxi and home-stay for our students with the last minute notice facing chaos such as flights cancellations without notice or unexpected collapse of school’s accommodation system. Hourly checked in students till they reunited with their families. Provided our online tuition as a supplement when a school’s provision was limited and the student struggled.
- Results: 1. Students went ahead with excellent school reports and examination results, offers and even scholarships and prizes. 2. Loyalty from parents gained. Had a great retention rate, and no more feediscount requests. 3. Positive feedback from schools for bridging the communication gap with parents. Strong indication of recommendations to parents
- We used loom to record all online learning platforms for each student for a visual effect. utilising our existing technologies creatively.
- Industry leadership. This is what WSE would do. structured to agile and adaptable Staff are more willing to take initiatives and contribute to company agenda as they have grown more confident and more proud in their jobs. Parents and students – Early and often communication. It seemed we did not make good use of our time but regular updates were hugely appreciated when parents were extremely worried about their child’s safety in a foreign country. Schools – We have always had excellent relationship with schools. But in this crisis, schools' messages were too vague for us to pass to parents. We stressed we all share the same value to serve students and families. Schools became more open to us and willing to share their thoughts with us. That hugely reduced our risk of misinterpretation of official documents so we could accurately explain school messages to parents. Taxi & Home-stay – Instead of being demanding as a customer, we explained to them that we deeply care about our students and want to source the safest facilities available because we are effectively their ‘parents in the UK’. We showed our vulnerability as a parent and that approach won the support from taxi companies and home-stay families. They were all flexible and willing to stand by without extra charges.
- Online tuition income increased Tutoring revenue of £43,110 during the lock-down compared to £8,300 same period last year. Customer retention improved Increased from 88.2% to 94.4%
- Customer trust earned Having been through the whole chaotic and traumatic journey with students and parents, we have won their trust. They were more willing to take our advice on board and purchase our services.
- Because of what we have done this year, our industry leadership has grown. Retention rate has grown, revenue has grown. As a result we welcome students next year. All we have done this year through the pandemic has put us into a good position. We have put a message there it is safe for parents to send their children here next year.