Franchise Update Magazine Issue II, 2016 | Page 59

• Content that failed to be maintained.
• No responses to comments made by
customers who posted reviews (good or
bad), demonstrating an apparent apathy
in listening or responding.
• Finally, in most cases, a sheer lack of
any online reviews. The top franchisee in
the system had a total of only 40 reviews.
These statistics should be viewed from
the perspective that franchisors who can’t
demonstrate that they can generate interest and passion from their own customer
base will fail to convert prospects that
otherwise initially bought into the brand’s
marketing propaganda. After all is said
and done, these metrics can be the
best predictor of what potential
franchisees might experience in
terms of the effective management and leadership from the
support center.
Expanding the loop
Gathering customer insight has