By Elise Balsillie, Head of Thryv Australia and New Zealand
There is a lot said by innovation, agility and disruption in business, however in franchising, consistency is the real superpower. It is the invisible thread that connects every franchise to their customers, their brand and their long-term success.
Customers today are more connected and informed than ever. Whether they are walking into a store, booking a service online or engaging via social media, they are expecting a smooth, consistent and professional experience. Every interaction shapes how your business and the wider brand are perceived. That’s why even small inconsistencies, such as a delayed reply or a missed confirmation, may have a bigger impact than we often realise.
So, how do you, as a franchise, deliver that kind of experience at scale, day after day, without burning yourself out or becoming overly reliant on head office?
The answer lies in smart systems, clear expectations and practical digital tools, in order to build confidence, capability and customer loyalty from the ground up.
Repeatability is not the enemy of personality
Let’s start with the inaccurate common myth that systemisation kills the human touch.
What systems do is create the space for personality. When your core processes, such as booking, quoting, confirming appointments or collecting reviews are streamlined and templated, your franchise gets to show up where it counts the most – connecting with your customers, solving problems and building relationships.
For example, an automated follow-up message does not have to be robotic. Done well, it can reflect your tone of voice, reinforce your brand values and show that you authentically care about the customer. Something as simple as a templated thank-you message sent after a service call, can make a customer feel seen and valued, especially when a request for feedback follows it.
These small, yet significant touchpoints, repeated consistently, build something powerful – trust.
The franchisee’s digital playbook
Creating a digital operations playbook is one of the smartest investments a franchisee can make. Think of it as your business-in-a-box – a set of clear and repeatable processes for how your team answers enquiries, responds to complaints, manages jobs or even asks for a Google review.
This is all about creating clarity where you are building a system that trains new team members faster, reduces room for error and allows anyone in your business to step into a role and know what success and efficiency looks like.
It also sets a clear standard across shifts and staff. Whether it’s the weekend casual or your longest-serving technician, every customer should feel like they are getting the same level of care. And that only happens when there is a documented process in place, not when service delivery lives in one person’s head.
From front line to feedback – listening and responding in real time
One of the most underused assets in franchise operations is real-time customer feedback. It is those everyday interactions, including comments on social media, star ratings on review sites or a quiet remark to one of your team members.
When you begin collecting and analysing feedback in one central place, clear patterns start to emerge. You might find that one service consistently earns praise, while another could benefit from attention or support. These insights allow you to refine your processes, coach your team more effectively and strengthen your overall offering, removing the guesswork from continuous improvement.
Even more powerful than collecting feedback is responding to it promptly, especially when it’s not entirely positive. A thoughtful, timely reply that takes ownership and offers a genuine solution can turn a potentially negative experience into an opportunity to build trust. In many cases, it not only restores confidence but also brings the customer back.
Brand consistency is king
One common misconception among franchisees is that brand consistency sits solely with head office. In reality, it’s just as much your responsibility, because to your local customers, you are the brand. Customers don’t return to businesses that feel unpredictable, especially in a franchise.
Digital tools can help here. Schedule regular social media posts using pre-approved assets. Create a library of responses to common questions that your team can personalise. While these are small elements, they do compound over time.
Consistency in this lens means being recognisable, reliable and trusted.
Systems should not stifle you
If you have ever hesitated to embrace systems out of concern that they will strip away your individuality, it’s worth reframing their role. Well-designed systems don’t turn your business into a replica; they create the structure that allows you to grow with confidence, clarity, and consistency.
They allow you to spend less time fixing avoidable mistakes and more time leading your team, deepening customer relationships and exploring new opportunities. They make delegation possible. They reduce burnout. And they give you back the mental space to think strategically, not just reactively.
Franchisees who embrace repeatable and digital processes don’t just run smoother operations; they are also more confident. Their teams are more engaged. And their customers come back, not because they are dazzled by gimmicks, but because they trust what they will get every single time.
Consistency is about delivering value in a way that builds trust, loyalty and growth.
As a franchisee, success doesn’t come from doing everything – it comes from doing the most important things well, time and time again. With the right systems supporting you, delivering consistent excellence becomes not just achievable, but sustainable.
About Elise Balsillie
As Head of Thryv Australia and New Zealand, Elise Balsillie is a leader with a deep passion for empowering small businesses to grow and adapt in the dynamic digital environment.
With more than 25 years of experience across media, education, and technology, she has spent two decades at Thryv, driving its success. Elise leads teams across customer channels, focusing on transforming how small businesses embrace digital solutions.
Elise’s greatest reward comes from helping businesses streamline operations, enabling them to grow, hire and focus on what they love. Under her leadership, Thryv has earned the “Employer of Choice” recognition for two consecutive years, reflecting her commitment to people and culture. An engaging public speaker, Elise regularly shares her expertise at industry conferences and podcasts, offering insights on digital transformation, organisational growth and employee engagement.
Balancing her professional role with her personal life as a mother and wife, Elise advocates for work-life balance and continuous learning. She fosters innovation within her team, encouraging collaboration and new ideas. When not at work, Elise enjoys time outdoors in country Victoria and supporting her boys at their sports events.