Customer experience expert and keynote speaker Brittany Hodak is known for helping brands identify the moments that matter most—and then elevate them. After sharing these insights on stage at both the 2025 Franchise Customer Experience Conference and the 2026 Multi-Unit Franchising Conference, she developed the “Slow Elevator” Checklist as a practical, easy-to-use tool for teams.

👉  (Download the Slow Elevator Checklist)

The concept is simple but powerful: every business has “slow elevators”—those unavoidable friction points in the customer journey that can frustrate customers if left unaddressed. But as Hodak illustrates, even something as mundane as a slow elevator can be transformed into a memorable, even delightful experience with the right design and mindset. 

This checklist helps franchisors, franchisees, and frontline teams identify and improve those moments across every touchpoint, including:

• Online experiences (websites, checkout, messaging, accessibility)

• On-site interactions (greetings, wait times, signage, environment)

• Phone and service touchpoints (hold experience, transfers, communication)

It also provides actionable ways to:

• Turn negative experiences into neutral ones by improving communication, setting expectations, and eliminating knowledge gaps

• Turn neutral experiences into positive ones through small but meaningful touches like personalization, kindness, and memorable messaging

• Infuse your brand story into everyday interactions, making even routine moments feel intentional and differentiated

As outlined in the guide, many of the most impactful improvements are simple, low-cost changes—like proactively communicating wait times, training teams to greet customers effectively, or adding thoughtful touches to welcome and farewell moments. 

For franchise systems focused on consistency, scalability, and unit-level performance, the “Slow Elevator” Checklist offers a practical framework to audit and improve the customer journey—helping transform everyday interactions into experiences customers remember, share, and come back for.