Franchise Guide: CRM (Customer Relationship Management) - Franchising.com

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CRM (Customer Relationship Management)

Customer relationship management (CRM) systems have come a long way in recent years, incorporating the latest technologies and social media strategies. Building an accurate, reliable customer database is an important part of marketing your franchise brands and increasing sales. Keeping customers engaged is the name of the game. And while the array of technological solutions for CRM today is dazzling, it makes finding the best one for your franchisee organization a real challenge.

Look here for articles on the best practices for finding and attracting new customers, nurturing and retaining existing loyal customers, and reducing your marketing costs and increasing your ROI.

When things get quiet at Carla Fryar's Great Clips salons in Northfield and New Prague, Minn., she tells her employees to hit the road--dressed as the brand's mascot, Sudz, a life-sized blue shampoo bottle.
  • Multi-Unit Franchisee
  • 6,957 Reads
Many companies use a customer loyalty scheme whether it be miles, points, or other free stuff. All are based on dollars spent and frequency of usage.
  • Lisa Ford
  • 5,215 Reads
In today's tight market, negotiation strategy plays an important role in the sale of any franchise. Even if you execute every other aspect of your business sale perfectly, the lack of a good negotiation strategy can still derail the deal. A good business broker can help, but ultimately the business owner will need to be an integral part of negotiations.
  • Mike Handelsman
  • 5,939 Reads
Cary Albert is sold on the value in unit economics. The Dallas, Texas-area multi-unit franchisee operates Schlotzsky's and Cinnabon locations and says there's no question his operation benefits from keeping an eye on unit performance numbers.
  • Kerry Pipes
  • 7,077 Reads
When Cheryl Robinson took over the bookkeeping responsibilities at a Supercuts location in 1980, she had little idea that she would one day own and operate her own Supercuts. Today, she and husband Joe, oversee an empire of 31 Supercuts throughout southern California. She's learned a lot about the salon business and franchising over the past three decades. One thing she fully understands is that hard work and customer service at a business are more important than ever during tough economic times.
  • Multi-Unit Franchisee
  • 4,056 Reads
It's no surprise that multi-concept franchising continues to soar. So much so, that for a second consecutive year, we have devoted an issue of Multi-Unit Franchisee to covering it in detail. This high-flying approach to expansion is growing in popularity for a multitude of reasons. As a growth strategy it offers more units, brands, territory, and income--while spreading risk across the different concepts in a franchisee company's portfolio. Multi-concept operators typically have a solid infrastructure in place that, among other things, allows them to hire and retain talented individuals by providing growth paths within the organization. And of course there's the leverage of economies of scale in this type of operation.
  • Kerry Pipes
  • 3,832 Reads
Business owners understand the importance of advertising and the need to maximize how their dollars are spent. But how do you do that? For multi-unit franchise operators, much is at stake. Here's a look at what four area developers have done to make the most of their advertising spending.
  • Kerry Pipes
  • 3,529 Reads
Satisfying your customers is a misguided effort. Creating loyal customers should be your only goal. Loyal customers spread positive word of mouth for you: they come back frequently and they spend more on each visit. Plus, they're more likely to resist offers from your competition and they're usually easier to serve.
  • Jack Mackey
  • 2,359 Reads
So many companies today train their employees to "duplicate" the customer experience, to treat every person who walks through the door exactly the same way. I have seen too many companies fail using this strategy. Forget about what is easier to train your employees to do: not every customer wants the same experience.
  • Thom Winninger
  • 2,238 Reads
The surest way to lose a good employee is to leave him or her up in the air about what the job is and how to do it.
  • Ripley Hotch
  • 2,707 Reads
Web-based Performance Dashboards give you the power to analyze information about the performance of your business and the key activities you manage. As the name dashboard suggests, these are web-based tools that continuously display the current state of your key business metrics. And among the most vital signs of your business health are customer satisfaction scores and customer loyalty trends.
  • Jack Mackey
  • 6,564 Reads
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