Lessons from Disney: Enhancing the Customer Experience in International Schools

In today's competitive educational landscape, delivering a remarkable customer experience is paramount for international schools. As school leaders, we strive to create an environment where parents feel valued, engaged, and confident in their decision to entrust their children's education to us. In the realm of delivering exceptional customer experiences, the Disney brand is synonymous with excellence.

Known for their impeccable attention to detail, unwavering commitment to customer satisfaction, and ability to create magical experiences, Disney has established itself as a global leader in customer service. Many years ago, I had the opportunity to attend a training programme delivered by the Disney Institute, a corporate training arm of Disney which provides customer service insights and best practices taken from their parks and resorts. International schools can draw valuable lessons from the Disney experience and the principles taught within the Disney Institute to create a unique and memorable experience for parents.

Setting the Stage

Disney believes in the power of immersion, where every aspect of the guest experience contributes to a cohesive narrative. Similarly, international schools can aim to create an environment that aligns with their educational mission and values. From the physical spaces to the interactions between staff and parents, every element should work together to create a memorable and immersive experience. For instance, a school inspired by nature could incorporate lush greenery, calming sounds, and environmental sustainability initiatives to reinforce its commitment to the environment. A school focused on global citizenship for example could use maps, flags, and cultural artifacts from around the world to create a visually engaging environment that reflects their mission. In short, the physical environment must match the school narrative.

Attention to Detail

Disney is renowned for its attention to detail, ensuring that every aspect of the customer experience is meticulously designed. International schools can adopt this approach by paying close attention to the small details that matter to parents. From the politeness of security staff to the cleanliness of facilities to the quality of communication, these seemingly minor elements can significantly impact the overall perception of the school and impact on both recruitment and retention. For example, personalised welcome messages for new parents, clear and timely communication channels, and well-maintained facilities can leave a lasting impression.

Employee Engagement

Disney places a strong emphasis on employee training and engagement. Similarly, international schools should invest in training and development programs that empower staff members to deliver exceptional customer experiences. By fostering a positive and supportive work environment, schools can ensure that staff members are motivated, enthusiastic, and capable of meeting the diverse needs of parents. Disney's philosophy of "cast members" rather than employees encourages everyone to play a role in creating magical experiences, and schools can encourage a similar mindset among their staff.

Anticipating Needs

Disney excels in anticipating and exceeding the needs of their guests. International schools can emulate this by proactively identifying and addressing the concerns and requirements of parents. For instance, understanding that parents may have questions about curriculum, extracurricular activities, or student support services, schools can develop comprehensive information packages, organise interactive orientations, and offer ongoing opportunities for parent engagement. By going the extra mile to address potential concerns, schools can instil confidence and trust in parents.

Embracing Innovation

Disney consistently strives for innovation and embraces new technologies to enhance guest experiences. International schools can similarly leverage technology to improve communication, streamline administrative processes, and provide access to resources. For instance, online portals or apps can enable parents to track their child's academic progress, communicate with teachers, and stay informed about school events. By embracing innovative solutions, schools can demonstrate their commitment to staying current and meeting the evolving needs of parents.

Creating Emotional Connections

Disney understands the power of emotional connections and strives to create lasting memories for guests. International schools can tap into this by creating opportunities for parents to connect emotionally with the institution and their child's education. For instance, hosting events that celebrate student achievements, inviting parents to participate in meaningful activities, and fostering a sense of community can help parents feel more connected and invested in the school's mission.

By drawing inspiration from the Disney experience, international schools can elevate their customer experience to new heights. By focusing on immersion, attention to detail, employee engagement, anticipating needs, embracing innovation, and creating emotional connections, schools can create a unique and memorable experience for parents. Just as Disney has built a legacy of enchantment, international schools have the opportunity to leave a lasting impression on parents, forging strong partnerships and ensuring the success of their students.?