The amount of money spent on pets in the U.S. has seen steady growth over the last decade, largely due to the growing number of pet parents who consider their pets as a member of their family. Franchisees in the pet industry not only benefit from this growth but also from the established business model and expert support the franchisor provides. However, pet franchisees must still invest time and effort into attracting and building a loyal customer base, as the strength of the relationships with pet parents can significantly impact the success of a pet franchise.

Keep reading to find out how pet franchisees can build and maintain a relationship with pet parents (and why it is important to do so).

MAINTAIN CLEAR COMMUNICATION

In any business, effectively communicating with your customers can be an important way to inform them about your products or services and build rapport. However, in the pet industry, where pet parents entrust service providers with their furry family members, maintaining channels for clear, effective communication becomes essential. Not only will many pet parents want to hear about their pet’s experience in your care, but they may also look for ongoing updates or guidance on their pet’s behavior and wellbeing. Therefore, it becomes crucial to have systems in place that maintain open and consistent communication with pet parents about their pets. That way, you can be prepared to answer any questions they may have while also highlighting the benefits their pet has experienced in your care.

How a pet franchisee communicates with clients and what they communicate about can differ, but the underlying themes should be transparency and honesty. From discussing the benefits of your service and outlining price changes to discussing how a pet’s behaved around your team members, remaining open and honest will be critical to building and maintaining authentic relationships with your community. Dogtopia, for example, offers live webcams in every playroom that allow parents to monitor their pups, and sends home periodic report cards to keep parents apprised of behavior and progress.

BUILDING TRUST THROUGH COMMUNICATION

Whether you talk with pet parents in person, online, via an app, or all the above, clear and consistent communication can help your customers feel informed while also allowing them to develop trust in your products and services. Trust takes time and effort to develop, but it is necessary to establish when building a strong relationship with pet parents, as you want your customers to feel comfortable handing over their beloved pet to you and your team for the foreseeable future.

Finding ways to keep pet parents continually updated while also creating a procedure for informing them about their pets’ health, behavior, and wellbeing can be an important way to gradually build trust. For instance, creating a short briefing time every time the parent picks their pet up from your care could be a great way to maintain open communication. Some franchisees may choose email communication with a standardized template to send to pet parents every so often to outline details about their pet.

Trust-building can also look like making space for pet parents to ask questions and share any concerns. By establishing clear lines of communication, pet parents can feel more comfortable sharing their thoughts and should expect that you’ll provide honest answers in a responsive manner. For instance, you could have an inquiry form or email address for pet parents to share their thoughts, or you can express to them that open communication is important to you, encouraging them to share.

At Dogtopia, for example, we implement several ways for our franchisees and their team to maintain contact with parents. Not only can our customers reach out to us in person or via our app, and our local websites also have inquiry forms, an email address, and a phone number visible for pet parents to freely call and ask questions.

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PRIORITIZE A PERSONALIZED CUSTOMER EXPERIENCE

Providing customers with a personalized experience can play a significant role in their initial impression of your pet franchise business. Getting to know your customers as more than a transaction, especially in the pet industry, can help improve the overall experience.

A recent U.S. customer service and experience study found that 81% of customers prefer companies to provide them with a personalized experience. What does this personalization entail? According to those surveyed, 70% consider it important when employees know who they are and the history they have with the company (e.g., previous purchases, buying patterns, etc.).

The way you personalize a client’s experience will vary depending on your franchise business. However, finding ways to provide a fun, lighthearted and authentic experience for customers while still prioritizing safety and wellness can be a great approach. Since many pet franchisees often interact more with the pets than the parents, providing a personalized experience for their pet can allow them to join in on the fun and feel known by your team.

For instance, at Dogtopia, the teams at our daycare facilities know the dogs by name, send occasional photos to parents of their dog at daycare, organize arts and crafts activities so pups can bring home personalized pieces of art, engage with customers via social media, and so much more.

ENSURE STAFF IS TRAINED IN QUALITY CUSTOMER SERVICE

Providing a positive, personalized experience requires that your entire team receives comprehensive training in delivering exceptional customer service to pet parents. If you invest in a dog daycare franchise, for example, your staff will frequently interact with pet parents and their dogs. Allocating enough time to initial and ongoing training, and customer service for your team, can help you gain the confidence that your core values are being upheld and that strong customer relationships are being nurtured and maintained.

USING DATA AND A CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM

Without a suitable tech solution in place, keeping track of all your customers’ information and the specific details about them and their pets can be difficult. Many franchisees are leveraging artificial intelligence, for example, from inventory tracking to customer service, and there are several tools that can help optimize daily business operations.

A customer relationship management (CMS) system can be especially helpful when managing data from pet parents. Of course, the systems in place will depend on your franchisor. However, collecting data from pet parents, such as their pet’s name, specific preferences, purchase history, birthday, health history, treat preferences, and more, can help you create a more personalized experience.

GET INVOLVED IN THE COMMUNITY

Community engagement can be an excellent way to promote your pet franchise in your area and interact directly with prospective and current customers. Not only does getting involved in community events show others that you are engaged and committed to the betterment of your neighborhood, but it also allows you to build a connection and trust with community members who can become your future customers. Doing so can also assist in developing trust and loyalty with pet parents, helping you foster a strong relationship.

FRANCHISING WITH DOGTOPIA

Considering investing in the pet industry? Dogtopia is the leading dog wellness concept, setting the industry standard for a safe and clean dog daycare. Learn more about why Dogtopia can be the right investment opportunity for you.