At British Swim School, a brand under Buzz Franchise Brands, the relationship between marketing and customer experience is not just strategic—it’s essential. Angela Zerda Paules, Chief Marketing Officer at Buzz Franchise Brands, emphasizes that marketing plays a central role in connecting internal teams to deliver a unified and impactful customer journey across the organization.
Creating an exceptional customer experience begins with collaboration. Weekly meetings bring together the creative, digital, and direct mail teams, ensuring that every message is consistent from headquarters to each swim school location. These regular syncs help maintain clarity, align campaigns, and facilitate smooth communication across departments, supporting a brand narrative that is cohesive and engaging at every touchpoint.
Franchisee support remains a foundational element of the brand’s marketing approach. Beyond setting an overarching strategy, the shared services marketing team works directly with franchisees to develop local marketing materials and refine digital campaigns. Monthly newsletters and proactive updates empower franchise owners with clear insights into current initiatives, ensuring they are well-informed and equipped to execute aligned marketing efforts in their respective communities.
Data also plays a crucial role in shaping the customer experience strategy. The marketing team continuously monitors Net Promoter Scores and customer retention metrics to uncover performance trends and improvement areas. Through a robust business intelligence platform, both corporate leaders and franchise operators gain access to real-time analytics, supporting informed, agile decision-making that enhances customer satisfaction and brand consistency.
A significant step forward has been the rollout of a new CRM and marketing automation platform. This cross-functional project brought together marketing, analytics, and digital teams to streamline the customer journey. Rather than viewing it as a technology launch, the initiative was framed as a strategic effort to synchronize campaign triggers with personalized advertising touchpoints. Regular meetings with franchise coaches ensure that execution remains on track across locations, enabling every team to operate in harmony and deliver meaningful, relevant experiences to customers.
At its core, delivering an exceptional customer experience is a shared responsibility. Marketing may guide the vision, but it is the combined effort of all departments—from operations to analytics—that ensures the customer journey is consistent, engaging, and effective. By fostering alignment and leveraging data-driven insights, Buzz Franchise Brands continues to support the success of its franchisees while building long-term loyalty among its customers.
