This document discusses improving customer experience for a school. It defines customer experience as the complete experience from a customer's perspective. It outlines the customer journey from research to follow up after attending classes. Improving customer experience can increase revenues through higher retention rates, reduced marketing costs, and fewer complaints. The document recommends understanding what matters to customers, putting oneself in their shoes, being proactive about delighting customers at all touchpoints, and continuously measuring and improving the experience. Measuring net promoter scores is presented as a way to gauge customer satisfaction. Improving customer experience can result in higher returns through more customers staying, being less price sensitive, and providing positive word-of-mouth.

1. Improving Your Customers’
Experience
Beccy Wigglesworth

2. Whole School
How do customers experience
your school?
Classroom
Whole School

3. What is Customer Experience?
“The complete end-to-end experience
customers have from their
perspective.”
Research
Make a
decision
Book &
pay
First day
welcome
Visit the
city?
Attend
classes
Parents
meetings
Social
events
Progress
reports
Tests &
Exams
Last day
Re-
enrolment
Follow-up

4. Research
Make a
decision
Book &
pay
First day
welcome
Visit the
city?
Attend
classes
Parents
meetings
Social
events
Progress
reports
Tests &
Exams
Last day
Re-
enrolment
Follow-up
Your competitors also have
qualified teachers, have
small classes, and may
charge less.

5. The Financial Case

6. What is the lifetime value of a
delighted customer?
$$A client who
• re-enrols with you
• doesn't defect to the competition
• tells their friends how fantastic you are
• doesn't complain

7. Revenues Increase
Additional revenue increase/year over 3 years for a
“modest” improvement in customer experience
(Temkin Group, 2015)
Hotels
Insurance
Supermarkets
Household Appliances
Banks
27%
23%
22%
20%
20%

8. Make higher returns
35% better
than
average
44% worse
than
average

9. Make higher returns
Higher revenues – due to
• more customers stay and re-enrol,
• customers are less price sensitive,
• they give you positive word-of-mouth.
Lower expenses – due to
• less marketing spend attracting totally new customers,
• fewer complaints,
• happy, loyal customers just give you less hassle

10. How?

11. Steps to create a great customer
experience
Understand what matters to your customers.
Put yourself in their shoes.
Be proactive about “delighting” them.
Measure and keep improving.

12. Understand what matters to your
customers – Journey maps

13. Be proactive about delighting them
Analyse all your touchpoints with your clients. Add
“WoW” moments where it is cost effective to do so.

14. Be proactive about delighting them
Beginnings and endings matter the most.
EndingsBeginnings

15. Be proactive about delighting them
We do this …….
To help you learn
better…..

16. Be proactive about delighting them
We do this …….
To develop your 21st
Century skills ….

17. Measure and keep improving

18. Measure and keep improving
Net Promoter Score ®
“How likely are you to
recommend xxxxx to a friend or
colleague?”

19. Measure and keep improving
-100
-80
-60
-40
-20
0
20
40
60
80
100
NetPromoterScore®
?

20. Summary

21. Whole School
How do customers experience
your school?
Classroom
Whole School

22. The most trusted name in
private language educationThank You