3rd Annual Franchise Marketing Report, Part 6: Measuring Customer Experience
2021 marked the release of the third Annual Franchise Marketing Report (AFMR). This report provides franchise consumer marketers with invaluable data and analysis they can use to benchmark their performance against other franchise brands and within their industry sector. In short, the AFMR is a unique resource franchise marketers can use to improve the effectiveness of their marketing efforts and spend.
The ongoing pandemic, on top of franchising’s already competitive and frothy landscape, has strengthened the necessity for marketers to better understand how their brand measures up against the competition, as well as how it is performing in the wider marketplace. The AFMR can help franchise consumer marketers understand how their team compares with their peers and, more importantly, help them direct their limited resources into the most effective channels for achieving their system-wide goals during these uncertain times.
“This annual report was created at the request of our Franchise Marketing Leadership Conference Advisory Board to develop relevant content for CMOs, and to learn more about their needs and challenges,” said Diane Phibbs, executive vice president and chief content officer at Franchise Update Media.
Participants in the AFMR consisted of franchise marketing leaders who completed an in-depth questionnaire. Responses were aggregated and analyzed to produce a detailed look into the marketing practices, budgets, and strategies of a wide cross-section of franchise brands and sectors. The data and accompanying commentary and analysis provide the basis of the 2021 AFMR. Below is the fifth installment in a series of selected highlights from the new report.
The customer experience, a key to brand success pre-Covid, took on even greater importance – and urgency – as the pandemic persisted. Thus, finding ways to measure that experience and adjust and adapt to the new consumer behaviors also took on greater urgency.
This year, 67% of respondents said they have a customer experience program. This is up from the 2020 AFMR, where 55% said they had no formal customer process or program for their brands. When asked who manages their customer experience program, 66% said multiple departments are responsible.
Measuring your brand’s customer experience is more important today than it ever has been. Everyday life has changed and perception of your brand is evolving. Brands that don’t have a customer experience program would be advised to look at adding one as the economy recovers.
Next time: Loyalty programs.
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