When you build a service-oriented business, you build for success. Last week, I shared some of the foundational ways you can make your franchise a customer-focused enterprise. But what about your day-to-day? Here are some practical ways to weave customer appreciation–what I like to call “surprise and delight”–into everything you do.
Show some manners
Good manners are always in style. Train your employees to make eye contact, smile genuinely, and use words and phrases like “please,” “thank you,” and “you’re welcome.” If your franchise involves visiting people’s homes or other businesses, make sure employees are careful of the property–dirty shoes on a customer’s carpet are never welcome. If you really want to surprise and delight people, go for the ultimate in old-fashioned manners: a hand-written thank-you note.
Give just the right amount of help
According to HRC Retail Advisory, a retail consulting firm, 95% of people want to be left alone while shopping unless they need help with a specific task. The takeaway: if you have a brick-and-mortar franchise, make sure your employees are available but not intrusive. It should be easy for customers to find an employee to ask for help, but otherwise a simple greeting will do.
Acknowledge their special days
As part of your franchisor’s business system, they’ll probably provide you with some kind of CRM (customer relationship management) software. If they don’t, sign up for some (I recommend HubSpot) and ask your customers for their birthdays. As a token of customer appreciation, send them a nice email with a 10-20%-off coupon each year on their special day.
Provide free expert advice
If your franchise is a service-based business, you’re essentially selling expertise. For that reason, it can be tempting to keep all your knowledge close to your chest. But a blog that offers free advice related to your service can be a great way to create goodwill, build credibility, and add value for customers. E.g., if you own a window-cleaning franchise, post about all things home maintenance and improvement.
Reward loyalty
Set up some kind of loyalty system to reward your best customers. This can be as simple as a punch-card that earns a free product or basic service after 10 purchases. Or you can track signup dates in your CRM and send customers coupons on their one-year anniversaries and beyond.
Reward referrals
Customer appreciation is especially important when someone brings you a new client, particularly if your franchise sells high-value services or requires customers to sign long-term contracts. For instance, if you own a boutique fitness franchise, give customers a free session when they refer someone who signs a 6-month contract. The cost of that free session is almost certainly much lower than the cost of winning the new client through marketing, advertising, and employee time.
Throw a party
Show your thanks for customers and your neighbors periodically by hosting a customer appreciation event. If you have a brick-and-mortar franchise, you can host the event at your store and encourage people to come in throughout the day for snacks and prize drawings. If your franchise is home-based, find an inexpensive venue for a best-customer breakfast or take donuts or other treats to your customers where they are.
Be sensitive
Everyone’s money is green. You never want someone to stop visiting your business or turn down your sales pitch because you or your employees treated them poorly based on some aspect of their identity. Make sure any brick-and-mortar facilities and your online presence are ADA-compliant, and ensure that your employees treat every customer with respect.
Do something for their families
If you own a family-oriented franchise, such as a tutoring service or children’s retail store, do something fun–like a balloon artist day or picture-book giveaway–for the families who keep you in business. For a bigger splash, sponsor a local youth sports team or host a park day for customers. Families also often love helping other families, so consider running an annual drive to collect school supplies or coats.
Ask what they want
The surest way to make a splash with your customer appreciation is to do exactly what your customers want. People appreciate being asked for input. Use your CRM and an email platform like MailChimp to send out an annual customer survey. Ask how you can make your business better, or just ask customers what would make them feel appreciated.
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Got customer appreciation suggestions of your own? The Empowered Franchisee team would love to hear them–after all, we’re franchise owners too! And if you’re feeling like this is all new to you, don’t worry. We’re here to help you make a good start by choosing just the right franchise for you. Book a call with Dave or Mack to see if it makes sense for us to work together.
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