Comparing Customer Satisfaction at Branches and Franchises

Tap the power of analytics to identify best-performing locations

Any time a business has more than one location—whether these locations be branches of a single corporation or franchisees—there are going to be leaders and losers among the different locations. So how do you identify them?

While there are many metrics that can be measured as part of the effort to identify the “best” and “worst” performing locations, customer satisfaction may be one of the most important. You may be surprised to discover that what you think is your “best” location (because it brings in the most gross revenue) isn’t the “best” location in your customers’ eyes. Maybe its fabulous location is compensating for its employees’ snarky attitude, and maybe if you identified and corrected the customer service problem, you could get even more sales from that already highly profitable location. These kinds of scenarios are exactly why it’s vital to track and compare metrics related to customer satisfaction for all your branches or franchises.

Key Metrics for Customer Satisfaction

Repeat Business

When customers keep coming back for more, it’s a clear sign your business is doing something right. Repeat business can help differentiate the location that’s become a neighborhood favorite from the one that does equal business just because it’s right on the interstate and can trap plenty of one-time customers.

Purchase Frequency

Getting customers to return is great; getting them to return more often is even better. If purchase frequency from your repeat clients is trending upward, this can be a sign that your customer satisfaction is solid.

Conversion Rate

The conversion rate measures how often a customer makes a purchase (or takes some other action) after interacting with an employee. Locations with great customer satisfaction should have a high conversion rate because the employees are able to understand and meet customer needs effectively.

Recommendations

Data on recommendations is sometimes presented as the Net Promoter Score. Basically, what you’re looking at is the percentage of customers who would recommend or promote your business versus the percentage of customers who would not recommend you.

Complaints

A high ratio of complaints to transactions or an increasing frequency of complaints can signal a problem with some aspect of your business model.

Complaint Resolutions

How customer complaints are resolved can have a big impact on customer satisfaction, by either satisfying an unhappy customer or making them unhappier. Metrics like time to resolution and customer satisfaction with resolution should be tracked.

Get Actionable Insights

Once the “best” location in terms of customer satisfaction has been identified, you can dig into all the reasons why that location is able to perform the best and use these insights to help other locations improve.

MyFieldAudits is an excellent tool for any multi-location or franchise business to use to monitor location performance on any number of metrics. MyFieldAudits allows for data from in-person site audits to be collected in a digital format. Other data streams such as the results of customer surveys can also be directed through the software, allowing you to generate comprehensive reports on the metrics that are most relevant to your business. To learn more, or to request a free personalized demo, contact us at info@MyFieldAudits.com.

‍