It is easier to keep a customer than to find a new one.
This fall, retention has a new dynamic: many families will be making decisions about re-enrollment based on their experience with a very unusual school year.
You're running your school in remote, hybrid, and/or socially distanced on-campus models. Some programs may not be running; others have been changed. And many of the ways that parents connect with your school - whether it's back-to-school BBQ or packed bleachers at a soccer game - aren't happening the same way.
How’s it coming across to your parents? In other words, what's it like to be a family at your school this fall?
Design for Retention is a program for schools tackling this question in Fall 2020.
Using the principles of customer experience design, we will help school teams map customer journeys this fall. We'll help you leverage that insight to understand what to tweak and what to cut. We'll also help you prototype and implement new touchpoints to build loyalty. By starting this fall, you'll be in the position to nudge re-enrollment in the right direction.
1. Deepen your team's insight into the experience of families at your school. 2. Make a plan to improve family experience before re-enrollment season. 3. Build a customer-focused culture on your team.
How It Works
The Design for Retention program facilitates ten hours of team thinking about your retention efforts this fall. It can take anywhere between three and six weeks, depending on your availability.
Meeting 1 (2 hours): Project Kickoff, Goals, and Identifying Interview Subjects (Between Meetings 1 and 2, we'll conduct qualitative design interviews with up to 20 families and compile the results for your team. This will usually create a break of at least 2 weeks between Meetings 1 and 2.) Meeting 2 (2 hours): Gaining Empathy for Customer Experience Meeting 3 (2 hours): Mapping the Customer’s Journey Meeting 4 (2 hours): Generating Ideas To Improve The Journey Meeting 5 (2 hours): Prototyping New Touchpoints On The Journey
The all-inclusive fee for this program is $6000.
Some schools may wish to conduct their own interviews to save money or have a more immersive experience. While this is time-intensive, it is a good option for the right school. We offer a 90-minute interview training, and you schedule, conduct, and transcribe the interviews yourself. This option is available for $3500.
Who Should Sign Up?
Who you sign up depends on staff availability and your goals. Including team members from outside of admissions can be a great way to build a customer-focused mindset throughout your school.
We anticipate three basic team configurations:
Admissions teams who use this as an opportunity to dig deep into the customer experience.
Advancement teams connecting admissions, marketing, communications, parent relations, alumni, and/or development to build a shared customer focus
Teams spanning academic leadership and advancement functions, to help them build shared insight into parent experience and make customer-focused shifts in program
Want help thinking it out? We're happy to help you plan.