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ILA prepares students to be global citizens, concerned about global issues and able to interact effectively with cultures and communities around the world. Our students become confident, adaptable and ready to face future challenges and changes in the world with a positive and open-minded attitude At ILA, “21st Century Learning” means that we are no longer just teaching English, we go BEYOND ENGLISH by including skills such as: Creativity, Critical thinking, Communication, Collaboration, Self-development and Digital literacy.
ILA is one of the world’s leading teacher training centres for University of Cambridge English language teaching awards Each year, hundreds of people travel from around the world to train as English teachers at ILA The unparalleled level of expertise that ILA has in this area ensures that our students always benefit from the very latest developments and advances in teaching methodologies, materials and equipment.
1.1.4.4 ILA Learning and Teaching Materials
Students study with a complete set of the most appropriate and up-to-date learning materials In addition, teachers incorporate a wide range of learning technologies and supplementary materials into each course to provide students with extra practice in areas of need and to ensure lessons are engaging, effective and enjoyable! All ILA centres have Teaching Support Centres - dedicated facilities for teachers, with extensive ranges of learning and teaching technology,equipment and resources.
1.1.5 English courses e English for Young learners
ILA offers 3 English courses according to international standards, which is a solid foundation for students to develop comprehensively.
ILA Jumpstart: English for children from 3 to 6 years old ILA brings a new approach to learning English: interactive learning environment, interesting and inspiring class activities, together with the support of modern technology.
ILA Super Juniors: English for children from 6 to 11 years old The learning focuses on developing language proficiency across all four skills The coursebook English World is used to aid this Students will do projects to enhance their presentation skills, collaborative skills, creativity, Preparation for Cambridge exams is fully integrated into all ILA Super Juniors classes.
ILA Smarteens: English for children from 11 to 16 years old The learning focuses on developing language proficiency and confidence across all four skills The coursebooks are from National Geographic learning and are rich in images, videos and contemporary topics Smart Teens use project-based learning (PBL) Students will do projects to enhance their presentation skills, collaborative skills, creativity Preparation for Cambridge exams is built into our courses with practice tests to help students develop skills for taking the real KET, PET, FCE or CAE test. e Global English
Global English is specifically designed for adults who want to improve their English communication skills Alongside making sure students have the necessary language input (grammar, new vocabulary, etc) at their level, the programs include extended focus on: Real-world practical life skills (Socializing; asking for and giving information; making suggestions or recommendations; ), Real-world practical work skills ( Holding interviews; making telephone calls; socializing; writing reports; ) and Real-world practical study skills ( Conducting debates or academic discussions; reading, understanding and summarizing texts and articles) e IELTS Success
IELTS Success is an IELTS test preparation program for all students aged
14 and over The IELTS SUCCESS program helps students have an enjoyable learning experience with 5 outstanding points:
OPTIMIZED RESULTS-TIME SAVING: students can increase their band score from 4.0 to 7.0 in 360 hours of in-class time This is also achieved through
7 completing 216 hours of tailored self-study activities via Cambridge’s digital learning platform.
PRECISE CONSULTATION-CLEAR STUDY PATHWAY: ILA will advise on a personalized learning pathway based on students' goals, motivations and IELTS band score targets after being carefully tested with an IELTS mock test. LATEST CURRICULAR-UNIQUE LEARNING PLATFORM: The curriculum is a combination of the latest international standard materials (Mindset for IELTS) and the Cambridge Learning Management System (CLMS).
EXPERT TEACHERS-50% NATIVE/50% VIETNAMESE: ILA’s IELTS courses are taught by both native and Vietnamese teachers Native teachers have CELTA certificates and excel in enhancing the writing, speaking and pronunciation skills of their students Vietnamese teachers have achieved IELTS 7.5 or higher themselves and are experts in training Listening, Reading and successful exam strategies.
COMMITMENT TO OUTCOME-GUARANTEED SUCCESS: ILA commits that for every 60 hours of face-to-face learning (equivalent to 15 weeks), students will increase their IELTS score by 0.5 At the end of each module, students will be tested and assessed through a competency test system, equivalent to a real IELTS test. e English for Corporate communication
ILA offers a wide range of specialized short courses for specific industry and skills Each course focused on a particular profession or industry and business situation or skill With courses for specific industries, participants learn specific vocabulary and essential skills to be able to communicate confidently and effectively in various fields: Pharmaceutical, IT, Logistics, Marketing & Advertising, Sales & Purchasing, Banking & Finance For specific skills participants learn vocabulary and essential skills about Business Writing, Meetings, Presenting, Telephoning, Negotiating, Pronunciation e ILA Maths
IMATHS uses CPA and "Rich" Maths methods to both visualize and help actualize Mathematics CPA stands for Concrete - Pictorial (Image) - Abstract, this is a concrete learning method for difficult and abstract Math concepts, invented by the American psychologist Jerome Bruner in his research on children's cognitive development “Rich” Maths is flexibly incorporated into the CPA methodology using a variety of activities “Rich” Maths problems
8 have more than one correct answer and thereby develop children's problem solving, complex logical thinking, creativity, curiosity, e ILA OSC
ILA's Overseas Study Centre (OSC) was one of the first overseas study service providers in the country The center offers 20 years' of experience in the industry, sending students to countries like the US, the UK, Canada, Singapore, New Zealand, the Netherlands, Switzerland and Spain OSC has two products: Long-term study (for students who want to finish high school then move on to university level overseas) and Summer study (for students from 7 to 18 who want to experience studying overseas for a short period of time). e ILA International Preschools
The ILO Academy Kindergarten System is a combination of the quintessence of Finnish education, the Vietnamese preschool program along with fun activities resources from ILA after many years of research withVietnamese children.
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For the last few years, ILA has always contributed dedicatedly to the education field and to society Therefore, ILA has received numerous international and domestic awards and recognition for its quality programmes and services as well as its contributions to local communities In 2009, 2010, 2011 and 2012, ILA received Golden Dragon Awards, issued by the Vietnam Economic Times In
2010, ILA was awarded a Certificate of Commendation by the Hearts-to-Hearts organization board, for its charitable activities ILA also was awarded the Cambridge ESOL Platinum Centre status in recognition of its extemporary level of service and expertise in exam administration and teacher training awards.
Relation Operation Scheduling Tax and IT Operations Senior Supervisor Supervisor Executive Treasury Officer Teacher
Education Operation Teacher Planner Officer
CM: observe the sales and care team as they perform their customer service duties, respond to customer comments and complaints, confirm customer requests, suggest events and activities for the center as needed, assist with events, and provide workshops and training for the sales and care team.
TLM: provide educational resources for teaching and learning, prepare training programs for foreign teachers, plan events, clubs, and extracurricular activities, monitor them, and evaluate their success.
Senior Teacher: support teachers when TLM is not in the centre, support to make lesson plans for teachers, conduct workshops for teachers.
SE: determine the monthly pay for teachers, plan for new classes, assign teachers to carry-on classes and level testing, and organize teachers to cover classes.
IT Operations Officer: manage the company's computer system, establish the intranet system, oversee networks and servers, provide assistance in resolving network system-related issues, and oversee network transmission.
Tax and Treasury Officer: control new projects/facilities, produce payment slips/authorizations or bank statements, make accounting and management of fixed assets, and manage the center's spending operations.
RS: CM and RS will jointly organize and carry out weekly, monthly, quarterly, and annual activities observe/monitor the sales team, lead sales team workshops/trainings, organize and plan all regional marketing activities at the center while keeping an eye on all contracts.
OS: observe/monitor the performance of the operation officer and ensure they are adhering to all internal rules, regulations, and standards.
EP: consult and introduce to customers about English courses, answer customer questions about training programs, plan for clients about courses that fit their needs and finances, support customers in class placement test and enrollment for students, record/handle and report to the direct management on incidents related to students/parents.
OO: Counsel students, survey parents and students about the class, handle customer service issues, persuade parents to re-enroll their children in the class, and monitor their re-enrollment, among other administrative duties.
Classroom Assistant: support teachers and students throughout the course, inform parents periodically of the progress and achievements of their children, assistance with distributing and gathering the Customer Satisfaction Survey (CSS) from parents, support in dealing with parent requests and grievances, assistance with re-enrollment activities as needed, and assistance with program promotion.
All ILA training centers maintain high, professional standards in their communication with students, parents, customers, employees and the public ILA always follows clear and complete paperwork processes when dealing with student complaints and problems.
The ILA team: e Dedication: all about teaching and learning, with high standards and commitment. e Enthusiasm: full of creativity and focus on possibilities and the future. e International: in standards and vision We have high standards and reliability, with processes and facilities of international quality. e Friendly: focus on building relationships with partners, parents and students in a friendly and humane manner. e Dynamic: always improving, expanding and leading, with quick intuitions about development and energy sources showing the dynamism of the Vietnamese economy and people.
ILA's customer care team including OS, OO, Classroom assistant are people with advanced degrees in English language teaching, teacher training and educational administration In addition, they bring to ILA the extensive knowledge and experience they have gained from all over the world.
In chapter 1, general information of the workplace where the author did the internship is provided detailedly and clearly.
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Factors affecting customer care service of ILA HN4
The majority of the surveyed customers have let their children study at ILA for over 6 months Therefore, their opinions are objective, and they could evaluate whether the quality of the service is excellent or not.
The time that students have learned at ILA
= Under 3 month = 3-6 months 6-12 months # Over a year
Figure 6: The proportion of the time that students have learned at ILA
ILA has modern ILA’s facilities is nice Teaching andlearning Staff dress elegantly facilities devices are and appropriately conveniently located m= Strongly disagree m Disagree Neutral Agree m Strongly agree
In this group of factors, there are 2 factors that are evaluated quite well, they are staff’s clothes, teaching and learning equipment because ILA purchased high- quality equipment from the date of establishment, maintained them regularly and organized them in a convenient way ILA has a dress code for employees, and this has been made apparent to employees during every training However, the factor of facilities is not really appreciated Although eight years ago, the center was built in accordance with a professional and international environment, at that time the facilities at ILA were highly attractive and modern The facilities have not been up to date for a long time, causing the lack of modernity and appearinga little dated.
As a whole, this group of factors is rated at an acceptable level.
TF 1 TF2 TF3 TF4 m Strongly disagree m Disagree Neutral mAgree m Strongly agree
TF 1: ILA promises to always perform the service as well as committed.
TF 2: ILA pays close attention to students’ study.
TF 3: ILA provides service immediately as promised.
TF 4: ILA cares about their service quality and makes no mistakes when delivering the service.
In general, all four of these criteria are considered to be average With the first factor about ILA's commitment to the right quality as committed, it has been rated average by 31 customers, 19 customers are not satisfied and only 20 customers are satisfied This demonstrates that customers still do not firmly believe in the initial commitments that the center has made Due to the complaints and customer’s reviews, it can be seen that the service quality at the center still has obstacles in the service procedure, therefore, the fourth factor is also evaluated on average with 47 customers having a neutral opinion and 6 people disagreeing In addition, 33 customers indicated that the staff cared about the students' learning but not closely while 14 customers thought that the staff did not care at all, which led the consumers to assume that the center had not lived up to their initial promises Consequently, the customers’ satisfaction has been reduced considerably as a result of the quality assurance in comparison to the initial commitment After all, ILA has made an effort to offer customers a high-quality service, as evidenced by the supportive comments they have received 20 customers feel that ILA promises to always perform the service as well as committed, 23 customers agree that ILA pays close attention to students’ study, 25 customers feel that ILA provides service immediately as promised and 17 customers feel that ILA cares about their service quality.
TFI TF2 TF3 TF4 mStrongly disagree Disagree Neutral Agree m Strongly agree
TF 1: Staff always inform students’ parents if there are problems during the course.
TF 2: Staff are always available to support customers.
TF 3: Staff respond to customers’ requests quickly.
TF 4: Staff handle customers’ problems quickly.
In this factor, it can be regarded that ILA staff members are greatly valued. ILA staff members are generally always willing to assist customers and act promptly on their requests The staff at the center takes care of the students, monitors students as well as informs their parents However, because each student has different needs and the staff's capacity to respond is constrained, they are unable to quickly address students’ requests and must instead take the time to consult and exchange ideas with other staff in order to find solutions Accordingly, the speed at which customer requests are processed will vary depending on how difficult the request is For instance, if a customer wants to get a refund for a course, staff must first review the course details, determine whether they qualify, gather the necessary paperwork, submit it to the CM, wait for the CM to approve it, and then report to the regional director The money will be returned if the regional director concurs The procedure for a reservation is the same as for a refund, but only if the CM authorizes then the student can reserve the course or change the class; the student must wait until there is an appropriate class before being moved The problems can be solved quickly such as adding more exercises, tutoring weak students Parents still desire that their wishes be fulfilled as promptly as they anticipate, though.
TFI TF2 TF3 TF4 mStrongly disagree m Disagree Neutral sm Agree m Strongly agree
TF 1: Customers trust the service quality of ILA.
TF 2: Staff’s attitude creates the sense of safety and credibility for the customers.
TF 4: Staff provide the customers with correct information.
This group of elements received numerous positive feedback from customers With more than 30 customers’ acceptance, the factors of courteous staff, staff’s attitude, and staff's information provision are truly appreciated by the customers Among the remaining groups, this might be regarded as the group with the highest rating However, there are few complaints about the staff’s attitude when OO gathers feedback from some customers who don't really trust the center and takes into account the grievances sent to the customer care team, especially new employees who are lacking in experience and problem-solving skills As a result, some clients do not genuinely recognize the ILA staff or the service.
ILA arranges Staffknow exactly ILA always work for ILA always take cares convenient schedule what customers need the sake of the students and their for students customers parents
8# Strongly disagree TM Disagree Neutral Agree mStrongly agree
65 customers believe that ILA brings a flexible and suitable schedule for their child, for example, classes from 5:30 to 7:30 are selected by plenty of parents because their children can go to the center after finishing school In addition, the center offers weekend classes for students if the weekday timetable is full, the center also has online classes, but whether or not these are opened will depend on the demands of the customers Employees are highly praised for their service- minded attitudes and concern for students because they consistently attempt to get to know their clients in order to offer the most effective services Furthermore, because customers with children of different ages have different needs as well, the staff at the Center is unable to fully comprehend the precise needs and expectations of these customers as well as each student's wishes and objectives Since all individuals have various needs and the staff's qualification, knowledge, and experience is at a certain level, it is unlikely for the staff to be fully aware of the clients As a consequence, it is understandable that staff members do not know the exact needs of the parents.
—> Throughout the survey, the limitations of the ILA customer care service have been summarized as below.
The tuition fee should be reduced PO 58 The textbooks need to be changed ma 31
The facilities need to be upgraded JW ŒWWWM:32
The ILA parents system needs to be fixed Po 44
The students’ study progress and results should be informed to parents more than one time per Po 56 month via email/message
Figure 12: Changes the customers expect from ILA
Through the questionnaire, there are the customers’ expectations about the change of the center because these are also the problems that frequently receive complaints and are also the barriers that ILA is facing.
More than 80% of customers expect to be notified of their children’s study progress and test results via email or text more than once a month instead of calling one time a month as committed because parents can remember, archive their child's learning as well as know whether your child is improving or not during the course so that they can take swift actions to remind their child.
In comparison to other Centers in Hanoi, the tuition fee is relatively expensive due to the peculiarity of learning English with native-qualified foreign teachers and comparatively high-quality services In addition, customers are willing to spend premium prices on the knowledge and skills to develop their kids’ English proficiency and receive the services they require However, their expectations were not fulfilled, making them feel the fee is expensive with the service supplied and they thought that the tuition fee is not worthy of the reasons that are described in the chart.
The customer care system is out of date Pr 22
Teachers don’t pay close attention to the students during the course 49
The number of students in a class is more than 12 ps
Figure 13: The reasons why the tuition fee isn’t worthy to the service provided
More than 50 customers believe that their children’s English learning is ineffective, and they won't receive enough attention they deserve given the number of pupils in a class and the money their parents invest in It is challenging to prevent customer dissatisfaction with the service because the number of students increases noticeably, the number of students in a single class will also be large, the personnel in the customer service team won't be enough to meet the requirements, and the staff in the relevant departments won't have a clear method to ensure that everyone has the same information Parents also said that teachers didn't care about their child's comprehension, lack of interest, or lack of concentration; meanwhile they just taught Only 22 customers wish to change the customer care system, however the rest feel quite satisfied with the system.
Customers frequently are unable to access, see, or view instructional resources on the website for parents due to system issues The parents also ask the ILA to address this problem Parents are not particularly interested in modifying the curriculum, and 50% of clients hope that ILA will soon upgrade the facilities because they are already deteriorating.
Staff will frequently contact with you to let you know students’ study progress
Staff will update students’ study progress to the system on time
The curriculum will be updated to be suitable with the current trend 26
Figure 14: Commitments the customers think ILA staff haven’t done well
Survey results reveal that even now, customers are not entirely satisfied with the customer service personnel who interact with them on a daily basis (including OO and classroom assistants) The majority of the classroom assistants will work directly with the parents, however, there is a delay in updating the parents on the student's progress owing to the insufficient supervision from OO.
Furthermore, because of the prolonged research of the product materials department, it is still questionable how to change the curriculum to follow the present trend As a result, many pupils are compelled to do two programs at once, hence incompatibility between the school and the center makes it tough for them to learn English Only a small percentage of customers, however, are interested in changing the program and the rest believe it is still appropriate for their kids.
Figure 15: The effectiveness of conveying information through talking or using communication tools such as Zalo, Facebook, Gmail, SMS
80% of the customers agree that these platforms are effective to communicate, therefore, the staff can change the communication method from calling to sending messages They are now having other tools to communicate with the customers.
The author clearly outlines the state of customer care services in this chapter, as well as the activities that support customer care at the center, the outcomes of these activities, an analysis of the elements that influence customer care with a survey of 70 clients and some drawbacks ILA is having Thanks to the analysis of these factors, the remaining problems in customer care activities at ILA are illustrated In addition, it is becoming more and more obvious that providing excellent customer service is crucial for any business, but especially for a service supplier like ILA From these analyzes, the author has come up with the main shortcomings at ILA such as: price, staff, and the number of students Additionally, this chapter serves as a foundation for the next chapter's instructions on how to address current issues.
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In this chapter, the author proposes suggestions for the issues presented in chapter 3.
It is crucial to invest in the building and maintenance of current facilities since the ILA Center is said to be an international standard facility ILA should clearly define teaching requirements and objectives such as operation principles and educational philosophies of the center in order to design appropriate facilities, and establish a synchronous, simple, practical and effective technical equipment system, having specific effects on the reality, and helping students approach the development trend in the future Thereby, it is easier to purchase, install as well as create good conditions for students and teachers Furthermore, mobilizing resources other than tuition fees to invest in facilities is an appropriate suggestion for ILA For instance, strengthening the relationship with organizations and businesses in the country and around the world to have the opportunity to learn from experience, attract more funding, invest in facilities and improve the quality of teaching To strengthen the connection with the businesses, ILA need to complete visions, goals, tasks, and strategies and make clear plans in the direction of business development training, service activities according to the needs of society Selecting qualified businesses to establish relationships should ensure the criteria, such as: goodwill of the business; an understanding of the education and attitudes of business leaders; business scale; development prospects; core values of the business In order for parents to certainly receive all information about their children and the course, the center must also regularly update and fix mistakes on the system for parents.
ILA frequently conducts a survey for students in order to know how they feel about their teachers, along with, AM will frequently attend classrooms, then ILA will be able to identify areas in which teachers need to improve This is because teachers sometimes deny the complaints from the customers, hence, the survey and the observation of the AM are proof supporting ILA to remind teachers.
While teaching, teachers should encourage the students to participate actively in speaking, and especially the average and weak students to try This helps them feel more confident.
Offering different types of exercises for students to have the opportunity to practice and improve their knowledge, in which each teacher tries to choose practical sentences, close to daily life so that students can learn more about them and easy to understand when applying sentence structure in daily life The further sentences may be longer, more complex to stimulate the children to think Teachers focus on listening, helping, encouraging students to be confident by saying positive comments, encouraging them to say it again if they are wrong Teachers frequently organize some games to ask students about the previous lessons to make sure they understand and remember the knowledge.
Every month, teachers should write a report of student’s progress to show their weaknesses and strengths then along with classroom assistant, customer care team, AM and their parents to find out proper teaching and learning method for students to help them improve themselves.
ILA has to thoroughly persuade the customers about the service, convenience, the benefits of lessons and the curriculum while studying at ILA to ensure that clients can recognize that the value they receive is worth the money they have spent The teachers at ILA have many years of experience and are qualified because of the fairly strict teacher selection procedure at ILA and the number of students in a class can be changed to meet the demands of parents.
ILA should organize activities such as English club, skills class, outdoor activities, camping with foreign teachers without any charge to assume that with the current fee students not only study but also have other opportunities to practice English, develop necessary skills and they totally have an exciting and effective learning environment.
If a parent accepts a large number of students in a class, ILA can organize a competition with a prize which is scholarship, offer discounts when customers sign up for the next courses, or lower tuition fee based on students' academic performance.
ILA needs to recruit an additional employee for the position of Operation Officer Changing recruitment standards for personnel is necessary, giving preference to applicants who accept service or have previous experience in service at other companies In order to help the candidates have the proper understanding, the human resources department will explicitly outline the demands of the new
38 position and the challenges of service work in the Vietnamese market before the candidate is accepted to work and committed to the upcoming work.
Every employee needs to be made more aware of the value of clients To make sure classroom assistants are regularly updating the system with students' status updates and speaking with parents, OO regularly stimulates them to do so and audits their work.
It is necessary to establish an enjoyable work environment where staff members are able to freely discuss their customer service experiences. Additionally, a precise customer care standard needs to be created ILA must launch training programs on how to operate in a product or service setting, on how to handle customer interactions, on how to communicate effectively, on how to work in a team, on soft skills, or on customer service Additionally, it is necessary to schedule gatherings or camping trips on a frequent basis so that staff members can interact and share knowledge This will help staff members gain more expertise and experience at work.
Setting personal work objectives or rewarding are methods to inspire employees A proper reward generates excitement and raises staff spirits Because customer care service puts employees under a lot of pressure, it is crucial to create spaces where they can rest and look after their health Work efficiency will suffer if one's health and work ethic are poor.
Most of the clients find Zalo, Gmail to be extremely useful for communication, therefore, it's feasible for classroom assistants to report to the parents about their child’s study more than once each month The classroom assistants can add friends to the parents through Zalo or send email because the parents have these apps on their phone.
Otherwise, to save time customer care staff also can add friend students’ parents to send information of the English courses, events of the center to interact more with the customers Staff can use Zalo or Gmail to ask about the customer’s opinion, feelings or feedback of the center service.
ILA should think about the change of the textbook to be able to catch up with the current trend The academic team of ILA can build up exclusive materials to create their own brand identity to attract more customers or they can search more textbooks in other center or other countries to choose appropriate textbooks for the students.
4.6 Implementation plans for the solutions
The implementation must be coordinated for maximum effectiveness because the methods mentioned above are interdependent and have an impact on one another It is clear that the suggested solutions don't require a lot of money to execute Following agreement on the answers, each team must have a meeting together to get the approval from the leader. e One month was spent hiring a new employee for the job of OO. e Every two to three months, each department that actively interacts with customers should offer staff training on customer service in the middle or at the end of each month. e The departments will come together and decide to work closely together and connect in providing customer service Meetings are held once a month to discuss issues with the Center's client service and come up with solutions. e Weekly error checking and upkeep for the system for parents must be implemented by the center.