This is the message TOEFL test takers get when their scores are available:
“Dear [NAME]
Great news! The scores from your recent TOEFL iBT® test are now available online. Open the Official TOEFL® app now to view your scores and send official score reports to institutions. We wish you nothing but success as you continue your journey toward your academic dreams.
Sincerely,
The TOEFL Team”
Looks good, right? Well, not exactly. You see, the Official TOEFL app was discontinued last year. It cannot be downloaded. It cannot be used to view scores or send score reports. It doesn’t exist.
This is small potatoes compared to some of the other curious issues I’ve written about in recent weeks, but it still matters. Test takers deserve to get correct information. Beyond that, it looks bad.
One might argue that I’ve been unduly harsh regarding this TTX stuff, but ETS has a major impact on the lives of millions of young people around the world. They need to do their very best.
Since this will be my last post on the topic, I’ll mention one more thing.
Every email sent from ETS to test takers (password resets, purchase receipts, confirmations of bookings, etc) is meant to contain the ETS logo in the top left-hand corner. But since the corporate rebranding last year the image file containing the logo has been missing. As a result, every outgoing email instead contains a “broken png” icon. This has been going on for about six months. It isn’t a big deal, but it doesn’t look great.
So why don’t these things get fixed? That’s unclear.
I’ve written before about the importance of “dogfooding” to assessment companies. That’s a business term that refers to how employees need to use their own products so they can better understand their strengths and weaknesses.
But maybe that’s not what’s needed at ETS.
Maybe what’s more important to ETS is “walking the shop.” Bear with me as I tell a story.
Lately I’ve been reading coverage of the recent bankruptcy of the Hudson Bay Company. That’s a chain of Canadian department stores that has been around since the beginning of recorded history (much like the TOEFL). The coverage often mentions how at some point the escalators in most stores stopped working. One by one, they just broke down. And they never got fixed. Why not? That’s unclear. It wasn’t a big deal, since shoppers could just take the stairs, but it looked bad.
What could have been done? Well, they could have fixed the frigging escalators, for starters. Beyond that, here’s a compelling quote from an analyst who appeared on CBC:
“If a leader like [the CEO], like his crew, the board, are not walking the shop floor of the Bay and realizing that there’s something not quite right in the store, that’s a big clue.”
Maybe it’s time for the senior leadership over at ETS to pause their world tour for a few months and instead just walk the halls in New Jersey. That sort of management style could lead to conversations that eventually lead to things getting fixed.