Franchise View: Owning your Online Reputation
Karl Lewins - Franchise Support and Business Development Manager, Spoton.net
For any local business owner, having a good local reputation is essential. Whether you are running an independent business, or you are investing in a franchise, the importance of this is exactly the same and great customer service is paramount for this.
When buying into a franchise your job is made slightly easier as you are buying into a recognised national brand. It is the responsibility of the head office to ensure the national image and reputation of the franchise company is shown in the best possible light. But locally, where you are customer facing, your reputation is still the key.
Once upon a time it was a fairly easy to manage your reputation as customer service has always been at the forefront for any business. I remember watching a training video for Argos before the boom of the WWW and they said that a happy customer would tell 3 or 4 of their friends if they have had a pleasant experience, but an unhappy customer would tell 14 of their friends if they had a bad experience. At the time I was surprised by these figures, but looking back I now see that 14 people is not even a drop in the ocean compared to what damage could be done now!
With the rise of the ever expanding World Wide Web and the very influential power of social media, you now need to own your reputation on-line – and not just your domain name.
The damage that can be inflicted on a business if customer service is not managed correctly can be devastating. Customers and potential customers have a multitude of platforms at their disposal where they can vent their frustration and anger towards a business should they wish, and this can easily snowball (and has) to have a long lasting, damaging effect on the reputation of your company.
The idea of social media platforms such as Facebook, Twitter, Linked In etc is for you to build up advocates of your company. But also from here you can address any problems or situations when they occur so people know you are a customer focused company. Every company will make mistakes along the way and that is to be expected, but it’s how you deal with them that will set you apart from your competitors.
Social media is such a powerful tool if it is embraced correctly. Not only does it actively promote your company but it also gives you the ability to manage your online reputation. You can prevent a potentially damaging situation and turn it into some great PR.
Karl Lewins, Business Development Manager at Spoton.net. For further information on the Spoton.net franchise please see their full feature.
Franchise News: Franchise Wins HSBC Start Up Stars 2010
Cathryn Hayes - HSBC Head of Franchising
More than 250 leaders from the worlds of business, politics and the media gathered at the Dorchester Hotel last week to celebrate the 2010 HSBC Start-Up Stars Awards.
The overall winner of this year’s HSBC Start Up Stars Award is Mazuma.
Founded by Lucy Cohen and Sophie Hughes in 2006, Mazuma offers affordable bookkeeping and accountancy services to small businesses.
Their company began life in a spare room after the 27-year-old friends spotted an opportunity to serve sole traders and micro-business owners who often struggle to find a suitable and affordable accountant.
Today Mazuma employs 19 people working from a central hub in South Wales, with another 30 based in franchised offices throughout the UK.
Head of Business Banking for HSBC, Huw Morgan, said: “Lucy and Sophie’s story is a perfect demonstration of two entrepreneurs with a great idea, who then carried it through to create an impressive brand”.
Click here to see the winners being interviewed on Sky News.
For more information about all of this year’s winners take a look at the HSBC Start Up Stars website.
This is yet another example of the strength of franchising in the UK, following on from those seen in this year’s bfa HSBC Franchisee of the Year Awards.
Tags: cathryn hayes, Franchise awards, hsbc, mazuma, start up stars
Franchised Property Lettings wrapped in the Web
Steve Roulstone - Director, Castle Estates
The future is on line
One of the most important principles that any Letting Agency has to understand in today’s cyber community, is not only the importance of the Web but how to control and appear in the web to all potential customers. With Google controlling 95% of all search engine activity, to be listed on the front page under any generic term, has to be the goal of every National Property Management Company.
Who does not look on the Web?
Every agent should be aware of where their customer base comes from. I was aware years ago, that the number of Tenants moving in to properties that I managed through my Agency, was growing month on month. Now nationally, the figure is around 90% and makes the cost of advertising in the local paper prohibitive and probably explains why most of the press where the income from property advertising is significant, are creating their own web site! Both Tenants and Landlords are looking for their information and sourcing the solution they require through the web and Google have captured the market!
Franchise Online
As a National Franchise Agency we are very aware that all Property Lettings Franchise Companies look to market themselves in the same way and therefore we all have training available for our Franchisees so they make the best out of what, if you get it right, is a free service. Get your Company in the right position on the web and visible in searches relating to your business in your area and your target customers will find you!
Delivering the message
But this is not as simple as some may think or suggest it is. It takes dedication and understanding of how to achieve your aim and we are all aware that there is a plethora of Companies telling us they can train us how to appear at the top of the listings and I would recommend all Companies employ a franchise internet marketing professional to instruct them in the correct methods. If you are going to ensure you are well versed in the art (and it is an art!) of positioning then choose carefully, but there is no doubt, we all need to gain web presence!
