From Air Traffic Controller to Concierge: Rethinking School Customer Service

“Where do I drop off my student for track practice?”
“I need to change our bus route.”
“Who do I call about the Chromebook insurance form?”

Sound familiar? If you’re like most school organizations, your front office staff spends a good chunk of the day fielding questions like these—quick asks from families trying to navigate an increasingly complex education system. The current model? It’s often built around the air traffic controller: always directing, rerouting, and responding.

But what if we stopped managing traffic and started guiding journeys?

Enter the concierge mindset.

Think of a great hotel concierge. They don’t just hand you a map—they ask where you want to go, what kind of food you like, how long you’re staying. Then, they recommend the best route, make your reservation, and follow up to make sure you had a great experience. They partner with you.

That’s the kind of experience families crave from schools—more than answers, support. Not just directions, but connection.

Of course, school leaders aren’t running luxury resorts, and none of us have unlimited staff. But there are ways to shift your customer service approach without overhauling your whole system. It starts with mindset—and a few practical strategies.

Start with empathy, not efficiency

Concierge-style service doesn’t mean knowing every answer. It means knowing your people. When a student or caregiver walks into a school or calls the front office, their first impression matters. Do they feel seen? Heard? Helped?

Yes, we want to get people the information they need quickly. But leading with empathy creates space for stronger relationships. Instead of staff defaulting to “That’s not my department; let me transfer you,” let’s try:

“Let me see how I can help you get this taken care of.”

It’s a simple shift—but it builds trust and lowers stress. 

Build bridges between departments

Concierge service works because it’s coordinated. Families shouldn’t have to explain their issue five times to five people. Unfortunately, in many districts, silos slow things down.

Break the silos by creating shared knowledge:

• Use a central database or dashboard to track common questions and who handles what.
  
• Train front office staff and receptionists with a “cheat sheet” of who to contact for top requests—and make sure it’s up to date.
• Can technology ease some of the burden? A knowledge base, a more searchable website, or a helpful chatbot can help families and staff before frustration sets it.

When staff feel equipped, families feel supported.

Make one person the guide—even if they don’t have all the answers

Sometimes, the most concierge-like thing you can do is assign a point person who sees a request through to the end. One contact. One familiar voice. One person makes sure the loop gets closed.

Maybe that’s a front office team member. Maybe it’s a family engagement specialist. Maybe it’s you.

“I may not be the expert on that, but I will walk alongside you until we figure this out.”

That approach turns one-time transactions into long-term relationships.

Rethink your communication touchpoints

Let’s be honest—most families only reach out when confused, frustrated, or in crisis. Concierge service flips that script by anticipating needs and reaching out before problems arise.

Start small:

• Send a welcome email at the beginning of the year introducing key contacts (with photos!). Bonus points if you can personalize it with “Dear First Name”.
• Use short video messages from leaders to explain upcoming changes or navigate confusing processes. These don’t need high production value—just clear, caring communication.
  • Walk families through how to report an absence online.
    
  • Host a video Q&A with a school counselor explaining class registration timelines and tips.
    
  • Or make it fun: film a first-day-of-school reenactment showing what drop-off looks like so families feel more confident and less stressed.

Pro tip: Whenever possible, communicate in the family’s preferred language. That’s not just concierge service—that’s inclusion.

Set a tone that travels

Culture is contagious. When district leaders model a concierge mindset, it trickles down to every school, every department, and every interaction.

Ask your leadership team:

• How are we making it easier for families to engage with us?
  
• Are we directing them—or walking with them?
  
• What do we want families to feel after interacting with us?
  

Because at the end of the day, excellent service isn’t about perfection. It’s about presence.

Let’s stop treating questions as interruptions. Let’s treat them as invitations.

Invitations to build trust. To strengthen relationships. To truly walk alongside students, families, staff, and community members throughout the educational journey.

It might not happen overnight. And it might not look like a concierge desk at the Ritz. But even small steps can make a big difference.

As Cindy, CEL Marketing PR Design’s Founder and CEO, says:

“We can’t do it all—but we can always do it better. Especially when we do it together.”

More than anything, school families today need clarity and simplicity. With so many events, dress-up days, newsletters, policies, fundraisers—you name it—there’s just a lot to keep track of.

When schools take a concierge-style approach to service, they’re not just answering questions. They’re making things easier. They’re saying, “We see you. We’re with you. And we’re here to help.”

It’s not about doing more. It’s about doing what matters—together.