Chelsea Public Schools Chelsea, Massachusetts Chelsea Public Schools Re-Conceptualizing Parents as Customers Policy Analysis Exercise ● February 23, 2012

Chelsea Public SchoolsChelsea, Massachusetts

Chelsea Public SchoolsRe-Conceptualizing Parents as Customers

Policy Analysis Exercise ● February 23, 2012

The secretary does not answer the phone at my son’s school. I’d like to speak with his teacher, but no one answers or returns my calls.

- High School Parent

I had to go to the Parent Information Center four times

because they did not explain to me what I needed to register my

son for school.- New Parent

The middle schools need more police officers…the kids won’t

wear backpacks because they’re afraid of getting pulled from behind on their way home.

- Teacher

One translator isn’t enough for the number of parents we have

that only speak Spanish.- Administrator

The secretary does not answer the phone at my son’s school. I’d like to speak with his teacher, but no one answers or returns my calls.

- High School Parent

I had to go to the Parent Information Center four times because they did not explain to me what I needed to register my son for school.

- New Parent

The middle schools need more police officers…the kids won’t wear backpacks because they’re afraid of getting pulled from behind on their way home.

- Teacher

One translator isn’t enough for the number of parents we have that only speak Spanish.

- Administrator

Theory of Change Methodology & FindingsWhy Important? Preliminary

Recommendations Next Steps









Next StepsPreliminary Recommendations

Methodology & FindingsTheory of ChangeWhy Important?



Why is Retaining Students Important for Chelsea Public Schools?

School District Quality

DISTRICT IMPACT

School Closing

Adequate Yearly Progress

STUDENT LOSS

$7 million in 3 years

Higher Performing Students

1

2



Why is Retaining Students Important for Chelsea Public Schools?

A UNIQUE SCHOOL DISTRICT… …BUT NOT A UNIQUE CHALLENGE!

High-Poverty & Highly Mobile Student Population

80% Latino & Diversifying

Large Immigrant & Undocumented Population

Unique History

1988-2008: Under BU Control

• Recent News: Chester, PA

— Can’t distribute funding to charter schools!

— Can’t pay teachers!

Charter schools are forcing public schools to respond!

The Larger School Reform Context



Pennsylvania Schools’ Financing Fight Pits District Against ‘Charter on Steroids’

PUBLIC VALUE

Less $ Lost

Higher Performing

Student Body

THEN…IF…

…Chelsea Public Schools treats

parents as customers…

…parents will be more highly

satisfied with the school district.



Chelsea Public Schools’ Response?

OUTCOMES

Slow Down Student Exodus

Attract Families Back into the Public Schools

Retain Families Currently in the

System

Customer Service!

PUBLIC VALUE

Less $ Lost

Higher Performing

Student Body

THEN…

…parents will be more highly

satisfied with the school district.

OUTCOMES

Slow Down Student Exodus

Attract Families Back into the Public Schools

Retain Families Currently in the

System

HOW?



Surveys / One-on-Ones1

Workshops2

Focus Groups3

Observations4

Best Practices5

• Parents• Administration

• District Leadership Team (Administration+)

• Parent Information Center

• Parent Information Center

• School Districts• Other Industries

Methodology Subjects

Accessibility

Competence

Assurance

Communication

Conformity

Courtesy

Empathy/Humaneness

Performance

Reliability

Responsiveness

Security

Tangibles



Survey & One-on-One Questions Corresponded to Each of the Following Customer Service Elements

Accessibility

Competence

Assurance

Communication

Conformity

Courtesy

Empathy/Humaneness

Performance

Reliability

Responsiveness

Security

Tangibles



District Leadership Team Workshop:Using the 4-P Framework

PEOPLE PLANT

PROCESSES POLICIES

• Staff

• CBO Partners

• Buildings

• Locations

• Current Routines

• Information Flow

• School Committee

• Union Rules

Analyzed anecdotal evidence & survey results.

Identified root causes using 4-Ps.

Brainstormed strategies using 4-Ps.



Parent Information Center Focus Group & Observations: Using 4-P to Identify Issues

PEOPLE PLANT

PROCESSES POLICIES

• Staff

• Parents

• PIC Office

• Location

• Current Routines

• Information Flow

• School Committee

• Union Rules

Discussed challenges facing PIC.

Brainstormed potential solutions.



The Customer Service Challenges that CPS FacesPeople Plant Processes Policies

Admin

• Few Spanish/ other speaking admins

• CBOs not philosophically aligned

• Phone system not streamlined with PIC

• Difficulty maintaining up parent contact

• Communicate bad news

Teachers

• Few Spanish/other speaking teachers

• Difficulty maintaining parent contact


• Too long in delivery of student perf. updates

• Strict guidelines around distributing personal contact info

PIC

• Rudeness on phone

• Phone system not streamlined with admin

• Difficulty maintaining up to date parent contact info

• Inconsistent communication with admins.

Other• Rudeness on

phone• Lack of protocol

for answering phones

Com

mun

icati

on

• Too few Spanish and foreign language speakers within the district

• Underdevelopment of “people” skills



The Customer Service Challenges that CPS FacesPeople

Admin



Teachers


PIC



phone

Com

mun

icati

on

• Phone message systems (AlertNow) not streamlined across schools and departments



The Customer Service Challenges that CPS FacesPeople Plant

Admin




Teachers


PIC




phone

Com

mun

icati

on



The Customer Service Challenges that CPS FacesPeople Plant Processes

Admin






Teachers





PIC








Com

mun

icati

on • Difficulty updating and maintaining parent contact information


Admin






Teachers





• Strict guidelines around distributing personal contact info

PIC








Com

mun

icati

on

• Guidelines regarding personal contact information




Admin

• No diversity training

• Bars on main office windows create non-welcoming environment

• No handicap access at Clark Ave MS

• Empathy gets lots in translation

• Parent signature requirements

Teachers


• Jaded teachers

• No handicap access at Clark Ave


PIC


• No training on de-escalating crisis situations

• No privacy to discuss sensitive issues


Other

Empa

thy/

Hum

anen

ess



• No diversity training for key staff (PIC)

• No training on de-escalating crisis situations (PIC)


Admin


Teachers


• Jaded teachers

PIC



Other

Empa

thy/

Hum

anen

ess



• Barriers in front offices

• No privacy for parents to discuss sensitive issues (PIC)


Admin




Teachers


• Jaded teachers


PIC




Other

Empa

thy/

Hum

anen

ess




Admin




• Empathy gets lost in translation

Teachers


• Jaded teachers


• Empathy gets lost in translation

PIC




Other

Empa

thy/

Hum

anen

ess

• Empathy gets lost in translation during parent meetings




Admin






Teachers


• Jaded teachers



PIC





Other

Empa

thy/

Hum

anen

ess

• Parent signature requirements may make some parents uncomfortable




Admin

• Inconsistent info given to parents

• No relationship-building with parents

• Inconsistent information on website; school calendars not updated

• Obtaining parent contact information

• Inconsistent IEP process and information

• Inconsistent attendance policies creates confusion for parents

Teachers





PIC

• Making judgment calls with little training/guidance

• New students testing repeated at school level w/ inconsistent results

• Inconsistent school assignment

• Lack of clarity among staff about certain policies (i.e. registration)

Other• Inconsistent

security policies

Relia

bilit

y



• Inconsistent information given to parents by teachers & administrators

• Staff required to make judgment calls regarding policies (PIC)


Admin



Teachers



PIC


Other

Relia

bilit

y



• Inconsistent information on the website, particularly important dates


Admin




Teachers



PIC


Other

Relia

bilit

y




Admin






Teachers





PIC




Other

Relia

bilit

y

• Inconsistent IEP process

• New student testing at PIC inconsistent with re-testing at schools




Admin






• Inconsistent attendance policies creates confusion for parents

Teachers





PIC




• Lack of clarity among staff about certain policies (i.e. registration)

Other• Inconsistent

security policies

Relia

bilit

y

• Inconsistent attendance policies between middle and high schools

• Lack of clarity among staff about certain policies (i.e. residency requirements)




Admin• Obtaining

parent contact info

Teachers

• Transferring messages from parents to teachers

• Union rules prevent teachers from staying after to respond to parent needs

PIC

• Parents ignored in front office due to work overload

• High peak times make parent responsiveness difficult

• New students testing prevents PIC staff from responding to parent needs

Other

• Parents ignored in front office


Resp

onsi

vene

ss



• Parents expect staff to assist with non-school matters (i.e. immigration)

• Parents ignored at front offices


Admin• Obtaining

parent contact info

Teachers

PIC


Other


Resp

onsi

vene

ss




Admin• Obtaining

parent contact info

Teachers


PIC



Other



Resp

onsi

vene

ss

• Failure in transferring messages





Admin• Obtaining

parent contact info

Teachers


• Union rules prevent teachers from staying after to respond to parent needs

PIC



• New students testing prevents PIC staff from responding to parent needs

Other



Resp

onsi

vene

ss • Union rules may prevent teachers from taking time to respond to parents or stay after school for parent meetings




Admin

• Location of middle school across from bridge

• Middle school alternative program near guidance offices

• Unclear policies around discipline

Teachers

PIC

• Transportation assignments concerns parents

Other

• SROs inconsistent in treatment

• Crossing guards inconsistent in providing safety

• Lack of police presence at key times of day

Secu

rity



• Lack of clarity around training for SROs, bus drivers, crossing guards, and other safety providers


Admin

Teachers

PIC

Other



Secu

rity



• Middle school location and design cause safety concerns for parents


Admin



Teachers

PIC

Other



Secu

rity




Admin



Teachers

PIC

Other




Secu

rity

• Incompatible school & police schedules at key times of day – particularly at middle schools




Admin



• Unclear policies around discipline

Teachers

PIC

• Transportation assignments concerns parents

Other




Secu

rity • Unclear transportation

assignment policies lead to security concerns for parents



Austin ISD South Carolina DOE

Mystery Shoppers

Public Employee Recognition

Annual Review

Red Carpet Program

Mystery ShoppersSurveysAwards

SD of Philadelphia

Call Center

Phone Protocol

Best Practices: Other School Districts & Industries

Mechanisms for Incentivizing & Monitoring





Gaby’s Favorites

CommunicationCreate Parent Volunteer-Translator Network

Establish Phone Protocol for “Front-line” Staff

Gaby’s Favorites

Communication

Empathy/Humaneness

Create Parent Volunteer-Translator Network


Reassign Social Worker to Parent Information Center

Provide Diversity and/or Crisis De-Escalation Training



Gaby’s Favorites

Communication

Empathy/Humaneness

ReliabilityCreate “At a Glance” Policy Sheets

Clarify Policies that Require Judgment Calls







Gaby’s Favorites

Reliability

Responsiveness

Create “At a Glance” Policy Sheets


Hire Part-time Staff During Peak Times of Year

Collaborate with city of Chelsea to Increase Resources in PIC

Communication

Empathy/Humaneness







Gaby’s Favorites

Responsiveness

Security



Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations

ReliabilityCreate “At a Glance” Policy Sheets


Communication

Empathy/Humaneness







Gaby’s Favorites

Communication

Empathy/Humaneness

Reliability

Responsiveness

Security

Create “At a Glance” Policy Sheets








Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations

Incentivizing & Monitoring





Assessing and Prioritizing Recommendations

Assessing Recommendations: “Strategic Triangle” Test1

Prioritizing Recommendations: Parent and Administration Meetings2

What will have the most value?What does the district have the capacity to do?What kind of support do we need to ensure success?

Which recommendations do parents prioritize?Which recommendations does the administration priortize?

Q&A

Next StepsPreliminary Recommendations

Methodology & FindingsTheory of ChangeWhy Important?

Documents

Chelsea Public Schools Chelsea, Massachusetts Chelsea Public Schools Re-Conceptualizing Parents as Customers Policy Analysis Exercise ● February 23, 2012