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Creating inspired experiences
Whether you’re rolling out new customer experience (CX) initiatives or reinforcing current ones, keeping key stakeholders engaged is critical to success.
But developing franchisee engagement and driving participation can be particularly painful—especially for fitness and gym franchise brands trying to balance ongoing CX challenges. For these businesses, it’s especially important to provide a differentiated experience to keep up with rapidly shifting consumer trends (e.g., working out from home, the expansion of digital options) and disruption from a struggling economy.
The thing is, low adoption of your customer experience program initiatives won’t get you anywhere—even when you have the best CX insights. Having franchisee buy-in and driving engagement in the field is critical and customer experience programs can’t be successful without it.
This blog will provide gym + fitness franchise brands with 3 steps for creating stronger engagement with franchisees to motivate their involvement in your CX program.
Engaged field teams are critical to sparking + sustaining program impact
Today’s winning brands know that to stay atop a crowded marketplace, they have to find new and innovative ways to resonate with customers. That’s why it’s no surprise companies are investing more resources in CX measurement programs.
A best-in-class CX program delivers cutting-edge technology and world-class insights—but technology and insights will have diminished impact if employees don’t use the program to drive action. The truth is, the success of any CX program depends largely on your field teams.
Here are 3 steps for sparking field engagement and jumpstarting your efforts.
The first step is to set up a plan to introduce your CX program—or reintroduce it if you feel like it’s grown stale. The more franchisees are talking about it, the better. A few ideas for effective communication are:
Don’t launch and move on. The more your franchisees are brought into the fold, the more invested they’ll be. Give them access to real time, role-based dashboards—and teach them how to use the intel with:
It’s important your franchisees stay motivated throughout this entire process—and the quickest way to increase their willingness to participate is to show them what the program can do to their bottom line. Here are a few ideas:
It’s not uncommon for franchise owners to feel overwhelmed by changes and initiatives delivered by “headquarters.” By keeping leadership messaging on CX program initiatives positive (less “franchisee agreement” verbiage) and focused on how taking these actions will drive franchise success as well as promote growth of the brand, you’ll keep them plugged in and excited about the company’s goals. This also creates a positive feedback loop, so you’re consistently engaged with your community of franchisees.
That’s why it’s so critical to choose a CX partner with a proven track record of keeping the franchise network fully engaged and one that schedules regular program checkups once your strategy is in place. Left unaddressed, a disengaged field can lead to more serious conditions detrimental to your brand’s long-term health—including decreased customer satisfaction, loss of competitive visit share, and eventually lower comp sales across the organization.
SMG’s CX programs are designed to inspire field teams to provide exceptional brand experiences across every touchpoint—every single day.
With SMG’s customer experience management program, franchise fitness brands like Crunch Fitness, Pure Barre, 24-hour Fitness, and others are using best-in-class tools to capture member feedback. That experience survey data is then delivered to the smg360® reporting platform in real-time, providing a holistic view of the member experience while the platform’s automated reporting provides individual locations with local member feedback, areas of focus, and targeted insights.
In addition to this solicited feedback, SMG is also able to help these brands measure and respond to unsolicited social media feedback from online ratings + reviews with our online reputation management platform.
And this is just the tip of the iceberg. To learn more about SMG’s approach to experience management feedback—including what you can do to keep franchisees engaged and your customers happy—request a demo here. You can also find more information on creating and sustaining program impact with the best practice guide: 10 ways to spark field engagement in your CX program.
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