Success through building profitable customers
Profitable customers are those who stay with swim schools for the long term, reducing the cost to consistently acquire new customers. When customers are loyal, retention is high. It impacts the swim school’s financial health, its operational stability, and the brand reputation. Loyal customers have a direct impact on the swim school’s financial health, operational stability, brand reputation.
I can help swim schools of any size to identify and elevate the customer behaviours that drive loyalty, retention and long-term business value while having a positive impact on the communities in which they operate.
Supporting all customers
Swim schools need to know the real costs of acquiring new customers including the costs of onboarding.
Are teams given the right information about the families, ensuring parents and the children get the most out of each visit?
Do teams have the information to clearly and accurately communicate with parents on how to positively contribute to their children’s progress?
Valuing all customers
Do swim schools know who their customers are? It’s not every family in a community.
Do they truly know and understand their customers’ circumstances?….enough to know when their needs and actions are about to change?
…and able to give them a meaningful experience if their circumstances do change?
Customer dissatisfaction will silently erode your swim school reputation and affect income, often caused by minor, unaddressed or repeated sub-standard experiences. Customers slowly disengage but actively research your competition and leave.
Getting it right
I work with swim schools to identify the issues that are negatively impacting customer satisfaction affecting growth and profitability.
Review existing customer feedback from all sources, supplemented with additional insights when required
Help teams to correctly interpret customer feedback. I believe all feedback is a gift and needs to be managed and addressed well
Review current customer communication activities and provide optimal practices
Provide direction on how to tailor experiences to different customer groups
What swim school professionals are saying
“Many people call themselves experts, but every now and then you actually meet one. For me, Scott is one of the experts of the swimming industry. With significant experience both running his own swim school and working with some of the largest swim schools in Australia, he brings a wealth of knowledge to all levels, from teacher training to company management and strategic direction. It’s always a pleasure working with Scott. He understands swimming, has a passion for it and knows how to clearly communicate where improvement and growth opportunities exist.”
Todd Morton, Owner, EasySwim Swim School.
“Running one of NZ’s largest privately owned swim schools I am always looking for people with real industry knowledge … Scott’s expertise is backed up by his genuine passion for the learn-to-swim industry along with real world experience … he will be an asset to any swim school”
Andrew Brown, Managing Director, Hilton Brown Swimming.
“Scott Wilson is an unparalleled expert in swim school business growth, boasting a remarkable track record of success. His profound understanding of the industry, coupled with innovative strategies, consistently propels swim schools to new heights. Scott’s professionalism, dedication, and integrity are second to none, ensuring trust and reliability in every endeavor. Swim school owners seeking exponential growth and operational excellence should not hesitate to invest in Scott’s expertise. His visionary approach and proven results make him the ultimate partner for transforming your swim school into a thriving, top-tier establishment. Don’t miss the opportunity to elevate your business with Scott’s exceptional guidance.”
Sue Mayo, Aquatics Manager, The Lakes College, Brisbane.
