Survey results show a high level of optimism amongst franchisees. How do you ensure yours are part of the majority?
There’s often a distortion between what franchisors think goes on in their franchises and what franchisees actually go through. Bridging that gap is not only good news for your network, but looking at a recent FASA survey, it could benefit you too.
Offering support, building relationships with your franchisees and being honest and realistic about subjects such as breaking even or marketing costs or training commitments, bodes well for your team and the future success of your business.
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The Franchise Association of South Africa (FASA) has released the results of its Franchisee Satisfaction Survey and it indicates that a high level of franchisees is satisfied. Up from last year’s 72%, 82% satisfaction was recorded as among the surveyed franchisees.
Here’s how to ensure your franchisees are part of the majority of those happy with their franchisors, and keep them happy:
1. Relationships are key to business success
Although 72% of franchisees report that their relationship with their franchisor is ‘very good’, it’s an 8% decline from last year. Lack of support is the biggest reason for a breakdown in the relationship between franchisor and franchisee.
“As I am ideally positioned on both sides of the fence, acting as both franchisor and franchisee, I do believe that I have a thorough understanding as to how important it is to attain healthy relationships within the franchise model,” says Sally J’Arlette-Joy, founder and franchisor of Sandwich Baron.
2. Trust and respect go a long way
“Franchisees need to know that they can trust the franchisor and vice versa,” says J’Arlette-Joy. “If trust and respect are not being nurtured, the relationship will not be a healthy one and will be riddled with strife.” And that’s what’s indicated in the 8% satisfaction drop in the survey.
But if you find yourself in this situation, there’s a light at the end of the tunnel. “Even when situations of strife occur that negatively impact the relationship, it is possible to rebuild and restore what has been lost,” she says.
“If both parties are open to work through issues and make the needed changes where possible, harmony can once again be achieved for the greater good of the brand that both have dedicated themselves to.”
Remember, partnership is a long-term commitment and swift conflict resolution is the only way to move forward and earn you a better score next time.
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3. How happy are they, really?
FASA’s survey shows a strong loyalty to franchisees’ respective brands, with four out of five (81%) likely to recommend the purchase of their brand of franchise to others. The majority of franchisees surveyed based their recommendation on the fact that they consider their franchise brand, “a good business, yielding high returns and because of the helpfulness and support received from their franchisors.”
Here are some of the other reasons:
- The brand’s reputation and quality.
- Staff training initiatives in place.
- How desirable the product or service is to the public.
FASA’s Franchisee Satisfaction Survey indicates a high level of franchisee are satisfaction, based on key factors all boiling down to communication. The only way you’ll find out if the members of your franchise chains are happy is if you have a policy of openness and most importantly foster respect.
Local franchisees are happy with their franchisors in general, according to a FASA survey, and despite a dip in score for satisfaction with their franchisors, franchisees are optimistic based on the relationship maintained as well as the support offered within the franchise.