As companies grow, it can be difficult to endure the “growing pains” that come along with it, and franchising a business is no exception. Franchise owners are provided support and guidance, especially in the beginning, and providing ongoing support and tools to be successful will help them be successful while maintaining consistency across all locations.
One trend we’re seeing is offering customer experience measurement service tools to franchise owners, Area Developers, and Territory Managers within companies nationwide. This can come in the form of offering mystery shopping and customer feedback tools for franchises to monitor their progress, ensure they are adhering to corporate policy, and give peace of mind to those at the corporate level as they begin to grow.
Many larger companies will contract with a provider that offers such tools and secure a discounted rate for services. Once that is in place, corporate can offer these services to franchises at that reduced rate. Some may opt to use their own, internal, program, or contract with another provider for similar services. Offering a uniform set of tools, however, provides many benefits to all, including:
1. Cost effective programs: because pricing is reduced for the company, franchise owners can take advantage of the lower price points, making it more cost effective than seeking out services individually.
2. Monitor health of franchise locations: if desired, those at the corporate level will have access to the data from mystery shopping and feedback programs for all locations. This will allow corporate to ensure that standards and operational procedures are being met. It also gives the franchise owners a gauge of how they are doing compared to other locations, as the reporting capabilities allow for location vs company trending and analysis.
3. Identify where support is needed: often times the results of these programs can shed light on additional areas where support may be needed to help a franchise owner be successful. This may come in the form of additional training and education, or assistance with marketing and promotional materials.
Companies who offer these tools to their franchises have reported success. Franchise owners and Area Managers have taken advantage of these programs and reported that the data collected is extremely useful in gauging success and identifying challenges across locations.
These tools can also be used as a discussion guide during corporate meetings, franchise teleconferences, or other similar meeting opportunities Franchises can share their experiences and results from these measurement programs, and together can get feedback and share best practices, often times with guidance at the corporate level, to help each owner be successful.
Does your company offer customer experience measurement tools/services to franchise locations? Feel free to share how your company does this, and how successful it has been for your company.