Customer Service in Education – “who is the Customer?”

Recently, Developing People have been involved with leadership and management initiatives in a number of F.E. colleges. Throughout our years of management training experience in this sector, this question has arisen the most: when it comes to customer service in education, who is the customer?

Surprisingly, there are four types of customer in education. They each have different requirements of the education system and add something different too.

1. Students as the customer
Schools and colleges exist for students. Without people willing to attend the institution, there is no school. The benefits students derive from their educational institution set them up for life and ultimately, if students do not leave suitably shaped and prepared for the real world after their education, it cannot be argued that they received a positive educational experience. As a result, the institution will receive a bad reputation and it has clearly failed its core customers which is its students ‘buying’ its product of education.

2. Staff as the customer
Anybody who has run a successful business will know that if the staff are not happy, disaster can ensue (remember the Royal Mail postal strikes?) Staff in educational institutions are internal customers, that is, the organisation seeks to keep them happy. By providing clear and structured management, staff in the education sector feel secure and focused towards the common goal which is a.) the good education of its students and b.) pleasing the next two groups of customers...

3. Parents and the community as the customer
Parents of students obviously have a stake in the outcome of the education provided by an institution. In state schools, the parent has paid their taxes which in turn pay for the school and so parents rightly expect good value for money, that is, the student leaves school well-prepared for the world of work. This also applies at FE and HE level where tuition fess might be paid.
The community surrounding the school is the customer too in that it may comprise heavily of students and their families but there are other individuals who may not have a remote interest in the school. The community becomes the customer in that the ‘product’ is the minimisation of potential disturbances caused by the day to day life of the school. For example, parent’s evenings, open days or popular sporting events may bring extra traffic to the community. By minimising disruption posed by official school events and by students in general, the community are happy as the ‘product’ sold is house value in the area is kept higher as being in the catchment area of a good school commands higher asking prices. Schools simply need to manage handling sensitive issues that may arise with care and understanding.

4. The government as the customer
All educational institutions are accountable to OFSTEAD as this is a government body set up to inspect schools standards and the ‘product’ it offers to students. The government is a customer in the sense that it has passed on the responsibility of providing the product of education to the school. Good customer service dictates that if a request is made, e.g. a change in curriculum, then it must be done according to policy with no undue comments passed and consistent co-operation.

As you can now see, balancing the needs of all four types of customer is a difficult process. The teaching and learning staff has a responsibility to deliver the education alongside administration and managerial staff who need to be focused on pleasing the other 3 types of customer I have just outlined. Developing People have extensive experience in this field and can help educational institutions to balance their customers in a way that allows the student to remain the focus of attention, yet satisfy the other customers.

Assessing the Potential You Need

For many businesses one of the biggest risks to their future success is having the right talent in place as and when key people leave the organisation.

While finding good people may be less difficult during a recession, the demand and competition for talent will increase over the next few years because of a number of factors:

• The global economy will recover.
• Companies are operating more and more on a global scale and can attract the best from around the world.
• Changing demographics means that it is estimated that one in four of the working population is over 45.
• A change in working culture and the choices people make mean that young people are more likely to move jobs.

All of this provides a number of challenges for businesses who wish to find and retain talent. At first glance it may appear easier to hire talent from the outside, to bring in “fresh blood” or someone with a “different perspective”, but is this really the right thing to do?

Certainly with competition increasing, this will become a more time consuming and expensive process. It has been estimated that it “costs” between 1-2 times the salary before a new middle management recruit becomes effective. In other words, if you hire a manager on £60,000 p.a., it could cost the company between £60,000 -£120,000 before that person starts to be effective. However, this money might be better invested (and less risky!) in identifying and developing “in house” talent.

However, what techniques are available to assess the capability and talent internally?

The first assessment that should be made is how an individual has performed previously. While previous performance is no guarantee of future success it is a good guide to how the individual is likely to perform in the future. However, there are also other factors that should be assessed such as:

• Undertaking an assessment of an individual’s critical thinking, numerical and verbal reasoning will provide an indicator of their thinking capability and innate intelligence.
• Psychometric profiling instruments can assess an individual’s personality traits, likely communication and leadership styles. How do these fit with what the business needs?
• Giving an individual specific business or organisational problems to resolve will provide valuable assessments of their business acumen and problem solving skills.
• 360 degree feedback tools are valuable for assessing an individual’s performance and behaviour in the workplace. This assessment will provide a broader view than one simply based on the line manager’s assessment.
• Asking the individual to lead a challenging business improvement project that will take them out of their usual work experiences, will provide a valuable assessment about how they handle new and unfamiliar challenges.

Some of the above techniques can be blended with others (such as formal presentations) at an assessment/development centre. How each individual deals with such a pressurised and stressful situation will provide additional evidence of their future potential.

While the assessments described above will not guarantee the identification of those with the greatest potential, they will provide the business with vital information on which objective decisions can be based. As the marketplace for talent becomes even more competitive, it is vital that businesses meet this challenge and establish their own assessment and talent management programmes – after all you don’t have to scour the world for talent if the potential you need is right under your nose!

What to do if it looks as if your coachee is never going to change?

The underlying purpose of coaching is for the coachee to learn how to think differently so that they can improve their life either personally or professionally. As a coach, you must find a way of raising their self-awareness and help to find ways of taking new actions to improve not only your coachee’s action but also enable them to move towards independence and self-sufficiency.

However, this process can be difficult for a person new to the world of coaching and it may take time for the coachee to recognise all the possibilities available to them. Yet, if a coachee is showing no signs of taking on board the information you wish to impart, it can be very difficult to continue with the coaching. As a coach you should be able to find a way to relate to your clients, no matter how frustrating it may be to meet resistance.

How can you reach out to your coachee?

• It could be that your coachee is still not very aware of their potential. You need to eke out a positive response and you can do this by admitting to your coachee that the sessions are not working as you expected and devise a plan to go forward together. Hand control back over to them.
• Could it be that there are external barriers stopping the coachee from progressing? They may not have originally been forthcoming with personal information that you need to be aware of, such as a sick relative, a complicated divorce or a medical complaint of their own. Coaching requires honesty on both of your parts and you need to adopt a holistic approach to helping a person improve professionally.
• Are your goals the same? As a coach, you may wish to help an individual improve professionally in different ways but your coachee may just want someone to talk to, to get issues off their chest. Some people just want to talk and be listened to. Some people do find a sympathetic ear empowering as it reminds them that they are worth listening to.
• Why has this person sought coaching? Some people truly want to improve their performance whereas other may simply begin coaching to please a superior. In a case like this, you may have to consider bringing the coaching relationship to an honest close as there is nothing you can do for them.

If you have tried for a significant period of time to engage with your coachee and find yourself getting nowhere, you need to be upfront with them. Realistically, you can only work with people who want your help. If the coachee is not willing to make coaching work for them, you need to assess whether or not they would benefit from you taking the time to persevere with their case.

Why is coaching often more effective than other forms of leadership or management development?

Businesses often are unaware of the benefits coaching can give to their employees and as a direct result, their profits. It is often suggested that coaching is more effective in improving an individual’s performance than a leadership or management development programme. This is a somewhat subjective statement and as a business, you know you cannot afford to take a chance in these difficult times, on companies offering services that have little apparent and tangible results.

So what are the practical differences between coaching and leadership or management development programmes?

Firstly the coaching process is 1 to 1 and the focus is 100% on the individual, where as leadership and management development programmes are invariably for groups. By focusing on one person at a time, there is an opportunity to address the issues the coachee may not wish to raise in a group setting. Also, the agenda and objectives for these group programmes are usually set in advance, meaning that it may not relate directly to the individual manager's specific developmental requirements. As the agenda for a coaching session is largely set by the coachee, the process becomes flexible and the results specifically tailored. On a leadership or management course, it is not easy to change the agenda and as the structure is more rigid, participants may leave with more questions than they arrived with.

When involved with coaching, the coachee may feel the call to action is stronger and more detailed than a participant of a leadership or management training course. The sessions where the action plans are often fewer and more general are clearly going to be less beneficial to those involved than action plans that are individually tailored and monitored by a coach.

A feature of coaching sessions is that notes will be taken, goals will be set at the end of every coaching session and managers will be asked by the coach if they have achieved their goals and how. Individuals are nurtured and are assessed to see if they need a different motivation technique. The ability to talk and act honestly, naturally and spontaneously is encouraged for a coachee whereas any displays of frustration, anger and emotion would be regarded as disruptive on a leadership or management training course. Managers should be encouraged to express their feelings in a constructive manner and this is generally more effective in one-on-one sessions.

There are of course, advantages for participants taking part in course-based activities, many people respond to group activity and create good networking opportunities, however, this is dependent on what you hope to get out of each method. Overall, I believe that subjects of coaching get more from their sessions purely through the specific advice offered to them. It has a powerful impact on their actions, performance but most of all, confidence in the subject’s own abilities and judgement.

Management Training – It’s not just for the ‘good times’

With news of short time working, redundancies and business closures, it’s not surprising that many employees have become nervous about what the future holds for them. Inevitably, this will cause some people to become distracted and therefore not completely focused on what needs to be achieved. A potential consequence of this is that they become less productive, less creative and take fewer risks, which is not what a business needs in the current climate.

It is important therefore that managers are trained not just to recognise the ‘mood’ of their staff but that they are also given the skills and capability to influence the motivation and morale of their staff in a positive way.

Some business will have to restructure and make staff redundant, but the way managers handle this sensitive and emotive issue can have a big impact not just on those who leave, but also on the morale and commitment of the staff who remain.

One of the key characteristics of how successful organisations perform after any such restructuring is how retained employees feel their colleagues who left the business were treated. Organisations whose staff felt that their redundant colleagues were treated poorly often subsequently struggle with low levels of employee motivation and productivity for a while after the restructure. Treating people ‘unfairly’ can range from a number of things.

For example, redundant staff may have experienced:
· Little or no support to find a new job.
· No opportunities for retraining.
· Redundancy payments handled incorrectly.
· Broken promises from managers.
· Leaving the organisation’s premises with out any recognition or thank you from their manager.

It is important therefore that managers are given the appropriate management training and support to help them deal with the consequences of a business restructure. For example they need to be able to:

· Give appropriate time, attention and sympathetic support to affected staff.
· Help staff to focus on the future and not dwell on the past.
· Give practical and useful advice and guidance about how to find a new job.
· Demonstrate independence and not collude with staff.

Management training can therefore play a vital role in a successful restructure. It will help managers deal with the effects of redundancies sympathetically and appropriately and at the same time enable them to ‘keep an eye’ on future motivation. After all, you want staff who leave the business to be prepared to recommend it to potential employees in the future as well as maintain the productivity and commitment of those who remain.

Selling Yourself at an Interview

When your job application or CV have successfully earned you an interview, it is vital that you give yourself the best possible opportunity by preparing thoroughly for the interview in advance. Although you are unlikely to be able to think of every possible question or scenario that you will be presented with, preparation and planning will prevent a poor performance on the day.

Consider the following tips to help you improve your chances of success.

Before the interview

• Find out as much as you can about the organisation, the job and the interview process
  
  
• Prepare a list of questions that you wish to ask. For example: what opportunities will the organisation provide for personal development or management training?
  
  
• Put yourself in the position of the interviewer and think through the questions they might ask.
  
  
• Be proactive and prepare a plan of the things you will do in your first 3-6 months of employment.
  
  
• Prepare 5-6 ‘selling points’ i.e. the benefits an organisation will gain from employing you.
  
  
• Remember that first impressions count. Practice how you will introduce yourself in a positive and confident manner. Remember your handshake – no finger crushers or limp wrists!
  
  
• Make sure you know exactly how to get the interview location, and plan to arrive in plenty of time.
  

At the interview

• Be yourself – if you pretend to be someone else you will be caught out.

• If asked about your weaknesses or failures give examples that are not relevant to the role – in this way you will not talk yourself out of a job.

• Avoid being critical of other people or previous employers.

• Make sure you get your ‘selling points’ across– this is your responsibility not the interviewers.

• Ask the interviewer if they want to see your ‘3 month plan’.

• Be enthusiastic – no one will employ someone who doesn’t demonstrate motivation.

• Take time to answer questions – avoid ‘shooting from the hip’.

• If you think you have got something wrong, say so and rephrase your answer.

• If you don’t know the answer to a question say so!

• Before leaving the interview, make sure you know what the next steps are.

After the interview

• Write down key points that you remember from the interview. This will help you if you are offered a second interview.

• Write and send a brief thank you note as soon as possible.

• Follow up with the organisation if they haven’t contacted you within the agreed timescales. Show interest but not desperation!

In today’s competitive climate it is important to ensure that you sell yourself, and show yourself in the best possible light if you are going to land the dream job you are after.

Make yourself an asset and not a liability

Some people believe that if you put your head above the parapet at work it will only result in it being “shot off”. But is keeping a low profile at work really a good idea, or should we be more proactive?

On the basis that you only get out of something what you are prepared to put into it, then work is no different. Great sportsmen and women didn’t become great by waiting at home for someone to find them, they worked hard to improve themselves and put themselves about so that they were known.

Gary Player once replied to a gentleman who claimed he made a lucky shot out of a bunker “Well, the harder I practice, the luckier I get”. Work is not different, if you want success and promotion you need to “put your head above the parapet”.

The key thing to do is to make sure you sell yourself on a regular basis. Too often people think that all they need to do is a good job. While this is clearly vital, if no one knows that you have done a good job you may as well not have bothered in the first place. It is exactly the same in business – you may have come up with the best product in the market, but if no one knows about it they won’t buy it! This means that you have to let your manager and others know when you have been successful. Whilst publicly bragging about your achievements will just alienate your colleagues, a simple email to your boss outlining the success you have had in a particular area will probably suffice.

Equally important is building a network in your organisation. By getting to know colleagues in other areas of the business, you may find opportunities to expand your role or develop yourself further. Again it is unlikely that these opportunities will be handed to you, you have to go out and find them. Get to know the senior management in the organisation, demonstrate to them that you are interested in helping the organisation to achieve its goals and objectives. Show them that you care and talk to them about how you might help.

It’s never really a good idea to keep a low profile at work and it is probably even more so in the current climate. Many organisations are actively seeking to reduce costs and cut jobs, so make sure you don’t become one of the statistics and make yourself indispensible.