Microsoft Dynamics CRM for Franchise Management

Louise Alderton, 06 May 2011

Microsoft Dynamics Customer Relationship Management (CRM) software with its xRM (anything relationship management) framework can go way beyond the organisation of a typical buyer-seller situation. In this blog post I will look at how this platform can be implemented for Franchise Management. Franchises can range across various industries from fast food chains and restaurants to hotels and automotive services. They require tight management, visibility and a comprehensive technology application to support this.

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Typically management applications for Franchises were developed specifically for franchisors and had very little wiggle-room to meet any needs unique to an individual company. Microsoft Dynamics CRM provides a much more beneficial and agile platform on which a tailored, effective Franchise Management solution can be developed.

While a Franchise has its individual needs and best practices there are challenges that are commonly faced across the board. These challenges include – inconsistent technologies, varying processes, a lack of collaboration, dwindling productivity, poor data management and reporting, protocol compliance, staff recruitment and marketing. With a Microsoft Dynamics CRM Franchise Management solution many, if not all, of these obstacles can be overcome.

Let’s take a look at some of the features and benefits of a Microsoft Dynamics CRM Franchise Management solution:

Collaboration across the Franchise Fleet

With a Microsoft Dynamics CRM solution you are able to achieve a complete 360-degree view of the entire franchise fleet from projects and planning to staff collaboration and public communication. This solution provides a central, easily accessible hub for all information. You can maintain a clear picture of each entity while providing your staff consistent, relevant and timely information to assist them in their day-to-day responsibilities.

Streamlined Processes

With Microsoft Dynamics CRM’s workflow and automation functionality you can standardise and streamline many administrative processes across the franchise chain. These might include procedures, best practices, messaging, loyalty programs and reporting. Automating these processes creates huge efficiencies and freeing up resources to be used on more important tasks.

Easy Reporting and Data Management

Built in analytics, dashboards and reporting in Microsoft Dynamics CRM can improve regulation compliance and help you to identify trends for more informed and proactive decision-making. You are able to easily manage documents and agreements and organise these into franchisee folders. All of which make for more effective management of resources and greater efficiencies across the board.

Staff Recruitment

Recruiting quality staff is very important in growing a franchise and Microsoft Dynamics CRM can simplify this process. You will be able to evaluate what your best lead sources are, quickly qualify candidates through lead scoring and also assess whether your recruitment programs are being successful or need some improvements.

Communication and Customer Relationships

Use Dynamics CRM to keep the lines of communications open with your key contacts. This might be franchise owners and management or customer loyalty programs. You can easily nurture these important relationships with follow-up workflows in place, targeting tools, bulk email functions and templates.

Now let’s take a look at a couple of real-world examples of a Microsoft Dynamics CRM Franchise Management solution in action:

Cold Stone Creamery

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In 1988, Donald and Susan Sutherland opened the first Cold Stone Creamery in Tempe, Arizona, and took the initial step toward their goal of delivering the world’s best ice cream. Two decades later, the company has more than 1,400 stores and 30,000 employees around the world. Famous for its ice cream creations this successful franchise also has a very popular Birthday Club which allows its members free ice cream on their birthday. The company wanted to open up this club to not just children, but all customers and also move the enrolment process online.

With the help of Microsoft Dynamics CRM they were able to transform not just their Birthday Club but many other areas of the business and future plans to extend even further. They now have all the information relating to its birthday program participants in a single accessible location, no longer having to wait for a third party to deliver this information. With faster, better insight of their customers they are able to build stronger and more positive connections.

With the enrolment process online and streamlined Cold Stone Creamery was able to make significant savings on printing and mailing which is now all done through email. These savings are predicted to be in the multimillion dollars over the next couple of years. The company currently has over 1.5 million Birthday Club participants and enrols thousands of new members daily.

Read the full case study

Massage Envy

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Massage Envy opened for business in 2002. After just one year, enormous demand for its membership-based massage services prompted the company to adopt a franchise model. A flexible, scalable solution based on Microsoft Dynamics CRM, Microsoft Office SharePoint and other Microsoft technologies.

Within four months of implementing the solution, Massage Envy opened an additional 100 clinics and reduced its royalty reconciliation process from 30 hours per week to 30 minutes. The company simplified franchise management, enhanced connectivity across the enterprise, and easily integrated a comprehensive solution that will continue to scale with the company as it expands into new markets.

The click-and-report type of system that doesn’t require a lot of manual entry or manual management; it handles the whole franchise process from start to finish; and it connects not only the clinic locations and the home office, but Microsoft and third-party applications at the corporate headquarters as well.

Read the full case study

*1 Image from: http://juridic.bvbusinessconsulting.ro/compania-ta-afacerea-ta/despre-franciza/ 

*2 Image from: http://jcowandewar.wordpress.com/2010/06/25/cold-stone-creamery-milkshake/

*3 Image from: http://blog.spafinder.com/spa-industry/day-spa-visit-to-massage-envy/