Sept/Oct 2020 Feature – Home Services Franchises. BUSINESS FRANCHISE Australia and New Zealand

VOL 14 ISSUE 06 SEPTEMBER/OCTOBER 2020

HOME SERVICES FRANCHISING

TOP REASONS TO

START A HOME IMPROVEMENT FRANCHISE HOME IMPROVEMENT BUSINESSES IN A COVID WORLD

FIVE TIPS TO STAY SAFE

MAINTAINING BUSINESS LOYALTY IN A CHANGING BUSINESS LANDSCAPE Business Franchise Australia and New Zealand 31

Resources at your fingertips!

CURRENT TITLES INCLUDE: Business FRANCHISE Australia and New Zealand magazine The Magazine for Franchisees, Bi-monthly publication The Australian and New Zealand Business FRANCHISOR magazine The Magazine for Franchisors, Quarterly publication Australian and New Zealand Business FRANCHISE DIRECTORY Annual publication The FRANCHISE GUIDE Annual publication CGB’s website also provides an additional advertising and information format and complements our publications.

www.businessfranchiseaustralia.com.au

32 Business Franchise Australia and New Zealand

CONTENTS

36

On the Cover 36

Feature Article: Top Reasons to Start a Home Improvement Franchise

42

Expert Advice: Home Improvement Businesses in a COVID World – Five Tips to Stay Safe

48

Expert Advice: Maintaining Business Loyalty in a Changing Business Landscape

40

In Every Issue 34

What’s New! Announcements from the Industry

36

Feature Article: Top Reasons to Start a Home Improvement Franchise

Snapshot 44

Deckseal – Seal Your Future with a Deckseal Franchise

46

Expert Advice 42

Home Improvement Businesses in a COVID World – Five Tips to Stay Safe Chris Beasley, Managing Director, Safety Navigator

46

3 Warning Signs That You Have an Unhealthy Relationship to Feedback Georgia Murch, Author, Flawsome: The Journey to Being Whole is Learning to Be Wholey

48

Maintaining Business Loyalty in a Changing Business Landscape Mike Mulvey, Regional Managing Director, Australia and New Zealand, Fonebox

48

Have Your Say 40

Home Cocooning Triggers an Explosion of Interest in Home-Services Franchising John O’Brien, CEO and Founder, Poolwerx

A regular of Business Franchise magazine, our special supplement in franchising showcases a different industry each issue To share YOUR SPECIFIC EXPERT INDUSTRY ADVICE or to FEATURE YOUR FRANCHISE in the next issue, please contact: Vikki Bradbury Phone: 03 9787 8077 | Email: vikki@cgbpublishing.com

Business Franchise Australia and New Zealand 33

what’snew!

BATTERY WORLD FRANCHISEES EMPOWER COMMUNITY DURING PANDEMIC Contributing to the success was the network’s ability to meet the changing needs of customers by expanding their services to introduce contactless delivery and free battery testing coupled with vehicle health checks and free 24/7 roadside assistance.

Despite the economic impact of COVID-19 creating massive uncertainties, new franchisee Matt Moore was confident in the Battery World brand and took over ownership of the Tweed Heads store during the height of the pandemic. His commitment saw the store outperforming the market, achieving 75 per cent growth over the past three months.

“As a new franchisee, my focus was on customer service. At a time when everyone was feeling uncertain, our customers valued our team’s personable approach and determination to help them in any situation,” Matt said.

Australia’s leading battery retailer, Battery World, has powered through the COVID19 pandemic, with franchisees recognising their pivotal role in delivering essential products and services to communities, keeping them recharged and safe on the road, in the office and at home.

Battery World’s extensive network of 111 locally owned stores experienced significant growth in May and June (21.2 per cent and 20.5 per cent respectively) over the same period last year with customers backing small businesses and buying local.

As Battery World continues to be agile in the ever-changing environment, the brand is focussing its efforts on recruitment with new enquiries being received from both interested buyers and existing franchisees looking to expand.

For more information on Battery World, visit https://www.batteryworld.com.au/

JIM’S MOWING FOUNDER HITS OUT AT DANIEL ANDREWS OVER LOCKDOWN MOWER BAN Jim’s Mowing founder Jim Penman has taken aim again at Victorian Premier Daniel Andrews over his ban on mowers working during the Stage 4 coronavirus lockdown.

Mr Penman said he believed the Premier’s decision to deem lawn mowing a nonessential service “is a ridiculous measure that has caused misery to tens of thousand of Victorians.”

“I would defy the Premier to name one person in Australia, New Zealand or anywhere in the world who has caused or caught an infection

while working alone in someone’s garden,” he said.

“We totally support the wearing of masks and other measures to control this infection, what we’re saying is what the Premier has done is he’s ruling as a tyrant.”

The businessman said he was not encouraging workers to ignore the lockdown rules, pointing out that advice from Victoria’s Department of Health and Human Services suggests that sole operators can continue mowing lawns during lockdown.

for Victoria Police” if any Jim’s Mowing contractors breached public health rules.

Premier Andrews said it would come a “matter

jims.net

34 Business Franchise Australia and New Zealand

POOLWERX AWARDS TOP FRANCHISE PARTNERS AT INTERNATIONAL CONVENTION Global pool and spa servicing brand Poolwerx has recognised its top performing Franchise Partners at the annual Poolwerx Convention.

Held virtually for the first time due to COVID-19 restrictions, the awards recognise and reward Poolwerx’ established and up and coming Franchise Partners from Australia and New Zealand. For the first time in Poolwerx’ 28 year history, this was truly a global event with staff and franchise partners from the United States and the Philippines also joining.

John O’Brien, Poolwerx CEO and Founder, said the awards celebrate the effort and success of Franchise Partners, as well as their team’s dedication to providing outstanding service.

“Our winning Franchise Partners are a shining example of what can be achieved when you provide ongoing excellence in service, dedication to client support, and demonstration of ability to evolve, adapt and

deliver through constant improvement.”

“There is no doubt it’s been an interesting year, but in true Poolwerx style, we worked quickly to find solutions to the challenges the pandemic has thrown our way, introducing a range of COVID-safe services. I’m incredibly proud of our entire network for continuing to provide exceptional customer service to support our clients through the ordeal.”

Among the winners, Poolwerx Upper North Shore owners Prue and Malcolm Price were awarded the Brand Excellence award, the Top Sales award and also took out the top spot of franchise partner of the year.

John O’Brien described Prue and Malcolm Price and the Upper North Shore team as a beacon of excellence.

“In just two years, Prue and Malcolm have grown their business exponentially. They are a great embodiment of some of Poolwerx’ key

JUST CUTS FRANCHISE OWNER CELEBRATES 30 YEARS IN BUSINESS

values: they put people first – their teams, suppliers and customers alike; they look for better ways of doing business and they are incredibly entrepreneurial,” Mr O’Brien said.

To find out more visit www.poolwerx.com.au

years and helped run three of his stores,” says Leigh-Anne..

Leigh-Anne says the Just Cuts team have managed to minimise the impact of COVID19 on her business.

“While we took the decision to close for six weeks, it was like Christmas the day we reopened. There was an hour and a half wait every day for two weeks,” says Leigh-Anne.

“Clients have really appreciated the strong stance Just Cuts have taken on keeping both themselves and my team safe.”

“We’ve picked up a lot of new clients postCOVID, and business is back to normal even with social distancing restrictions limiting how many stylists can be cutting at a given time.”

Just Cuts Engadine owner Leigh-Anne

own salon while working as an apprentice with

Brosens is celebrating 30 years as a

Just Cuts Founder and Managing Director

successful franchise owner.

Denis McFadden.

“The head office team have been vital in ensuring we have the marketing and support required to educate our clients on health and hygiene policies, and maintain the confidence that we’re COVID-safe. Whether it’s providing masks, client information videos, exclusive JUSTICE Professional products or PR support, everything is always taken care of.”

Leigh-Anne opened the first Just Cuts

“I started working with Denis as an apprentice

“That’s never changed in 30 years.”

franchise in Australia, deciding to open her

when I was 17 – I worked with him for eight

https://franchising.justcuts.com/

Business Franchise Australia and New Zealand 35

FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

FE AT U R E A R T I C L E

TOP REASONS TO START A HOME IMPROVEMENT FRANCHISE There’s always something that needs improving, fixing or renovating around the house. And it’s often easier to call in the professionals to complete the work. If you like home improvement, landscaping or interior decorating, a home improvement franchise might be the right fit for you.

The home improvement market is enormous - its market size in Australia is around 1 billion dollars and is made up of over 8000 businesses. The industry consists of franchised businesses that provide a range of handyman and trade services to households and businesses.

There’s no doubt we’re living in unprecedented and uncertain times, but that also means new opportunities will emerge. For individuals with entrepreneurial goals, here are five reasons why investing in a home service franchise just makes sense.

36 Business Franchise Australia and New Zealand

“Lack of skills isn’t the only reason homeowners have grown dependent on professional service providers. Home services experts save homeowners time and ensure the job will be done right the first time.”

#1 You can secure your financial independence With more and more people out of work, life is unquestionably different. The COVID-19 lockdown has encouraged many people to take stock and think about their careers, and now more than ever is the time to take control and start working for yourself.

Owning your own essential business in an industry like the home service space is a way to establish your future and financial independence.

The home services franchise industry is forecast to maintain robust revenue growth over the next five years. Newly announced government grants and overall construction activity, are forecast to provide a reliable platform for industry expansion. Households are anticipated to increasingly outsource labour-intensive home services tasks, while the number of households is forecast to continue expanding over the period.

#2 You can find flexibility and a work-life balance Work-life balance doesn’t mean the same thing for everyone. To some, it means spending more time with your family, and to others, it means not working on your weekends. Many home services franchise businesses offer greater flexibility to choose your work hours and workdays.

Franchise systems like Bathroom Werx will provide you with an infrastructure ready to run your business the minute you finish

your training, leaving you free to concentrate on your customers and not burdened with administrative tasks.

#3 You can pursue your passion Many business owners say the hours they invest in growing their business doesn’t feel like work because they love what they are doing.

There are a wide variety of opportunities to suit potential franchisee’s different interests and styles, from gardening and landscaping services, window washing to painting and plastering services; there is a home service franchise to suit just about every interest.

#4 Homeowners find it easier to call in the professionals Lack of skills isn’t the only reason homeowners have grown dependent on professional service providers. Home services experts save homeowners time and ensure the job will be done right the first time.

As homes age, they require ongoing upkeep.

Whether the homeowner is a retiree or a parent busy with children, it’s beneficial to have professional help. That’s why home services franchise business owners continue to be busy. Homeowners rely on franchises like Jim’s Pool Care to care for their pool or

Business Franchise Australia and New Zealand 37

FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

“Your customers are already on social media, but they are likely checking in much more frequently to get the latest updates on the virus.”

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FE AT U R E A R T I C L E

“There are a wide variety of opportunities to suit potential franchisee’s different interests and styles, from gardening and landscaping services, window washing to painting and plastering services; there is a home service franchise to suit just about every interest.”

spa, Deckseal and Spray Pave Australia to upgrade or restore outdoor areas, Magnetite or LuxaFlex Window Solutions to update windows and SuperGreen Solutions to install solar panels and other energy-efficient products for the home.

#5 Buying a franchise can be a viable alternative to starting your own business from scratch The financial resources need to start and grow a business from scratch can be significant. Buying into a franchise provides

an opportunity to follow your passion and be independent but with the support and benefits of a big business network.

Franchise organisations offer potential franchisees a structure for launching, operating and growing a business. In most cases, franchisors will provide comprehensive operations manuals and training programs for their franchise owners that cover marketing, operations, accounting, technology and other areas that are specific to the particular business model.

These procedures and efficiencies are

“As homes age, they require ongoing upkeep.

Whether the homeowner is a retiree or a parent busy with children, it’s beneficial to have professional help. That’s why home services franchise business owners continue to be busy. ”

designed to enable franchise owners to spend less time and effort burdened with administrative tasks and more time making money.

No matter what kind of business you start, your start-up costs are almost certainly going to be your primary concern. Brick-andmortar franchises carry a more significant initial investment that most mobile franchise offerings. Thermawood Retro-Fit Double Glazing System, Bathroom Werx and Magnetite all offer a low investment cost under $50,000.

The home is one of the most valuable assets for families, and by helping to maintain and improve their homes as a home services franchisee, you will be investing in your future and your customers’. The demand for home services industry is strong and will continue to be. It’s a market with consistent need. If you think a home improvement franchise might be the right fit for you check out our A-Z Franchise Directory for current franchise opportunities available now. www.businessfranchiseaustralia.com.au

Look out for our next special feature on

HEALTH & FITNESS 38 Business Franchise Australia and New Zealand

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FE ATUR E : FOO D A N D B E V ER AG E FR A NCH ISES

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Business Franchise Australia and New Zealand 39

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H AV E YO U R S AY

HOME COCOONING TRIGGERS AN EXPLOSION OF INTEREST IN

HOME-SERVICES FRANCHISING Home is the new oasis Demand for home services is surging through the COVID-19 pandemic as Australians prioritise their home health.

With the home continuing to be the place for work, study and play, we are seeing a change in spending habits while people continue to cocoon at home.

Demand for home improvement, renovation, gardening and pool servicing has increased with many businesses extending their offerings to meet the demand. Home service businesses have experienced exponential growth in the past few months, and Poolwerx is no different.

In fact, we have once again proved the home service industry to be recession-resistant.

As a result of this home cocooning, we have seen an increase in pool use of the past few months with many clients upgrading their equipment. In June, our heater equipment sales increased by 295 per cent and filter sales by 117 per cent compared to last year.

This is a strong indication that families are spending more time at home and investing in their backyard oasis.

Our DIY options are also in high demand for clients riding the reno wave, and we have been able to quickly extend our offering with new services, including home delivery and test and deliver. Our extended range of contact-free services is proving popular across all locations and an excellent example of the importance of business agility in the face of adversity.

With the country experiencing a new wave of COVID cases, we’ll continue to see a preference for delivery and contact-free services, which Poolwerx and a number of service providers pivoted to earlier this year to meet consumer expectations and comply with COVID-19 restrictions. These proved very successful in allowing our stores to

remain operational throughout the crisis, with clients still able to access our expert advice, service and products as safely as possible. Nationally, we also launched our COVID Safe Practice branding in all stores and service vehicles to reassure our clients that their health and safety was our priority.

Picking the right franchise Franchising provides an opportunity to follow your passion with the support of a trusted network. It allows business owners to work in an established industry and build up a brand they feel a connection with.

But beyond the brand connection, picking the right model is critical. Some of the challenges typically faced by franchisees, particularly in the food retail sector, include high rent prices in shopping centres and staff wages. These costs can lead to significant margin compression for the business and have proven particularly disadvantageous during recent lockdowns.

As such, there is a great opportunity for franchises that provide additional revenue streams.

Poolwerx offers three revenue streams for Franchise Partners: shopping centres

establishing business partnerships Multiple revenue streams provide an opportunity to increase overall profits and more importantly, can safeguard your business against troughs within the different sectors. Should a retail downturn occur, having a business model with multiple revenue streams will help future proof your business.

We expect an increase in the number

40 Business Franchise Australia and New Zealand

of experienced business people entering franchising over the next year, as it provides the ability for an improved work/life balance while still building a successful business with the backing of our established support network. We also recently announced a $40,000 saving on all new franchises to help those wanted to start a small business and to support Australia’s economic recovery.

Riding the recession wave With millions impacted by redundancies and reduced working hours as a result of the Coronavirus crisis, it is estimated 3 million Australians will consider a post-pandemic career change. We’ve seen an unprecedented surge in franchising enquiries in response to the significant lifestyle shift created by the pandemic.

I think there’s no better time than a recession to reassess life goals and career aspirations. As people were laid off during the GFC, Poolwerx welcomed a great group of franchise partners into our network. In fact, both our store footprint and revenue grew more than 50 per cent in the five years following the GFC, and we’re pre-empting a similar level of growth post-pandemic.

When it comes to picking a franchise, you should also look for brands, products and services that will stand the test of time.

The current pandemic and subsequent recession have made it obvious that not all models are equal. Look to models that are recession-resistant – how a particular network performed during prior recessions, such as the GFC, will be a good indication of whether it will survive in the long term.

Another outcome of the GFC was people’s decision to secure their children’s future by starting a family business that could offer them long-term employment. Potential new franchisees are jumping at the opportunity to control their own destiny and remove the risk of being made redundant again.

FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

“Franchising provides an opportunity to follow your passion with the support of a trusted network. It allows business owners to work in an established industry and build up a brand they feel a connection with.”

It’s much easier then you think to start a business, particularly when you buy into a respected brand like Poolwerx who can help you build a successful career. With diversified revenue streams, tiered buy-in options and multiple markets opportunities, franchise partners can go as big or small as they want.

As CEO and Founder of Poolwerx, John O’Brien leads the largest global swimming pool service and retail company. O’Brien founded Poowlerx 30 years ago and has grown it into a multi-award winning system.

Poolwerx has twice been recognised as ‘Franchise System of the Year’ and Franchise Partners awarded ‘Best Multi-Unit Franchise’ three times by the Franchise Council of Australia. The brand is a permanent fixture in the ‘USA Top 500 Franchise List’ and has been awarded ‘Best Service Franchise’ in New Zealand.

O’Brien is past Chair of the World Franchise Council and the ANZ Swimming Pool Retail Association, an inductee into the Franchise Council of Australia Hall of Fame and a founding member of the Australian Federal Government’s ACCC Franchise Advisory Council.

Poolwerx is the world’s largest global franchise pool service brand. Founded by Australian CEO and entrepreneur John O’Brien in 1992, Poolwerx has grown to nearly 600 service vehicles and 160 stores in Australia, New Zealand and the United States. Poolwerx has multiple revenue streams, repeat clients, limited competition, is secure in the growing home services sector and is a technology leader. Poolwerx also champions the importance of teaching lifesaving water skills through its annual community initiatives, Responsible Pool Person and Learn2Swim Week, in partnership with Kids Alive.

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E X PER T A DV I C E

HOME IMPROVEMENT BUSINESSES IN A COVID WORLD FIVE TIPS TO STAY SAFE

1

Leading by Example

When at a customers’ home, it’s essential to show a strong commitment to helping stop the spread of COVID-19. Wear a facemask, carry hand sanitiser in your pockets. And make a slight show of using the sanitiser before entering the home for the first time. This will put the homeowner at ease. It may also encourage them to commit themselves further to help stop the spread.

2

Develop a COVID-Safe Plan for your Business

Here we are, over six months into the pandemic.

And with no sign of an end in sight.

There are, of course many, many negatives to life during this pandemic - hundreds of thousands of deaths, businesses collapsing, people unable to leave their homes.

And we’re also seeing some trends emerging, like in-store retail really suffering. So much so that just yesterday, one of the largest owners of shopping malls in the United States is in the process of converting those spaces into Amazon fulfilment centres.

But one of the ‘COVID-19 trends’ that will probably surprise no one is the rise of home renovations and improvement. The reason for this is pretty simple; people are spending a lot more time at home and in the back yard.

With this growing demand for renovations and improvement, further demand for businesses who can supply these services grows alongside.

COVID-19 presents a unique opportunity for those in home improvement or renovation businesses. And with that demand, there are also some key challenges, given people want to feel safe in their homes.

We’ve come up with FIVE TIPS for home improvement and renovation businesses

42 Business Franchise Australia and New Zealand

If you have not done so already, sit down with your workers and come up with a strong plan - a COVID-Safe Plan for your business. Doing so helps to identify the actions you can take every day to minimise the risk of you, your workers, and your customers contracting COVID. The NSW Government has come up with a very simple COVID-Safe Plan Template by industry type.

Once you’ve developed the plan, attach it as a link in every email you send suppliers and customers. And place a note in your diary to discuss the plan and any challenges faced by your workers every week.

In addition to this, your plan and actions should definitely focus on the below: sure you tell the customer why

equipment, devices and product samples you may carry with you

arrange to meet them outside available

Chris Beasley | Managing Director | SAFETY NAVIGATOR

all possible COVID-Safe Plan and that you are happy to share it if needed

habits change your own behaviours, i.e. if it’s clear they aren’t as committed to being COVID-safe as you are, don’t relax your personal commitment.

3

No Contact / Zero Contact With Customers For Business Processes that don’t Require It If you don’t have to have contact with the customer, don’t. Processes such as invoicing, designing, quotes and marketing materials can be sent to the customer without having personal contact.

You may even decide to offer Zoom initial consultations to your customers to avoid first up contact.

The point is most customers before this pandemic already probably hated (physical) paperwork. So, use software and technology to make yours and their lives easier, and help stop the spread of COVID-19 in the process.

4

No Contact / Zero Contact with Suppliers - Buy online or order over the phone As is the case with No/Zero contact with suppliers, wherever possible, all your engagements with suppliers should be with no personal contact. Use online or over the phone orders. For a more personalised service or for a closer look at some products you are looking to purchase, you could use Zoom or Facetime with the suppliers’ representative.

This method may have made little sense even

six months ago. Today it’s par for the course.

5

Self-Declare

Develop or find a simple questionnaire or checklist you and your workers can complete every day to self-declare you and they are COVID-free. There are many templates out there, so find the right one for your business. But whichever template you decide to use, make it short. The idea is that a set of simple questions relating to an individuals’ signs or symptoms and making them accountable for how they’re feeling and whether or not they attend work if some symptoms of COVID-19 are present.

The five tips we have listed here are by no means a comprehensive list of strategies to tackle the challenges that the COVID-19

pandemic presents a home improvement or renovation business. Instead, here we have attempted to select just five tips to serve as action points that can be implemented in your business today to help stop the spread.

There are other resources you can tap into over and above what we’ve listed here.

Possibly the first port of call should be Safe Work Australia.

Chris Beasley is Managing Director of Safety Navigator, a cloud-based WHS system with over 10,000 Australian and New Zealand business customers, many of whom are Franchise Organisations. chris.beasley@safetynavigator.com.au www.safetynavigator.com.au

Business Franchise Australia and New Zealand 43

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“But one of the ‘COVID-19 trends’ that will probably surprise no one is the rise of home renovations and improvement. The reason for this is pretty simple; people are spending a lot more time at home and in the back yard.”

FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

S N A PS H OT: D e c k S e a l

SEAL YOUR FUTURE WITH A DECKSEAL FRANCHISE

Have you ever wanted to own your own business, but did not know where to start? Why not invest in a DeckSeal franchise?

Taking on a franchise business can be a great way to kickstart a new career as your own boss!

With common benefits including instant brand recognition in an established market, set supplier contracts and a support network of your franchisor and fellow franchisees, buying into an already established business model is a tempting proposition for many!

Who is DeckSeal and what do we do? Since DeckSeal’s inception in 2007, the company has grown to be the largest deck and timber restoration and preservation specialists in Australia.

We restore and preserve timber decks, screens, fences, seats, handrails, posts, cladding, outdoor furniture and planter boxes and garden edges, servicing residential and commercial clients.

With the help of franchise industry professionals and an ever increasing demand for our services, the DeckSeal franchise system was launched. Our proven business model and strong industry network has allowed us the growth and continual success to be the leading deck restoration professionals. Since its inception, DeckSeal already has 9 franchises in operation as well as 3 management run regions. Franchises are now available in NSW, QLD, WA, SA & TAS. There are only 4 Victorian franchises now available.

We are a mobile business that can be run from a home-based office, keeping overheads down. DeckSeal offers everyday people the perfect opportunity to capitalise on their existing skills or quickly build a new set without the burden of learning a new trade.

The restoration and preservation of timber structures and decks is a niche business, placed within a significant growth market. Now more than ever, people are entertaining at home and utilising their outdoor areas.

44 Business Franchise Australia and New Zealand

A timber deck is an iconic part of the Australian outdoor lifestyle and a key feature in countless homes across the country. Not only does a timber outdoor area extend existing living space, it adds value to a property - more so when maintained to its full potential.

To become a DeckSeal Franchisee, you need to be honest, organised and hard working. You need to be driven and dedicated to growing your own business with good time management skills.

Our Franchisees are invoicing between $10,000-$15,000 per month (sole operator) and $15,000-$30,000 per month (with 1 or 2 staff).

These figures can vary depending on location, work ethic, staff, hours per week, etc.

For more information or to register your interest please call 1800 332 525 or email admin@deckseal.com.au

A DeckSeal Franchisee will receive: restoration with DeckSeal Master Franchise (4 weeks)

our 1800 number

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E X PER T A DV I C E

3 WARNING SIGNS

THAT YOU HAVE AN UNHEALTHY RELATIONSHIP TO

46 Business Franchise Australia and New Zealand

Georgia Murch | Author FLAWSOME: The Journey to Being Whole is Learning to be Wholey

“When you start noticing how you are responding to the outside world and decide to respond well, you move into a place where others respect you and importantly your self-respect elevates.”

Feedback is bigger than conversations

You’re in denial

The thing about feedback is that it’s not always about what people tell you. It’s not always the content in conversations.

Feedback is everywhere. It could be the feedback you give yourself when you are in a conversation with another, or observing how someone is being treated. If a colleague is publicly pulling another ‘into line’ and you have a reaction to it, that’s feedback that you are uncomfortable.

If someone called you and said they wanted to have a chat to give you some feedback, and you’re like most of the population, you would likely assume the worst.

This would be irrespective of your seniority and how much experience you have. We are all a little crazy like that. It’s because we are wired to think in deficits. The technical term is a ‘negative bias’.

Seeing gaps and opportunities is one of the things that makes you a great leader. In fact, your brain is wired to stay in the trap of anticipating bad news. Yet if you stay in this high alert space, at all times, it will not serve you. Because you will assume the worst and then go down a rabbit warren of being constantly on your guard or defensive or even retreating.

Feedback is just information you receive and how you respond to it. Both the receiving and responding. One is content that comes your way, the other is the feedback you give yourself.

Your response is your sign So how do you know when you are friends with feedback or not? We can make this super simple. Does what you are hearing or observing make you react ‘above the line’ or ‘below the line’? You may know them as marketing or accounting principles. In this context it is about our behaviours. How we react in the moment.

Below the line is when you are closed, defending or protecting. It’s about avoidance of the role you may have played and ultimately avoiding responsibility. At worst when up are below the line you are trapped in blame. Blame says that someone or something is wrong, and it’s not you. It’s a discharge of ownership. It also means you don’t need to take responsibility for your reactions. When you blame you shut off the possibility of learning. Whether it blame of others or it’s self-blame, it is all unhealthy and unhelpful.

The other sign of and unhealthy reaction to feedback is denial. This is where your fear of reconciling feedback with what you know about yourself keeps you in your blind spots.

In its simplest form it’s a coping mechanism as you might not be willing to face what might be true, so you protect yourself to remain in a ‘safe’ place. This creates disconnection with others and yourself.

Being above the line is about staying open and curious; responding well because your intention comes from a good place. When you start noticing how you are responding to the outside world and decide to respond well, you move in responsibility and ownership.

This is where you manage your responses, understanding that there is a better way and that you must self-regulate. It’s a space where you learn not to control people or circumstances and to know what to influence and what to leave.

When you start noticing how you are responding to the outside world and decide to respond well, you move into a place where others respect you and importantly your selfrespect elevates. We just need to learn how.

Ultimately feedback either makes you bitter or better. You get to decide.

Georgia Murch is an expert in designing feedback cultures and helping people reconcile the feedback they give themselves. She is a best-selling author and has just launched her third book, Flawsome: The Journey to Being Whole is Learning to be Wholey (Major Street Publishing).

For more information of how we can help people and organisations visit www.georgiamurch.com

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FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

“Feedback is just information you receive and how you respond to it. Both the receiving and responding.

One is content that comes your way, the other is the feedback you give yourself.”

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E X PER T A DV I C E

MAINTAINING BUSINESS LOYALTY IN A CHANGING BUSINESS LANDSCAPE One of the many disruptions caused by COVID-19 is the change in consumer behaviour, which is challenging brand loyalty.

The social distancing restrictions and lockdowns, and resulting financial uncertainty, caused many consumers to stop spending money on all but the most essential purchases. This resulted in more than half of Australian consumers changing their usual buying behaviour by purchasing from new stores or companies. (1) As consumers look for lower prices and increased convenience, brand loyalty is less powerful, with customers prepared to try new brands and leave previously trusted brands behind. However, providing exceptional customer service can help overcome this risk, with 96 per cent of customers saying that customer service is important in their choice of and loyalty to a brand, which proves just how crucial it is to provide undeniable, consistent value to customers. (2) COVID-19 has seen spending shift from physical to digital channels as public safety remains a top priority for both consumers and businesses. Consumers are replacing

“Customer calls are extremely valuable to businesses and missing them can be damaging. This is because customers usually call when they’re ready to buy or they have an issue that needs to be solved.”

Mike Mulvey | Regional Managing Director, Australia and New Zealand FONEBOX

or complementing physical activities with digital equivalents, with engagement on online platforms surging. This means that online-only consumers can’t ask questions in person. Consequently, phone communication has never been so important.

While connecting with customers over social media, instant messaging or email is useful, consumers often find it easier and faster to resolve questions via a phone conversation.

It’s likely that consumers will continue to prefer digital channels after the crisis. (3) With phone communication one of the few channels that affords a real, instant human connection, while also aligning with contactless engagement that comes from digital technologies, organisations must ensure the quality of customer service remains high, regardless of workload. This can be difficult, since ongoing workforce modernisation and social

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distancing measures make it more complex to contact staff members by phone reliably. A largely remote workforce means office phone numbers often have to be forwarded to a specific number, which is usually the store number. However, if in-store staff members are busy dealing with customers, these calls can go unanswered.

Customer calls are extremely valuable to businesses and missing them can be damaging. This is because customers usually call when they’re ready to buy or they have an issue that needs to be solved; both of these scenarios require an immediate response. Delays, missed calls or voicemail diversion can reduce customer satisfaction, and it is often difficult for organisations to call back at a time that suits the customer.

Additionally, in-store customer service can be affected if a sales assistant is on a call with

no other team members available to help in-store customers. This can lead to missed revenue, client losses, and reputational damage, all of which can be catastrophic in the current landscape.

As the retail sector becomes accustomed to the switch from physical to online channels, consumer confidence will start to recover with permanent growth expected for online channels. (4) Organisations that have been slow to adopt digital capabilities must do so quickly, with those who have implemented a true omni-channel experience being best positioned to benefit during the early recovery period.

McKinsey suggests that three priorities will define customer experience in the post-COVID-19 era: 1. Digital excellence.

2. Safe and contactless engagement.

3. Dynamic customer insights. (5) Leveraging digital capabilities, there are three ways companies can improve customer interactions to build customer loyalty:

1. Connect with consumers how and when it suits them While the retail sector overall has seen a reduction in turnover year-on-year, some sectors, including eCommerce haven’t been

as heavily affected. (6) There is added pressure to work harder and faster right now for many staff members due either to a reduction in staff, or an increase in demand. This can be dangerous for businesses as rushed customer service interactions can result in negative experiences, while overwhelmed employees are less likely to be engaged, which could lead to staff turnover.

A call forwarding system can help organisations maintain client loyalty by developing rich relationships through reliable service and consistent, high-quality customer interactions. However, simple call forwarding is no longer sufficient for organisations that want to truly leverage the power of human voice connections.

Businesses need to be able to choose how

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FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

“With phone communication one of the few channels that affords a real, instant human connection, while also aligning with contactless engagement that comes from digital technologies, organisations must ensure the quality of customer service remains high, regardless of workload.�

FE ATUR E : H O M E SERV ICES FR A NCH ISI NG

E X PER T A DV I C E

2. Automate workflows “The rise of digital often means that consumers want information in real time. This means organisations must respond instantly, harnessing data and analytics tools that can extract immediate customer-experience insights and overcome the short-sighted and reactive nature of surveys.”

and where to direct incoming calls. When customers call a business number, their call should be automatically directed to an answer point previously determined by the business based on various routing options. This will ensure calls are answered by staff members best equipped to handle customer needs.

As well as managing phone calls, an inbound call solutions agency can also handle the calls as a service. They can take messages, nurture leads, make bookings, process sales, and escalate more complex requests to the appropriate person. By ensuring a call is never missed, businesses can give customers the experience they’re looking for, leverage opportunities on the spot, and build a reputation for being responsive.

By partnering with a call solutions agency, businesses can automate repeated processes such as call routing, email confirmations and reporting. This lets team members focus on more valuable, revenue-generating activities, rather than mundane administrative duties.

This also improves the accuracy of company data as human error is removed from data entry processes.

3. Anticipate customer needs through data insights Using real-time data insights from a call solutions agency, businesses can anticipate customer sentiment and add customer value. The rise of digital often means that consumers want information in real time.

This means organisations must respond instantly, harnessing data and analytics tools that can extract immediate customerexperience insights and overcome the shortsighted and reactive nature of surveys.

Additionally, businesses can gain databased insights into how phone calls are being made or missed, to whom, and how much they cost. This lets business leaders assess employee productivity levels, as well as gain insight into areas where the organisation could improve. For example, managers could see that most inbound calls are missed during lunch hours, which could be because the lunchtime rush keeps the in-store sales assistants busy. Using a call service agent

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during those hours can ensure no calls are missed.

In a changing retail environment, companies can achieve customer loyalty by fostering rich human connections. The permanent growth expected for digital channels means that phone calls have become invaluable in providing contactless human interactions.

Partnering with an inbound call solutions agency can ensure businesses provide reliable service and consistent quality customer interactions by meeting customers at a time and in a place that suits them.

As J2 Global’s regional managing director, Mike directs the business’s strategy in the ANZ region. Mike has held numerous senior leadership roles in telecommunications and technology organisations including Nokia and Tait Communications. His sharp commercial acumen is illustrated by his success in roles with start-up businesses including Cirralto, and the Prophet’s Rock winery, which he established from 44 acres of bare land to become a global wine brand.

(1) https://www.mckinsey.com/business-functions/marketing-andsales/our-insights/survey-australian-consumer-sentiment-duringthe-coronavirus-crisis (2) https://info.microsoft.com/rs/157-GQE-382/images/ENCNTNT-Report-DynService-2017-global-state-customer-serviceen-au.pdf (3) https://home.kpmg/au/en/home/insights/2020/04/coronaviruscovid-19-retail-survival-and-revival.html (4) https://home.kpmg/au/en/home/insights/2020/04/coronaviruscovid-19-retail-survival-and-revival.html (5) https://www.mckinsey.com/business-functions/operations/ our-insights/elevating-customer-experience-excellence-in-thenext-normal (6) https://www.abs.gov.au/ausstats/abs@.nsf/mf/8501.0