A 'HINT' to Increase Camper Retention for Next Summer - Joanna Warren Smith
It's Been a TOUGH Summer for Summer Camp Professionals!
We don't need the New York Times to tell us that. We know that the lack of staff has caused endless problems and that parents have been unusually demanding. We agree that logistics have been difficult and that everyone is on a short fuse. It's a perfect storm of elements that could cause parents to look for another camp next year, or worse, to drop camp entirely from their list of priorities.
This wave of negative press demands that we identify a critical network of parents that must be nurtured and cajoled into purchasing again for 2022. That's why I am sending this August HINT early to give you a 'heads up' on the solution.
When the summer ends, you will have two distinctly different groups of parents... those who were satisfied and those who are disgruntled. They cannot be grouped together and treated as one because if you do, your retention will plummet.
TAKE ACTION NOW!
Make a Quick List. Right now, identify every single issue that has caused a parent to call/email/text/post their dissatisfaction. Fill in the details later, but for now, just get the list as complete as you can.
Secure Leadership Team Input. Make sure that each individual shares their list to create the most accurate representation possible of frivolous and monumental concerns.
Start Tracking Daily Issues. New and repetitive complaints must be included to be adequately prepared.
Study Survey Results. These tools will increase your awareness of this year's customer experience.
Designate 2021 Parents as 'Satisfied' or 'Disgruntled'. If they are not totally satisfied, then they are disgruntled.
Speak with 'Major Issue', Influential Parents. A constructive face to face conversation or phone call can give you valuable insight into parental concerns and help you see likely resolutions.
Plan Appropriate 1st Communications. For both groups, celebrate the fact that kids were back at camp just being kids and suggest that the Satisfied Group take advantage of your 'Early Bird' to enroll for 2022. For the Disgruntled group, it's critical that you let them know how you are working on this summer's issues. You are not groveling; you're just being matter of fact about your business. Follow up with a 2nd Communication that shows another resolution and your good intentions. Then you can suggest that they take advantage of the Early Bird to reserve their spot.
Your action now will determine your 2022 Retention Rates and the willingness of Disgruntled Parents to be Ambassadors for your camp.
Want help? Call 760-619-3851 or email campconsulting@charter.net
(Note from Travis: We are so thrilled to be posting the always brilliant HINTS from camp consultant Joanna Warren Smith! If you don't already you should sign up to receive these HINTS in your email - in the left-hand column of Joanna's website: http://camp-consulting.com/)
