By Elise Balsillie, Head of Thryv, Australia and New Zealand
Have you ever thought about how customer reviews for one location can have a multiplier effect on the entire franchise network? Customer reviews not only affect a single franchisee, they shape the overall brand’s online presence, influencing system-wide sales and franchise growth.
Customer reviews also shape reputation, influence buying decisions and, when managed well, create lasting customer loyalty. Yet, too often, franchise groups fail to implement a structured and strategic approach to review management, leading to inconsistent responses, negative brand perception and lost opportunities for growth.
For franchisors and franchisees alike, mastering customer reviews is about using feedback as a business asset. Here is how franchises can harness SaaS tools, implement best practices and turn every review into a growth opportunity.
Why customer reviews are crucial for franchises
When customers research a local franchisee, they often come across the master brand’s online presence. A poorly managed review strategy may not only affect one location but may also impact system-wide sales and franchise growth.
The challenge is that negative reviews tend to surface more frequently because people are more inclined to leave feedback when something goes wrong. However, when franchise groups take a proactive approach to review management, they can build credibility and trust across locations, enhance visibility in search rankings, identify operational pain points before they escalate and convert dissatisfied customers into loyal advocates.
The key is to take a holistic approach, ensuring every franchisee follows a consistent and strategic review management process.
Common mistakes franchises make with review management
Are franchises making the most of their customer reviews? While many businesses recognise the importance of online feedback, some common missteps can weaken their brand reputation and customer relationships.
Generic responses can make customers feel undervalued, as templated replies lack authenticity and personalisation. Ignoring negative reviews is another critical mistake – burying your head in the sand won’t make problems disappear and only signals indifference.
Inconsistent handling across locations can create brand discrepancies, especially when franchisees manage reviews differently without a centralised strategy. Slow response times may also frustrate customers, as reviews should be acknowledged within 24 hours to show that feedback is valued even if a solution cannot be resolved by then.
Leveraging SaaS tools for seamless review management
Managing customer reviews across multiple locations can be overwhelming without the right technology. A scattered approach leads to inconsistencies, missed opportunities and a lack of real-time insights. This is where software tools become indispensable, providing a centralised system that streamlines review management at scale.
With automated review requests, AI-driven sentiment analysis and location-specific segmentation, franchisors can proactively shape their brand’s reputation while ensuring every franchisee upholds the same standards.
A well-implemented platform can transform reviews into actionable insights, helping businesses identify trends, improve operations and enhance customer satisfaction. By leveraging these tools, franchise networks can turn review management from a reactive task into a powerful growth strategy.
Turning negative reviews into growth opportunities
Negative reviews can feel like a setback, but they also offer a valuable opportunity to strengthen customer trust and refine business operations.
How a franchise responds to criticism can make all the difference – turning an unhappy customer into a loyal advocate. The key is to respond to negative feedback promptly and with genuine empathy, showing customers that their concerns are taken seriously. Beyond a simple response, franchises should analyse recurring issues to pinpoint operational weaknesses, take meaningful action to resolve complaints and follow up to ensure satisfaction. Encouraging happy customers to share their experiences can also help balance the narrative, reinforcing positive brand perception. When handled strategically, negative reviews can become a tool for continuous improvement and long-term customer loyalty.
Emerging trends in franchise review management
Franchisors who stay ahead of review management trends can gain a significant competitive edge. Advanced AI-driven sentiment analysis is helping businesses detect patterns in feedback, allowing them to address potential issues before they escalate.
Proactive review collection is becoming standard practice, with franchisors integrating automated requests into customer journeys to encourage more balanced feedback. Meanwhile, omnichannel feedback integration ensures a more comprehensive view of customer sentiment by consolidating insights from social media, Google and direct customer surveys.
By embracing these emerging trends, franchise businesses can refine their customer experience, strengthen brand reputation, and build lasting loyalty across their entire network.
Balancing AI automation with genuine customer engagement
AI-powered tools have revolutionised review management, offering automation for sentiment analysis, review tracking and suggested response templates. However, over-reliance on AI can strip away authenticity. Customers can tell when a response lacks a human touch.
To strike the right balance:
- Use AI to categorise and prioritise reviews but have real people craft responses. At Thryv, there is AI Review Response which instantly generates three review responses for you whenever you reply to someone’s feedback. You can choose your favourite, adjust the message or leave it as-is and hit publish.
- Ensure franchisees personalise every response rather than using AI-generated replies word-for-word.
- Train your team members to handle difficult reviews with empathy and authenticity, ensuring AI assists rather than replaces human judgement.
A thoughtful blend of technology and personal engagement will enable franchises to manage reviews efficiently while maintaining a strong customer connection.
When handled correctly, every review, positive or negative, is an opportunity to stand out in a crowded market, build stronger relationships with customers and drive long-term growth. The key is mastering the art of listening, responding and improving, across the board.
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.