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Australia’s childcare and out-of-school hours care (OSHC) sector is constantly changing, but the factors that play a role in these shifts are not always the same. In recent years, for instance, family expectations, work patterns and rising standards of service have played bigger roles in how people choose to engage with childcare providers. More than just expecting providers to supervise their children, parents now choose facilities and professionals that are able to support their children’s development while fitting seamlessly into their daily lives.
So what are families looking for when evaluating their options for childcare and OSHC services? What constitutes an ideal experience for them? Also, how can providers live up to these expectations? Resonate CX, a leading developer of customer experience management platforms, sought to answer these questions with its recent market study, Childcare Customer Opportunities ANZ 2025. The study offers childcare providers insights into what constitutes ideal childcare and OSHC experience for families and how to live up to these standards.
An Overview of Childcare and Out-of-School Care in the Australian Market
Families across Australia engage with childcare and OSHC in different ways depending on their needs, work setups and parenting styles. While some rely on full-time care, others use it only when necessary. Resonate’s study categorises these families into three main personas:
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Explorers: Enrolled for 1-2 days per week, their usage is often guided by flexibility, social interaction and early development, rather than rigid routines or academic goals.
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Balancers: Enrolled for 3 days, they represent the tipping point. Their number is likely to increase or decrease usage based on the value, experience and ease offered by providers.
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Partners: These families treat childcare as essential and look for structure, consistency and strong developmental outcomes. They are enrolled for 4-5 days per week.
Each group has distinct priorities and barriers. It’s crucial to understand these differences as a provider, as doing so enables you to implement targeted improvements that can boost satisfaction as well as encourage families to transition into more engaged usage patterns.
Crucial Features Australian Families Desire Out of Childcare and OSHC Providers
There are several core features that consistently stand out among all three personas. These are more than nice-to-haves; they often determine whether families stay, leave, or scale up their engagement with your service. These features are:
Extended Pick-Up Times at No Extra Cost
Parents juggle a lot, and flexibility in pick-up times is one of the offerings they value most from childcare providers. Explorers and Balancers both express a strong interest in extended hours without added fees. Partners, however, consider this feature an expectation, not just a convenience. This seemingly small change can be a game-changer for families managing fluctuating work hours or long commutes.
A Better Curriculum
While Explorers prioritise social interaction and flexibility, Balancers and Partners are increasingly focused on curriculum quality. For Balancers, improvements here may tip the scale toward increased usage. For Partners, it’s non-negotiable. They want structured programs that nurture academic and developmental growth, especially in OSHC settings.
Experienced and Qualified Educators
Parents expect qualified and experienced educators to supervise their children. Balancers, in particular, are sensitive to educator expertise. This type of customer sees educator quality as a key factor in whether their child thrives in care. These parents want educators who can actively engage with and support their children.
Strong Communication and Transparency
This matters most to Partners, who have high expectations and little tolerance for poor communication. They want regular updates and clear protocols, and they also need to be included in their child’s journey. But even among Explorers and Balancers, good communication helps build trust and loyalty.
By focusing on these areas, you can move families along the engagement spectrum and turn Explorers into Balancers and Balancers into long-term Partners.
Additional Features Australian Families Are Looking For
Aside from curriculum, quality educators, and excellent communication, what else are parents looking for? Providers can also pay close attention to the physical environment. The physical features of your childcare facility, plus how well these are maintained, can significantly influence perceptions. Among the areas you should pay attention to are:
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Reading and Craft Areas: These spaces encourage creativity and literacy, and they signal that you value learning through play.
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Outdoor Areas with Shade and Greenery: Natural environments are important to parents, who often look at grassy areas and shaded play zones as deciding factors when evaluating providers.
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Quiet Zones: For children who need downtime, having a space to unwind matters. Parents recognise this as part of a high-quality, inclusive setting.
According to the Resonate study, 60% of childcare families and nearly 50% of OSHC families are open to switching providers for better features. Don’t underestimate the power of your physical environment. Rather, consider it as one of your strongest marketing tools.
Key Insights That Will Help Childcare and OSHC Providers Create High-Quality Customer Experiences
You may not be able to lower prices, but there are many areas where you can add value and improve the family experience:
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Addressing Pain Points: Cost concerns are common, but you can counteract them by delivering consistent value. This can be through the use of bundled packages or flexible booking options.
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Improving Transitions: Families often feel uncertain when settling in. Having a structured orientation process and check-ins can make a huge difference in easing this transition.
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Promoting Development: Parents want to see that their children are learning, socialising, and growing. Keep them updated about their children’s milestones through newsletters or face-to-face meetings.
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Supporting Diverse Needs: Every family is different. You can accommodate specific needs and set your facility apart by offering extended hours or dietary accommodations.
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Encouraging Feedback and Participation: Involving families in decisions or simply asking for their input helps build strong, trusting relationships. This is especially powerful for Partners, who value consistent engagement and feedback loops.
Finally, remember that the families using your service regard your childcare facility as a long-term partner in their children’s growth. By aligning your offerings with their priorities, you can create an experience that supports children and satisfies parents, all while sustaining your business.
Building Childcare Experiences That Families Want to Stay With
Families today want a service that complements their values, supports their child’s development, and fits into the rhythm of their lives. Is your childcare facility living up to their expectations? A customer experience management (CXM) platform can help you determine how satisfied families are with the experiences you offer. With a dedicated education CXM platform, you’ll be able to close the inner loop by following up directly with families to resolve issues and build trust, and the outer loop by identifying recurring themes across feedback to improve your services at scale. This, in turn, empowers you to create experiences that attract families and keep them coming back.
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