Rouaida Alceikh, the owner and center director of Eye Level Lake Zurich has been a part of the Midwest Eye Level family since 2011. Since then, her center has flourished and is now a part of Eye Level Performance Society. Rouaida believes that customer retention and satisfaction has been key to the success of her center. She gave retention the highest priority and it boosted her business.
Through her experience, Rouaida believes in these four important components for retention:
1. Quality - Discussing the goal of parents. Starting from the initial consultation, asking what the parents’ goals are and what they are looking for, then zooming in on what the parents want to achieve and focusing on their goals. Some parents focus on their child being gifted and 2+ years ahead. If that is their goal, she has a meeting including the students and explains to them the steps required to get to that goal. Some parents come with the focus of fixing their child’s inability to work independently at home. For this goal, she created a quiet study area in the center to allow students to come and do their work. It is very important to keep the students and parents happy. Rouaida finds that open communication between parents, staff and students help create this quality.
2. Creativity - Many families come in with different goals and expectations. It has required a lot of creativity to produce this quality, but once they are satisfied they stay long term. Like with many centers, staffing was always a struggle. Rouaida decided to promote volunteering opportunities at the local High Schools. Now she has several high school students receiving volunteering credit hours for grading at the center. Many students look up to the older students and graders who come to the center. One unique aspect of Eye Level Lake Zurich is that Rouaida offers a completion incentive. The completion incentive allows students who finish the EL program to help at the center. This has created many student-to-grader transitions that the students look forward to. Finding jobs for kids is hard for parents as well, so this allows for a great solution and a great way to motivate the students to finish and be involved.
3. Flexibility – Roulaida does permit flexibility with scheduling to accommodate her customers. There is always something coming up, but she will continuously allow for makeup sessions and rescheduling. She would rather have the child come into the center than taking booklets home. Many times, this requires coming in herself on Saturdays to be the instructor. This way the students will always go over key concepts with an instructor, and parents are satisfied.
4. Money – It is important to show the parents that she is not after money. From the initial consultation, Rouaida makes it transparent that the money in relationship with parents comes last. She does have short, and long-term payment contracts, but emphasizes communication and flexibility. She doesn’t want her customers to come into the center unhappy and with the mindset of finishing their term and contract. This eliminates negativity in her center and ultimately generates loyal and long-term customers.
As an ELPS member, Rouaida makes it a priority to do all the communication with the parents. She knows each family that attends her center and all the students’ names and subjects. With 13+ staff at her center students still nominate Rouaida as their favorite instructor and are excited when she gets to fill in as the instructor. Rouaida has been able to empower the students through goal setting and support. Eye Level of Lake Zurich has had several students start in 2011 and finish the math and English program. Some of them are still at the center, no longer as Eye Level students, but as graders and teacher aids. Through her years of hard work, she has formed great relationships with her customers and word that she does an excellent job overflows her center and community. Focusing on knowing her customers has really benefited her customer retention and satisfaction. We are thrilled to see Eye Level Lake Zurich’s reputation grow.