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.