District Administration June 2017 - 72

ProfessionalOpinion
Creating 'magic' for
families and students
Why leaders must prioritize customer service to ensure positive school experiences
By John Marschhausen

I

f you have ever been to Disney
World you have experienced the
pinnacle of customer service. Disney is intentional in its commitment to
creating a positive, memorable experience for its guests. Disney has a specific
training program for all employees,
predicated on creating magic.
Disney's core values are clear in the
actions of each employee, and the company trains, measures, tests and continually improves it processes.
Attending a Disney Institute is eyeopening because the lessons are applicable to what we must be doing in our
schools. Every interaction we have with
students, parents, grandparents and community members creates "touch points."
Each of these contacts is an opportunity
to generate a positive experience.
With each successful encounter, we
build loyalty and capital. With each
negative or neutral touch point, we foster
trepidation and frustration. The goal is
simple-reduce negative and neutral
touch points while maximizing positive
interactions with people.
Breaking stereotypes
Education is a service industry. Taxpayers
provide resources for schools to educate
children-to prepare the next generation of American leaders. In each of our
communities we play a critical role-we
serve. Unfortunately, we sometimes fall
into stereotypical roles and actions.
Too often we serve the management

DAmag.me/magic

72 June 2017

Every experience
shapes a student's
day. Every encounter
shapes a parent's
feeling about our
organization.
of the organization and not the people in
our community.
From the bus driver who may be the
first smile a child sees in the morning
to employees serving lunch-from the
classroom teacher to the office secretary-each person in our school family
is a touch point. Every experience shapes
a student's day. Every encounter shapes a
parent's feeling about our organization.
We must examine stereotypes-the idea
that attendance secretaries are difficult
or that librarians make students remain
quiet-and find ways to break each stereotype and provide a better service.
'Culture eats strategy for lunch'
From Disney to the Four Seasons Hotel,
from an Apple Store to Starbucks, companies are intentional with their training
and expectations for customer service.
It starts with core values, manifests itself
with behavior, and-hopefully-results
in satisfied customers.
Schools must commit to customer
service and culture. We have spent generations creating assessments for student
learning but, overall, we've done little to
cultivate the very environment in which
we serve.

First and foremost we must define
and communicate our values. We are in
the people business; this is at our core.
Strategic plans, improvement plans
and infographics are merely documents
until they come to life in the work of
people-and it's the work of people that
change the lives of young people.
A good friend of mine often says, "If
it's not happening in you, it can't happen
through you."
At Disney, the magic of the work is
happening through the employees serving its guests. We must empower school
families to have great work happen
"through us."
Secondly, we must be intentional in
our professional development process.
Our behavior speaks more to our values
than do the documents. As administrators, our first touch-point with employees must focus on culture. Too often we
begin with rules, policies and regulations. We immediately set the tone; we
must walk the walk. To make culture
and customer service first, we must put
them first. We must build professional
development around the collaborative effort to build the culture we desire.
Finally, we must assess and strive to
improve customer service and culture.
We've all heard, "Culture eats strategy
for lunch." Successful classroom instruction is predicated on positive, purposeful
culture. The results we produce are the
direct result of alignment between culture, planning, and most importantly,
how we serve. DA
John Marschhausen is superintendent of the
Hilliard City School District in Columbus,
Ohio.
District Administration


http://www.DAmag.me/magic

Table of Contents for the Digital Edition of District Administration June 2017

District Administration June 2017 - Cover1
District Administration June 2017 - Cover2
District Administration June 2017 - 1
District Administration June 2017 - 2
District Administration June 2017 - 3
District Administration June 2017 - 4
District Administration June 2017 - 5
District Administration June 2017 - 6
District Administration June 2017 - 7
District Administration June 2017 - 8
District Administration June 2017 - 9
District Administration June 2017 - 10
District Administration June 2017 - 11
District Administration June 2017 - 12
District Administration June 2017 - 13
District Administration June 2017 - 14
District Administration June 2017 - 15
District Administration June 2017 - 16
District Administration June 2017 - 17
District Administration June 2017 - 18
District Administration June 2017 - 19
District Administration June 2017 - 20
District Administration June 2017 - 21
District Administration June 2017 - 22
District Administration June 2017 - 23
District Administration June 2017 - 24
District Administration June 2017 - 25
District Administration June 2017 - 26
District Administration June 2017 - 27
District Administration June 2017 - 28
District Administration June 2017 - 29
District Administration June 2017 - 30
District Administration June 2017 - 31
District Administration June 2017 - 32
District Administration June 2017 - 33
District Administration June 2017 - 34
District Administration June 2017 - 35
District Administration June 2017 - 36
District Administration June 2017 - 37
District Administration June 2017 - 38
District Administration June 2017 - 39
District Administration June 2017 - 40
District Administration June 2017 - 41
District Administration June 2017 - 42
District Administration June 2017 - 43
District Administration June 2017 - 44
District Administration June 2017 - 45
District Administration June 2017 - 46
District Administration June 2017 - 47
District Administration June 2017 - 48
District Administration June 2017 - 49
District Administration June 2017 - 50
District Administration June 2017 - 51
District Administration June 2017 - 52
District Administration June 2017 - 53
District Administration June 2017 - 54
District Administration June 2017 - 55
District Administration June 2017 - 56
District Administration June 2017 - 57
District Administration June 2017 - 58
District Administration June 2017 - 59
District Administration June 2017 - 60
District Administration June 2017 - 61
District Administration June 2017 - 62
District Administration June 2017 - 63
District Administration June 2017 - 64
District Administration June 2017 - 65
District Administration June 2017 - 66
District Administration June 2017 - 67
District Administration June 2017 - 68
District Administration June 2017 - 69
District Administration June 2017 - 70
District Administration June 2017 - 71
District Administration June 2017 - 72
District Administration June 2017 - Cover3
District Administration June 2017 - Cover4
http://www.nxtbook.com/pmg/DA/DA_0420
http://www.nxtbook.com/pmg/DA/DA_0320
http://www.nxtbook.com/pmg/DA/DA_0220
http://www.nxtbook.com/pmg/DA/DA_0120
http://www.nxtbook.com/pmg/DA/DA_1119
http://www.nxtbook.com/pmg/DA/DA_1019
http://www.nxtbook.com/pmg/DA/DA_0919
http://www.nxtbook.com/pmg/DA/DA_0719
http://www.nxtbook.com/pmg/DA/DA_0619
http://www.nxtbook.com/pmg/DA/DA_0519
http://www.nxtbook.com/pmg/DA/DA_0419
http://www.nxtbook.com/pmg/DA/DA_0319
http://www.nxtbook.com/pmg/DA/DA_0219
http://www.nxtbook.com/pmg/DA/DA_0119
http://www.nxtbook.com/pmg/DA/TechX_1218
http://www.nxtbook.com/pmg/DA/DA_1218
http://www.nxtbook.com/pmg/DA/DA_1118
http://www.nxtbook.com/pmg/DA/DA_1018
http://www.nxtbook.com/pmg/DA/DA_0918
http://www.nxtbook.com/pmg/DA/DA_0818
http://www.nxtbook.com/pmg/DA/DA_0718
http://www.nxtbook.com/pmg/DA/TechX_0618
http://www.nxtbook.com/pmg/DA/DA_0618v3
http://www.nxtbook.com/pmg/DA/DA_0518
http://www.nxtbook.com/pmg/DA/DA_0418
http://www.nxtbook.com/pmg/DA/DA_0318
http://www.nxtbook.com/pmg/DA/DA_0218
http://www.nxtbook.com/pmg/DA/DA_0118
http://www.nxtbook.com/pmg/DA/DA_1217
http://www.nxtbook.com/pmg/DA/TechX_1217
http://www.nxtbook.com/pmg/DA/DA_1117
http://www.nxtbook.com/pmg/DA/DA_1017
http://www.nxtbook.com/pmg/DA/DA_0917
http://www.nxtbook.com/pmg/DA/DA_0817
http://www.nxtbook.com/pmg/DA/DA_0717
http://www.nxtbook.com/pmg/DA/DA_0617
http://www.nxtbook.com/pmg/DA/TechX_0617
http://www.nxtbook.com/pmg/DA/DA_0517
http://www.nxtbook.com/pmg/DA/DA_0417
http://www.nxtbook.com/pmg/DA/DA_0317
http://www.nxtbook.com/pmg/DA/DA_0217
http://www.nxtbook.com/pmg/DA/DA_SR0117Final
http://www.nxtbook.com/pmg/DA/DA_0117
http://www.nxtbook.com/pmg/DA/DA_1216
http://www.nxtbook.com/pmg/DA/DA_1116
http://www.nxtbook.com/pmg/DA/DA_1016
http://www.nxtbook.com/pmg/DA/DA_0916
http://www.nxtbook.com/pmg/DA/DA_0816
http://www.nxtbook.com/pmg/DA/DA_0716
http://www.nxtbook.com/pmg/DA/DA_0616
http://www.nxtbook.com/pmg/DA/DA_0516
http://www.nxtbook.com/pmg/DA/DA0416
http://www.nxtbook.com/pmg/DA/DA_0316
http://www.nxtbook.com/pmg/DA/DA_0216
http://www.nxtbook.com/pmg/DA/DA
http://www.nxtbook.com/pmg/DA/1215
http://www.nxtbook.com/nxtbooks/pmg/da201511
http://www.nxtbook.com/nxtbooks/pmg/da201510
http://www.nxtbook.com/nxtbooks/pmg/da201509
http://www.nxtbook.com/nxtbooks/pmg/da201508
http://www.nxtbook.com/nxtbooks/pmg/da201507
http://www.nxtbook.com/nxtbooks/pmg/da201506
http://www.nxtbook.com/nxtbooks/pmg/da201505
http://www.nxtbook.com/nxtbooks/pmg/da201505_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/da201504
http://www.nxtbook.com/nxtbooks/pmg/da201503
http://www.nxtbook.com/nxtbooks/pmg/da201502
http://www.nxtbook.com/nxtbooks/pmg/da201501
http://www.nxtbook.com/nxtbooks/pmg/da201412
http://www.nxtbook.com/nxtbooks/pmg/da201411
http://www.nxtbook.com/nxtbooks/pmg/da201410
http://www.nxtbook.com/nxtbooks/pmg/da201409
http://www.nxtbook.com/nxtbooks/pmg/da201408
http://www.nxtbook.com/nxtbooks/pmg/da201407
http://www.nxtbook.com/nxtbooks/pmg/da201406
http://www.nxtbook.com/nxtbooks/pmg/da201405
http://www.nxtbook.com/nxtbooks/pmg/da201405_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/da201404
http://www.nxtbook.com/nxtbooks/pmg/da201403
http://www.nxtbook.com/nxtbooks/pmg/da201402
http://www.nxtbook.com/nxtbooks/pmg/da201401
http://www.nxtbook.com/nxtbooks/pmg/da201312
http://www.nxtbook.com/nxtbooks/pmg/da201311
http://www.nxtbook.com/nxtbooks/pmg/da201310
http://www.nxtbook.com/nxtbooks/pmg/da201309
http://www.nxtbook.com/nxtbooks/pmg/da201308
http://www.nxtbook.com/nxtbooks/pmg/da201307
http://www.nxtbook.com/nxtbooks/pmg/da201306
http://www.nxtbook.com/nxtbooks/pmg/da201305
http://www.nxtbook.com/nxtbooks/pmg/da201304
http://www.nxtbook.com/nxtbooks/pmg/da201303
http://www.nxtbook.com/nxtbooks/pmg/da201302
http://www.nxtbook.com/nxtbooks/pmg/da201301
http://www.nxtbook.com/nxtbooks/pmg/da201301_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/da1212
http://www.nxtbook.com/nxtbooks/pmg/da1112
http://www.nxtbook.com/nxtbooks/pmg/da1012
http://www.nxtbook.com/nxtbooks/pmg/da0912
http://www.nxtbook.com/nxtbooks/pmg/da0712
http://www.nxtbook.com/nxtbooks/pmg/da0612
http://www.nxtbook.com/nxtbooks/pmg/da0512
http://www.nxtbook.com/nxtbooks/pmg/da0412
http://www.nxtbook.com/nxtbooks/pmg/da0312
http://www.nxtbook.com/nxtbooks/pmg/da0212
http://www.nxtbook.com/nxtbooks/pmg/da_avguide0112
http://www.nxtbook.com/nxtbooks/pmg/da0112
http://www.nxtbook.com/nxtbooks/pmg/da1111
http://www.nxtbook.com/nxtbooks/pmg/da1011
http://www.nxtbook.com/nxtbooks/pmg/da0911
http://www.nxtbook.com/nxtbooks/pmg/da0711
http://www.nxtbook.com/nxtbooks/pmg/da0611
http://www.nxtbook.com/nxtbooks/pmg/da0511
http://www.nxtbook.com/nxtbooks/pmg/da0411
http://www.nxtbook.com/nxtbooks/pmg/da0311
http://www.nxtbook.com/nxtbooks/pmg/da0211
http://www.nxtbook.com/nxtbooks/pmg/da0111
http://www.nxtbook.com/nxtbooks/pmg/da1110
http://www.nxtbook.com/nxtbooks/pmg/da1010
http://www.nxtbook.com/nxtbooks/pmg/da0910
http://www.nxtbook.com/nxtbooks/pmg/da0710
http://www.nxtbook.com/nxtbooks/pmg/da0610
http://www.nxtbook.com/nxtbooks/pmg/da0510
http://www.nxtbook.com/nxtbooks/pmg/da0410
http://www.nxtbook.com/nxtbooks/pmg/da0310
http://www.nxtbook.com/nxtbooks/pmg/da0210
http://www.nxtbook.com/nxtbooks/pmg/da0110
http://www.nxtbook.com/nxtbooks/pmg/da1109
http://www.nxtbook.com/nxtbooks/pmg/da1009
http://www.nxtbook.com/nxtbooks/pmg/da0909
http://www.nxtbook.com/nxtbooks/pmg/da0809
http://www.nxtbook.com/nxtbooks/pmg/da0609
http://www.nxtbook.com/nxtbooks/pmg/da0509
http://www.nxtbook.com/nxtbooks/pmg/da0409
http://www.nxtbook.com/nxtbooks/pmg/da0309
http://www.nxtbook.com/nxtbooks/pmg/da0209
http://www.nxtbook.com/nxtbooks/pmg/da0109
http://www.nxtbook.com/nxtbooks/pmg/da1208
http://www.nxtbook.com/nxtbooks/pmg/da1108
http://www.nxtbook.com/nxtbooks/pmg/da1008
http://www.nxtbook.com/nxtbooks/pmg/da0908
http://www.nxtbook.com/nxtbooks/pmg/da0808
http://www.nxtbook.com/nxtbooks/pmg/da0708
http://www.nxtbook.com/nxtbooks/pmg/da0608
http://www.nxtbook.com/nxtbooks/pmg/da0508
http://www.nxtbook.com/nxtbooks/pmg/da0408
http://www.nxtbook.com/nxtbooks/pmg/da0308
http://www.nxtbook.com/nxtbooks/pmg/da0208
http://www.nxtbook.com/nxtbooks/pmg/da0907
http://www.nxtbook.com/nxtbooks/pmg/da0807
http://www.nxtbook.com/nxtbooks/pmg/da0707
http://www.nxtbook.com/nxtbooks/pmg/da0607
http://www.nxtbook.com/nxtbooks/pmg/da0507
http://www.nxtbook.com/nxtbooks/pmg/da0407
http://www.nxtbook.com/nxtbooks/pmg/da0307
http://www.nxtbook.com/nxtbooks/pmg/da0207
http://www.nxtbook.com/nxtbooks/pmg/da0107
http://www.nxtbook.com/nxtbooks/pmg/da1206
http://www.nxtbook.com/nxtbooks/pmg/da1106
http://www.nxtbook.com/nxtbooks/pmg/da1006
http://www.nxtbook.com/nxtbooks/pmg/da0906
http://www.nxtbook.com/nxtbooks/pmg/da0806
http://www.nxtbook.com/nxtbooks/pmg/da0706
http://www.nxtbook.com/nxtbooks/pmg/da-palm0606
http://www.nxtbook.com/nxtbooks/pmg/da0606-av
http://www.nxtbook.com/nxtbooks/pmg/da0606
http://www.nxtbook.com/nxtbooks/pmg/da0506
http://www.nxtbook.com/nxtbooks/pmg/da0406
http://www.nxtbookMEDIA.com