You may think parents are comparing your admissions process, tuition billing, communication, etc. with other schools.
But they’re not. At least, not exclusively.
Whether they are consciously aware of this or not, parents are measuring their experience with your school against their experience interacting with their favorite brands.
Amazon shows me exactly what I need before I even search for it, but I have to scroll through a litany of announcements before I find one relevant to my family.
Chick-fil-A takes my order, prepares my meal, and sends me on my way in minutes, but school pickup? Don’t get me started.
Is this a fair comparison? Absolutely not.
Is it happening anyway? Every. Single. Day.
This is what we call Liquid Expectations.
What Are Liquid Expectations?
Liquid expectations is a term used to describe how customer experiences in one industry spill over into unrelated industries. This means when consumers experience fast, easy, and delightful service in one area of life, they expect it everywhere else.
Now, let me drop a huge asterisk here: You can’t offer an experience as personalized as Netflix, as streamlined as Amazon, or as efficient as Chik-fila. That’s impossible and unrealistic. But that doesn’t mean you shouldn’t try.
With that disclaimer in mind, let’s talk about where liquid expectations impact Christian schools the most—and how you can level up in some high-impact areas.
Where Liquid Expectations Impact Christian Schools the Most
1. Admissions & Enrollment Experience
What they expect:
- A fully digital, mobile-friendly, easy-to-understand application process. (Think Rocket Mortgage—if parents can apply for a home loan on their phone, they shouldn’t have to print, sign, scan, and email school forms.)
- Quick, clear communication throughout the process. (Think Domino’s Pizza Tracker—real-time updates so they’re never left wondering what’s next.)
What they usually get:
- A clunky process with multiple logins, paper forms, and long wait times for a response.
- Uncertainty—parents email for updates and wait days (or weeks) to hear back.
2. Parent Communication & Responsiveness
What parents expect:
- Fast responses. (Think Apple’s support chat—quick, clear, and always available.)
- Personalized communication. (Think Netflix or Spotify—knowing your interests and recommending relevant content.)
What they usually get:
- Slow email replies that leave parents wondering if anyone saw their message.
- Outdated website information that forces them to dig for answers.
- Long, wordy newsletters where the most important details get lost in a wall of text.
3. Tuition & Billing
What parents expect:
- Online, automated payments with real-time balance tracking. (Think Venmo or PayPal—simple, seamless, and transparent.)
- A billing process that’s clear and hassle-free. (Think Amazon One-Click Checkout—no surprises, no friction.)
What they usually get:
- Confusing invoices and delayed communication about fees.
- Limited online payment options that make tuition feel like an outdated bank transfer.
- Repeated warnings about upcoming payments—even if they’ve already paid. (I speak from experience!)
4. Daily School Operations
What parents expect:
- A smooth, efficient carpool pickup. (Think Chick-fil-A drive-thru—fast, organized, and frustration-free.)
- Simple event sign-ups and scheduling. (Think Target curbside pickup—tap, confirm, done.)
What they usually get:
- Long car lines with no real-time updates or clear instructions.
- Disorganized event or volunteer registration. “Email ___ to register.” “Fill out this form and send it to school with your student to sign up…”
The Rising Standard
iquid expectations aren’t going away. Parents will continue comparing their experience with your school to the best—and most well-funded—brands in the world, whether it’s fair or not.
So, where’s the biggest gap between what parents expect and what they actually experience? Identify the friction, then start thinking creatively about how to smooth it out.
Ask yourself: What’s one area where our school can improve this year to better meet modern parent expectations?
