A swimming lesson is a service. Buying a service is an experience in itself, since you can’t examine the object before you buy it.
Qualify service #
Customer service can be noted. We can generally categorize it.
- Excellent: the service received exceeds customer expectations. In this case, the service rendered can be recommended to others. It’s the best kind of marketing!
- Good: customers receive the service they expect. In this case, the customer is unlikely to notice and recommend it.
- Poor: in this case, the service doesn’t meet the customer’s expectations, and they may be disappointed and angry. Customers may share their negative experiences with others and on social networks. Advertising is bad for the brand.
Important #
We need to be particularly vigilant when it comes to social media. They can have a huge impact on the brand. The majority of people today own a smartphone with Internet access; they can quickly share comments, reviews or negative opinions.
Building customer loyalty #
It’s important to take care of customer service. Indeed, it is customers who enable the company to generate revenue and ensure its operation and growth.
Coaches play a key role in this process, particularly when it comes to building customer loyalty.
Parents and carers always want the best for their children. If they see progress as the course progresses, then they’ll be tempted to continue the adventure.
- Good communication with parents can help alleviate the inconvenience of a change of location, equipment, etc. It’s important for coaches to integrate the principle of feedback and the impact their communication can have on customer loyalty.
- The coach must be able to present the structure, the course program, the possible progression between the different levels, the additional services, etc. This information is useful not only for the sale, but also to show parents the quality of the services offered by Swim Stars.
Effective modes of communication #
- Verbal mode: the coach must express himself clearly when he introduces himself, and make sure he has been understood. We also need to listen to our customers. Repeating what has just been said, and rephrasing if necessary, is one way of reassuring the customer that you have understood his or her request.
- Visual mode: it’s important to maintain eye contact with the client; this shows that the coach is listening.
- For any written communication, it’s important to ensure that messages are understandable and legible.
Managing complaints #
A coach may have to deal with complaints as part of their role. It is important to follow the procedure set up for this purpose.
He must be attentive to the way he speaks and listens to the complaint.
In all cases, the coach should not provide an immediate response to the person complaining. On the other hand, he must schedule a meeting as soon as possible with the person concerned and, if necessary, his superiors, in order to provide the customer with a response.
It’s important for coaches to bear in mind that they are exposed to the public. A large part of customer service perception will come from their behavior and communication.
Personal data protection #
The General Data Protection Regulation allows users to retain control over their personal information.
Coaches must comply with this legislation if they hold student data at courses.
Example of personal data:
- Reservation forms
- Medical information
- Contact details