Brazilian franchising grows non-stop, before the crisis grew double digits and during the crisis one. This growth draws the attention of entrepreneurs who decide to innovate and of potential franchisees who dream of having their own business. Here we list three (3) tips how to use NPS for franchises and promote their sustainable growth.
Legal! On the one hand who wants create new brands, innovative and well-formatted and on the other hand money to invest.
We have, So, the ingredients for success, right? Not always…
Many brands are born and grow absurdly in months, are very good for franchise sales, but soon there are relationship problems Franchisor vs. Franchisee it's at mortality rate of the brand starts to grow.
This rate ends up being the weak point to continue the expansion and increase the franchisor's healthy recurring revenue.
Many franchisors even try to increase the frequency of training and send field managers to try to reinforce the culture and good practices of the brand, but they don’t always realize what’s really missing.
But then, what may be missing? NPS
I really like the following definition:
Success is the result of the positive impact we bring to people
For the “Franchisor and Franchisee” partnership to achieve success, each needs to positively impact their customers:
Franchisor need to positively impact the Franchisee.
Franchisee need to positively impact the Final client.
How to measure the positive impact we bring to people?
The most common thing about positively impacting a person is getting indications for new customers.
The famous “word of mouth” is the best advertising that can exist, after all it is not an initiative of the seller, but from someone in whom we trust and has no financial interests.
A franchisee recommend the franchisor for another potential franchisee is the best advertising that a franchisor can win.
An end customer recommending a store to his friends and relatives is the best publicity that a franchisee can conquer.
That's what Fred Reichheld published in Harvard Business Review of 2003 when creating the NPS indicator (Net Promoter Score) which in a free translation would be “Balance of promoting clients”.
How NPS works
With one (1) only question to your customer you create your company's satisfaction indicator:
From 0 to 1 10, how much would you recommend SoluCX to a friend or relative?
[table id=2 /]
NPS =% Promoters -% Detractors
The benefits of NPS for franchises are:
- Identifies whether the business is sustainable without paid marketing;
- Categorize customers;
- It's a survey quick and simple;
- Replaces long search forms;
- Indicator focused on experience data client;
- A only indicator to be followed (the others are complementary and a consequence).
In this NPS page you will know the best way to apply the Net Promoter Score in your franchise.
Tip 1- Systematically Categorize Your Customers
The NPS for franchises and the categorization of customers into promoters, neutral and detractors must happen in all experiences possible customers and not just in some periods to update the indicator.
What is the use of measuring the NPS every six months if your client visits you several times within that period?
Imagine that in that interval the customer was Very unsatisfied with something and was unable to demonstrate.
From that moment on, that customer becomes a detrator your brand and in addition to not returning, still will speak badly for your friends or relatives.
It is worth remembering that this applies to the end customer and also to franchisees in relation to the franchisor.
Even though it is a relatively new indicator, NPS has been gaining great popularity and is already used by many companies, but in a way incorrect.
Due to the difficulty in engaging customers in these surveys and mainly the time it takes to tabulate data, cause companies to achieve a "photo" and not one "movie" of your NPS, where relevant data is likely to be lost.
The most successful companies, on the other hand, are precisely those that apply this methodology of shape constant.
The forms on paper or even online were not created specifically for NPS and, therefore, they are also not the most suitable for categorizing clients into promoters, neutrals and detractors.
Tip 2- Close the Cycle (Hear, Learn and Improve)
To properly listen to your customers, select well the canal of collect of evaluations is very important to obtain efficiency in extracting the real reasons for dissatisfaction. Only then will you be able to understand the problems and improve their Law Suit, in addition to stopping the generators of detrimental customers for your brand.
It is very important to have a second or, no maximum, third question for the client to give us a direction the reason for your dissatisfaction. For example:
“What motivated your assessment?”
At SoluCX we use a very graphic and user friendly layout that makes it easy to understand the main customer dissatisfactions so that the survey don't be torture for them.
With information rich in hands, we must tabulate everything to achieve:
– to rank improvement needs within possible areas of your process (quality of care, organization, agility, safety, etc…);
- rank needs for decide to 1 priority of actions (how to rank your units?);
- compare different periods to understand the impact of actions previous or some parallel activity.
– compare results between units and employees to understand what those who have a good rating in that criterion do (benchmarking interno).
The items described above are just some of the examples of organization of Dice that help in learning about problems reported by customers.
Based on the understanding of customers' “pains”, countless process improvement insights will emerge, but don't get lost, this learning step is continuous. Whenever possible review The planning of your actions.
The best answer a customer can get for an assessment is to realize that there has been a correction of the suggested or claimed item.
And the best way to fix a problem is to apply the call Golden Rule.
Whenever you are in doubt how to solve a problem, just ask yourself:
How I would like to be treated in this case?
The golden rule is that simple: Do to others what you would like them to do to you.
Tip 3- Converting detractors into promoters is a priority
Owners and leaders must make a commitment to reduce detractors and increase promoters.
“There is a difference between interest and commitment. When you are interested in doing something, you do it only when it's convenient. When you are committed to something, you don't accept excuses, results only. ”
If you have already identified your neutral customers and detractors, what are you waiting for to call them running and understand how you can repair their dissatisfaction? This attitude will make the customer indifferent or dissatisfied:
If you want to understand more about this method, talk to one NPS specialist.
Follow the 3 cited rules and will have sustainable growth, cheap and 100% organic.
The use of NPS for franchises as a system and not as a simple KPI (indicator), generates customers who:
The benefits are diverse and SoluCX You find Specialized professionals to enhance the results of your franchise.
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