I stole this title and post from Seth Godin’s blog today. He writes about businesses focusing on direct marketing techniques instead of customer satisfaction. Here is an excerpt that I have edited for schools:
“I think for most
businesses schools that want to grow improve, it’s way too soon to act like a direct marketer politician/edu-reformer and pick a single number (standardized test score) to obsess about.
The reason is that these numbers
demand lead to that you start tweaking cheating. You can tweak cheat a website test or tweak cheat an accounts payable policy students by test prep and make numbers go up, which is great, but it’s not going to fundamentally change your business school.
I’d have you obsess about things that are a lot more difficult to measure. Things like the level of joy or relief or gratitude your
best customers students feel. How much risk your team is willing to take with new product launches projects to personalize instruction. How many people parents recommended you to a friend today…
What are you tracking?”