AOPA Pilot Magazine - March 2011 - 50
So what did the study reveal? There are four key areas that affect and/or impact the flight training experience: lack of educational quality, customer focus, community, and information sharing. In other words, students want effective, organized instruction and reliable, well-maintained aircraft. They want to believe they are getting value for their money. They want to feel a part of the aviation community, and they want recognition for their achievements within that community. And they expect flight schools to help them find the information that will help them to be successful in their training. When these things don’t exist, students aren’t as likely to follow through. Conventional wisdom blames time and money for the high dropout rate among student pilots. But this study suggests that educational quality has the biggest impact, Benson said. Does that surprise you? It wasn’t a shock to Flight Training Deputy Editor Ian J. Twombly. “I’ve been preaching to anyone who will listen that students aren’t quitting en masse because of cost,” he says. “Remember back to when you started training. Did you really think this was going to be cheap? Of course not. Neither do students today.”
model—one that creates the flighttraining experience that the survey respondents indicated they wanted to have. Boiling down attributes identified in the focus groups, the survey isolates distinct factors that define students’ expectations when they enroll in flight training. • Educational quality: Students expect flight schools and instructors to be qualified, professional, and dedicated to the learning process. • Customer focus: Students expect reliable, well-maintained aircraft; flexible and accessible scheduling; and a good value for their time and money. • Community: Students want to belong and have their accomplishments—first flight, solo, checkride—emphasized and recognized. • Information sharing: Students want flight schools to be up front about such things as costs and instructor qualifications, and to hear other students’ success stories. “The value of this study is that it’s objective,” said Jennifer Storm, director of AOPA flight training initiatives. “It has helped us focus on what students want— rather than what we think they need.” Armed with this information, the aviation community can now work collaboratively to address the prob-
lems. “We have received a tremendous response from the flight training community, which has committed to be a part of the process,” Fuller said. AOPA has set the wheels in motion. Two key components of the Flight Training Student Retention Initiative are scheduled to debut later this year. The first is the reintroduction of Flight School Business, a free e-mail newsletter for flight school owners, managers, and those who support their businesses. It will be packed with stories on student conversion strategies, marketing, products, insurance, financial topics, and staff training—essentially all of the issues important to running a successful flight school. “Flight School Business is one of many ways AOPA will address the issue of retention [of students] in the coming years,” Twombly says. “It’s important to have a high-quality, respected publication to communicate with these critical people, and we think FSB will be that publication.” Recall that community, recognition, and information sharing figured prominently in students’ ideal flight training environment. Later this year AOPA will launch enhancements to the Flight Training website (http://ft.aopa. org) offering student pilots more sup-
“I’ve been preaching to anyone who will listen that students aren’t quitting en masse because of cost.”—Ian J. Twombly
The real problem is value, Twombly says. “People will pay if they think they are getting a fair deal. And we aren’t always offering a fair deal. Schools need to be creative to make sure they are fulfilling their students’ needs in this area, and it doesn’t necessarily mean lowering prices.” Indeed, survey respondents pointed to the presence of flight simulators as an example of value, because the availability of a simulator allows them to conduct some training at a lower cost. In spite of the frustration that exists in the student pilot population, Benson said, the activity of learning to fly remains an overwhelmingly positive experience. “That finding alone is of huge importance because it gives us something we can build on,” AOPA President Craig Fuller noted during the Flight Training Summit. “It means student pilots want to like the experience.” Pinpointing these areas led to the creation of an optimal flight school
AOPA PILOT •
port and recognition. They’ll be able to track their progress, as well as gain access to AOPA resources that are pertinent to their stage of training. And, as with any motivational program, there will be incentives for participating on a regular basis. “With the Flight Training Summit in November, we kicked off a national conversation about the flight training experience,” said Fuller. “Our next steps are to involve as many in the flight training community as possible by continuing the discussion. More than 100 people participated at the November Summit, but there are many more who can provide valuable input.” Beginning soon, regional meetings will be held across the country; check the website (www.aopa.org/ftinitiative) for a location near you. E-mail the author at jill.tallman@aopa. org.
50 • MARCH 2011
http://www.ft.aopa.org
http://www.ft.aopa.org
http://www.aopa.org/ftinitiative
AOPA Pilot Magazine - March 2011
Table of Contents for the Digital Edition of AOPA Pilot Magazine - March 2011
AOPA Pilot Magazine - March 2011
Contents
President’s Position
Hangar Talk
AOPA Media
AOPA Action
Letters
Waypoints
Proficient Pilot
Safety Pilot
License to Learn
Pilot Counsel
Fly Well
Pilot Briefing
Rally GA: Help is on the Way
A Higher Calling
Out in the Cold
The Perfect Howard
GA Serves America: Back to Life
Oh, the Places You’ll Go!
Strange and Unusual Crashes
Crossover Classic Sweepstakes: Panel Countdown
Challenges: Thunder on the Water
Wx Watch: Zooming Through Jet Cores
Pilot Products: New Ideas
Avionics: Don’t Leave Home Without It
Dogfight: Run the Tank Dry?
Never Again
Fly Outs
Fly by Wire
Pilots
AOPA Pilot Magazine - March 2011 - AOPA Pilot Magazine - March 2011
AOPA Pilot Magazine - March 2011 - Cover2
AOPA Pilot Magazine - March 2011 - 1
AOPA Pilot Magazine - March 2011 - Contents
AOPA Pilot Magazine - March 2011 - 3
AOPA Pilot Magazine - March 2011 - President’s Position
AOPA Pilot Magazine - March 2011 - 5
AOPA Pilot Magazine - March 2011 - Hangar Talk
AOPA Pilot Magazine - March 2011 - 7
AOPA Pilot Magazine - March 2011 - 8
AOPA Pilot Magazine - March 2011 - 9
AOPA Pilot Magazine - March 2011 - AOPA Media
AOPA Pilot Magazine - March 2011 - 11
AOPA Pilot Magazine - March 2011 - AOPA Action
AOPA Pilot Magazine - March 2011 - 13
AOPA Pilot Magazine - March 2011 - 14
AOPA Pilot Magazine - March 2011 - 15
AOPA Pilot Magazine - March 2011 - 16
AOPA Pilot Magazine - March 2011 - 17
AOPA Pilot Magazine - March 2011 - 18
AOPA Pilot Magazine - March 2011 - 19
AOPA Pilot Magazine - March 2011 - Letters
AOPA Pilot Magazine - March 2011 - 21
AOPA Pilot Magazine - March 2011 - 22
AOPA Pilot Magazine - March 2011 - 23
AOPA Pilot Magazine - March 2011 - Waypoints
AOPA Pilot Magazine - March 2011 - 25
AOPA Pilot Magazine - March 2011 - Proficient Pilot
AOPA Pilot Magazine - March 2011 - 27
AOPA Pilot Magazine - March 2011 - Safety Pilot
AOPA Pilot Magazine - March 2011 - 29
AOPA Pilot Magazine - March 2011 - License to Learn
AOPA Pilot Magazine - March 2011 - 31
AOPA Pilot Magazine - March 2011 - Pilot Counsel
AOPA Pilot Magazine - March 2011 - 33
AOPA Pilot Magazine - March 2011 - Fly Well
AOPA Pilot Magazine - March 2011 - 35
AOPA Pilot Magazine - March 2011 - 36
AOPA Pilot Magazine - March 2011 - 37
AOPA Pilot Magazine - March 2011 - Pilot Briefing
AOPA Pilot Magazine - March 2011 - 39
AOPA Pilot Magazine - March 2011 - 40
AOPA Pilot Magazine - March 2011 - 41
AOPA Pilot Magazine - March 2011 - 42
AOPA Pilot Magazine - March 2011 - 43
AOPA Pilot Magazine - March 2011 - 44
AOPA Pilot Magazine - March 2011 - 45
AOPA Pilot Magazine - March 2011 - 46
AOPA Pilot Magazine - March 2011 - 47
AOPA Pilot Magazine - March 2011 - 48
AOPA Pilot Magazine - March 2011 - Rally GA: Help is on the Way
AOPA Pilot Magazine - March 2011 - 50
AOPA Pilot Magazine - March 2011 - 51
AOPA Pilot Magazine - March 2011 - A Higher Calling
AOPA Pilot Magazine - March 2011 - 53
AOPA Pilot Magazine - March 2011 - 54
AOPA Pilot Magazine - March 2011 - 55
AOPA Pilot Magazine - March 2011 - 56
AOPA Pilot Magazine - March 2011 - 57
AOPA Pilot Magazine - March 2011 - 58
AOPA Pilot Magazine - March 2011 - 59
AOPA Pilot Magazine - March 2011 - 60
AOPA Pilot Magazine - March 2011 - Out in the Cold
AOPA Pilot Magazine - March 2011 - 62
AOPA Pilot Magazine - March 2011 - 63
AOPA Pilot Magazine - March 2011 - The Perfect Howard
AOPA Pilot Magazine - March 2011 - 65
AOPA Pilot Magazine - March 2011 - 66
AOPA Pilot Magazine - March 2011 - 67
AOPA Pilot Magazine - March 2011 - 68
AOPA Pilot Magazine - March 2011 - 69
AOPA Pilot Magazine - March 2011 - GA Serves America: Back to Life
AOPA Pilot Magazine - March 2011 - 71
AOPA Pilot Magazine - March 2011 - 72
AOPA Pilot Magazine - March 2011 - 73
AOPA Pilot Magazine - March 2011 - 74
AOPA Pilot Magazine - March 2011 - Oh, the Places You’ll Go!
AOPA Pilot Magazine - March 2011 - 76
AOPA Pilot Magazine - March 2011 - 77
AOPA Pilot Magazine - March 2011 - 78
AOPA Pilot Magazine - March 2011 - Strange and Unusual Crashes
AOPA Pilot Magazine - March 2011 - 80
AOPA Pilot Magazine - March 2011 - 81
AOPA Pilot Magazine - March 2011 - 82
AOPA Pilot Magazine - March 2011 - Crossover Classic Sweepstakes: Panel Countdown
AOPA Pilot Magazine - March 2011 - 84
AOPA Pilot Magazine - March 2011 - 85
AOPA Pilot Magazine - March 2011 - 86
AOPA Pilot Magazine - March 2011 - Challenges: Thunder on the Water
AOPA Pilot Magazine - March 2011 - 88
AOPA Pilot Magazine - March 2011 - 89
AOPA Pilot Magazine - March 2011 - 90
AOPA Pilot Magazine - March 2011 - Wx Watch: Zooming Through Jet Cores
AOPA Pilot Magazine - March 2011 - 92
AOPA Pilot Magazine - March 2011 - 93
AOPA Pilot Magazine - March 2011 - 94
AOPA Pilot Magazine - March 2011 - Pilot Products: New Ideas
AOPA Pilot Magazine - March 2011 - 96
AOPA Pilot Magazine - March 2011 - Avionics: Don’t Leave Home Without It
AOPA Pilot Magazine - March 2011 - 98
AOPA Pilot Magazine - March 2011 - 99
AOPA Pilot Magazine - March 2011 - Dogfight: Run the Tank Dry?
AOPA Pilot Magazine - March 2011 - 101
AOPA Pilot Magazine - March 2011 - Never Again
AOPA Pilot Magazine - March 2011 - 103
AOPA Pilot Magazine - March 2011 - 104
AOPA Pilot Magazine - March 2011 - 105
AOPA Pilot Magazine - March 2011 - Fly Outs
AOPA Pilot Magazine - March 2011 - Fly by Wire
AOPA Pilot Magazine - March 2011 - 108
AOPA Pilot Magazine - March 2011 - 109
AOPA Pilot Magazine - March 2011 - 110
AOPA Pilot Magazine - March 2011 - 111
AOPA Pilot Magazine - March 2011 - Pilots
AOPA Pilot Magazine - March 2011 - Cover3
AOPA Pilot Magazine - March 2011 - Cover4
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