Retention Boot Camp: Exceptional Customer Service and Communication

Welcome to the fourth week of Retention Boot Camp! This week, we’re focusing on the critical role of customer service and communication in learner retention. Inspired by Unreasonable Hospitality by Will Guidara, we’ll explore principles of exceptional customer service and actionable strategies that you can implement immediately to elevate your communication with families.

Objectives for This Session

1. Understand the principles of exceptional customer service—what it means to deliver an extraordinary experience.
2. Learn actionable strategies for effective communication with families.
3. Explore best practices for communication and understand the “why” behind these methods.

If you haven’t read Unreasonable Hospitality yet, we highly recommend it. Available in various formats (paperback, Kindle, Audible), it offers transformative insights into creating memorable experiences.

Key Takeaways from Unreasonable Hospitality

The book highlights five key principles that align perfectly with the educational experience:

1. Pay Attention

Take note of the small details learners share with you. These can become opportunities to create meaningful connections. For example, if a learner mentions running for student council, make a note to follow up on their progress weeks later. This personal touch can leave a lasting impression.

2. Be Intentional

Intentionality transforms small gestures into memorable moments. Personalizing your interactions with learners and families—even if it means stepping outside your established systems—can create a sense of exceptional care and attention.

3. Embrace Vulnerability

Taking risks to go above and beyond for families can feel uncomfortable but is often necessary for creating magical moments. Whether it’s trying a new communication approach or surprising a family with a kind gesture, vulnerability can lead to remarkable outcomes.

4. Give Agency

Empower families by sharing what’s happening in class and inviting them to engage with their learners at home. For organizations, this might mean empowering staff to create meaningful interactions with families. For solo educators, involve parents in their child’s learning journey.

5. Balance Structure with Creativity

Will Guidara emphasizes the 95/5 rule: spend 95% of your time, budget, and energy on intentional systems and structure, and reserve 5% for creativity and out-of-the-box ideas. It’s that 5% that can truly wow families.

The Role of Communication in Retention

Communication builds trust. By setting clear expectations, maintaining regular updates, and personalizing interactions, you create a transparent and dependable environment for learners and families. Research shows that effective communication directly impacts retention rates, satisfaction, and loyalty.

Retention Metrics and Communication

1. Pre-Class Communication: Prepares families for success.
2. In-Class Engagement: Builds trust and rapport during the session.
3. Post-Class Follow-Up: Reinforces learning, builds anticipation, and strengthens connections.

Best Practices for Communication

Pre-Class Communication

1. Send Reminders: Share supply lists and preparation tips at least 24 hours before class to avoid last-minute stress.
2. Provide an Overview: Explain what will be covered in class.
3. Invite Questions: Offer an opportunity for families to share concerns or ask questions in advance.

Post-Class Communication

Post-class messages are critical for retention. They:

• Reinforce learning outcomes.
• Boost family satisfaction, even if families don’t reply.
• Encourage families to leave reviews and share feedback.

What to Include in Post-Class Messages:

• Summary: A brief recap of what was covered.
• Light Bulb Moments: Highlight learner achievements or insightful contributions.
• Challenges and Growth Areas: Address struggles and outline next steps.
• Dinner Table Questions: Provide a prompt to help families engage with learners at home.
• Feedback Requests: Gently encourage reviews by framing them as feedback opportunities.

Consistency and Personalization

1. Personalize Communications: Use stock snippets when needed but always add a personal touch.
2. Surprise and Delight: Incorporate small, thoughtful gestures to create memorable experiences.
3. Foster Relationships: Build trust and loyalty through consistent, meaningful communication.

Using Data to Enhance Communication

Leverage Outschool tools like the NoteMaker AI to streamline post-class messages. Whether you use AI-generated drafts or create your own, the act of following up with families after class is proven to improve retention rates.

Wrapping Up

Exceptional customer service and communication are the cornerstones of retention. By implementing these best practices, you can foster stronger relationships, increase retention rates, and build a thriving educational business.

Action Steps:

1. Begin incorporating pre- and post-class communication into your routine.
2. Personalize interactions to create meaningful moments for families.
3. Explore Unreasonable Hospitality for additional inspiration and join the ongoing discussions in Retention Boot Camp.

We look forward to seeing your continued growth and success. Happy teaching!