Qualitative information management in franchising: why it is essential
Within a well-organised franchise organisation, the franchisor receives and distributes information across the system: not only the numbers (quantitative), but also the real experiences of managers, franchisees, field staff and of course the customer. In other words, the collection and use of qualitative information.
What matters is that information is gathered about the relevance of the concept, so that ideas and solutions can be developed. In this way opportunities, areas for improvement and innovations can be identified, in turn increasing the success of the franchise organisation.
Tips for essential qualitative information management:
Gather information about what the customer wants
Alongside regular consumer research organised by the central organisation or commissioned from specialist research agencies, franchisees should be involved at every level of the information-gathering and decision-making process. Their information is first-hand, drawn from direct contact with customers. A highly direct and cost-efficient source of information.
Gather information about what the competition is doing
It is wise to carry out a competitive analysis, regardless of the market the company operates in. In a growing market you naturally want to grow with it, and in a shrinking market the task is to keep the numbers stable. By keeping an eye on the competition, your own opportunities can be expanded. By responding to the competitor’s strengths you make sure that your product or service is just that bit more interesting for the customer. You probably already have a fairly good picture of the competition, but by listing every specific feature for each competitor you gain better insight into your own strengths and weaknesses. This insight makes it possible to formulate an effective response.
Listen to everyone involved in the organisation
The management of any company-owned locations and of franchisees, the support staff at head office and the sales team can all contribute significantly to the further development of the business, drawing on their experience. Each from a different perspective, all from the same shared interest. Make sure this feedback has the chance to reach the right place. Structure then needs to be added so that it becomes truly valuable information.
Organise mystery shopping
From an entirely independent and objective perspective, it is wise to deploy mystery shoppers. This creates a realistic and more in-depth picture of what customers think of your organisation. With this feedback it becomes possible to develop a top-class customer experience. Achieving a top-class customer experience then contributes greatly to customers returning and buying again.
This information also guides continuous improvement, confirms or challenges existing assumptions, provides input for training and helps prevent corporate blind spots.
In summary
Collecting and sharing information is essential for a dynamic business. Qualitative information mobilises the organisation, sparks innovation, ensures new ideas are discussed and supports change. In this way the franchise organisation stays competitive and flexible. Essential.