As I parked the car.. the gauge was reading 45 centigrade outside, which is 113 degrees Fahrenheit.
I put on the crappy shade blocker on the windshield and went to pick up my daughter.
And customer experience and what you pay for came to mind.
You see her school had set up its pick up and drop off procedures for what was convenient to them.
That meant us experiencing the following:
- Parking far away because every spot next to the school was taken up by staff including cars taking up two spots so “they don’t get blocked in”
- Opening the gate into the school that is farthest away from where most parents park..
- Not allowed into the air conditioned school buildings but rather around the perimeter and then trying to find whatever shade we could to project us from the Dubai 1 pm sun.
- Once we collect the child taking them through the sunny hike around the building through the farthest door until dripping with sweat we finally get into our Air conditioned car.
You see the existing school is doing something real stupid.
Because the parents’ experience .. their day-to-day touchpoint with the school is the fire walk and sauna experience which no one enjoys.
It’s the school effectively telling each parent to P*** off, pick up their brat and get out
Contrast that with a new school opening next door that has
- ample parking for both staff and parents
- a central, convenient and spacious pickup and drop off area
- A welcoming building with a huge lobby and café for parents to wait and even come early and work while they wait for their children and a seamless exit to their car before heading back home
And whose procedures are focused on building bridges with the parents and community.
And they are already full with a waiting list before they open the doors.
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