The 6 rules of customer experience replication

One area where many of the most successful franchise businesses excel is in replicating customer experience (we’re looking at you McDonalds). To do this, they have a particular set of rules that are typically followed. These allow the business to be clarified and refined to the point where it is easy to franchise out from. 

While you might not want to franchise out, the process of clarifying your business through considering how to replicate customer experience is useful. By working through these rules, you’ll be able to ensure a consistent experience for your patients, as well as set up a model for operations that is effective. 

The E-Myth Revisited sets out these rules clearly:

1. The business model should provide consistent value to customers, employees, suppliers and lenders, beyond what they would expect. 

This is about exceeding the expectations of everyone who comes into contact with your business. Every business owner should be assessing how they can do this, to remain competitive. 

2. The model will be operated by people with the lowest possible level of skill.

While there may be some areas of your business where only people with particular qualifications can work (such as seeing patients), this is about making the business function so that these people are supported to give their best. Streamline all business processes so that they are quick and simple to navigate. 

3. The model will stand out as a place of impeccable order.

People crave order. This goes for employees and customers. A business that appears to know exactly what they’re doing gives a good impression. Environments that have been well planned, increase the satisfaction of those within them. 

4. All work in the model will be documented in operations manuals.

Having business models well documented provides structure for employees new and old. It provides confidence that there is a logic to what they are being asked to do, and that it has been thought out. This is the ‘How-to-do-it’ guide that lets people understand the why, and how of your business operations. It should be clear and communicated meaningfully to those in the business.

5. The model will provide a uniformly predictable service to the customer.

A business shouldn’t just appear orderly, it should also conduct itself in an orderly manner. It matters to patients to have an expectation of what the process will be each time they visit. For many people visiting health and wellness businesses, anxiety can already be high so maintaining consistency is extra important. It doesn’t matter what it is you’re doing, but each time a patient visits you should guide them through the same process each time. This is reassuring.

6. The model will utilise a uniform colour, dress and facilities code.

Psychology tells us that images, colours and other aspects of the physical environment of consumers and patients has an impact on them. The appearance of your business when it comes to decor, and employee dress code is significant. Research what has been proven to be the most effective for your ideal client and package your business accordingly.