Does Your Franchise Have These Factors?

by Nancy Friedman

Over my years of experience interviewing customers, I found that there were several things they value. Things they prioritize before the product or service. They boiled down to three basic wants comprising what we now call the R-T-C Factor: Relationship, Trust and Consistency. Let’s go over them and you can check your own R-T-C Factor.

…this is not rocket science, it’s not major surgery. . . it’s plain old common sense.

R – Relationship

Building rapport is an overlooked art. Call many companies through when you promise to hear: “You can talk to anyone in to a relationship. From following the best there is.” I’d much rather and the first word shouted at call or fulfilling the company’s our office.” you is “Name?” No “nice to meet guarantee statement, creating you by phone” or even a “good morning." There's very little rapport-building found in today's customer service. A relationship starts within the first four to six seconds of a phone call or within the first 30 seconds for an in-person visit. That sets the stage for the rest of the transaction. Plus, it lays the groundwork for future business. Rapport-building and relationships are vital to every communication exchange. It’s a simple, basic process.

T – Trust

If the customer is unable to trust what you say, the relationship will melt to zero. Gaining the trust of your customer is the KEY to a relationship. From following through when you promise to call or fulfilling the company's guarantee statement, creating trust is vital. If that trust is broken, it's a big fence to mend. Keep your word to gain the trust of your customer. They need to know they can count on you. Before any actual sale, a customer must buy "you."

C – Consistency

A McDonald’s hamburger in Cancún, Mexico tastes the same as one in Des Moines, Iowa. Why? Consistency. The taste will be the same in each of the stores. A business should run with the same consistency. It shouldn’t matter who the customer talks to. Personally, I’m skeptical when someone tells me: "Be sure to talk to Joe. He's the best there is." I'd much rather hear: "You can talk to anyone in our office."

In summary, the R-T-C Factor is what customers look for and deserve in any of their transactions. So, I ask you: Do you provide enough R-T-C to keep your customers satisfied? As we like to say, this is not rocket science, it's not major surgery... it's plain old common sense.

Do it!