Turning Customers into Lifelong Fans: Insights from FASA’s Virtual Networking Session

At the latest FASA Virtual Networking session, the conversation zeroed in on a universal business truth: customer experience is the ultimate differentiator.

Why Customer Experience Matters More Than Ever

Peach Olive, presenting for PetroCONNECT, opened with a clear challenge, retaining customers is far more cost-effective than constantly chasing new ones. Research shows it costs several times more to acquire a new customer than to keep an existing one, and brands that consistently deliver exceptional experiences grow faster and enjoy higher loyalty.

Peach introduced the five pillars of the customer journey, from initial awareness to post-purchase advocacy, showing how every stage matters. Businesses that guide customers seamlessly through these stages create the kind of loyalty that competitors can’t easily disrupt.

Feedback: The Engine of Improvement

A recurring theme was the power of structured feedback. Peach highlighted the value of “voice of the customer” systems, mystery shopping, and real-time feedback loops that allow staff to be recognised and service gaps to be addressed immediately.

Romany Thresher added that franchisors can actively encourage their franchisees to complete the FASA Directory Franchise Review section, a platform similar to Trustpilot. These reviews add credibility to the brand and become a valuable tool for franchisors seeking to recruit new franchisees. Romany also shared that gathering feedback and information is vital for continuous improvement, providing the data needed to identify gaps and refine both operations and customer care.

Franchisors Serve Two Distinct Markets

Johan van Wyk, franchisor of OnTap reminded participants that franchisors effectively have two different target markets:

• The franchisee, focused on the business opportunity and long-term return.
• The end consumer, focused on purchasing products or services.

Each market has different needs, how you sell to them must differ. Franchisees require confidence in the opportunity, support and profitability, while consumers need seamless service and product value. Understanding, and adapting to these differences is key to growth.

The Often Overlooked Link: Sales Training

Johan also pointed out that many businesses neglect sales training, leaving their teams underprepared to meet customers where they are. He shared a vivid example: when someone walks into a store with a burst geyser needing to replace floors, the sales team’s first task is empathy, not a hard sell.

Romany added that marketing and sales teams are often misaligned, weakening the customer experience and it impacts ROI.  Peach continued that when these teams collaborate, speaking the same language and sharing the same goals, customers receive a consistent, reassuring message at every touchpoint.

Creating Memorable Experiences

From Woolworths’ reputation for exceptional service to small gestures like enabling cashless tipping for petrol attendants, the session showcased how attention to detail builds emotional connection.  Peach emphasised that employee experience is inseparable from customer experience. Engaged, well-trained staff are the frontline of any brand, shaping every interaction and often becoming the reason customers return.

Key Takeaways

• Invest in retention. The most profitable growth comes from keeping customers—and franchisees—happy.
• Make feedback continuous. Use tools such as “voice of the customer,” mystery shopping, and the FASA Directory Franchise Review to surface insights and build credibility.
• Serve both markets. Franchisees and end consumers have very different needs—your sales approach must reflect this.
• Empower and train sales teams. Equip staff with the empathy and skills to meet customers where they are, and ensure marketing and sales work hand in hand.
• Empower employees. A motivated team creates the memorable moments that define your brand.

In closing, Sbonelo Mbatha shared via chat those who are in retail and  are keen on opening your stores for learners, that PetroCONNECT have a number of newly trained Merchandisers and Cashiers that need to find places for experiential learning.  PetroCONNECT takes care of their stipends and you get to to benefit on extra hands in your store for absolutely no cost to you.