Franchise Update Magazine Issue II, 2017 - Page 23

Q & A with Shelly Sun Shelly Sun is the CEO and Founder of BrightStar Care® and the 2017 Chairperson of the IFA Board of Directors. How important is franchisee satisfaction to you? I don’t know of any franchise executive who doesn’t focus on franchisee satisfaction. I obsess over it! You’ve got to know what’s working and what’s not so you can course-correct if necessary. Do you believe that franchisees begin with an expectation of success, and are looking to their franchisor for leadership in order to maximize their success? Every franchisee gets into business to succeed, but it’s not enough to achieve great sales or profit – you want to feel satisfied about what you’re doing. For success and satisfaction, yes, franchisees look to us for leadership. I have a mantra, “Listen, Learn, Lead.” I need the first two in order to do the third. Some franchisees will tell you what they think you want to know, and others will withhold negative feedback. How can you be sure that you are making strategic decisions based on real metrics? Confidential surveys are important because they’re quantitative (we can measure and benchmark scores to specific programs) and they’re qualitative where we ask open-ended questions. Franchisees who are generally reticent will often open up if the survey is anonymous. These surveys allow us to engage franchisees at a higher level. We compare these numbers with all of our conversations to get a picture of what’s going on. Our goal is to use all available tools to get a clear picture. Recruiting high-quality candidates is crucial for long-term sustainable brand growth, and this is more challenging than ever before. How important is postive validation from existing franchisees in your sales and development process? Incredibly important. Our CMO says personal testimonials have always been the most effective advertising ( 2v2v&R( 2BFBƖW2Fg&66RFWfVVBbvR( Ɨ7FVV&BVN( FVfƖFFv&R&R6FfR&Vr6W'FfVB2v&B672g&66R *w2W2F6v66RW"vg&66VR6F6f7FF&VvFWVFVBF&B'G&W6V&6BF22&fV7&F6FGG&7FrB66rFV2vFv6Ɩ&W"6FFFW2खW"&Rw&FR&WB( 7VGW&Rb6&VB7V66W7>( Ӱ6RWVBF3N( 2fW'6SvR7V66VVB`g&66VW27V66VVBBf6RfW'6f"WRvR66Vǒ@W"vVVǒ6W2&W'G2BV&vBbFW&^( 2FV6ƖP6WvW&Rg&66VR2fW7FVBW"vWF7V66VV@vFW"'&BBvRvBFB&WBFfbf"FR7BFV6FRRfRVvvVBFRg&66P&W6V&67FGWFRFW&f&6fFVF( FVWFf^( FW"g&66V^( 22rfRRW6VBFR&W6V&6&W7VG2F&&FR6'&FRVff'G2&FW"F֗P( 6&VB7V66W7>( f"'&vE7F"6&SvRW6RFRFF&fFVB'e$2W"V666&VV6fR7BV s2RbW"g&66VW2'F6FVBB6fFVF'GVGf"WfW'RF7VFV"֖BB&VƖWfRRFWFvR&PVW7VFBW"d22F&V7BWBF&&FrW 6'&FRVff'G2f"WRFW6VBf"&WGFW"vF&V7'V@B&WF6&VvfW'2BFRfW'6RV"vRFVƗfW&VB6WFFW6VBVVB6ǒB7W'&6vǒFR6RVV@6vVBWW"7W'fW2vFe$B&V77W&VBbW2FBvRvW&PFrFR&vBFw2#r&2e$w2WFfW'6'0FR&vF"bg&66VR6F6f7F7W'fW2vR&R&VBF&fFP&W6V&6B&V6vFf"琦VFrg&66R6W2fVFW B4TVfb62&VVW'6V@g&66rf"fW"3V'3f'7B2g&66VRWB2VFVBg&66VRFV2&VFWfVW"f"F5"g&66RFRg&66R&W6V&67FGWF\*2FR&vVFF"bg&66VR6F6f7FBN( 2f7W226Vǒ&W6V&6B&V6vFe$FW2B6VGfW'F6r"VG2*#rg&66R&W6V&67FGWF\*&vG2&W6W'fVBदVfdg&7W'fW6УCS#