A great deal of customer service-speak that comes from training gurus often seems very far removed from working in a nursery, but last year I heard a trainer from the US give a speech on customer service which gave me food for thought. Speaking at an Investors in People dinner at Humberside TEC, she astutely summed up two kinds of people we meet every day - those like ducks who constantly moan 'quarrk quarrrk', and those who aspire higher and soar like eagles.
The speaker gave examples of poor service she had received in shops or restaurants, of indifferent workers, of those who had passed the buck or just not cared. The opposite of these 'ducks' were people we meet (not just in service roles) who radiate positivity, creatively solve problems and generally put themselves out for others.
What was an entertaining speech took on greater significance when I reflected on the implications for customer service in the nursery. It seems to me that excellent service is rather more than just having feedback forms, suggestion boxes and a complaints policy. I think most nursery staff are aware of this. Nurseries I have visited are often demonstrating elements of sound customer relations without recognising it as good service. Greeting children and parents at the door, extending staff training opportunities to parents and taking an interest in the home life of children and their families, all this is commendable. But is it enough?
If a nursery is to stand out from the crowd, then everything the customer experiences has to exude quality. And I think it is important to keep reflecting on this for continuous improvement.
The Children's House has only been open nine months, but I know that it is the 'added value' activities that neither the children nor parents will forget - the nativity in the stable on the farm, the children's framed sunflowers painting exhibition, yoga classes and the planned willow sculpture for the garden. All of that is about going the extra mile.
It is not about focusing on marketing or good PR. It is about creating innovative and exciting experiences for children, which also happen to exceed parents' expectations. To keep doing this is the challenge.
Good communication is also the key to customer service. It means conveying the quality of the work you do to parents through newsletters, formal and informal meetings, notice boards and children's diaries, as many nurseries do. But I've also learned that the same kind of quality communication has to be in every interaction, not only with parents, but also with suppliers and other colleagues.
And, most importantly, good communication should be inherent in the primary aim of providing excellent care and education. All of it.
