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SwimDesk provides ongoing information resources for swim schools
Specialist swim school software provider SwimDesk has been providing a range of information resources on swim school management, sharing strategies to help the operators of learn-to-swim programs increase their effectiveness.
Recent shares have included Preventing The Winter Drop Off, detailing strategies to keep enrollment numbers up throughout the winter months when there is often a typical drop-off; Seven Ways To Grow Your Swim School, explaining how to improve swim schools customer satisfaction and retention; Four Tips to Streamline School Based Lessons, covering efficiencies in swim school administration nightmare for swim schools and Six Powerful Strategies to Improve your Swim School, on improving swim school performance.
In another post, Seven Tips for Improving Swim School Retention, SwimDesk advise “with competition growing in the swim school industry, retaining swim school student’s is becoming increasingly important.
“Swim school retention customer retention starts with the parent. The parent is the customer and keeping them satisfied is the key to long term retention success. If a parent feels like their child is progressing in their swimming lessons they are likely to continue to invest in their child’s lessons.”
SwimDesk’s article added the following tips for maximising customer retention in swim schools.
1. Hire good teachers
Your teaching standard directly impact student progression. If a student is progressing and that progress is evident then typically a parent has no reason to end their child’s lessons. In addition to hiring the best quality teachers, ongoing training can be a great way to maximise your swim schools teaching standard.
2. Have an onboarding process
When a new parent joins a swim school there can be a lot to learn. Your aim should be to help parents understand how your program works and set expectations such as how long a child should be in a level. An ideal onboarding process should consist of a welcome email which can include video content as well as follow up emails during the early stages of the student’s enrollment. Using an automated software such as Swim Desk can help you set up an effective onboarding process.
3. Reduce friction
Swimming lessons can be a hassle. Therefore, you want to reduce any friction or uncertainly for new families. Ideally you should explain to new parents how to locate their child’s lesson. This can be through a colour coding system or by clearly marking specific pool areas with signage. An SMS booking confirmation complete with teachers name and pool area sent a few hours before the child’s first lesson is a great way to deliver this information to parents and make their experience that little more friction-less.
4. Provide Feedback
One of the things that parents crave the most from their Swim school is ongoing feedback. They want to know how their child is progressing and what skills require further development. In fact, recent surveys have shown the 69% of parents rank lack of feedback as their biggest frustration with their child’s lessons. Providing such feedback can be made easy through software such as Swim Desk that is designed to notify parents of their child’s progress. Feedback should become part of the assessment process where an email notification is sent to parents notifying them when an assessment is completed. A parent portal functionality allows parents to see specific feedback on each skill and how skills have progressed from one assessment to the next. Ideally, each child in the swim school should be assessed at least once every term or 10 weeks. Parent feedback is a must for maximising swim school customer retention.
5. Personal contact
In addition to email feedback, parent portals and onboarding communications, it must be noted that nothing beats personal contact. These automated communications serve a purpose however they should never be the only source of communication with customers. Make an effort to engage with parents on pool deck where appropriate. Greet all parents with a welcome smile and don’t be afraid to ask them if they are happy with how their child is progressing.
6. Monitor ‘time in level’
Progression = Retention! If a child is progressing and this is clearly illustrated to a parent then that family are a low risk of cancellation. If a child has been in the same level for a long period of time the parent can start to question their swimming lesson investment or their choice of swim school. It is important to proactively identify students who have been in the same level for a significant period of time. By doing this you can then provide some intervention with this high risk group before it’s too late. It is useful to set a threshold for "time in level" which you check on a monthly basis to identify students who have not progressed in a long period. Doing this consistently will ensure you can handle high dropout risk parents before it’s too late!
7. Track Teacher Performance
Your product is your swimming lessons. You want to make your product as good as it can be. Therefore, it’s important to maintain high teaching standards. High teaching standards are best maintained through tracking. What gets tracked or monitored tends to improve, therefore it can be a useful exercise to track teachings progression performance. This way you can make corrections if a teachers progression rates are lower than average. Tracking such information is easy using the right software solution such as SwimDesk. If you proactively implement the suggestions above you can ensure you are doing everything possible to maximise your swim schools customer retention.
Click here to contact SwimDesk (GreeneDesk) via their entry in the Australasian Leisure Management Supplier Directory.
28th March 2018 - YMCA NSW introduces new swim school software
28th September 2017 - New sales tool to give facilities a competitive edge
7th September 2017 - SwimDesk module cuts administration time for school based lessons
9th August 2016 - Swim Schools using technology to improve customer experience
17th November 2015 - SwimDesk offers complimentary guide to improving swim school customer satisfaction
28th October 2015 - GreeneDesk expands into New Zealand
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