The Importance of Franchisee Satisfaction
SATISFACTION VS. ENGAGEMENT
Franchisee satisfaction and engagement may seem like soft, subjective issues, but they are critical tools for building a healthy system. Do it well and your brand thrives. Do it poorly and your brand perishes.
Franchisee satisfaction isn’t about making people feel good. It’s about achieving a franchise company’s strategic and financial goals. Satisfaction is dependent on how franchise owners’ experiences compare with their expectations.
Engaged franchisees participate are passionate about the business and feel a deep connection to the franchise. They see themselves as partners and actively take ownership for the success of the brand.
The risks of leaving franchisees unengaged or actively disengaged are recurring conflicts, disappointing performance, and even erosion of the brand. Worse yet is unengaged or actively disengaged franchisees giving potential franchise buyers bad references.
In the most recent Annual Franchisee Satisfaction Study, Franchise Business Review found that brands with high franchisee satisfaction drastically outperform brands with low satisfaction on every key performance metric.
THE ECONOMIC VALUE
Franchisee satisfaction and engagement has a direct and measurable impact on system profitability. Improving satisfaction and engagement has economic benefits:
- Reduces costs
- Increases operational effectiveness
- More successful performance
- More royalties
- More recommendations
- More franchisees
Savvy franchise leaders know that It’s not okay to go with your gut when it comes to franchisee relations. Having a clear understanding of your franchisees’ experiences and expectations is critical to your success. That can only be achieved by collecting detailed, objective data on your system, measuring it against comparable industry benchmarks and indexes, and making changes to produce continuous system improvements.