Learning from Waitrose – By Alison Eddershaw

Unless they’re unhappy, customers rarely tell you what they think of your service. The only way to find out is to ask them outright.

My experience in retail and consumer research for over 20 years has repeatedly demonstrated the power of the satisfaction survey in understanding what customers want from a brand, product or service.

Whether on-line, like the Waitrose Customer Experience Survey or Tesco’s Customer Satisfaction Survey, face to face, like Asda’s Chosen by You product testing programme or telephone interviewing – this type of survey gives consumers a voice. The Big Four supermarkets have long recognised that keeping in touch with customers and taking action on their opinions is essential to ensure sustainable growth.

Schools too must listen to their pupils, parents and staff. What we can learn from Waitrose, where brand loyalty is particularly high, is that quality and value for money perceptions are key drivers of purchase intention and they are equally important in education. Quality is a subjective measure. In education it is about high standards, excellence, and fitness for purpose and in the case of independent education: value for money.

MTM’s many years of experience in conducting satisfaction surveys in independent schools across the UK has highlighted that speaking to parents about their satisfaction – even at a time when school numbers are high and waiting lists full – will ensure that any potential problems are ‘nipped in the bud’. It is too late to woo parents back once they’ve gone.

A completely satisfied parent typically believes the school they have chosen for their offspring excels in understanding and addressing their personal preferences, needs and values. The key word here is personal, as the relationship between parents, pupils and staff is crucial to fostering strong attachment or loyalty to the school. Many schools trade on their historical reputations, but reputations change as competitive schools improve or challenge.
An increasingly influential factor in shaping parental choice is the response of the child. Listening to students is equally important. Examining student satisfaction should focus on two categories: assessing teaching and learning and assessing total student experience. Understanding what makes a child happy at school – whatever year they are in – is essential.

MTM can benchmark a pupil survey against these results. You can see how your school compares and identify areas for development.
Sharing results with parents and paying attention to their feedback tells them they are more than just a revenue stream. Pupil surveys are a great way of keeping up to date with current thinking and measuring trends over time. They also provide valuable copy for public relations material and opportunities to boost admissions by including recommendations from existing pupils and parents.

For more information about pupil and parent surveys call MTM on 01502 722787 or email james@mtmconsulting.co.uk