Over the years I’ve been blessed with working and training dozens of franchise businesses. Bottom line, showing them how to improve communications and customer service with their customers. By Nancy Friedman

Over the years I’ve been blessed with working and training dozens of franchise businesses. Bottom line, showing them how to improve communications and customer service with their customers.

There is no question customer service training has a direct impact on employee efficiency in the success of sales in any company. Why? Because more business is lost due to poor service and poor treatment than poor product.

The single way any small business, particularly a franchise, or any company can distinguish itself from the competition is by the level of service it offers. And the higher level of service you offer, the more successful you will be.

Companies spend copious amounts of marketing dollars trying to convince us to buy their products, but if the customer contact is not handled just right by employees at a store, call center or on the web, all that money is wasted.

We only have one chance to make a great first impression and get a repeat customer. Poor customer service by an employee can stop a purchase, create negative social media reaction and ruin a brand.

The main reason for poor customer service is usually lack of proper training. Yet for many companies, training employees is not a priority. I always wonder why. Probably because managers are so busy putting out daily fires, they often fail to notice they are losing business by not servicing their customers.

 Smart businesses who genuinely care about dealing with the public and providing quality customer service invest in employee training programs. They live it – breathe it. There is a direct correlation between employee training and improving business and sales. Those companies who feel they do not need training are going to be at a disadvantage in today’s competitive business environment.

The franchise industry is often at a disadvantage because one or two locations can be great and the rest not so much. Just the opposite can be true too. Many locations can be great and one or two can spoil the whole network.

It does start at the top. That is true, but everyone needs to pull their own weight. Franchise managers need to pay attention to every facet. And consultants especially need to be sure when they are bringing in new potential franchise partners that customer service is a high priority. We need to walk the walk, talk the talk and practice what we preach 24/7. 

Nancy Friedman

Nancy Friedman, the founder and chairman of Telephone Doctor Customer Service Training, is a popular keynote customer service speaker at franchise, corporate meetings and conferences around the country. She is now offering and specializing in Zoom programs, nancy@telephonedoctor.com, 314-276-1012.