What can we do inside of our buildings to improve customer experience and positively impact enrollment?

Retention of current swimmers

• Baby splash conversion
  • Talking points
  • Accountability of baby teachers selling LS1
  • Monitor and measure conversion by teacher
  • SS/DS conversations with parents
  • SS/GM - phone calls
• LED accountability
• Class analysis and management
• Coordinating enrollments with siblings 
• Aware of swimmers ages and proactively helping them adjust classes
• Tours 
  • Prepared for NE tours
  • Reading parent body language
• When promoting swimmer, proactively find/create options
• Touch points (Progress Reports, simple updates to parents)
  • Notice swimmers with multiple absences
• Quality teaching
• Quality customer experience
  • Proactive engagement - “how are lessons going?”
  • Develop brand loyalty: speeches, appreciation weeks, cleanliness and functionality of building, understanding of the program, ribbons
• Educate parents on why they need to stay - Ongoing parent Communication

Returning Swimmers

• Reconnecting with parents
• Recognizing and acknowledging that they are returners
• Engaging with them, welcoming and not assuming

New swimmers

• Meet NE families - tell parents what to expect rather than them setting it for themselves
• Class Management to create availability
• Promote gift cards
• Pregnant moms in lobby 
• Find out who is in parenting groups
  • Ask staff too
• Recruit siblings in lobby, ex. babies in strollers
• Inform about sibling discounts
• Promote swimming multiple times per week

Other Considerations and Impact:

• Engaging relationships in lobby
• Knowing swimmers names at check in
• SS interactions - how many parents know your name?
• Are we guiding families through the journey?
• Time at computer vs time engaged
  • How much time are you spending at the computer VS engaged with parents, swimmers and staff? Too much? Too little? Are you being proactive or reactive? How often do you help your DS? Once in a while ask them “How can I help?”
• DS - time on iPad vs mentoring teachers vs parent communication vs safety 
• What can FD do to help?
• Monitoring Unexcused Absences list
• Drop Analysis 
  • Level trends
  • Teacher trends
  • Time of year trends