Is your pupil feedback effective?

Before we start working with pupils (and while it occurs) it is wise to discuss previous experiences.  When pupils have experience of trying to learn practical skills it can be very beneficial in raising awareness of the ‘learning path’.

If a pupil has very little experience then that is STILL worth a discussion; arguably more so.  Feedback to pupils comes in many forms and we should vary the methods so as to ‘tune in’ to our pupil.  If a pupil’s background offers them little assistance in the path of learning to drive then that needs to be said because some people will literally not appreciate that point and could have entirely unrealistic expectations of what is achievable. 

In my driving school we adopt a traffic light system denoting previous experience after we speak to our customers before they even sign up to us.  This is important because it manages customer’s expectations – particularly the customers who would not otherwise be aware of the significance previous experiences has on the rate of learning.

As I have mentioned in other blogs it cannot be over stated how important it is for feedback that we give to be clear and meaningful.  If you have discussions with pupils and they are not engaging with you or have little regard to what you say, then make every attempt to change the communication method.  Examples include the giving of formal typed feedback, playback of recorded in-car video footage, verbal 1:1 (facing each other), performance evaluation via their pupil book (acts as a handy reminder), either face to face or telephone conversations with parents/funders of trainers, emailing, targeted driving video suggestions, other ADI assessments, mock test results (including how it was scored), specific blog posts, driving test reports.  There are lots of ways in which pupils can receive feedback and we should never assume that just because some feedback provided is blindingly obvious to us, it will also be understood by the pupil.  Some pupils will not be practised in the receiving of feedback so they will be not appreciate or even respect the contents of the feedback.  By giving effective feedback we are managing risk, developing learning and working 'smart'.

In much the same way, one could stress a similar point in “client centred learning” – it will not be suitable for all pupils necessarily; which is why the DVSA have been careful of their wording in section 6.3.3

This subject of feedback is a very important point to us as driving instructors as it is assisting in 3 ways: the effectiveness of the learning process, maintaining of safety and the managing of customer expectations – significant for the benefit of a successful business and happy customers.

For more information contact Tara on 0800 689 4174   

DIA Conference 17/11/2017

As a professional in your industry it is wise to invest time in your own development and driving instructors are no different.  We have around 39,000 driving instructors on the DVSA register yet less than 200 attended the DIA conference a few days ago.  If you are taking the trouble to read this blog I rather suspect you are not in need of having this point emphasised as you will recognise the relationship between inward investment and the benefit to your customers.  But if you do want a quick resume of the main speakers feel free to click through > HERE <

One of the essential ingredients that was unfortunately MISSING from the DIA conference was customer feedback.  I have attended other conferences and events from the other driving instructor associations and the DIA are by no means alone in making this most fundamental of errors.  This issue is deeply rooted in our industry; it is a cultural failing.  When I bumped into one of the trainers who ran my BTEC Level 4 award in Coaching for Driver Development course in 2016 he asked me what my thoughts were on the course.  Despite a whole year having passed, that was the first time that his organisation had actively sought customer feedback from me.  

The subject of Customer Feedback is so important to the long term health of an organisation that it is one of the 5 BIG TOM Foundation Blocks in the driving instructor training that we provide.  The idea that as the head of an organisation you have no systemised means by which you gain feedback from your paying customers would tell me there are fundamental limitations requiring some immediate personal development.

The reason that I say it is cultural though is partly to do with the nature of our work with customers.  Unlike other trades where repeat business from satisfied customers is a must, with driving training, when the driving licence is obtained, they do not have a 'need' for your services any more.  And that mindset seems to me to permeate through all aspects of the industry - even organisations that really ought to pay more attention to this, as there definitely would be the potential for repeat business.

Our own governing body, the DVSA are really getting to grips with this point and showing positive change.  It may be that they had a bit of a wake up call with the public outcry over driving test availability but that is not really for me to speculate on.  Only last week, an enquiry that I initially made on the DVSA "help me" desk on Twitter and ended with a lengthy conversation with a DVSA employee was concluded with them asking me to complete a survey of my experience.  Top marks - a form of systemised customer feedback. 

We go into this in more detail in our training, but 'systemised' means that it is firmly set in the processes of the organisation and occurs regardless of customer experience.  This is distinctly different to what is prevalent in our industry, customer reviews.  Customer reviews have an important part to play in the marketing effort of a business but they are entirely different to customer feedback.  When a business attempts to obtain customer feedback it does so because it has a desire to continually improve.  It is not requesting confirmation of how wonderful it is, it is ready and willing to hear of ANY feedback that will help it improve.  In the driving training industry there is a cultural problem with organisations being unwilling to request feedback that helps them monitor ALL customer feelings.  It is an arrogant stance to take, very unhealthy from a business point of view and unattractive to witness.

The reason why this is important regarding my experience at the conference last week is the bit that these organisations are either ignoring or perhaps unaware of.  When you are at the 'coal face' in the industry as my driving school is, you are aware that you are a very small (albeit vital) cog in a very large machine.  What these driving instructor associations provide for the likes of my business is a channel by which our voice can be heard.  So the service they are providing is the combined 'weight' of a significant proportion of the driving instructors out there.  But what they absolutely must ensure they do is REPRESENT those driving instructors (in the case of the DIA it currently stands at 11,500 members).  If the driving instructors do not feel that their voice is being heard, then no longer is that association providing any meaningful service to them.

Any business can go about their work with little regard to the thoughts of their customers, but boy is it not smart!