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Chapter 5. Selecting and Monitoring Fran... > Monitoring and Controlling Execution...

Monitoring and Controlling Execution of the SDS

Companies work to build brands and trademarks because they communicate to potential customers the promise of a certain level of product or service quality. Customers come to rely on these promises, and failure to fulfill them erodes brand equity. Accordingly, ensuring that the SDS is executed properly is a means of protecting brand equity (see TIP 5-1).

Tip 5-1 Theory into Practice: Monitoring and Control: Supporting the Brand

Jiffy Lube’s existence was made possible because of consumers’ pain—it took too much time and was too complicated to purchase basic automotive preventive maintenance. The solution was to package preventive maintenance services in an understandable format and a prescribed time period. Although that sounds easy, the SDS necessary to execute this strategy was extremely detailed and required precise operations. The threat to the brand was significant if franchisees didn’t perform to basic standards of a 14-point service in 10 minutes. Monitoring and control systems were designed to ensure these key strategic elements were executed consistently. Field personnel brought stopwatches into the stores, and point-of-sale computers timed entry into and exit from the service bays. Timing complaints from customers were quantified and shared within the Jiffy Lube franchise system. In the marketing plan, promoting the 10-minute, 14-point service message dominated advertising. Although it is essential that the franchisor monitor franchisees to protect the brand, franchisees are equally at risk because brand value affects all outlets.



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