The Swim Professor

Jim Reiser, M.S.

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Swim School Staff Training

Have you ever thought about training your swim school staff in customer service?  How well are your swim instructors and front office personnel doing with “the welcome?”  Surveys of customer service firms show that the act that most influences people’s satisfaction is the welcome! In one survey, 96% of the clients who said that they felt “very welcome” when they entered the company’s office, said they were “very satisfied” with the OVERALL EXPERIENCE. So the initial welcome FRAMES THE ENTIRE EXPERIENCE!  “The key moment in every relationship is the VERY FIRST.”  So if you want to improve your numbers, don’t underestimate the “non-swimming” part of your swim school staff training.

To maximize the success of your swim program, you will want to spend time teaching your swim instructors how you want them to greet the students and parents.  I would suggest that you call your office from time to time from an unknown phone number to hear how they sound when they answer the phone and greet your potential customers.  Jeffrey Gitomer has a great tip for those struggling with that:  Imagine you are talking to grandma.   Imagine you are getting a call from a friend you haven’t heard from in years, he says.   That’s how the tone of  their voice should sound when they are greeting your customers.  Thirdly, the way you reply to email.  In our local business, I am the only one who replies to emails.  Replying to emails can be tricky if it is going to be done well, and I would much rather my front line people TALK to my customers, especially if they have a complaint or concern.   You want your customers to hear and feel that you really care.  Typed words rarely do the trick.

I hope this blog was beneficial to you and your swim program.   If you have questions or if you would like to do a “One-on-one Phone Consultation,” I would more than happy to help you solve your specific problems or help you brainstorm on your ideas.   I personally guarantee our session will help.

To your success!

Jim Reiser, Executive Director

Swim Lessons University


The International Swimming Hall of Fame has named Jim Reiser the recipient of the 2015 Virginia Hunt Newman Award for his curriculum and approach in teaching infants, toddlers, and children to swim.  Jim is the first American to win the award in 10 years.

If you would like to learn more about the Swim Lessons University certification program and curriculum, make sure to visit us at  We have training and certification programs designed for both private instructors as well as organizations like YMCAs, Recreation Departments, Athletic Clubs, and more.

Swim Lessons University is currently being utilized by recreation departments, YMCAs, America Camp Association swim lessons programs, as well as by private swimming instructors in 45 states and over 30 countries!

You can also call us toll free at 1-866-498-SWIM (7946).



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November 30, 2012 at 4:12 pm
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