Customer loyalty isn't just for retail. Here's why your service or trade franchise should consider it.
Let's start with a basic question: do your franchisees have customers?
Of course they do. Plumbers. Electricians. Cleaning companies. Auto repair. HVAC technicians. Every service franchise has customers. Real people who use their services and pay for them.
Here's the next question: do those customers make repeat purchases?
A homeowner who calls a plumber for a burst pipe this year will need another service in the next couple of years. A salon client coming in every six weeks is a repeat customer. A business booking a cleaning service monthly is making regular purchases. A homeowner who had gutters cleaned in spring might need it again in autumn.
Repeat customers are everywhere in service franchises.
So, here's the real question: are you doing anything to keep those customers coming back to you instead of calling someone else?
The blind spot for service or trade franchises.
Service or trade franchise networks might think: "We're not retail. Loyalty programmes are for shops and restaurants. We don't need that stuff."
But that thinking is outdated in today’s competitive environment. And franchisees may be missing out.
Loyalty isn't just about points for buying shampoo. It's about customers choosing your franchise, coming back to your franchisees, and spending more with the group. It's about staying top-of-mind when they need a service. It's about building relationships instead of just transactions.
Service or trade franchises have something retail or hospitality doesn't always have: customers with real, ongoing needs. People need repairs and maintenance. Businesses need regular cleaning. These aren't one-time purchases. They're ongoing needs.
So, if your customers are already coming back, why not engage them properly? Why not remind them about services they might need? Why not thank them for their business?
Could your customers purchase more or use additional services you offer?
A plumber does emergency call-outs. But they also do preventative maintenance, new installations, and upgrades. Most customers only call when something breaks. They don't know about other services.
A cleaning company does basic office cleaning. But they could offer carpet cleaning, window cleaning, or deep cleaning. Most customers stick with what they know.
A salon does haircuts but also offers colour, treatments, and waxing. Customers often don't know these options exist.
If customers don't know about your full range of services, they won't buy them. That's lost revenue your franchisees should be making.
Question two: Could your customers purchase more frequently?
Some services have natural seasonality. Gutters need cleaning in spring and autumn. Heating systems need servicing before winter. But in between, customers forget about you. When they need something, they might call someone else.
Or think about frequency. A customer might book once a year when really they should book twice. Nobody's reminded them about the benefits of more frequent service.
Question three: Would you like a simple way to stay connected with your customers?
Many service or trade franchisees may not be engaging customers between jobs. They're not reminding them about seasonal needs. They're not telling them about new services. Maybe they are waiting for the phone to ring.
When it rings, it might be a competitor's customer instead of theirs.
The four pillars for franchises of all sorts
You don't need complicated systems. You need four simple things working together.
Engage: Stay connected after each job. Send a thank you. Ask for feedback. Show you appreciate their business.
Interact: Remind customers about services they might need. Tell them about seasonal maintenance. Make it easy to book their next appointment.
Communicate: Reach customers through email, text, or app—whatever works for them. Keep messages consistent. Make sure they know all your services.
Transact: When customers are engaged and know what you offer, they book more jobs. They use more services. They spend more money.
Simple ways to issue rewards. Simple ways to surprise and delight. Simple ways to stay in touch and incentivise return trade and promote other services.
Why franchisees should want this
Your franchisees are competing for customers. They're spending money on advertising to find new customers when they should be getting more business from existing ones.
A simple customer engagement platform changes that. Existing customers book more jobs. They use more services. They spend more. Franchisees don't have to spend as much on advertising.
That's better margins. Better profitability. Happier franchisees.
The competitive reality
Right now, some service franchises are doing this. They're staying in touch with customers. They're reminding them about services. They're booking more jobs. They're making more money.
Competition is fierce! Stay ahead of the game.
Technology is not the barrier
Whether you are operating trade-to-trade or trade-to-consumer, Tranxactor can provide a loyalty solution through any EFTPOS terminal, point-of-sale system, or integrated into websites; back office; or our own web mobile application.
Your next step
Your franchisees have customers. Those customers make repeat purchases. Those customers could purchase more or use additional services. Those customers would respond well to being reminded about services and kept updated about new options.
A simple, cost-effective customer engagement platform gives franchisees the tools to do all that.
Ready to help your franchisees engage more customers and grow their business? Contact Tranxactor today to see how a simple four-pillar customer engagement approach can work for your franchisees.