Scheduled for May 8th
US(2)/Sudan(Saudi Arabia)/Israel
Client Experience
How much do you know about what Gaba’s clients expect from your lessons?
-Customized
-1 on 1 (Best way to learn)
What resources do clients have available to voice their opinions to Gaba?
-Negative evaluations
-Counseling sessions
Japanese Culture
-Uchi & Soto
-Honne & Tatemae
-High Context
-Implicit communication
-Saving Face
Following Terms
Uchi
-”Inside”, refers to groups such as a family or company
Soto
-”Outside”, refers to people outside one’s group
Honne
-A person's true feelings and desires. Shown to “in-groups”.
Tatemae
-The opinions one displays in public. Shown to “out-groups”.
How can we adapt to these aspects of Japanese culture in our lessons?
-Acknowledge delays in response are not always a case of lack of knowledge but sometimes hesitancy to show their true feelings. Incorporate decompression moments when in opinion heavy lessons. Let them decompress a little bit and talk about something mundane.
-Be polite when talking about other people the client knows (e.g. their family, co-workers, etc.)
-Address the client respectfully when first meeting them, subsequently adapt your language to match theirs.
-Encouraging them to use your first name will demonstrate that you are in-group.
-Treat the client with respect, don’t show honne until they show it first.
-Avoid saying anything about Japan, Gaba, your home country, etc. as this may be too honest and cause the client embarrassment
-Clients may use tatemae to avoid answering direct questions such as, “Do you understand the lesson?”
High context culture
High Context
-High orientation to in-groups
-Discussions very wide ranging
-Mutual expectations very accurate
-Meanings may be conveyed indirectly
-Emphasize relationships & processes
-Supportive relationships common
Low Context
-Low in-group/out-group distinction
-Discussions usually task-focused
-Mutual expectations less accurate
-Meanings must be made explicit
-Emphasize practical outcomes
-Individual self-reliance common
Case Studies
Pick the most related High context and Low context items and answer the case study with those examples.
Implicit Communication
Japanese communication is often said to be “implicit”. but what does this mean?
-Through small talk and socializing, everyone involved already has relevant information before it is formally announced.
-A lot of meaning is conveyed via body language and tone of voice.
-When someone is unable to understand what is going on, they are said to be “KY” (Kuuki Yomenai) or unable to read the air.
How can we adapt to this aspect of Japanese culture in our lessons?
Saving Face
What do we mean by “face”?
How can we help clients “save face” in a lesson?
-Never give a direct negative answer and don’t directly refuse a request.
-Clients won’t feel comfortable telling you when they are dissatisfied with a lesson, so don’t ask.
-Give clients plenty of support during practice activities, don’t force them to act independently.
Customer Service
What was your worst customer service experience?
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What are the common themes of these experiences?
-Lack of customization = bad experience
-Teacher body language = make them upset
What was your best customer service experience?
-
What are the common themes of these experiences?
-Give them time, relax them, and give extra words/expressions = Good experience
-Took time to understand, did clients special requests, and gave a customized lesson = Happy client
Satisfied Vs. Loyal
What is a “satisfied” customer?
-
What is a “loyal” customer?
-
What products and services are you loyal to?
-
Service Triangle
-Company offers English Language Services to Clients
-Company sets promises
-Instructs provide English Language Services to Clients
-Deliver promises
-Company provides Clients/Textbooks/Space to Instructors
-Enable promises
Gaba Marketing
How does Gaba advertise to prospective clients?
-Train Ads
-Commercials
-Online Advertising
-Social Media
If you were a client, what would you imagine a Gaba lesson to be like after viewing our marketing content?
-Very customized
-Instructor attention is on you
-Energetic and pleasant
What expectations would you have of your instructor
-Native level speaker with high qualifications
-Professional
Client Segments
Purpose Driven:
-Have a goal in mind
Hobbyist:
-Wants to learn English for fun/travel/watching movies etc
Hybrid:
-Hobbyist with a deadline
-Purpose Driven taking a casual approach
Client Case Study
Which Gaba marketing initiatives would appeal to the Client Case Studies? How would this affect your lesson?
What was it that drew them to Gaba in the first place?
-He saw the marketing materials that contained information about improvement rates, the one on one atmosphere, and the professionalism of Gaba teachers.
-Maybe she saw the social media presence or the advertisements on social media websites that made her feel interested in Gaba since she wants to start an English Instagram.
Gaba Counselors
What do Gaba’s counselors do?
-Make sure LS runs smoothly
-Sales
-Make sure clients are booking lessons
-Provide advice
How many different types of counseling can you remember?
Sales support (Book FM) -> FM -> FL -> LPA -> Quarter way -> Half way -> Retention -> Negative Evaluation -> Point Back
Supporting Counselors
How can you support the counseling process to ensure the client’s expectations are met?
-Directing questions outside your responsibility to them instead of giving your opinion
-Don’t get a Neg
-Forewarning the counselors about any potential issues
-Reminding clients that the counselors are here to help
-Clients often tell instructors things but not the counselors
-Ensure ELI accuracy
-Set short term (several lesson) goals
-Remember short term vs. long term goal satisfaction
-Avoid random, non-guided conversations
-Product knowledge
-Be consistent with recommendations and study advice
-Check for future booked lessons
Personal Branding
What is “personal branding”?
Why is creating a personal brand important?
How can you market yourself to clients?
What happens if you don’t brand yourself effectively?