Why did you decide to survey your franchisees with FBR?
FBR is reputable and has recognition.
Did you use any type of survey before FBR’s? If so, was it internal or with another vendor?
Yes, both internal and external.
Why is franchisee satisfaction data important to your company?
It helps us understand how we are performing, and allows us opportunities to look at any areas that may need improving.
What do you do with the results (both from a marketing perspective and operationally)?
From a marketing perspective, being recognized by FBR gives the potential franchisee another level of confidence. It’s also great feedback to our franchisee network and gives our support division a basis to work from and make improvements where necessary.
What are the top three ways you use your franchisee satisfaction data?
We use it in direct marketing to potential franchisees and our database; marketing to broker networks; and giving thanks to our network.
Were you surprised at all by the results?
No, as we stay very connected with our Master Licensees and Franchisees.
Do you share your survey results with your franchisees? If so, what reaction/feedback have you received?
Yes, and they are also proud to be associated with a winning organization!
An area of our survey that is often rated low is top-down communication with franchisees? How do you ensure that franchisees feel “in the loop”?
We use regular newsletters, and Franchisee and Master Licensee Forums.
We tend to see higher dissatisfaction among franchisees at the 2-5 year tenure point. How do you ensure that your franchisees still feel supported down the road? What do you provide in the way of ongoing training once your franchisees are on board?
All our franchisees are supported with weekly or biweekly coaching calls. We also group our franchisees in levels of experience and have regular group calls. Our more experienced franchisees are keynote speakers at our conferences.
Some CEOs tell us that their franchisees are inundated with surveys and emails and they just don’t want to send them something else. What would you say to those CEOs when it comes to FBR’s survey?
If a franchisee truly feels this way it’s easy for them to delete the email, but it allows those that want a voice a platform to do so. Never be frightened of the response as it’s an opportunity to grow your franchise.