How Aqua-Tots Franchise Launched an App That Improved Their Tech Score by 61%
The Aqua-Tots Franchise used franchisee satisfaction surveys in 2021 to help them launch a customer-facing app that improved the brand’s tech score by 61% in only 2 years — here’s how they did it.
Even when brands, like Aqua-Tots Franchise, have close relationships with their franchise owners, there is still always an opportunity for constructive feedback and informative data through the FBR Franchisee Satisfaction Surveys.
Sometimes, the FBR survey results reveal brand new information and insights that home office teams hadn’t thought of before. Other times, like with Aqua-Tots, your survey results affirm the direction you were planning on going and provide you with the validation and feedback to move forward.
This is exactly what happened when the Aqua-Tots franchise conducted its Franchisee Satisfaction survey in 2021, which reflected a subpar technology score. Using this result as the final push they needed, Aqua-Tots invested in a brand-new, customer-facing app with the feedback and support of their franchisees.
Meet the Brand: Aqua Tots Franchise
The Aqua-Tots franchise had around 80 open locations when they first engaged with FBR for Franchisee Satisfaction Surveys in 2021. In only 4 short years, they now have more than 170 open locations!
Needless to say, the Aqua-Tots swim school brand is no stranger to growth. They are also no stranger to franchisee feedback.
“We’ve always had franchisee committees for our marketing and curriculum, so when we gathered all that data from the FBR surveys in 2021, we knew it would help us as we looked to grow and improve even further,” says Paul Preston, Co-Founder & Director of Development at Aqua-Tots.
Preston also explained that, as a family-owned franchise brand, their franchise owners have always felt close. Leadership started to get the sense that any time they asked for feedback, franchisees were sharing more love than anything else.
“We really wanted straightforward information from a third party and a way for franchisees to know we couldn’t take it personally. Our mission should be to serve our franchisees, and the FBR surveys are a great way to objectively assess that,” shared Preston.
The Challenge: Improve Aqua-Tots Technology
Aqua-Tots had high franchisee satisfaction scores when they were surveyed in 2021; however, the survey data indicated that there was an opportunity to make some improvements in the technology score.
“Our subpar technology score in 2021 was honestly affirming,” chuckles Preston. “We knew our tech was subpar and we were getting ready to do a major investment in a customer-facing app. We wanted to confirm that the app was the right investment.”
Based on that affirming tech score, the Aqua-Tots team launched a new app that allowed their customers to schedule lessons and makeup lessons, see progress of their child’s skills, and pay for their swim lessons, all from their phone.
“I honestly think the app moved us from worst in class for tech in our industry to best in class,” shares Preston.
Aqua-Tots also hired a head of technology to help make further improvements to the company’s overall tools and systems.
“Based on the work we did then, we’re now seeing a huge impact 4 years later,” shares Preston. “Our Net Promoter Score (NPS) is up, our technology score improved by 61% in 2023, and our customer satisfaction score is up!”
Nurturing Relationships to Create Franchise Success
Another notable score from the 2023 Franchisee Satisfaction survey results was that 100% of the Aqua-Tot franchise owners said they would be likely to recommend the brand to others. We asked Preston why he thinks they scored so high in this category.
“I think the reason our franchisees ranked high on those scores is that we as a franchise brand lead with our values — the proof is in the pudding.”
Preston shared that the mindset around franchising is that your franchisees can’t fire you, and you can’t fire your franchisees, so you have to choose relationships and trust every time if you are going to succeed.
“See, I can FIX something like technology to make our system better, but I can’t fix trust. Putting relationships first is key,” shares Preston.
When asked a bit more about the question of trust between franchisors and franchisees, Preston elaborated:
“Let’s be honest. If you talk to any franchisor on the planet, the franchisor will say that their franchisees trust them. But maybe try asking THEM if they trust YOU! That’s the point of the FBR surveys. To ask good questions and let your franchisees answer honestly.”
See the Results
Along with being a great example of franchise growth and improving based on data, Aqua-Tots boasts impressive results from their participation in the FBR franchisee satisfaction surveys and awards programs:
- Named a Top Franchise in 2021 and 2023
- Technology score improved 22 points (61%)
- Training & Support up 11 points (21%)
- Franchisees rated 100% likely to recommend the brand to others
- 94% agree that senior management promotes a clear vision for the company
- 97% agree that senior management encourages a strong team culture
- Awards for Top Franchises for Women, Most Profitable Franchises, and Best Franchise Culture.
It’s amazing getting to see how franchise brands like Aqua-Tots use their FSI scores and survey data to improve their tech, operations, and more. Seeing leadership teams work hard to make changes that benefit their franchise owners and customers is inspiring to see.
Interested in getting results like these for your own system? Franchise Business Review helps franchise brands at all phases of growth to understand your franchisee satisfaction and identify areas to improve. Contact us to get started!
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