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Understand Your Customers to Serve Them Better

Most of you, as swim school owners, know your business: the parts and pieces necessary to be able to provide swim lessons in a way that complies with the National and Local Health & Safety regulations. You know the leaders in the swim school industry, the latest and coolest pool designs and technologies and the most innovative teaching and course materials.

But do you know – really know – your customers?

This is as vital as knowing your business. After all, how can you know how best to serve them if you don’t truly understand their habits, preferences and life styles?

How is the experience of purchasing swim lessons for their child for your customer – the parent?

What impression do you, your staff and your facility leave? What will your parents tell their friends about your school?

One of the best ways to understand this is to stand in their shoes.

You just might be able to truly elevate your business in ways that make dramatic differences to them.

Such a perspective could inspire you to:

  • Provide new ways for them to choose and purchase classes.
  • Hire and train your staff differently.
  • Offer new options with classes.
  • Provide new perks in their observation area.
  • Tweak your operational hours to accommodate their schedules.
  • Expand the services that you offer beyond classes.

While the above ideas are really focused on all customers, also consider what you can do to make the experience with your school better on an individual parent basis.

Don’t just do what is expected. Do the unexpected.

This is where the rubber really meets the road because experiencing something unexpectedly personal is what they will remember forever and gush about to their friends.

Make it easy for them to do business with you.

Look at the way your families live. They would LOVE it if their experience with your school completely fit into their schedules instead of their lives conforming to you. Doing this completely may NOT be possible, but you can make some of it possible. Give them convenience, communication, automation and personalization.

Provide what they’re buying and the “other thing”.

For example, a lady calls a plumber to get her toilet fixed. Sure she want that toilet repaired but she also wants to have a certain comfort level with the person who is coming into her house to fix the toilet.  She wants the repair and peace of mind.

So what she’s buying = the repair

The “other thing” = peace of mind

Look at your school and the way you provide your services. What can you do that is the equivalent of giving the lady with the broken toilet peace of mind?

These parents are entrusting the little “lights of their lives” into your care. They are trusting you to keep them safe and unafraid while teaching them a vital life skill. How can you provide a comfort zone for them for that?

The devil is in the details.

The only way you can do this is to seek out and pay attention to details.  It may take a little work on your end, but you will also reap the rewards in greater customer loyalty, more referrals and happier parents!

Image Credit: lifesharegr


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