Digital Learning: an X factor for the success of your franchise network?

Digital Learning aims to transmit knowledge. Its effectiveness therefore lies in the skills acquired, the talents developed... But also in the performance gains for the company. But how can these benefits be quantified? Many digital training players are asking themselves this question. But fewer than 10%(1) are able to demonstrate the concrete impact of e-Learning on the company's business! A figure all the more astonishing given that a third of HR managers make digital learning their priority(2).

<h2>Franchising: an increasingly attractive concept</h2>

Franchising is enjoying growing success in France, with over 2,000 networks and more than 75,000 points of sale. This represents 700,000 direct and indirect jobs. And the concept, which is advantageous for both franchisee and franchisor, is winning over customers in all sectors (hotels, food, services, etc.).

For example, the NaturHouse network of diet, nutrition and wellness centers, essentially dedicated to weight loss, now boasts 600 establishments. Of these, only 25 are directly operated. "By opting for a franchise, the entrepreneur benefits from the network's marketing and sales strength, a tested and validated concept, and a complete and coherent product range. At the same time, the franchisor develops his network and brand more rapidly, reducing risks and investments", explains Julie Hourtal, Training Manager at NaturHouse.

<h2>Digital Learning can break the franchisee's isolation</h2>

But in return, franchisors must also offer their franchisees genuine support, in order to :

<ul> <li>Pass on their concept and know-how,</li> <li>Enforce its values and quality standards, while respecting the commercial practices it has defined.</li> <li>Prevent franchisees from becoming isolated, as they need to feel the brand at their side at all times.</li> </ul>

The solution? Regular training, according to Julie Hourtal: "Franchisee training is essential. It ensures that the company's values are passed on, and that they are familiar with our products and services. We provide our franchisees with comprehensive initial training - in management and administration, in our products and concepts - followed by ongoing training to constantly remind them of our values, train them in a new offering... It's a constant task."

<h2>The very real benefits of Digital Learning for franchise networks</h2>

But how do you ensure the ongoing training of 100, 200 or, as with NaturHouse, almost 600 franchisees?

"Initially, we organized face-to-face training sessions. But 2 years ago ,we switched to Digital Learning, to simplify and accelerate training, and reduce its cost for both the company and the network," explains Julie Hourtal. And when asked about the concrete benefits of Digital Learning for her franchise network, the list is long:

<ul> <li>Conducted remotely, digital training avoids travel costs.</li> <li>On-demand, training modules let franchisees organize themselves according to their availability and needs.</li> <li>Distributed simultaneously to all franchisees, digital training guarantees uniformity of practices and knowledge, and accelerates transmission."In the past, training the entire network on a new product could take us a year! With Digital Learning, one week is enough."</li> <li>The cost of Digital Learning does not increase with the number of franchisees. On the contrary, the switch to <a href="https://www.itycom.com/e-learning/">e-Learning</a> has enabled us to reduce the number of full-time trainers from around ten to just 3 at NaturHouse.</li> <li>The flexibility of digital formats means they can be adapted to any topic: practical, legal, sales, management, logistics, marketing...</li> </ul>

<h2>Varying formats to improve training effectiveness</h2>

While there are many advantages to digital learning, it is not seen as the only solution. "We have opted for <a href="https://www.itycom.com/blended-learning/">Blended Learning</a>: initial training is always face-to-face, enabling us to get to know new franchisees better. Ongoing training is then mostly digital. However, when there is a major change in the concept, or for the launch of a flagship product, digital training can be used to introduce the subject. Then, face-to-face training sessions are organized to go into greater depth and answer questions", explains Julie Hourtal.

Another advantage of digital learning is the diversity of formats, which can be adapted to suit the subject and avoid fatigue.NaturHouse offers quizzes, games, multiple-choice questions, videos, case studies based on fictitious customers to whom the learner must bring a customized program, assessments, memo cards... A complete panel for learning, verifying or updating knowledge. Even if the virtual classroom has not yet been deployed, so as not to impose additional technical equipment on franchisees.

For the time being, NaturHouse has not deployed collaborative and social functionalities, designed to create links between franchisees. "We have to take things one step at a time. Today, even franchisees who are uncomfortable with new technologies are embracing digital learning. Social Learning will come later," concludes Julie Hourtal.

Published on: Aug 30, 2023