EDUCATION
How schools buid trust
“Tank you for your help. Our daughter had an amazing time at your school. She is coming back with mixed feelings, sad about leaving school but happy about re- turning home”. Our Admissions depart- ment received this message from a Mexican mother after her daughter spent a year in our boarding school in the UK. Messages like that are rewarding. Te ac- knowledgement that both parents and stu- dents had a great experience, academically and personally, is a goal that any school should pursue.
It has been said, “companies do not sell
a product, they sell trust”. Te more I think about that statement, the more I agree with it and recognise its importance to the international school where I work. While education functions as a legitimate business, it is also special because it deals with precious human beings: your chil- dren, our students.
When you think about any consumer
brand that you prefer, regardless of the in- dustry, you continue to buy that brand be- cause it has won your loyalty by earning your trust. Tis is especially true in the ed- ucation industry, where the relationship between the customers – the parents – and the school relies fundamentally on parents trusting the school with their children. Te messages that a school receives from
26 FOCUS The Magazine September/October 2018
A go scol wok on th trus oered t is
comuniy 24 hors a day, eery singl day
parents saying thank you and recognising work done well reflects that confidence.
However, that trust is not earned
overnight, it takes time. Usually, prospec- tive parents already have an indication that they can rely on a school when they con-
tact Admissions and decide to visit. But that perception should be continually re- inforced from their first contact with the school until their children graduate or move on. A good school works on the trust offered to its community 24 hours a day, every single day.
Te learning journey of the student –
the most important element of this rela- tionship – is more likely to start on the right foot and continue successfully if a school establishes a partnership of trust with both the parents and the students. Tere are a few key aspects to look for:
1.Te school listens. As in any relation- ship, the first encounter between a family and a school is crucial. While a school will quite rightly use this time to explain the quality of its programs and facilities and how they benefit the students, two-way communication is the key. Asking about a family’s background: where they are from, their child’s previous educational experi- ences and what their expectations are will help to establish an understanding of whether the school is a good fit for their child.
2. Transparency. A school never wants to have a conversation with a parent that starts with them saying, “but you told me…” schools should be transparent from
www.focus-info.org
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