The customer journey

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 The customer journey is the term given to the experience that families undergo when engaging with a school, from initial awareness through to post-enrolment. This journey encompasses every interaction that influences a parent's decision-making, providing schools with numerous opportunities to enhance engagement and ensure a positive, memorable experience. Recognising the full journey allows schools to identify each critical touchpoint, making it possible to strengthen connections, address family concerns proactively, and maximize overall satisfaction, leading to better loyalty and advocacy.

 The journey begins with awareness. At this stage, parents first discover the school, possibly through digital or print advertising, social media, word-of-mouth, agent recommendations, or the school’s website. Schools can attract attention by ensuring a strong reputation and consistent messaging across all platforms. Once parents show interest and reach out with enquiries, the school must be prepared for diverse communication channels. Receptionists, staff members, and other school representatives should be well-briefed, maintaining consistency in messaging and professionalism across all interactions, as these initial encounters set the tone for the school’s credibility.

 After learning about the school, parents enter the consideration stage, where they assess the school’s benefits relative to other choices, including alternative education options or lifestyle expenditures. At this phase, schools should promptly provide detailed information and listen to parents’ priorities, demonstrating responsiveness and personalized attention. In the decision phase, the focus is on facilitating a smooth and professional enrolment process. Schools can enhance the decision-making experience by ensuring agents are informed, streamlining enrolment processes with digital forms, and maintaining clear and supportive communications. Scholarships and other incentives may further support families in making their final choice.

 Once families join the school, their journey continues with ongoing service and support. Admissions teams and school staff should be prepared to handle queries and address any concerns that arise post-enrolment, building trust and reinforcing satisfaction. Schools must ensure that pastoral care, student happiness, and academic support align with families' expectations. Additionally, a proactive retention strategy is essential, as students and parents may evaluate alternatives as they progress through key transition points, such as the end of primary or secondary phases.

 Finally, fostering loyalty is crucial for long-term success, as parents frequently discuss school choices within social networks, often influencing others' perceptions. Schools can strengthen loyalty by regularly communicating opportunities, scholarships, and developmental pathways to existing families, ensuring current students feel valued and recognized. School teams can also support retention by monitoring student satisfaction and addressing any underlying concerns that may arise, particularly during transitions, reinforcing the school's reputation and solidifying lasting relationships with families.

 Effectively managing the admissions pipeline and tracking families’ progress through various stages allows schools to refine strategies and address any "leaks" in the admissions funnel. Regular reporting is essential, providing insights for financial forecasting and informing departments such as IT, HR, and facilities. Identifying trends, such as high enquiry volumes but low conversion rates, can help schools pinpoint areas for improvement, while year-on-year comparisons reveal shifts in applicant interest. This systematic approach ultimately highlights the hard work of admissions teams, ensuring that their efforts and successes are acknowledged.