Adult clients will be refunded their full fees if the group breaks promises about its course start dates, the number of students in a classroom and its social programmes. However, the scheme will not cover student progress with the company preferring to set weekly goals through student tutorials.
“The reason someone will choose our school is because of the promises we make in our [marketing] material, therefore every promise we make has to be delivered,” explained Stuart Rubenstein, director at the company’s London school.
“You can’t just sit back and let people book a course anymore”
The scheme, which was launched last month, is designed to give agents confidence when recruiting for the group. “This way agents can be absolutely convinced that we’ll deliver,” he said.
Agents provide 70% of the chain’s business although any money returned will not be reflected in their commission. Rubenstein says reception from new and existing agents at the Study World and ALPHE conferences last month was positive.
The company also hopes providing a money back guarantee will give it a competitive edge, particularly in the UK. “You can’t just sit back and let people book a course anymore. We need to wave a flag so people can pick up on our confidence and gain confidence in us by building up trust.”
The scheme applies at Language in Group’s three adult schools London, Totnes and Dublin but not its junior operations. The company will begin advertising the guarantee to direct business customers next week through its website.