Enhance parents' trust in training institutions
Time:2025-11-07
Source:Artstep
At the initial stage of registration, in order to attract more parents and attract more students. Some teachers will try their best to exaggerate the school curriculum, saying 'nothing' as' there ', and saying' sesame seeds' as' watermelons', just to get parents to enroll their children.
However, parents enthusiastically sent their children to school, but after a period of time, they found that the promised curriculum effects had not been achieved.
Imagine, you ordered the restaurant's signature Australian lobster and happily waited with a knife and fork. But upon closer inspection, there was a crayfish caught in the river. Can you be satisfied? If I were you, it would be good not to open the store.
The same principle applies in the training industry. The teacher said that within a month, the drawings were as good as those of other children in the class. When the time came, the parents saw that the lines were messy and the colors were dirty. Compared with other children in the class, they were still far behind, and even had no difference from before registration. Of course not satisfied.
Seeing this, some principals may think that there is a way to solve it! Let the child draw the same content for a month, and the works that parents will see after a month will definitely not be much different. Indeed, I have seen schools do this before. But this kind of 'opportunism' can solve a problem for a month, a semester, or a year? Does the school expect children to always behave like this.
What would parents think if they found out that the school was doing this
I must feel that the school has deceived him. Refund is a small matter, if you have a quarrel or conflict with the school. So this parent is a senior 'hater' of the school. It's okay, if there are many such parents, the school's reputation will definitely deteriorate and enrollment will become difficult. If the school is reported to the Education Bureau, it will not be worth the loss.
The reason why parents have such a reaction is because there is a huge gap between their expectations and their own experience.
Firstly, we need to know the formula: Customer satisfaction=Customer experience - Customer expectations.
According to the above formula, shaping parental satisfaction lies in two aspects: parental/student experience and parental expectations. It is important to shape parental expectations and ensure/enhance the parent student experience.
I understand that many principals have always been aware of the importance of shaping long-term expectations for their families, but they have not been able to implement it in this way. There are generally two reasons:
1) Knowing is important, but struggling to know how to do it specifically;
2) I'm not exaggerating, competitors are exaggerating, and parents have been taken away.
I will take the senior cooperative school of Artstep as an example to talk about how to help parents shape appropriate expectations.
Mia used to be an art teacher and later opened her own art training school. Opened for over a year, with over 100 students. Under the pressure of competition and enrollment, they embarked on the path of excessive exaggeration. The student has been recruited, but the renewal fee is less than one-fifth. She is very distressed, even though the quality of the school's curriculum is relatively good compared to surrounding schools, it is easy to attract students but difficult to retain them, and parents are unwilling to renew.
She has been unable to solve the issue of renewal for teaching and organizing activities with her teachers. Until she had a dinner with her alumni and was awakened by their words, why didn't she ask her parents why they didn't renew the subscription?
After communicating with the parents, she learned that they thought the school was just trying to lure their children in, and that the children did not meet Mia's initial expectations after learning. In the minds of some parents, they are synonymous with unscrupulous institutions and scammers, and parents no longer trust their schools. The initial exaggeration led to the current adverse reactions.
The school's reputation has been on the brink of collapse, bouncing back and forth. If it doesn't change, bankruptcy is just around the corner.
Mia led the teachers to make changes, still maintaining high-quality teaching standards and refined services, and realizing that when talking to parents, it should be the school that uses curriculum plans to help parents shape appropriate expectations, rather than blindly executing based on parents' expectations. They learned to guide parents to shape their expectations based on the school's situation.
Change is not something that can be achieved overnight. This is the most difficult time for them. The students who had already agreed on it heard that the nearby institution mastered multiple painting techniques in a month, while they needed a semester, so they immediately chose another institution. For parents, if the price is the same, of course, they should choose the one that sounds good. So, at the beginning, they couldn't recruit too many students.
They can only rely on themselves to explore and learn how to help parents establish unacceptable expectations. Slowly, due to the teaching effectiveness reaching or even exceeding parents' expectations, coupled with factors such as high-quality service and beautiful environment, their reputation in the local area has been getting better and better, gaining the trust of parents. Students have stayed behind, and parents have even become their "wild" spokespersons. They no longer worry about enrollment because parents will come knocking on their own doors. Even if competitors exaggerate their effectiveness, it cannot offset their excellent reputation.
Two years have passed, and they have over 400 students preparing to open a branch school.
Regarding the issue of shaping parental expectations, I have summarized the following four key points for principals to refer to:
Accurately grasp parents' expectations
Accurately understanding the needs of parents, understanding the basic situation of children, and identifying their strengths and weaknesses.
Do not artificially create high expectations for parents.
Mia School always maintains the most sincere attitude towards parents, does not exaggerate the efficiency of the curriculum, and does not artificially create high expectations for parents. Not falsely raising parents' expectations, never 'wrong goods'. If it damages the trust of parents to a certain extent, then the school is like lifting a stone and hitting itself in the foot.
Let parents give up impossible expectations.
Many times, parents are not familiar with specialized subjects such as dance, music, and art. Some parents will say, if you can teach your child all the painting techniques in one semester, I will come to register. At this point, schools need to clearly inform parents that such expectations are difficult to achieve and can be counterproductive for children. However, schools can provide parents with more information and choices, telling them what situations are best for their children at different stages, helping parents set expectations and solve problems, rather than relying on parents' blindly set expectations for teaching.
Strictly adhere to the expectations set for parents.
Mia said that the most important thing is to strictly follow the promises made to parents, and not give them promises that only appear verbally. Show parents the child's curriculum plan and make them feel that the school is teaching seriously and working diligently. Moreover, the services provided to parents must not be static, but should be gradually improved through parental advice, so that parents can see progress and exceed their initial expectations.
Help parents shape a reasonable expectation, and then use visual teaching, growth and progress, high-quality services, etc. to provide parents with a good experience. This ensures a high level of parental satisfaction.
This long-term good experience cannot be achieved solely by the school working hard and grasping the details. Mia School's scheduling, homework evaluation, leave management, class cancellation, and information dissemination are all completed using "artistic steps" to ensure accuracy and efficiency. Teachers can focus on teaching, provide more professional teaching to students, and offer more humane services to parents.
To provide parents/students with a good experience, in addition to common school environments, teacher teaching, and activities, I have provided four methods to help schools:
When recommending courses, we need to adjust our focus and pay attention to the child themselves.
Understand what the child is good at and what needs improvement, no longer seeking parental attention with all effort. But rather focus on the children, because parents are also most concerned about their children. At the same time, parents should have access to their children's learning and growth records, and see every progress made by their children.
Using the Artstep management system
assign tasks with high repetition, high precision, strong supervision, and fixed processes to the system, and ensure that the work is implemented in detail. Let the teacher do work that requires more human touch.
The points management system{{BLOG_SUBTITLE:Strictly adhere to the expectations set for parents.
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with a complete incentive system, guides children to progress, promotes their learning, and allows parents to see their children's progress and understand what they have learned.
Use homework review function to maintain interactive communication with parents
explain the student's class situation to parents after each class, review the student's work/homework during each class, regularly show parents the comparison of the student's stage works, let parents see the child's progress, regularly contact parents, affirm the child's learning achievements, and require parents to cooperate, increase parental participation, and enhance customer stickiness.
Creating appropriate expectations for parents and providing them with a good experience is essential to ensure high satisfaction rates.