Computers, software and peripherals are often included in the initial franchise start up costs, while web technology has become an integral part of franchise network development. Increasingly franchisors are going the extra mile to provide even better franchisee support and standards of customer service.

Hire Intelligence, a full member of the bfa, rents computers and computer equipment to a range of clients, including Government departments, major companies, small businesses and private individuals. Its commitment to maintaining a fleet of modern computers is matched by its efforts to keep its franchisees up to speed with the latest developments in IT. Franchise manager Adam Engberg says: “We don’t expect prospective franchisees to be computer experts but they must be quick to learn. We run a six-week training course which includes in depth training on all the technology they will have to deal with.”

In addition to a state-of-the-art corporate website, Hire Intelligence operates an intranet through which franchisees can access a range of support services, message forums and marketing material, where corporate literature for brochures can be downloaded and customised to their own specification.

“It can take a significant amount of investment to get the website and the intranet right,” says Adam. “But it is how you set it up at the start that dictates how effective it will be in the future.”

Communication is another area where franchisors are working to raise standards through the use of new technology. Perfect Pizza, now part of Papa John's, and a full member of the bfa, has invested heavily in its IT systems. Every new store is equipped with a computer system called PROFIT to help improve the efficiency of store operations and provide management reports as well as essential sales and marketing data.

Franchisees are about to benefit from the introduction of a new internal communications system, ‘In Touch’, which offers franchisees and all their staff a 24-hour hotline direct to the management team. The system benefits users by providing regular updates and allowing anonymity.

Managing Director, Daniel Cousineau says: “Everyone will get a confidential number, and when they call they will hear a recording about news within the company. But the system will also allow users to leave a message, without leaving their name. This is possible as each user is issued with a code number, which they use to call back for a reply and track any developments.”

In Touch also allows franchisees and staff to contribute anything they feel might be useful or valuable to the company. “Hopefully this new way of communicating will help franchisees feel part of the company team,” adds Daniel.

The British Franchise Association advocates the investment being made by member franchises in IT and web services, and has also kept pace with new developments in technology by launching a new website www.3rings.biz, which aims to bring franchisees closer to their customers.

Deputy director Simon Wise says: “Use any of the 15,000 bfa Member franchised outlets across 13 different business sectors in the UK, and you can expect a quality product or service delivered by an individual that has a personal stake in the business and cares about their customers. The bfa’s quality standard not only reassures the investment decision an individual makes in a franchised business, but it supports a quality, ethical offering that any consumer can enjoy when buying from a franchised outlet. By logging onto www.3rings.biz customers can experience for themselves the difference that a franchise makes.”