Your Opinion Matters More Than You Know

Gerland Shoot-023-Edit_largeI was on the phone with my cable provider for an hour last week. I hung up, took a deep breath, and went about my business—or tried to. A few minutes later, I received another call. It was, you guessed it, my cable provider: Did I have five minutes for a phone call about…my phone call?

I’m standing in my kitchen, keys in my hand, about to head out the door, thinking, “Really? I don’t have five minutes. I don’t have one minute. Wasn’t the hour enough?”

“I’m sorry,” I said out loud, to a recording no less, and disconnected the call.

I was agitated with my cable provider for trying to contact me again so soon. But I understand why they did it. Most companies, not unlike most school systems, are terrible at customer service. A few years ago this was nothing more than an excuse. Not anymore. The rise of social media coupled with increased competition has forced business owners, and school leaders for that matter, to get serious about authentically engaging community members and responding to customer feedback.

I read an interesting report online. It said that, in business, it takes 12 (count them) “positive experiences to make up for one unresolved negative experience.”

Now, imagine those customers are parents. The school-choice movement has created plenty of options for families. If parents are unhappy with the level of service or personal attention they are receiving from your school or district, they can choose to enroll their students elsewhere. As enrollments tick lower, your budgets do too. Suddenly, this is about more than just your reputation.

At K12 Insight, we’re all about helping schools build and nurture the relationships that power education. If you’ve partnered with us, chances are you did so because you wanted to form a stronger bond or dialogue between your school system and the community, be it parents, teachers and staff, or other stakeholders.

It’s our mission to help you strengthen these relationships. But we can’t do this alone. In the same way that schools rely on feedback from the community, from time to time it’s important for us to hear from our school partners about their experiences.

We know you’re busy. Unlike my cable provider, I promise to never call you while you’re standing in your kitchen. But we would like to hear from you. Some time during the week of June 15, you’ll be receiving an email with our annual customer satisfaction survey. If you could take a few minutes to briefly answer the questions included—it’s pretty basic stuff about our services; we’ll also ask your opinions about our work together—we promise to carefully pore over every answer and comment you submit, and to use that information to serve you better.

Please look for our customer satisfaction survey in your email inbox. Should you have any questions, don’t hesitate to contact me directly at

Hope you have a great summer!

Author: Corey Murray

Education writer and editor

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