A good product alone is not enough to secure loyalty. Whether you are a part of a fast-food chain, a retail outlet or a service-based business, the way your customers are treated directly impacts your brand’s reputation, customer loyalty and, ultimately, your bottom line. Here, Kevin Thackrah, Director of Petpals, hears tips from franchisees Matt and Louise at Petpals Romsey who have built a successful business by putting their customers – and their pets! – first.
Each franchise operates under a unique brand identity and set of core values. By knowing and adhering to these standards, you ensure that every customer interaction embodies the brand’s mission, vision, and quality expectations.
“Familiarise yourself with the customer service standards set by the franchise and understand the brand’s values,” says Matt and Louise. “Our core values are reliability and trustworthiness, and Petpals stood out for matching our ethos. Aligning yourself with a brand that shares your values ensures you’re on the same page, guaranteeing that customers – and in our case, pets! – are always well cared for.”
Personalisation helps build deeper connections with customers. When businesses remember and acknowledge customer preferences, names and past interactions, it shows that they value their customers as individuals rather than just transactions.
“Strive to create personalised experiences for customers whenever possible,” explains Matt and Louise. “Remembering regular customers’ preferences or greeting them by name can go a long way in building rapport and loyalty. For example, we recently began offering an extra lunchtime walk for a client whose dog doesn’t fit well in group walks. Whether we’re overcoming obstacles like illness, a vehicle breakdown or extreme weather, we always find a way to ensure no client or animal is let down.”
With so many franchises offering similar products or services, outstanding customer service becomes a key differentiator. In a competitive market, customers often have multiple options. Exceptional customer service sets a franchise apart by building a positive reputation and fostering trust among consumers. It allows a franchise to stand out from competitors and attract customers who prioritise quality service alongside quality products.
“Your customers are the heartbeat of your business, so make sure to listen to their feedback,” says Matt and Louise. “Actively seek their input and take their suggestions seriously. This valuable information can help enhance your service delivery and quickly address any concerns that arise. Also, encouraging customers to leave reviews demonstrates to potential new customers just how dedicated you are to providing exceptional service.”
By fulfilling your promises, you demonstrate your commitment to customer satisfaction, exceeding expectations and reinforcing trust. This dedication to delivering on commitments leaves a lasting positive impression, fostering strong customer loyalty.
“Honesty is key,” explains Matt and Louise. “If we commit to something, count on us to follow through. We believe in doing right by our customers and going that extra mile. Of course, we don’t promise the world. If something’s not doable, honesty is always our policy. When you hide things, only to have them revealed down the line, your business quickly begins to look untrustworthy. Setting clear expectations is key, but surprising our customers with a little extra now and then? That’s what keeps tails wagging and customers smiling.”
Franchisors have developed standardised procedures and protocols that define the customer experience across all franchise locations. By utilising the training provided, franchisees ensure consistency in delivering the brand experience, which is crucial for maintaining customer expectations and trust.
“Before launching our own business, especially for Matt, we weren’t exactly seasoned in customer-facing roles,” says Matt and Louise. “Shifting to a role where we are assessing clients, chatting directly with them and handling those responsibilities was a big learning curve for us. Luckily, a head office team is always there with solid support to help navigate these waters. When you lean into that support, regardless of your background, you’re ensuring top-notch service for your customers.”
Without loyal customers, there is no business to talk about! As the most important stakeholders in your business, it is imperative to ensure they receive top-notch service that will make them keep coming back. At Petpals, franchisees like Matt and Louise are a testament to how fantastic service – for customers of the two- and four-legged kind – can build a business that stands the test of time.
