Image of British Swim boss is all-in on retention

British Swim boss is all-in on retention

Bonnie Alcid, a Multi-unit British Swim School Franchise Owner, Tells All in This Brief Interview With Franchise Times

British Swim School franchise owner, Bonnie Alcid, speaks with Franchise Times about the rewards and challenges of owning multiple franchise locations in a brief interview. From employee training to customer retention, Bonnie provides a glimpse into the life of a British Swim School franchise business owner. You have a very young staff in general, but you communicate on their terms. How?
"That’s something I’m always looking to find out. I think in this past year I’ve used more online services, apps and tools to connect with my staff than I have in my whole career. That’s how they want to connect. It’s quite a learning curve for me, but it’s always about staying ahead of that so I can maintain that contact at every touch point."
What have you done to push customer retention?
"As each of my territories mature, I’m seeing a shift in my overhead and my profitability. It just increases year-to-year because I’m able to retain students. You kind of see that through year three. After three years we spend more on retention than on getting new students. Our best source of new customers is word of mouth, and the only way we’re going to get that is by retaining our customers."
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