How to Use Technology to Stay Relevant Without Losing a Personal Touch

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Keeping up to date on trends that influence your team, clients and prospects can help your business thrive in today’s mobile world, while improving the customer experience.

By Meg Roberts, CFE

Technological developments have exploded over the past decade, so much so that “nomophobia” became an official vocabulary term to explain the fear of being out of mobile phone contact. Whether you work for a franchisor or as an independently owned and operated franchise owner, staying current on trends influencing your team, clients and prospects is how you can survive and thrive in business these days.

There is no doubt mobile devices now dominate online searches, and last summer Google confirmed the trend will only continue. As business leaders, we must recognize our diverse customer base and growing millennial employee base. It is essential to surround ourselves with a team of experts and partners to evaluate and fluidly adjust our approach when algorithms update, engagement wanes, and metrics and results indicate a necessary change.

Acknowledging the importance of remaining knowledgeable about emerging technology is a critical reality check some companies successfully take, while others fail to do so. By grounding ourselves in the foundations of our unique operating models, we can calmly evaluate whether we need to jump when the latest technological development hits the scene. Imagine the home services industry, for example — at the core, these businesses are as successful as the people we hire, train and retain to deliver our brand promise and stand behind our work.

Customers are inundated with choices for products and services that are direct competitors, as well as seemingly unlimited distractions for their attention and discretionary dollars. How can companies embrace technology without losing the personal touch? As a leader in your organization, customer needs and the solution you offer should serve as the baseline for your decisions. Here are a few examples:

• Automate reports to provide metrics and analytics on call conversions, satisfaction or search results, and use the information to prioritize changes that will propel your business forward.

• Continually improve the customer experience by providing multi-media quality, safety and service training materials, followed up with in-person quality checks and regular communication to reinforce company standards.

• Use customer data to identify loyal clients, and take the time to write a handwritten note of appreciation or better yet, pick up the phone to build a personal relationship.

I’m continually inspired when franchise owners trade stories about overcoming challenges and embracing new programs and technologies, and help one another make a difference in their businesses.

Meg Roberts, CFE, is president of Molly Maid. She is a member of several IFA committees, including the Women’s Franchise, Strategic Planning, and Marketing & Technology Committees. Find her at fransocial.franchise.org.