Easy ways that small business owners can improve the customer experience—at every stage of their journey
No matter the sector, franchised small business owners face a mighty task each and every day: uphold their franchise brand’s guidelines and systems while catering to their location’s unique—and sometimes demanding—customer base. It can be a tough line to walk, and one that can make or break a business, if it’s not done correctly.
The good news is that there are many lessons to be learned from those who have been in new or struggling franchisees’ shoes. These tips, taken from the CFA FranTalks webinar “How to Create Customer Experiences That Inspire Loyalty and Increase Sales,” held July 17, 2024, are the result of a panel discussion by experienced, successful franchise leaders. With the right approach, and the right attitude, these best practices can help franchisees better fortify their business against disgruntled customers and respond to feedback in a timely, constructive manner.
FACT: Customer service starts before they enter your store
Your dedication to customer service begins before they walk through your doors or call you to schedule an appointment: every interaction with the brand is part of their journey. Taking a high-level, holistic approach to setting and meeting expectations applies to everything from website design to SEO, which are often the first places potential customers will be exposed to your business.
This also extends to the aspects of your business they interact with before any service is delivered, such as the cleanliness of your location and staff uniforms, the body language and tone adopted by employees, and how easy it is to reach your team by phone, email, or direct message. You and your team putting your best faces forward at all stages will go a long way in creating a return customer who is happy to recommend your business to whomever will listen.
MYTH: You must outdo your service every time
The best way to wow your audience is to not just meet expectations but to somersault over them before it’s even requested. Right?
Not necessarily. Of course you want to improve your service at any opportunity, but by following this line of thinking, you are naturally setting your customers up for disappointment. Imagine: you provide outstanding service to a guest, but you aren’t able to live up to it, because the next time has to be leaps and bounds better, which isn’t only emotionally and physically draining but financially draining as well. It also means that your customers may not be loyal, as they are left guessing what kind of service they’ll be delivered each time they hand over their hard-earned money. And then, in order to win them back if they stray, or to find new customers to replace them, you will have to spend even more.
So, what should you do? Meeting expectations leads to “reasonable loyalty,” which is what you need to make them return customers and lower your operational costs in the process, as you won’t have to provide an unreachable level of service to keep them coming or to woo them back—both very costly endeavours. Set a standard at your location by following your franchisor’s guidelines: they have honed their system in a way that addresses the wants and needs of the brand’s target demographic. And after all, why should you mess with a good thing?
MYTH: The customer is always right
It’s a time-honoured saying, but when you break it down, no—no one is right all the time, even if they are soliciting your services or purchasing your goods.
However, the topic is complicated. You obviously want to meet your guests where they are, and deliver what they want from your business; rationally, this will lead to return patronage and help improve your bottom line. But before stepping up to satisfy their every whim, consider the customer interaction from a sector perspective. For businesses that deal with customers on a personal level (for example, cleaners or movers who enter and work within homes), the service you provide does have to deliver exactly what your customer says they need. After all, you’re dealing with a sensitive situation, and handling items that could hold great emotional weight for the customer. However, the stakes aren’t quite as high for someone asking for a tweak to their burger or meal deal. When in doubt, trust the system and follow your gut.
FACT: You can use feedback to your advantage
Though the customer may not always be right, their constructive criticism should always be welcomed, as it’s always valuable. Ask how they would have done things differently, or how they would make things right. Take their response into consideration for the current transaction and apply it to future customer experiences as well—the formerly upset customer will likely be thankful just to air their grievances, and they will be happy to see their suggestions incorporated into your approach during future visits. Feedback may be specific to a situation, but it can provide an opportunity to improve your processes and give a potentially disgruntled customer the chance to be heard—and in the end, that’s what everyone wants, from any interaction. Remember: complaints are just a way of telling you how you can make things right.
One easy way to stay on top of feedback is to monitor and respond to online reviews. Acknowledging shortcomings and thanking customers for their comments (whether positive or negative) in a public forum is a fantastic way to show that you care about their opinions and are working hard to keep them happy.