How GEMS Education collects and analyses parent feedback

Meeting and exceeding the expectations of parents and stakeholders is a top priority for GEMS Education, the world’s largest K-12 education provider and network, with some of the Middle East’s most prestigious schools. GEMS Education has taken a new approach to parent satisfaction, by employing innovative technologies and tactics from some of the leading customer experience brands, in order to understand and optimise the GEMS Education experience.

With Qualtrics we have much more control over our research and the data we get back is much more robust than when we outsourced the process.

Hywel Benbow, Vice President - Global Data & Analytics

HOW GEMS EDUCATION CLOSED THE EXPERIENCE GAP

MOVING AWAY FROM DATA SILOS

Parent feedback used to sit in a silo, where data was placed in an insular management system that was incapable of reciprocal operation with other groups of data that were – or should have been – related. The GEMS Education team now brings all data together so that parallels can be drawn between experience and student grades, age, curriculum etc.

OPERATIONAL AND EXPERIENCE DATA TOGETHER

The team now combines operational data from Salesforce such as school ID and the date a child joined the school with parent feedback, allowing them to perform a more robust data analysis.

UNDERSTANDING THE ‘WHY’ BEHIND BEHAVIOUR

With data now on a single platform, GEMS Education can monitor what is driving performance on multiple levels within an integrated umbrella system. From NPS scores to individual school grade challenges and student turnover – they can take action and respond more efficiently in future.

SHARING INSIGHTS ACROSS THE GROUP

The insights gathered by the team are shared across the network, allowing nearly 50 schools to identify and learn from best practice.

We can now link feedback to any operational data we have in other systems, it’s incredibly powerful

Hywel Benbow, Vice President — Global Data & Analytics.

36%

increase in response rate after switching to Qualtrics

6

of Dubai’s top ‘Outstanding’ schools run by GEMS Education

124,000+

students across the Middle East

WHY QUALTRICS?

END-TO-END TRACKING

In contrast to their previous supplier, with Qualtrics, the team can now easily monitor trends in feedback over time to assess how GEMS Education is improving.

SMARTER SURVEYS, BETTER INSIGHTS

With embedded data from other systems, the team at GEMS Education can offer a better user experience by asking smarter questions and get better quality insights by analysing information alongside data collected elsewhere in the organisation.

POWERFUL, EASY TO USE ANALYTICS

Advanced analytics at the click of a button makes it easy for the small team at GEMS Education to draw out insights and dig deep into the data without having a team of data scientists on hand.

EMPOWERING EVERYONE TO ACT ON FEEDBACK

Reports are easily shared with the right people in the organisation and it is easy to drill down by school, curriculum and any other demographic data.

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GEMS Education is one of the world’s oldest and largest K-12 private education providers. It is a highly-regarded choice for quality private education in the Middle East and North Africa region. As a company founded in the UAE in 1959, it holds an unparalleled track-record of providing diverse curricula and educational choices to all socio-economic means. GEMS Education now owns and operates 49 schools and educates over 124,000 students in the MENA region; and through its growing network of schools as well as charitable contributions is fulfilling the founder’s vision of putting a quality education within the reach of every child.