Rice University study urges K-12 districts to adopt customer focus, echoes K12 Insight’s findings

A new study published by researchers at Rice University and the University of Texas at San Antonio found public schools can reverse student attrition and revitalize themselves by embracing a customer-focused approach to strategy planning and execution for improving student performance. This research aligns with primary research published by K12 Insight in its quarterly National Report on Customer Service series since 2022. 

“The Rice University research captures the consequences of the end of public schools’ monopoly on K-12 education. To survive and thrive in this new competitive landscape, public schools must adopt a customer mindset. There are 30 years of best practices and essential digital transformation that must be embraced to support this,” said Suhail Farooqui, CEO of K12 Insight. “We have witnessed the transformative impact of customer service in K-12 public schools and applaud Rice University for adding to this research. In the age of school choice, staff shortages, and political polarization, it’s clear high-quality customer service is the best defense for school districts.”

The paper, “Revitalizing educational institutions through customer focus,” was published on Feb. 23 and co-authored by Vikas Mittal of Rice University’s Jones Graduate School of Business and Jihye Jung of the University of Texas in San Antonio. The researchers surveyed more than 10,644 K-12 parents and interviewed 150 school leaders representing more than 1 million students from 1,000 schools in 50 school districts.

Rice University’s study echoes findings in a recent report published by K12 Insight’s Managed Research team that positions customer service as a vehicle for shaping a positive school climate and improving student achievement and stakeholder satisfaction. As administrators and educators navigate the challenges of burnout, understaffing, and managing public perceptions, customer service emerges as a solution that fosters communication, transparency, respect, and trust — essential elements for meaningful relationships within a school community.

“We’ve witnessed a relationship between the quality of customer service and parent satisfaction — parents who are dissatisfied with their schools are four times more likely to consider switching school districts,” said Jennifer Coisson, Ph.D., Director of Research Operations at K12 Insight. “Prioritizing customer service in K-12 can be a transformative strategy for shaping positive school climates by cultivating relationships, building trust, improving communication, and keeping families satisfied districtwide.”

K12 Insight agrees education leaders should prioritize customer service in their strategic plans, ensuring that every interaction contributes to creating a positive school climate. Additionally, education leaders can measure and monitor school climate and customer service with monthly Net Promoter Score (NPS) Pulse Surveys and an Annual School Climate Survey, to make real-time course corrections. 

“K12 Insight’s research calls for a paradigm shift in how school districts approach improving school climate and student achievement with data-driven customer service, and we’re pleased to see more research contributing to this change,” said Dr. Kate Shoulders, Senior Research Consultant at K12 Insight. “Elevating customer service isn’t just a strategy; it’s a commitment to the well-being and satisfaction of entire school communities. The rewards are evident not only in stakeholder engagement, but in the overall thriving of students, families, and employees.”

Throughout the school year, K12 Insight publishes reports with insights and trends education leaders can use to inform their customer service strategies. Read K12 Insight’s reports to learn more about the growing body of research on customer service in schools and see how it is positively impacting superintendents nationwide.