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Chelsea Public Schools

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

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Chelsea Public Schools

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

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

  3. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  4. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  5. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  6. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  7. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  8. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Why is Retaining Students Important for Chelsea Public Schools? Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps

  9. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Why is Retaining Students Important for Chelsea Public Schools? STUDENT LOSS DISTRICT IMPACT 1 $7 million in 3 years School Closing 2 Higher Performing Students Adequate Yearly Progress School District Quality

  10. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Larger School Reform Context 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 Pennsylvania Schools’ Financing Fight Pits District Against ‘Charter on Steroids’ • Recent News: Chester, PA • Can’t distribute funding to charter schools! • Can’t pay teachers! Charter schools are forcing public schools to respond!

  11. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Chelsea Public Schools’ Response? Customer Service! IF… THEN… THEN… OUTCOMES OUTCOMES PUBLIC VALUE PUBLIC VALUE Slow Down Student Exodus Slow Down Student Exodus Less $ Lost Less $ Lost …parents will be more highly satisfied with the school district. …parents will be more highly satisfied with the school district. …Chelsea Public Schools treats parents as customers… Attract Families Back into the Public Schools Attract Families Back into the Public Schools Higher Performing Student Body Higher Performing Student Body Retain Families Currently in the System Retain Families Currently in the System HOW?

  12. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Methodology Subjects • Parents • Administration 1 Surveys / One-on-Ones 2 Workshops • District Leadership Team (Administration+) 3 Focus Groups • Parent Information Center 4 Observations • Parent Information Center • School Districts • Other Industries Best Practices 5

  13. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Survey & One-on-One Questions Corresponded to Each of the Following Customer Service Elements Reliability Reliability Accessibility Accessibility Conformity Conformity Assurance Assurance Responsiveness Responsiveness Courtesy Courtesy Competence Competence Security Security Empathy/ Humaneness Empathy/ Humaneness Communication Communication Performance Performance Tangibles Tangibles

  14. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps District Leadership Team Workshop: Using the 4-P Framework PLANT PEOPLE Analyzed anecdotal evidence & survey results. • Staff • CBO Partners • Buildings • Locations Identified root causes using 4-Ps. PROCESSES POLICIES • Current Routines • Information Flow • School Committee • Union Rules Brainstormed strategies using 4-Ps.

  15. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Parent Information Center Focus Group & Observations: Using 4-P to Identify Issues PLANT PEOPLE Discussed challenges facing PIC. • Staff • Parents • PIC Office • Location Brainstormed potential solutions. PROCESSES POLICIES • Current Routines • Information Flow • School Committee • Union Rules

  16. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces Communication

  17. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Too few Spanish and foreign language speakers within the district • Underdevelopment of “people” skills Communication

  18. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Phone message systems (AlertNow) not streamlined across schools and departments Communication

  19. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Difficulty updating and maintaining parent contact information Communication

  20. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Guidelines regarding personal contact information Communication

  21. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces Empathy/Humaneness

  22. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • No diversity training for key staff (PIC) • No training on de-escalating crisis situations (PIC) Empathy/Humaneness

  23. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Barriers in front offices • No privacy for parents to discuss sensitive issues (PIC) Empathy/Humaneness

  24. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Empathy gets lost in translation during parent meetings Empathy/Humaneness

  25. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Parent signature requirements may make some parents uncomfortable Empathy/Humaneness

  26. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces Reliability

  27. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Inconsistent information given to parents by teachers & administrators • Staff required to make judgment calls regarding policies (PIC) Reliability

  28. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Inconsistent information on the website, particularly important dates Reliability

  29. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Inconsistent IEP process • New student testing at PIC inconsistent with re-testing at schools Reliability

  30. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Inconsistent attendance policies between middle and high schools • Lack of clarity among staff about certain policies (i.e. residency requirements) Reliability

  31. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces Responsiveness

  32. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Parents expect staff to assist with non-school matters (i.e. immigration) • Parents ignored at front offices Responsiveness

  33. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Failure in transferring messages • High peak times make parent responsiveness difficult Responsiveness

  34. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Union rules may prevent teachers from taking time to respond to parents or stay after school for parent meetings Responsiveness

  35. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces Security

  36. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Lack of clarity around training for SROs, bus drivers, crossing guards, and other safety providers Security

  37. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Middle school location and design cause safety concerns for parents Security

  38. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Incompatible school & police schedules at key times of day – particularly at middle schools Security

  39. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps The Customer Service Challenges that CPS Faces • Unclear transportation assignment policies lead to security concerns for parents Security

  40. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Best Practices: Other School Districts & Industries SD of Philadelphia Austin ISD South Carolina DOE • Red Carpet Program • Mystery Shoppers • Surveys • Awards Call Center Phone Protocol Mystery Shoppers Public Employee Recognition Annual Review Mechanisms for Incentivizing & Monitoring

  41. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff

  42. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff Empathy/ Humaneness Reassign Social Worker to Parent Information Center Provide Diversity and/or Crisis De-Escalation Training

  43. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff Empathy/ Humaneness Reassign Social Worker to Parent Information Center Provide Diversity and/or Crisis De-Escalation Training Reliability Create “At a Glance” Policy Sheets Clarify Policies that Require Judgment Calls

  44. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff Empathy/ Humaneness Reassign Social Worker to Parent Information Center Provide Diversity and/or Crisis De-Escalation Training Reliability Create “At a Glance” Policy Sheets Clarify Policies that Require Judgment Calls Responsiveness Hire Part-time Staff During Peak Times of Year Collaborate with city of Chelsea to Increase Resources in PIC

  45. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff Empathy/ Humaneness Reassign Social Worker to Parent Information Center Provide Diversity and/or Crisis De-Escalation Training Reliability Create “At a Glance” Policy Sheets Clarify Policies that Require Judgment Calls Responsiveness Hire Part-time Staff During Peak Times of Year Collaborate with city of Chelsea to Increase Resources in PIC Security Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations

  46. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Gaby’s Favorites Incentivizing & Monitoring Communication Create Parent Volunteer-Translator Network Establish Phone Protocol for “Front-line” Staff Empathy/ Humaneness Reassign Social Worker to Parent Information Center Provide Diversity and/or Crisis De-Escalation Training Reliability Create “At a Glance” Policy Sheets Clarify Policies that Require Judgment Calls Responsiveness Hire Part-time Staff During Peak Times of Year Collaborate with city of Chelsea to Increase Resources in PIC Security Collaborate with Chelsea Police Department to Revise Police Schedule to Address Critical Times/Locations

  47. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Assessing and Prioritizing Recommendations 1 Assessing Recommendations: “Strategic Triangle” Test 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? 2 Prioritizing Recommendations: Parent and Administration Meetings Which recommendations do parents prioritize? Which recommendations does the administration priortize?

  48. Why Important? Theory of Change Methodology & Findings Preliminary Recommendations Next Steps Q&A

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