Customer Experience Training for Cognita Schools

The Client

Cognita are a private school group with over 85 schools in 12 countries. They employ over 7,500 staff who look after more than 55,000 students!


Various staff from head teach down were tasked with the role of showing round potential parents who were thinking of sending their children to the schools. Also the same staff were responsible for ensuring children remained in the schools for the transition from primary to secondary school. They felt they were losing too many to other schools and this was due to a lack of customer engagement at these critical opportunities. They wanted all staff trained on how to best handle new enquires, show arounds, open days and retention.

The Solution

We started as we always do by understanding the client, their products / services and what the current situation looked like. We then mapped out several customer journeys and touch points. We then put together a customer experience course focusing on the journey and touchpoints of each various interaction and how service levels could be improved and enquiries turned into clients. The workshops were practical in nature and allowed each group to formulate an action plan to immediately implement on return to the school. The business saw an immediate improved in the NPS and customer satisfaction ratings along with an increase in admissions.  

Client Testimonial

“We have used Sales Training International this term to help drive our focus on customer experience within our schools. They have trained over 100 head teachers and admissions staff, so far.

The training they have delivered has been excellent, but it is their level of preparation and research into our sector that was really impressive.

The trainer was very knowledgeable and able to empathise with the challenges our staff face. This meant that they were very receptive to the training which included some new concepts, which they are already putting into place with great effect.”

We are now going to use them moving forward to train our business managers and front line staff.”

Translate »