Service starts from the heart, establish the concept of "education is service", and create a high-quality brand image

As a private kindergarten, we are “involuntarily” exposed to the market. Social needs and the pressure of market competition have put forward newer and higher requirements for management. When the concept of "education is an investment and education is a consumption" is increasingly recognized by people, who believe that consumption requires more projects and higher quality services, a service concept is formed. It has become a necessity for schools. It can be said that the competition among schools in the future will be the competition in service quality. Whoever can provide the highest quality educational services will be invincible.

1. Lessons for us from modern enterprise management ideas

When mentioning Haier, people are reminded of its famous slogan - Sincerity Forever. Haier has confirmed its perfect interpretation of this slogan with practical actions and perceptual service concepts, and has made this service spirit deeply rooted in people's hearts until it has become a household name. China Mobile's "communication starts from the heart", Wal-Mart's "customer is always right" and other services The concept is also deeply rooted in the hearts of the people, allowing these well-known companies to establish a solid corporate reputation and high-quality brand image by relying on high-quality services.

A school is a special "enterprise", and school education is actually a special service. Meeting the needs of students, their parents and society with high-quality educational services and thereby enhancing the school's reputation is essentially consistent with enterprises winning customers, satisfying customers and thereby winning greater profits. Therefore, we think about whether we can draw lessons from the advanced service theory of enterprise management in school management activities, so as to build a school management model that adapts to development and plan corresponding school management strategies. What? As a private kindergarten, applying modern management ideas to promote management innovation and form the concept of educational services may be a way out.

2. How to practice "education is service" in management

(1) Create a oriented garden-based culture and build team spirit

Do a good job in "education" It is "service" to promote the comprehensive and harmonious development of children and truly satisfy parents. It is useless to just rely on the principal or a few people to say and do it. It must be the consensus and consistent behavior of all employees. How to unify the awareness and actions of employees?

1. Training

For kindergartens, the standardization of services, especially the standardization of teacher behavior, is critical to the stability of school education quality. It is the most powerful propaganda and can most effectively satisfy parents’ basic requirements for education quality. I remember reading a book about management, which mentioned that Western management scholars use the English word SERVICE as an abbreviation for the seven principles of corporate service: Smile, Excellent, Ready, Viewing, and Inviting. - Invitation, reating - creation, Eye - gaze. Although the generalization is somewhat far-fetched, from these seven principles we can clearly see that service must be sincere to the customers-our parents and children. To achieve this, we must strengthen employee training. Employee training is a better way to achieve professional knowledge. This training is not about the study of our previous preschool education theory and the improvement of business capabilities, but about imparting new marketing concepts and ideas such as "customer satisfaction" and "the customer is always right" to employees and enabling everyone to achieve a certain level of knowledge. , let every employee fully realize that if you want customer loyalty, you must first satisfy him; fully realize the importance of children's likes and parent satisfaction to the development of the kindergarten and to themselves, so that every employee can consciously and proactively stand on Think about problems, work, serve, and find shortcomings in your own work from the perspective of children and parents. Through the formulation of the "Standards of Professional Ethics for Faculty and Staff" and the study and reflection of cases, we will strengthen employees' service awareness and improve their spiritual realm, so as to unify the values ??of the entire school staff and cultivate a united, enthusiastic and progressive school-based culture. and teamwork purposes.

2. Let the kindergarten be filled with a happy atmosphere

Open communication, create a better mental environment for employees, and continuously improve employee satisfaction; focus on a culture of positivity, unity and struggle Cultivate and form a strong team spirit; pay attention to caring for employees' thoughts and emotions, and create conditions to meet employees' spiritual and material needs; provide employees with education and training opportunities; fully empower, truly respect knowledge and talents, and strengthen equality and freedom. Communicate; care about the growth of employees, provide employees with a platform and space to display their abilities, and at the same time pay attention to solving practical difficulties for employees and create a warm and harmonious psychological environment through holiday text messages and other methods, so that each employee can truly understand the operator or manager’s He cares and truly feels his importance in this group. At this time, he will work with a positive attitude and full enthusiasm, and pass on this love to every parent and child he comes into contact with, satisfying What our employees bring us is high-quality service, which satisfies parents and society.

(2) Success lies in details, win hearts with heart

1. Service is seen in the details

To build a high-quality service brand in kindergarten, we must not only start from the above The implementation of goals, objects, content, and methods must also be gradually sublimated from the mutual penetration of daily care and education, reflecting the requirements of the times and individual characteristics of the service brand. Kindergarten services should be based on love. It does not require earth-shattering measures and rhetorical promises. It only needs to be done with care in every detail. When parents and society regard you as a trustworthy friend, Brand relationships are as strong as buildings.

In daily work, each of our employees must: stand to receive parents and children, maintain an eight-tooth smile, prepare a small sweat-proof towel for children before outdoor activities, and prepare children before leaving kindergarten. Organize clothes and pants for each child, communicate with small notes, make frequent phone calls, and fulfill commitments to quality service... We encourage every employee to use sincere, meticulous, attentive, enthusiastic, and patient services to win the peace of mind, satisfaction, and affection of parents. Comfort and peace of mind, truly "win the heart with the heart".

2. Put yourself in the parents’ shoes

As the saying goes, children may only be 100% interested in the school, but they are 100% interested in their parents. People only trust, respect and care about them. Only when parents truly feel the school’s true care for their children can the school gain the trust of parents. The resulting word-of-mouth power is the most solid foundation for brand communication. Therefore, we need to change the past view of teachers, from passively accepting parents' consultation to proactive contact with parents, and from a superior view of teachers to wholeheartedly providing satisfactory services to parents and children. In order to implement good services, we have also taken two measures to advance. The first is the complaint system, where parents can supervise the work of the school and staff at any time. The school has set up a report box, complaint hotline, principal's mailbox, etc. to strengthen teachers' service awareness. The second is the voting system. At the end of each semester, the school must organize parents' evaluation of the school and teachers' satisfaction, summarize and reflect and include it in the evaluation. In this way, the "complaint system" controls the process, "satisfaction" controls the exit, and parents supervise the whole process, making the concept of "education is service" a reality. In the past two years, our high-quality services and improvement in education quality have gradually won the trust of parents and recognition from society. The satisfaction rate of parents in annual satisfaction surveys has always been above 98%. This is an encouragement to us, and it is also a spur, spurring us to implement the concept of "education is service" more deeply.

"Education is service" is not just an educational slogan, but also an educational environment. A famous principal said it very well. He summed up the true meaning of "education is service" simply and clearly. Educational service is to serve students' adulthood, growth, and success; to serve parents' peace of mind, peace of mind, and peace of mind; to serve the society. Civilization, development and innovative services. As a private kindergarten, we will continue to explore and advance under the guidance of the concept of "education is service" to promote the healthy development of children and gain a better social reputation and brand image.

(Author’s unit: Dongcheng Kindergarten, Panyu District, Guangzhou City, Guangdong Province)