Franchising Today - Winter 2017 - 24

Column by Ben Davis

time a customer returns. The experience you provide to customers must
be genuine. In a franchise model, having dozens or even hundreds of franchisees that are equally invested in
the company is essentially like having
board members who have put their
own money into the venture.
That is why franchisees tend to outperform their non-franchise counterparts. For this reason, franchisees are
naturally good at filling the awareness and trust gap with customers
on a local level, something that is
much harder to do on a national level. Here's how franchisees can create
a customer experience that keeps clients coming back for more.

personal touch still matters

Whatever form your franchise takes,
you need to always provide a welcoming
customer experience.

A PEOPLE BUSINESS
why building a customer experience is critical for
franchisees, even in our digital age.

WHEN
IT COMES
RUNNING
When it comes
to running a TO
give freely
and share your learnings,
franchise, 95 percent of the factors
for success are the same as those for
a small business owner: maintaining cash flow, finding new customers
and retaining quality employees, to
name a few. Having the benefits of
being both an entrepreneurial business owner and interdependent with
your franchisor can lead to exceptional success for a franchisee. If you can
take shamelessly, learn from others,
24

franchising-today.com

WINTER 2017

you've set yourself up for success.
Those are critical elements to your
success, but there's one additional ingredient needed to sustain momentum
for long-term profitability: delivering a
consistent customer experience.
Franchisees can offer a lot of bells,
whistles and conveniences to a customer, but they simply cannot fake a
good customer experience, especially
one that needs to be replicated each

Running a franchise is and always will
be a people business. Even in our increasingly device-driven world, consumers still want that local, face-toface touch. Consider an industry like
financial services. How many times a
month do customers walk into their
local branch today vs. five or 10 years
ago? Yet in a 2016 Accenture study,
86.7 percent of banking customers
said they expected to still use physical
bank branches in the next two years.
Of those respondents, 47 percent
said they would do so because they
receive more value through human
interaction. Whether your franchise
is retail, small business lending or
foodservice, you need a welcoming
customer experience with a personal
touch to clearly demonstrate the benefit of a hands-on personal experience.

the consummate
customer experience
Online marketplaces are some of the
most fascinating businesses in the
world. Whether it's Amazon, Kayak,
Uber, Yelp, AirBnB, Lendio or oth-


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2b
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
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http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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