Growing a Franchise
Konstantin Ryzhov of Simply Contact’s Konstantin Ryzhov and Tinsley Family Concessions’ George Tinsley Sr., weigh in on the role customer service plays in building a successful franchise business.
In the competitive world of franchising, customer service is often the distinguishing factor between a franchise that thrives and one that struggles. While product quality and marketing strategies are essential, it is exceptional customer service that creates a lasting impression and fosters customer loyalty.
For a franchise to succeed, customer service must be consistent across all locations. According to Konstantin Ryzhov, co-founder and CEO of customer support company Simply Contact, maintaining this consistency is fundamental for franchise operations, where one poor experience can tarnish the brand’s reputation system-wide.
"A franchise that truly excels in customer support doesn’t just attract customers — it keeps them coming back, setting itself apart from the competition," said Ryzhov. He emphasizes that, in a world filled with choices, franchises cannot afford service failures. "There's simply no room for error. A single negative experience at one location can lead to the loss of the customer’s trust in the entire brand."
To maintain this level of consistency, Ryzhov suggests standardizing customer support processes and establishing clear key performance indicators (KPIs) for staff. Regular monitoring and improvement for quality control are essential, as well as conducting frequent assessments of customer interactions. By implementing these measures, franchises can ensure that their customer service is both efficient and effective across the board.
George Tinsley Sr., CEO of Tinsley Family Concessions — which operates more than 60 restaurants at airports, including KFC, Chili’s, PF Chang’s, Burger King, Pizza Hut, Starbucks and more — believes that customer service goes beyond meeting basic expectations; it should enhance the entire guest experience.
"Customer service is the lifeblood of your business in the food service industry," Tinsley said. "If you do not have great service systems in place, you will not be around long term. You must offer excellent service, fast service and correct delivery. You must provide quality service for customers who are spending their hard-earned money.”
Tinsley adds that repeat business is essential for success, and great service can shorten the typical customer return cycle. “In our business, customers typically return every 65 days,” he said. “However, with exceptional service, you want them coming back every week. The guest experience is critical to increasing sales.”
Both Ryzhov and Tinsley stress the importance of training staff thoroughly and consistently.
"When you have a well-trained staff who puts the customers as their top priority and a clean restaurant, your guests will understand that their money is well spent and will make every decision to come back," Tinsley said. He also recommends ongoing retraining to ensure service standards are maintained as businesses grow.
Ryzhov agrees, adding that clear customer support standards should be set and regularly monitored to prevent any decline in service quality. This includes monitoring agents’ work, analyzing conversations and detecting and resolving issues promptly.
Franchisors play a vital role in this by providing the tools necessary to maintain high standards. Tinsley advises that franchisors should conduct regular inspections and training to ensure franchisees meet the required service expectations.
“It also helps out when the franchisee holds the management team standards high and builds bonus programs around meeting those standards,” said Tinsley. “It may be an option for the franchise to offer potential limited partnerships based on dedicated service or the option to purchase stock.”
In today’s fast-paced market, customer service is not just about personal interaction. Many franchises have begun adopting technology to enhance the customer experience and improve service efficiency.
"Lots of brands in the restaurant business are turning to mobile sale options to speed up service systems," said Tinsley. "In some cases, this has increased business by 30% in sales revenues." Third-party delivery options and improved drive-thru systems, like those seen at McDonald's and Chick-fil-A, are also boosting customer satisfaction by offering greater convenience.
Automated systems for tracking customer interactions and gathering feedback can help franchises quickly address service issues and continuously improve.
Ultimately, exceptional customer service is not just a nice-to-have feature for franchises — it’s a critical component for long-term success. "For franchises, customer support is not just about resolving issues but creating an experience that leaves a lasting impression," Ryzhov said. The goal is to build trust, loyalty and a positive brand image across all locations.
Overall, franchises that invest in excellent customer service are more likely to attract repeat customers, increase sales and maintain a competitive edge in the market.
Tinsley sums it up succinctly: “When your customers see you at the door welcoming them in and saying goodbye and come again, making table visits to converse about general topics while checking on service standards, offering desserts to children — this takes your business to the next level.”
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