Ten Ways To Boost Franchisee Happiness

As I very often say, both in my writing and in my conversations with other franchise business owners, a happy and engaged franchise network is any franchise brands biggest asset. No franchisor would want to be manning a constantly revolving door of disgruntled outgoing franchisees and new team members, and a satisfied franchisee will be a brilliant ambassador for the business, both in terms of encouraging potential franchisees to take the plunge and invest, and in enthusing customers and inspiring loyalty with their passion and enthusiasm.

Perhaps one of the most invaluable pieces of wisdom that a franchisor setting out on their franchising journey can commit to memory is that their franchisees are their customers - something which can be easily forgotten when the franchisor is so busy dealing with all of the other roles and responsibilities involved in leading a franchise brand. Yet for that brand to be successful, investing time and energy in making sure that their franchisees are happy and their customer experience is spot-on is just as vital as making sure that the product or service is up to scratch and meeting the needs of its end-users.

So what are ten of the best ways to ensure that a franchise network is a happy and engaged one?

Setting realistic expectations

The franchisor-franchisee relationship begins long before the franchisee signs on the dotted line - it starts to build and grow from the very moment the two parties embark on discussions. It is crucial that the franchisor provides realistic information and projections to the would-be franchisee so that they clearly understand the potential, demands and any limitations of the business. Failing to do so means that the new business owner may very quickly become disillusioned and distrust may begin to edge its way into the relationship very early on.

Providing excellent training and onboarding

Investment in ensuring that the franchisee initial training programme and onboarding experience is both comprehensive and high quality will always reap rewards. Not only will it give the franchisees the best possible start on their business journeys but will also set the tone for the ongoing franchisor-franchisee relationship - we all know how first impressions count!

Investing in ongoing support and training

As franchisees progress in their business journeys, they will require support and to be given opportunities to enhance their skills and develop their franchise business. If a franchisor ensures that their franchisees are given regular support, training and development opportunities then the network will feel equipped with knowledge and confidence, be well positioned to deal with any challenges they might face, and have the skills to build profitable and sustainable businesses. This will in turn to lead to feelings of satisfaction and fulfilment as they can see that their endeavours are reaping rewards and that the franchisor is committed to them and their businesses.

Seeking regular feedback

Franchisees possess a wealth of knowledge, talent, experience. Seeking meaningful feedback from the franchise network will not only help them to feel valued and at the heart of the business, but can also assist in identifying issues and concerns before they start to take root, and generate new ideas, initiatives and solutions to benefit everyone.

Maintaining open communication

Just as in any successful relationship, good communication is key. And that not only relates to franchisor-franchisee lines of communication, but also to communication between franchisees. Being in business can feel isolating at times, and giving franchisees the opportunity and ability to talk to and support each other fosters a positive culture and a real sense of team and belonging - something for the franchisees to take pride in.

Celebrating success

We all want to be acknowledged when we've achieved something and marking the successes, wins and milestones of franchisees is not only motivational to the recognised franchisee who feels seen and appreciated and is a great good news story to uplift team morale, it also helps to inspire the entire network.

Acknowledging struggles

Just as it is important to celebrate the wins, franchisees also need to know that the franchisor sees and understands their struggles and challenges, whether they are facing the whole brand and network or on an individual level. As uncomfortable as it may be for the franchisor to do so, facing up to difficulties that the franchisees may be experiencing and acknowledging their stresses and pressure points is the first step towards putting strategies in place to try and overcome those hurdles together.

Adapting and innovating

For any business to survive in today's ever changing markets, it is important to be willing and able to adapt, to embrace change and to innovate. A forward-thinking franchisor who is always looking ahead and grasping opportunities to develop new products and services, processes and programmes will have a business that franchisees will be enthusiastic to be part of, as they will reap the benefits.

Flexibility

Franchising as business model traditionally is perceived as both restrictive and prescriptive, however such rigidity can create frustration within a franchise network. Whilst of course there must be consistency across many aspects of the business, sometimes life and business throws us a curveball - take the pandemic as a prime example - or other circumstances may require a franchisor to quickly reassess, making adjustments to meet either the needs of the network as a whole or an individual franchisee. The ability of a franchisor to see, listen, react and respond is a characteristic that will help to promote confidence and trust in their relationship with their franchisees.

Keeping the human touch

When a franchise network is in its early stages and the number of franchisees is small, it is easy for the franchisor to have a close and personal relationship with each and every one of them. But as the brand scales, it becomes increasingly difficult to maintain this. However large the network is, franchisees need to feel connected to the brand and to the franchisor and any franchisor with a growing team should consider how they can maintain that human connection and keep the franchisees on board and engaged.

The success of a franchise depends on the satisfaction of its franchise network, and a franchisor who spends time and energy ensuring that their franchisees are happy ones will find that their brand strengthens and flourishes as a result.