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Words from industry experts to make the most of your events and performances.

Customer Service

3 Keys to High-Level Customer Service

As a studio owner, your customer service is an essential part of your business … perhaps even THE essential element of this time of year, as you prepare for the recital, summer, and next season.  Communications with your dance families can make or break their understanding of the way your studio works during this busy time.

And of course, you are probably not handling all of the customer service alone!  Whether you have part-time help or a full team in place, YOU set the pace for how hard your employees will run to achieve awesome customer service.  As their leader, you are aiming to take their abilities to new heights so that your dance families’ needs are being met with the utmost care.

For me and my team, there are 3 Keys to High-Level Customer Service through which we choose to activate ALL of our service-oriented decisions and interactions with families.  I’ve developed these key points over the last two decades of studio ownership, through my own personal experience and by learning from the feedback we receive from parents. Through the consistent application of these basic points in our daily workflow, my staff has full clarity on what is expected of them when it comes to communicating with our customers.  Keep reading to see how my 3 Keys to High-Level Customer Service can transform your studio’s approach too!

Here are my 3 Keys to High-Level Customer Service:

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  1. Communicate with kindness, clarity, and speed
To me, there’s almost nothing more important than communicating with kindness. You just never know what a customer may be going through, and your kindness may make all the difference to their day. Of course, that doesn’t mean being a doormat when it comes to answering questions, which is why clarity is also part of this key! Being kind and clear means that your message can be heard without any guesswork. Top it off by making sure that your response time (if communicating by phone, email, chat, or text) is quick so that customers aren’t left wondering when they’ll hear back.

This isn’t an earth-shattering concept, but it does take more effort to execute than you think!  Remind your team often that they will encounter moments where they will feel tested on their kindness, clarity, or speed, and it’s essential that they commit and deliver no matter what.  Five-star service comes with understanding that every customer deserves this level of care at every point in their journey with your studio


  1. Handle concerns with extra TLC
Anytime there is a problem or mistake, your best path forward is going to include extra patience and attention to that customer. My advice here is to train your team to vet and troubleshoot any issues right away, so that the concerned party knows that their issue is a priority. One rule we have in place at my studio is what I call the “$100 Happiness Policy,” which means that if a customer’s problem can be solved quickly and responsibly for $100 or less, my front desk team knows they have the authority to do so, with no questions asked. It’s worth explaining for your staff that if they’re doing their jobs well, concerns won’t be the norm! But problems will happen from time to time, and the best course of action starts with professionalism and ends with peace of mind.
  1. Make it normal practice to go above and beyond
When it comes to customer service, we can choose to strive for a baseline of satisfactory work or we can choose to shoot for the stars … five stars to be exact! I prefer to coach my staff to shoot for the stars, because THAT is what truly takes our service to the next level.
Here’s an example of what I mean: one day a while back, a staff member noticed a student had been dropped off for class without her dance bag. The child had been going back and forth from her newly-divorced parents’ homes and was crushed that she wasn’t prepared. Instead of just reassuring the dancer everything would be OK (baseline service), this staff member went above and beyond and gave the little girl a new leotard and tights on the spot ($100 Happiness Policy), and found some shoes for her to borrow from the lost and found box. The dancer left smiling and her mom was forever grateful that we were able to help save the day during a time that their home life had been turned upside down.
Although these three keys are my go-to customer service guidelines, I have one other piece of advice to pass along: Take note of the service YOU receive at the businesses you patronize. Are there practices you would want to emulate at your studio? Others that weren’t up to your standards? We can learn a LOT from our own interactions as customers.

I believe our impact as studio owners is only as strong as our service, so it stands to reason that our leadership in this area is vital to our business’s success. If you have a customer service tip that works awesomely well at your studio, please share it in the comments! I’d love to hear about it. We can all contribute to a higher industry standard if we learn from each other!

Looking for more great ideas to help with boosting employee morale? Check out the following articles:

The “Expert Advice from Misty Lown” series is brought to you by More Than Just Great Dancing™ and TutuTix.

More Than Just Great Dancing