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Why to and how to
In this day and age most people start all their decision-making processes with a substantial amount of online research. With a very quick Google search it's possible to learn about the best restaurants in your area, where the most family friendly resort in Fiji is and which new smart phone you should invest in. Increasingly the same now applies to early childhood education and care services.
With the abundance of online forums and social networking sites available for parents to share their child care experiences it's important to maintain an active and positive online presence. This doesn't require constant interaction with an online community but it does require you to proactively cultivate an online presence which reflects your service in the best possible light.
A great way to do this is via reviews and testimonials from the parents and children in your service. While there are plenty of benefits to be gained from you listing your service's unique selling points online, what will really get parents wavering between two different services over the line is sincere and heartfelt testimonials from other parents which have used your service.
Testimonials, reviews and ratings give parents the cold hard information they need to make a decision and the quicker you accept this and start harnessing this increasingly powerful form of advertising to your own advantage the quicker you will enjoy the benefits.
So how do I get them?
Ratings and testimonials are unlikely to come in without a little bit of prompting and encouragement from you and your staff. Even it feels awkward at first don't be shy to ask the families in your service if you can write down any positive comments they make for use on your website and promotional material. Complete identification is unnecessary and in many instances it's fine to sign off a review with just a first name and suburb.
The key here is to notice and act whenever a parent or carer comes to you with a positive comment, some great feedback on a staff member or something constructive to say about one of your programs, menu or environment. Graciously accept the compliment and then ask permission from the person who made the remark if they would be okay with you writing it down. If you think they would be up for it you could even consider filming the comment on your phone's video camera. Video testimonials are incredibly effective on a website and short and sweet is best!
Make it standard practice to issue all leaving/graduating families with a comments and review form to complete and return to you in their last week at your service. Comments from long standing customers are invaluable and paint a picture of a service like none other. If appropriate you could invite some parents in to your office for a cup of coffee and a chat and explain that you are collecting testimonials and would love a few moments of their time to debrief on their child's experiences with you.
Another helpful way to collect feedback is to leave a comments/suggestions box in one of the drop off areas in your service. This can be a useful way to elicit feedback from parents who are always in a bit of rush in the mornings and afternoons and is especially effective when you use a survey which simply requires them to tick a few boxes. Collating the results from this survey and releasing them on your website and promotional material offers valuable information for parents researching their care options.
Another very simple and effective way to gain and publicise feedback on your service is via the CareforKids.com.au star parent rating system. Just login to CareforKids.com.au and click on the invite parents to rate your service link, type in the email address of the families attending your service and an invitation will be sent asking parents to rate. They can quickly and easily allocate your service a star rating and provide comments and feedback. The built in safeguards ensure only fair reviews are published and you have the right to review and reply to comments, and if necessary veto them, before they go live on the CareforKids.com.au website.
Whichever approach you decide is best for your service, be systematic, regular and consistent in your approach to collecting feedback on your program, staff and facilities. Online reviewing and rating is an increasingly popular way of researching options and ensuring you have an online presence which is positive, up-to-date and helpful to parents is the most effective way of providing helpful information and counteracting the effects of any less than positive reviews or comments on social forums you have no control over.
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