by Rowena Minney
Attending #LYIS25, organised by Leading Your International School was an extremely special experience for me. The atmosphere and people who attended were all genuine, insightful, and there to learn from one another. A lot of the workshops were extremely interesting for me to not only learn more about what my clients (schools and teachers) are dealing with day to day but also relate the teachings to recruitment and my own business. One workshop that really stood out to me was Joe Otley’s Navigating Customer Service in International Education.
Mr Otley emphasised that in international education, students and their families come with vastly different prior experiences, cultural backgrounds, and expectations. As service providers, it is our responsibility to clearly and effectively communicate our institution’s brand, values, and offerings to avoid misunderstandings and ensure satisfaction throughout.
He used some great examples, one of which was comparing Emirates and Ryanair airlines, and it immediately created a buzz in the room and in our groups – as you can imagine. He also brought up a personal story about his wife visiting the UK, and how she couldn’t believe that we pay for ‘guaranteed delivery’ compared to SF (Shun Feng delivery) here in China. It highlighted, with such finesse, capturing and holding everyone’s attention (which was even more impressive being the very last workshop on Sunday) a realisation that everyone has very different experiences with companies in different countries. When it comes to your school or business, you have to have a holistic understanding of customer service.
A key takeaway was the importance of recognising that no two customers perceive service quality similarly. For example, a student accustomed to highly personalised education systems may expect extensive one-on-one support. At the same time, another from a more independent learning culture might prefer flexibility over handholding. Misaligned expectations can lead to dissatisfaction, even if the service itself is objectively strong.
In general, the group decided that, in international education, we must adopt a similar approach:
1. Define Our Brand Clearly. Are we a “premium” institution with intensive support or a “budget-friendly” option emphasising flexibility and independence?
2. Communicate Proactively. Use websites, brochures, and consultations to set realistic expectations, just as airlines do during bookings.
3. Adapt to Diverse Needs. Recognising that cultural differences shape expectations (e.g., some students may expect rigid schedules, while others prefer autonomy).
Overall, I found Joe captivating to listen to and learn from, as did everyone, which was the perfect way to finish off what was the most enjoyable and insightful conference I have attended.
To read Joe’s Principal’s Blog on ‘Navigating Customer Service in International Education‘, click here
Rowena Minney, Owner, Totally Teach