Effective customer communication is a key component to the success of any business. Franchisors often face the challenge of ensuring that every inbound customer call is handled professionally and consistently by their franchisees. Outsourcing inbound phone calls to franchisees can make a signifcant impact on the success of the network. Utilising a contact centre is not a simple task but there are numerous advantages of embracing this approach. Not least, it will very likely lead to increased revenue across the network for very little additional cost ‘per franchisee’. Brand consistency will be maintained and there will be an enhanced customer experience.
Is it easy to set this up? – no. It needs to be carefully thought out.
Is it easy to maintain? – no. A strong working relationship between franchisor and contact center management is crucial.
Maintaining the status quo, with franchisees responsible for all of their calls will, in all likelihood restrict revenue optimisation across the network.
Beware – choosing to create your own inhouse contact center is expensive and difficult to maintain.
But getting it right with an outsourced centre adds value to both the franchisee and the franchisor. Below are six strong reasons for outsourcing inbound franchisee calls to a professional contact center.
- Franchisee Availability 24 hours a day, 52 weeks a year
Franchisees are the lifeblood of any franchise network, and as owner-operators, they are deeply invested in their businesses. However, the reality is that they cannot be available around the clock to answer every call. By outsourcing inbound calls to a call center, franchisors ensure that no call goes unanswered, regardless of the time of day or night. This 24/7 availability is crucial in capturing leads and providing excellent customer service.
- Avoiding Missed Opportunities: Voice Messages and Lost Calls
Many small business owners do not realise the that missing a call is very often a valuable missed opportunity – even if they do attempt to call back quickly. When a potential customer calls and is greeted by a voicemail, there’s a very high likelihood they won’t leave a message. Many people prefer instant gratification and will move on to a competitor if their call isn’t answered promptly. By utilizing a call center, more calls are answered in real-time, reducing the number of missed opportunities and increasing the chances of converting leads into customers.
- Timely Responses: The Cost of Delayed Callbacks
Even if callers have not moved to a competitor, there are other challenges to navigate. If callers answer a call back, customers might have lost interest or simply moved on to something which they feel is more important or urgent. The danger of losing out on revenue is high. Call centres increase the likelihood of engaging potential customers while their interest is still high, making the prospect of converting to sale more likely.
- Price Discussions: Navigating the Tricky Terrain
When handling calls directly, franchisees, may struggle with averting price discussions. Customers often inquire about costs early in the conversation. Franchisees may inadvertently lose potential clients by providing pricing information too soon. It’s very common for franchisees to complain that all the caller wanted to know was the price. But the reality is that customers only have price to compare against competitors. Franchisors can work closely with contact centre management, building scripts which focus on providing ‘value’ information, efficiently taking callers details and informing  them of what to expect for the next steps. This could be an email from the franchisee. Or a confirmation that an appointment has been made with the franchisee, Or a call back from the franchisee to discuss their requirements further.
- Consistent Brand Voice: Strengthening the Franchise Identity
Maintaining a consistent brand voice is crucial for franchise success. Contact centers will ensure that every interaction reflects your brand’s values, messaging, and professionalism. This consistency across all franchisees fosters trust and reinforces the brand identity in the minds of customers. In the same way that your marketing collateral must be consistent across the brand, , contact centers ensure the required consistency in verbal communications. Traditionally, franchisors would mystery shop their franchisees – a long process, requiring resources to complete and very often training with individual franchisees in an attempt to make improvements. Contact centers can provide call recordings for review, a much quicker process with large cost savings.
- Increased Revenue: More Appointments, More Sales
By outsourcing calls to a professional contact center and working closely with their management, franchisors can ensure franchisees focus on their core responsibilities while the center efficiently handles customer inquiries. This undoubtedly leads to more appointments being scheduled, increasing the potential for sales and revenue growth. For franchisors who charge royalties based on a percentage of revenue, this translates to a direct increase in franchisor income at little or no additional cost.
Outsourcing inbound calls to a call center is a strategic move that empowers franchisors to enhance customer service, maintain brand consistency, and drive revenue growth across their entire network. By leveraging the expertise of a call center, franchises can navigate the challenges of customer interactions with confidence, ultimately contributing to the overall success and longevity of the franchise system.
In PART TWO, the process of working with contact centers to create the optimum service will be discussed
Tim Morris has more than 30 years experience managing and supporting franchise operations around the world. He has a success record of driving sales and profits, managing multi-site units, as well as positively influencing individual franchise owners in franchise B2B and B2C environments.Tim has seen particular success supporting groups of high performing franchisees in peer group settings. He has managed teams developing and implementing sales and marketing strategies. With senior leadership experience, he has achieved 80% growth in net profit through motivation and development of teams. From assisting with the expansion of an international franchise brand to heading up the support functions of both national and international franchise systems, he has been instrumental in the growth of hundreds of franchisees. His proven success record comes with a passion for ‘360 business development’ and his unique perspective empowers franchisors and franchisees alike to get the very best from their partnership.