Mention customer service ... and then run.

As public school leaders, you are asked to watch bottom lines, enhance performance, make cost-benefit decisions, benchmark successes, identify core values and competencies and measure systems through feedback loops--all while providing impeccable customer service.

Many of these concepts are new for educators, but it is the language that always has been used by IBM, Disney and McDonald's. The school leaders who embrace, design and implement customer-driven systems will be the ones who thrive in the future.

Over the years, shifting priorities have made education leaders roll their eyes at the latest improvement method de jour. Educators realize that authentic success lies beyond linear accountability methods, which focus only on test scores. Real change involves every level of the school district.

No Child Left Behind asks the education industry to shift priorities once again to focus on performance and results, leaving the process up to the individual schools. While this could be viewed as an exciting challenge, it has left many educators frustrated. A strong customer service campaign is necessary to align NCLB initiatives to educators' goals, and it will ultimately position the school district to continually market the value of schools to the community.

The growing popularity of public school alternatives is also forcing educators to become more customer focused. This change isn't without discomfort. In recent years, from working with educational organizations, I have commonly observed change meet resistance. As one educator recently exclaimed, "Customer service? Not me! This isn't McDonald's!"

But educators can no longer deny the benefits of studying industries that have successfully served the masses. And it is up to school system leaders to persuade others in their systems that providing outstanding customer service is in everyone's best interest.

Exceptional Service

I propose four reasons today's school leaders must embrace exceptional customer service and help their staff to do the same.

* It restores confidence and enhances credibility.

When the public's confidence in the stock market wanes, so does its performance. Similarly, we need to regain the public's trust in education to improve its performance--something that will happen when we show a commitment to customer service. As an added benefit, when we make customer service training a priority, administrators, educators and support staff will regain a sense of control in their work, boosting their own confidence in themselves and the system.

* It enables you to exceed expectations.

Beyond publishing test score performance, school leaders must find ways to get the word out that schools are doing great things. Some school districts are hiring marketing consultants, but this is an expensive, short-term, Band-Aid fix.

Investing in high-impact training for your entire staff and developing consistent methods of operation that create powerful moments of customer satisfaction will have significant long-term benefits. Each employee must become an ambassador, representing the quality service and value provided by your schools.

* It allows you to demonstrate expertise.

Real experts understand the value of paying attention to detail. I have been privileged to interact with employees from hundreds of companies, and it is clear to me that low achievers and underachieving organizations have one thing in common: a belief in how easy things are supposed to be and how little effort should result in huge benefits.

It doesn't work that way!

While educators have applied great effort in general, they now need to engage in strategic efforts to help others see their expertise in leading effective schools and school systems. The way the telephone is answered, the time lapse between a call and a call back, the tone projected, the sincerity of the response, the lack of response--all are opportunities to shine or blow it.

On the first day of the school year a parent told me that during the orientation for parents, she felt the principal "talked down to the parents like children!" That principal blew an opportunity to shine.

This growing dissatisfaction only makes work more difficult for everyone. That is why the solution--exceptional customer service--involves everyone.

* It allows you to be the future of education.

Schools that embrace customer service will not only survive but will thrive in the future. You will be ahead of the game in the education industry if you listen and respond to the voice of the market (industry trends), the voice of the customer (the public) and the voice of the employees (educators and support staff). Listening closely, you will hear the language of business being spoken with the high expectations of business results being demanded just as they are in the private sector--yes, like McDonald's!

Difficult issues in education won't go away. They move around like mercury; chasing them is a waste of resources. But establishing customer-driven schools will allow you and the other members of your school system to deal more effectively with these issues, and give you the opportunity to shine even through the difficult times.

Coming in August in THE SCHOOL ADMINISTRATION

* When dollars follow the students: New thinking on school finance

* Transitions of superitendents into new jobs and retirement

* How one suburban system has eliminated tracking

* The benefits of differentiated instruction under NCLB

* The value of surveying your high school graduates

Ellan Toothman is president of Ellan Toothman & Associates, 166 W. Wayne St., Waynesburg, PA 15370. E-mail: [e-mail]