Franchise Customer Experience: Digitally Transforming CX
With the rapid upsurge in digitization, ensuring that you establish an enhanced franchise customer experience becomes a fundamental necessity for you to win the rat race. Every franchise wants to optimize customer satisfaction by effectively connecting with them across digital channels.
“Optimizing customer satisfaction with digital maturity is not rocket science; it however takes time, innovative approach and commitment.”
How to attain long-term franchise customer experience?
There are some successful enterprises across the globe that exemplify stellar franchise customer experience and support. That being said, the majority of the franchise businesses across the globe are still struggling to retain their clients because of lack of digital maturity.
Most of the franchise businesses are challenged by a unique factor of creating a unified branded franchise customer experience on two or more clean-cut digital assets – the divisions owned by the franchisor and the ones managed by each of the franchisees. In order to obtain optimum CX, both the franchisor and the franchisees should deliver consistent marketing content. This can only be achieved when the enterprises adopt digital transformation and integrate bleeding edge technological advances such as digital workplace.
Creating a unified customer experience
“According to Vision Critical, customer service will be the key brand differentiator by 2020 instead of price or product.”
In order to ensure you do not go off brand, you must create a unified employee experience by establishing brand consistency that ultimately leads to customer experience. The franchisors will require a digital architecture that encompasses operations execution and which can be easily customized for integrating digital assets.
Digitization and content marketing enable businesses to meet expectations of today’s customers. Digitally transformed franchises are adequate enough to market their products, generate significant leads and drive inspiring CX.
An effective digital transformation (especially communication) strategy empowers its franchisees to –
- Set apart themselves locally
- Create framework for enhancing brand identity
- Innovate a toolkit for digital marketing, communications and lead generation
- Implement a proven protocol for boosting quality of services and core products
Franchisors are solely responsible for creating marketing values of their products/services. In order to accomplish it, they must enable their franchisees with the necessary tools and technology to capture leads and eventually convert them into potential customers. Customers, on the other hand, are also looking out for products with a digital-first mindset. Hence, the owners should go for digitization that enables their digital assets to be syndicated, elevated and updated through content monitoring.
Adopting digitization for improving franchise customer experience
Did you know?
In 2015, there were 720458 franchises in the United States. By the end of 2018, there were 759236 establishments in the nation.
According to a report from the IHS Market Economics, the franchise sector grew faster than the overall GDP in 2018 and is expected to do the same in 2019.
Considering the rapid invasion of
For example, a donut store that accounts for 10% of the franchisor’s overall revenue might overlook the brand’s website guidelines and go on to over-customizing their website to cater to their local market. There are also some stores that create different versions of their websites that are out of sync with the brand’s website guidelines.
While some degree of personalization and contextualization should be allowed for the franchisees, an optimal website architecture should be created that will align the corporate website with its local franchisees. Having said that, the franchisor should also equip their franchisees with the required technology and extensible tools that enable them to shape their franchise customer experience digitally under a global experience language.
Here a few questions on the corporate level, the franchisor should answer before listing out guidelines for how franchisees should revamp their local websites digitally.
- How are people discovering the website?
- How do you build a rich data profile on the audience?
- Who is the brand’s target audience?
- Is the brand using a data management platform to connect with their audience?
- What is the audience looking for?
- How can the vision and values of the organization connect back to the users?
A user-friendly CMS architecture will benefit all franchisees’ websites and enable localization such as zip code for city search, searching for specific features, products, or services offered at select franchisees, etc. and increase inbound and outbound tools. Back end, the franchisors should transform their operations and execution and communications, thereby helping their franchisees attain digital maturity and obtain optimal franchise customer experience.
Franchisors are investing fortunes in an attempt to