What are the most important customer service considerations for franchised retail businesses?

1 Align with the franchisor's standards

One of the main benefits of franchising is that you can leverage the established reputation and recognition of the franchisor's brand. However, this also means that you have to follow their guidelines and expectations for customer service, which may include specific policies, procedures, training, and quality control. You should communicate regularly with the franchisor and other franchisees to ensure that you are aligned with their standards and best practices, and that you receive the support and feedback you need.

2 Empower your staff to solve problems

While it is important to follow the franchisor's standards, you also need to give your staff some autonomy and flexibility to handle customer issues and complaints effectively. You should train your staff to listen to customers, empathize with their concerns, and offer solutions that satisfy both the customer and the business. You should also encourage your staff to share their feedback and suggestions on how to improve customer service, and reward them for their performance and initiative.

3 Customize your service to the local market

Another benefit of franchising is that you can tap into the local market and customer base, which may have different preferences, needs, and expectations than other regions or countries. You should research your target market and understand their culture, values, and buying behavior. You should also adapt your service to the local context, such as by offering local products, promotions, or events, or by using local language, slang, or humor. You should also respect and comply with the local laws, regulations, and customs.

4 Use technology to enhance customer service

Technology can be a powerful tool to improve customer service and increase customer loyalty. You can use technology to collect and analyze customer data, such as their demographics, preferences, feedback, and purchase history. You can use this data to personalize your service, such as by sending tailored offers, recommendations, or reminders, or by creating loyalty programs or rewards. You can also use technology to communicate with customers, such as by using social media, email, or chatbots, or by providing online ordering, delivery, or self-service options.

5 Monitor and measure customer satisfaction

To ensure that your customer service is effective and consistent, you need to monitor and measure customer satisfaction regularly. You can use various methods to gather customer feedback, such as surveys, reviews, ratings, testimonials, or complaints. You can use this feedback to identify your strengths and weaknesses, and to make improvements or changes accordingly. You can also use customer satisfaction metrics, such as net promoter score, customer retention rate, or customer lifetime value, to evaluate your performance and compare it with the franchisor's or the industry's benchmarks.

6 Build long-term relationships with customers

The ultimate goal of customer service is to build long-term relationships with customers, who will become loyal, repeat, and referral customers. You can build these relationships by providing value, quality, and convenience to your customers, and by exceeding their expectations. You can also build these relationships by showing appreciation, recognition, and gratitude to your customers, such as by thanking them, following up with them, or rewarding them. You can also build these relationships by creating a sense of community, belonging, and trust among your customers, such as by engaging with them, inviting them to events, or supporting social causes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?