The Power of a Customer-Centric Approach in Education
Dear Esteemed Educators and School Leaders, I trust this message finds you inspired and steadfast in your mission to shape the future of education. Today, as we explore Chapter Three of Running an Effective School for Profit, I want to underscore a fundamental principle: schools thrive when they embrace a customer-centric approach.
While profitability might seem like a secondary concern in education, the truth is, it goes hand in hand with our core mission. Our “customers”—students, parents, and the community—are at the heart of our work. By focusing on delivering value and satisfaction to them, sustainable success and profitability naturally follow.
The Purpose: Creating and Keeping Customers
The essence of any successful organization, including schools, lies in creating and retaining customers cost-effectively. Here’s how it applies to our unique context:
Attract Families – Showcase your school’s unique value. Whether it’s excellent teaching, a strong culture, or outstanding learning resources, parents must see why your school is the best choice for their children.
Retain Families – Attracting students is only the first step. Real success lies in retention—meeting and exceeding expectations so families remain confident and committed to your school.
Sustain Profitability – Profit is the natural reward for delivering exceptional value while maintaining operational efficiency. This, in turn, enables you to reinvest in your teachers, facilities, and programs—further enhancing your value.
Reinvest Wisely – Every naira or dollar earned should be thoughtfully reinvested to improve your school’s offerings and drive growth.
Build Advocacy – Satisfied parents and students become loyal advocates. Referrals and recommendations are the most cost-effective way to sustain long-term profitability and growth.
The Ultimate Measure of Success: Repeat Business
The true test of your success as a school leader is this: Do families stay year after year? When they do, it proves you have delivered on the promises that attracted them to you. It reflects satisfaction, trust, and the undeniable value you provide.
However, building this level of loyalty takes discipline, consistency, and focus. In an increasingly competitive market, parents evaluate more than just your school fees. They look at the return on their investment—the education, experiences, and opportunities their children gain under your leadership.
Why Referrals Matter
Satisfied families are not just loyal—they are your greatest ambassadors. When they share their positive experiences, they help you attract new families without heavy marketing investments. Referrals are, indeed, the crown jewels of a profitable and thriving school.
A Relentless Pursuit of Value
Customer satisfaction is not a one-time effort; it’s a continuous, deliberate pursuit. Every decision, every action, and every resource must center on answering one critical question:
“How can we deliver a level of value that no one else can match?”
What Are Your Thoughts?
I would love to hear from you:
What strategies have proven most effective in building trust, delivering value, and ensuring long-term satisfaction among families in your school?
Share your insights—I look forward to learning from your experiences.
Let us remain committed to excellence, not only in the classrooms but in the relationships we nurture and the value we create for our families and communities.
“Profit is the reward for delivering exceptional value, and customer loyalty is its proof.”
Warm regards,
Dr. Abimbola Ogundere
CEO, LAIT Africa
Author, Running an Effective School for Profit