Feedback: The Good, The Bad, and The Actionable (Part 2 of "Decoding Franchising Pitfalls")

Introduction

Welcome back to the "Decoding Franchising Pitfalls" series, specifically designed for Crave Cookies franchisees striving for excellence. In part two, we delve into customer feedback, an area replete with actionable insights that are too valuable to ignore.

Celebrating Excellence But Not Getting Complacent

First and foremost, a standing ovation is in order for our franchisees hitting the high notes with a Google review score of 4.6 or more. This achievement signifies a relentless commitment to quality and customer experience. However, while a high rating feels great, it's not an excuse to rest on your laurels. Excellence is a constant journey, not a destination.

The Many Faces of Negative Feedback

Negative feedback often comes wrapped in detailed complaints. For example:

• Cookie Consistency: "The last time the milk chocolate chip was a bit dry."

• Presentation: "The cookies looked nothing like what I saw in the promotional material."

• Ambiance: "The music was too loud, I could hardly talk to my friend."

• Staff Engagement: "The cashier seemed uninterested and barely made eye contact."

• Wait Time: "Had to wait 20 minutes just to get served."

• Cleanliness: "The tables were sticky and clearly hadn't been cleaned in a while."

These might sting a bit, but they're actually golden opportunities to elevate your franchise to the next level.

Walking the Tightrope of Incentivizing Reviews

In the quest to elevate our online presence, encouraging customers to leave reviews is crucial. Reviews give us the social proof and customer feedback we need to continuously improve and attract new cookie aficionados. However, this is a realm where good intentions can accidentally steer us into murky waters if we're not careful.

What's Allowed

• Encouraging Reviews: There's nothing wrong with nudging customers to leave a review. A simple sign near the register, a polite request from the cashier, or an automated email post-purchase can all serve this purpose.

• Offering Incentives: Providing a little extra something as a thank-you for taking the time to review can be a win-win situation. For example, offering a free cookie in exchange for an honest review can boost both reviews and return visits.

What's Not Allowed

• Asking for Positive Reviews: This is a major no-no. Asking customers to leave a "good" or "5-star" review in exchange for a cookie, a discount, or any other incentive is explicitly against Google's terms of service.

Feedback Best Practices: From Receipt to Action

1. Acknowledge and Engage: Thank every customer for their review, whether it's full of praise or constructive criticism.

2. Deep Dive: Deconstruct every piece of feedback and match it against your operational practices.

3. Lean on the Franchisor: As franchisees, you're not alone. The franchisor has the best insight into identifying the root cause of issues and finding solutions.

4. Continuous Monitoring: Make sure your feedback mechanism is set up for regular monitoring to assess its efficacy.

5. Transparency Rules: When you've made a change based on customer feedback, broadcast it. It boosts customer loyalty and shows that Crave Cookies listens.

Conclusion

While we bask in the glory of high ratings, we remain laser-focused on feedback that offers room for improvement. Whether it's about the quality of cookies, the demeanor of the staff, or the ambiance of the store, we take every single comment seriously.

Get ready for Part 3 of our "Decoding Franchising Pitfalls" series, where we’ll dive into another crucial topic. You won't want to miss it, because at Crave Cookies, we're all about making you the best franchisee you can be.