Over the last few weeks, we’ve been doing some webinars online for swim schools that highlighting our 7 step framework for improving retention and enrollment numbers in the swim school and that’s been well received. We thought it would be a cool idea to convert that webinar to a little mini video series that highlights the 7 step framework that we have for improving customer retention in the swim school. So, that’s the purpose of these videos, we’ll be doing a series of them one video each week.
Today’s first video, we’re going to just focus on the fundamentals. Established swim schools need to realize that the most important thing that we should focus on is customer retention because once you’re established, and you’ve got a good enrollment base, if you’re losing a lot of members, it’s like having a leaking boat. If you’ve got a big hole in your boat, you’re going to start to sink pretty quickly.
The other thing that’s implies the competition in the industry is growing, which makes it harder and harder to acquire new customers at the same rate and the same cost. So, because it’s getting harder to acquire new members, it’s more and more important now to be good at retaining members.
How do we improve retention?
How do we retain more members in the swim school?
Well, the first thing to realize is that we need to keep our customers happy. The easiest way to do that is through providing them with what they want. A survey with a large number of parents from swim schools which released about five years ago and that highlighted that 69% of parent’s rate that their biggest cause of dissatisfaction was not getting enough feedback about their child’s progress.
Almost 70% of parents had said that was a cause of dissatisfaction. If we realized that, if we focus on that area and fixing that area by providing good, quality, regular, detailed feedback to parents, we can go a long way to resolve our retention issues. So, that’s what I find most going to focus on.
How do we improve the feedback about the progress that we give to parents?
Because if you solve that one problem, it’s going to go a long way to improving your retention rates and helping you grow your enrollment base. That’s what we’re going to focus in on our next episode.
How do we start to solve that problem?
So, stay tuned and will see you soon.
