In the competitive realm of franchising, one thing reigns supreme: customer experience. Franchising success isn’t just in the strength of a brand — it’s in the uniformity from location to location that a customer comes to expect. Whether you’re a franchisor watching guard over your brand or a franchisee trying to meet and exceed corporate and customer standards, remaining consistent on the journey to excellence is perhaps the most valuable thing you can do.
In this article, we’ll cover the essential ways in which both franchisors and franchisees can lift up their franchises. From enforcing clear standards to rallying around industry standards like an ISO 9001 certification, we set out on a journey that’s sure to prop your franchise up as the diamond of every marketplace.
For Franchisors: Setting The Standard
As a franchisor, you design the reputation and success of your beloved franchise. As such, there are several steps you can take to ensure your network operates consistently at both customer and corporate standards:
Implement Guidelines From Day One
The first and most important step is to develop a comprehensive set of rules guidelines for new franchisees from day one. These operational procedures to customer standards will take the guesswork out of ownership. Franchisees should be able to sit down with their guidelines and gain a complete understanding of how to run the business.
Regular Training And Support
Regular training classes for both franchisee and staff will educate them on brand values, the expectations of your customers and the protocols for everything from serving a burger to closing out the daily receipts. This ongoing investment in education and support fosters a culture of excellence and ensures everyone is equipped to deliver top-notch service, thereby enhancing the overall franchise experience.
Provide Ongoing Support
One thing’s for certain: The ever-evolving landscape of franchising is bound to present questions and challenges. As such, the importance of providing ongoing support as a franchisor cannot be understated. It’s about more than simply making resources available. It’s about developing a comprehensive support system that gives your franchisees the resources to tackle any challenge thrown their way with confidence. This proactive approach doesn’t just ensure that franchisees have what they need to succeed — it also ensures that they feel supported at every turn. The result is a franchise network in which challenges are easier to navigate and success comes more quickly because it benefits everyone.
Monitor And Compare Results
Another important thing is to develop procedures for monitoring and evaluating the performance of your franchisees, including quantifiable measurements like mystery shopper scores and customer survey ratings. Make sure you visit each franchise regularly, not just to make sure they are following the system, but also to make sure the system is working in general.
Offer Incentives
Let’s talk about incentives. A great strategy is to recognise and reward those that meet and exceed standards, if just for no other reason than to prove that you’re watching. Positive reinforcement is an attitude that can then trickle down to the franchisee’s staff, creating a culture of excellence.
Embrace Industry Standards
While not for everyone, franchisors that align their system with industry norms (or even better, achieve ISO 9001 certification) demonstrate a commitment to quality and might just attract the franchisees who value that. And it can serve as a competitive advantage that helps to differentiate your franchise and attract the better end of the franchisee pool – those for whom the mandate to be “great” strikes a chord.
For Franchisees: Upholding Excellence
As a franchisee, you are a brand’s first line of defence and its ambassadors, charged with translating corporate standards into exemplary customer experiences that turn customers into raving fans. Here are the ways franchisees can ensure that their establishment meets and exceeds expectations:
Know the Standards
Franchisees should be aware of the operational and quality standards established by the franchisor and adhere to them. By understanding these details they can successfully deliver consistent service and maintain an atmosphere or brand that is representative of the entire franchise as a whole.
Invest in Training
Investing in training means investing in oneself. It’s important for franchisees to prioritise their training as well as train their staff to ensure that they have the product and operational knowledge necessary for delivering high-quality products and/or services. A good idea is to utilise continual learning to ensure that you’re staying ahead of evolving standards.
Regular Self-Assessment
Third, check yourself. Franchisees should conduct regular self-assessments of their establishments performance against established standards. Remember, when issues arise, franchisees must address them before the consumer does. This proactive approach ensures that any shortcomings are addressed swiftly, maintaining the franchise’s reputation for excellence and customer satisfaction.
Stay Updated
It’s safe to say that changes are always occurring within the industry and it’s vital to be able to recognise trends and anticipate customers’ needs as well as adapt to local, regional and national regulations that may affect doing business within that space. Whether it’s the products and/or services themselves, the equipment, cleaning procedures, your digital marketing efforts, or every other facet of business management, the franchisee’s commitment to staying ahead of these other issues solidifies the fact that their franchise is the brand to choose.
Consider Certification
As mentioned earlier, the ISO standards which are an option, are just one example of a certification which can be used to a franchisee’s advantage, not to mention that it can also be used to separate oneself from others in the same system. Certification demonstrates to consumers that the business wants to adhere to a litany of quality standards which are internationally recognised.
In A Nutshell
At the end of the day, navigating the intricate terrain of franchising requires a delicate balance of commitment, collaboration, and continuous improvement. By prioritising ongoing support, adherence to industry standards, and proactive self-assessment, both franchisors and franchisees can pave the way for unparalleled success.
Because here’s the thing about the world of franchising: Excellence is not a destination, but a never-ending pursuit — and the journey of growth and ample prosperity becomes endlessly richer when taken side by side.