{"id":3479,"date":"2025-10-31T12:30:07","date_gmt":"2025-10-31T11:30:07","guid":{"rendered":"https:\/\/chainformation.com\/?p=3479"},"modified":"2025-12-10T15:40:13","modified_gmt":"2025-12-10T14:40:13","slug":"marknadsavdelningen-vs-supportkontoret-en-historia-om-dubbelmoral-i-manga-franchise","status":"publish","type":"post","link":"https:\/\/chainformation.com\/sv\/blog\/marknadsavdelningen-vs-supportkontoret-en-historia-om-dubbelmoral-i-manga-franchise\/","title":{"rendered":"Marknadsavdelningen vs. Supportkontoret\n\u2014 en historia om dubbelmoral i m\u00e5nga franchiseorganisationer"},"content":{"rendered":"

I mitt arbete m\u00f6ter jag m\u00e5nga franchiseverksamheter, och ett scenario \u00e5terkommer g\u00e5ng p\u00e5 g\u00e5ng.\nEfter 20 \u00e5r i branschen f\u00f6rv\u00e5nar det mig fortfarande.<\/p>\n\n\n\n

Det \u00e4r inte ovanligt att en kedja l\u00e4gger all kraft, budget och resurser p\u00e5 att kommunicera med slutkunden: annonser finjusteras, rubriker A\/B-testas, utskick optimeras och sociala medier segmenteras p\u00e5 detaljniv\u00e5.\nAllt ska vara perfekt \u2014 r\u00e4tt budskap, r\u00e4tt tid, r\u00e4tt kanal.<\/p>\n\n\n\n

Och det ska det vara, f\u00f6rst\u00e5s.<\/p>\n\n\n\n

Men l\u00e5t oss stanna upp en sekund och st\u00e4lla den mest uppenbara av fr\u00e5gor: Vem \u00e4r egentligen din prim\u00e4ra kund?<\/strong><\/p>\n\n\n\n

Franchisetagaren \u2013 den bortprioriterade prim\u00e4rkunden<\/strong><\/h2>\n\n\n\n

H\u00e4r \u00e4r en enkel \u00f6versikt som m\u00e5nga franchisgivare ofta gl\u00f6mmer \u2014 eller medvetet prioriterar bort:<\/p>\n\n\n\n

F\u00f6r dig som franchisegivare:<\/strong> Franchisetagaren \u00e4r din prim\u00e4rkund.<\/em>De betalar avgifter, driver ditt varum\u00e4rke och f\u00f6rv\u00e4ntar sig support, tydlighet och ett system som fungerar.<\/p>\n\n\n\n

F\u00f6r franchisetagaren:<\/strong> Slutkunden, konsumenten, \u00e4r deras<\/em> prim\u00e4rkund. De driver butik, restaurang eller servicepunkt och levererar kedjans produkter och upplevelser varje dag.<\/p>\n\n\n\n

F\u00f6r kedjan som helhet:<\/strong> Slutkunden \u00e4r faktiskt din sekund\u00e4rkunden<\/em> du n\u00e5r dem genom franchisetagarna.\n\n\u00c4nd\u00e5 behandlas franchisetagare ibland mer som en administrativ f\u00f6rl\u00e4ngning av huvudkontoret \u00e4n som den aff\u00e4rspartner och kund de faktiskt \u00e4r.<\/p>\n\n\n\n

Och det m\u00e4rks \u2014 s\u00e4rskilt i hur intern kommunikation v\u00e4rderas och hanteras.<\/p>\n\n\n\n

Marknadsavdelningen vs. Supportkontoret \u2013 en historia om dubbelmoral<\/strong><\/h2>\n\n\n\n

Marknadsavdelningen har full verktygsl\u00e5da:<\/strong><\/p>\n\n\n\n

    \n
  • Tydliga m\u00e5lgrupper och personas<\/li>\n\n\n\n
  • V\u00e4lplanerade kampanjer med A\/B-tester<\/li>\n\n\n\n
  • Noggrann segmentering och kanaloptimering<\/li>\n\n\n\n
  • Design, copy och tajming p\u00e5 millisekunden<\/li>\n\n\n\n
  • Kontinuerlig uppf\u00f6ljning och datadrivna insikter<\/li>\n\n\n\n
  • Allt f\u00f6r att inget \u201don\u00f6digt brus\u201d ska st\u00f6ra budskapet<\/li>\n<\/ul>\n\n\n\n

    Supportkontoret d\u00e4remot:<\/strong><\/p>\n\n\n\n

      \n
    • \u201dBe Lisbeth i receptionen s\u00e5 l\u00e4gger hon ut det\u2026\u201d<\/li>\n\n\n\n
    • \u201dJag har inte tid att h\u00e5lla p\u00e5 och v\u00e4lja en massa\u2026\u201d<\/li>\n\n\n\n
    • Ett snabbt mejl till alla, oavsett relevans<\/li>\n\n\n\n
    • En PDF g\u00f6md n\u00e5gonstans i intran\u00e4tet<\/li>\n\n\n\n
    • Ingen tanke p\u00e5 m\u00e5lgrupp, timing eller uppf\u00f6ljning<\/li>\n\n\n\n
    • Ingen analys av vad som faktiskt l\u00e4ses eller f\u00f6rst\u00e5s<\/li>\n\n\n\n
    • Massutskick i alla kanaler, hela tiden<\/li>\n<\/ul>\n\n\n\n

      Och sen kommer klagom\u00e5let:
      \u201cDe d\u00e4r ute l\u00e4ser ju \u00e4nd\u00e5 inte vad vi skickar!\u201d<\/strong><\/p>\n\n\n\n

      Vilken \u00f6verraskning...!<\/p>\n\n\n\n

      Ett konkret exempel<\/strong><\/h2>\n\n\n\n

      F\u00f6rest\u00e4ll dig att ni lanserar en ny produkt.<\/p>\n\n\n\n

      Till slutkunden:<\/strong>
      Marknadsavdelningen har arbetat i tre m\u00e5nader.\nBudgeten \u00e4r 1 miljon kronor.\n\nMan har:\nTestat fem budskap\nSegmenterat m\u00e5lgrupper\nOptimerat kanaler\nF\u00f6ljt upp varje klick och konvertering\n\nOch om n\u00e5got inte fungerar?\nJustera, f\u00f6rb\u00e4ttra, \u00e4ndra.
      Ingen s\u00e4ger n\u00e5gonsin<\/em> hear anyone say: \u201dKunderna \u00e4r f\u00f6r tr\u00f6ga. Vi har ju skickat info!\u201d<\/em>
      Nej, naturligtvis inte. Ist\u00e4llet s\u00e4ger man: \u201dHur kan vi bli b\u00e4ttre? Hur g\u00f6r vi det tydligare? Hur g\u00f6r vi det enklare?\u201d<\/em> osv.<\/p>\n\n\n\n

      Till franchisetagaren:<\/strong>
      Produktchefen skickar ett mejl kl. 16:12 p\u00e5 fredagen.\nBifogat: en 47-sidig PDF
      \u00c4mne: \u201dInfo om Q2-lansering\u201d \u201cInfo about Q2 launch.\u201d<\/em>
      Det skickas till alla 150 franchisetagare samtidigt \u2014 stora som sm\u00e5, oavsett relevans.
      Ingen uppf\u00f6ljning.
      Ingen segmentering.\nIngen bekr\u00e4ftelse att budskapet n\u00e5tt fram.<\/p>\n\n\n\n

      Tv\u00e5 veckor senare \u00e4r man f\u00f6rv\u00e5nad \u00f6ver oj\u00e4mn lansering, att vissa enheter inte ens visse om produkten och det \u00e4r stora variationer p\u00e5 kundupplevelse mellan enheterna.<\/p>\n\n\n\n

      Vad gick fel?<\/strong>
      Inte produkten.
      Inte franchisetagarna.
      Men kommunikationen -eller bristen d\u00e4rav.<\/p>\n\n\n\n

      Varf\u00f6r h\u00e4nder detta? Fem psykologiska f\u00e4llor<\/strong><\/h2>\n\n\n\n

      1. N\u00e4rheten till pengar<\/strong>
      Slutkunden k\u00e4nns mer \u201cverklig\u201d eftersom de genererar synliga int\u00e4kter.<\/p>\n\n\n\n

      2. Avtalsillusionen<\/strong>
      \u201cVi har ett franchiseavtal - de m\u00e5ste<\/em> l\u00e4sa det vi skickar \u2014 det st\u00e5r ju i avtalet.\u201d
      Nej. Ett avtal garanterar inte f\u00f6rst\u00e5else eller engagemang.<\/p>\n\n\n\n

      3. Intern kultur<\/strong>
      Intern kommunikation ses inte som marknadsf\u00f6ring \u2014 utan som administration.<\/p>\n\n\n\n

      4. Resursf\u00f6rdelning<\/strong>
      All budget g\u00e5r till extern marknadsf\u00f6ring. Intern kommunikation f\u00e5r resterna, om det finns n\u00e5got kvar.<\/p>\n\n\n\n

      5. M\u00e4tbarhetsf\u00e4llan<\/strong>
      ROI mot slutkund \u00e4r enkelt att m\u00e4ta.
      V\u00e4rdet av v\u00e4linformerade franchisetagare \u00e4r sv\u00e5rare att r\u00e4kna p\u00e5 \u2014 men minst lika viktigt<\/p>\n\n\n\n

      Konsekvenserna \u2013 en kedjereaktion<\/strong><\/h2>\n\n\n\n

      N\u00e4r franchisetagare bombarderas med irrelevant, ostrukturerad information h\u00e4nder det oundvikliga:<\/p>\n\n\n\n

      1<\/strong> De slutar l\u00e4sa
      2<\/strong> Viktiga budskap missas
      3<\/strong> Implementering av nya f\u00e4r\u00e4ndringar blir oj\u00e4mn
      4<\/strong> Engagemanget sjunker
      5<\/strong> Varum\u00e4rket levereras inkonsekvent
      6<\/strong> Kundupplevelsen f\u00f6rs\u00e4mras
      7<\/strong> F\u00f6rs\u00e4ljningen p\u00e5verkas negativt<\/p>\n\n\n\n

      Ironiskt nog leder d\u00e5lig intern kommunikation med den prim\u00e4ra<\/em> kunden (franchisetagaren) till s\u00e4mre resultat med sekund\u00e4rkunden<\/em> - just det som organisationen f\u00f6rskte optimera fr\u00e5n b\u00f6rjan.<\/p>\n\n\n\n

      Unders\u00f6kningar vi gjort hos varierande kedjor visar att franchisetagare i snitt f\u00e5r 30-40 mail i veckan<\/strong> fr\u00e5n HK, men l\u00e4ser endast 10-15%<\/strong> av dem.
      Det \u00e4r inte lathet. Det \u00e4r \u00f6verbelastning och bristande relevans.<\/p>\n\n\n\n

      Sj\u00e4lvtest: Hur ser det ut i din organisation?<\/strong><\/h2>\n\n\n\n

      Svara \u00e4rligt:<\/p>\n\n\n\n

        \n
      • Har vi en dedikerad budget f\u00f6r internkommunikation?<\/li>\n\n\n\n
      • Segmenterar vi v\u00e5ra budskap f\u00f6r olika franchisetagare (nya\/erfarna, olika marknader, olika koncept)?<\/li>\n\n\n\n
      • M\u00e4ter vi l\u00e4sniv\u00e5er, f\u00f6rst\u00e5else och implementering av intern kommunikation?<\/li>\n\n\n\n
      • Genomf\u00f6r vi \u00e5terkommande interna unders\u00f6kningar och feedback-loopar inom n\u00e4tverket?<\/li>\n\n\n\n
      • Har vi en kommunikationsstrategi f\u00f6r franchisetagare och deras personal?<\/li>\n\n\n\n
      • Erbjuder vi tv\u00e5v\u00e4gskommunikation d\u00e4r franchisetagare enkelt kan ge feedback och st\u00e4lla fr\u00e5gor?<\/li>\n\n\n\n
      • F\u00f6ljer vi upp om kritisk info verkligen n\u00e5tt fram?<\/li>\n<\/ul>\n\n\n\n

        Om svaret \u00e4r nej p\u00e5 fler \u00e4n tv\u00e5 \u2014 d\u00e5 har du ett st\u00f6rre problem \u00e4n du tror.<\/p>\n\n\n\n

        L\u00f6sningen: Behandla franchisetagaren som prim\u00e4rkunden de \u00e4r<\/strong><\/h2>\n\n\n\n

        Skillnaden mellan kundkommunikation och franchisetagares kommunikation borde i verkligheten vara noll. Principen \u00e4r densamma: skicka r\u00e4tt budskap till r\u00e4tt mottagare, p\u00e5 r\u00e4tt s\u00e4tt, vid r\u00e4tt tidpunkt. F\u00f6lj upp.
        Det spelar ingen roll om mottagaren \u00e4r en franchisetagare eller en kund som st\u00e5r i k\u00f6 \u2013 resultatet beror p\u00e5 hur v\u00e4l du kommunicerar.<\/p>\n\n\n\n

        Here\u2019s what that means in practice:<\/p>\n\n\n\n

        \n\n\n\n

        1. Segment Like a Pro<\/strong><\/h3>\n\n\n\n

        Different franchisees have different needs:<\/p>\n\n\n\n

          \n
        • New vs. experienced<\/li>\n\n\n\n
        • Different markets and geographies<\/li>\n\n\n\n
        • Different business units or concepts<\/li>\n\n\n\n
        • Different roles (owner, store manager, staff)<\/li>\n<\/ul>\n\n\n\n
          \n\n\n\n

          2. Relevance First<\/strong><\/h3>\n\n\n\n

          Only send what is relevant to the recipient.
          A franchisee in Stockholm doesn\u2019t need information about local campaigns in Malm\u00f6.
          A seasoned operator with five units doesn\u2019t need the same onboarding material as a newcomer.<\/p>\n\n\n\n

          Less is more. Always.<\/p>\n\n\n\n

          \n\n\n\n

          3. Give the Content Some Love<\/strong><\/h3>\n\n\n\n

          Invest in clarity, a consistent internal tone of voice, and user-friendly content with images, good copy, and videos \u2014 exactly like you do in external communication.
          If it\u2019s important enough to communicate, it\u2019s important enough to do well.<\/p>\n\n\n\n

          \n\n\n\n

          4. Timing Matters<\/strong><\/h3>\n\n\n\n

          When are franchisees and staff most receptive?
          Not during the lunch rush.
          Not on a Friday afternoon.<\/p>\n\n\n\n

          Think like a marketing manager: when does your audience have the time and mental space to absorb the message?<\/strong><\/p>\n\n\n\n

          \n\n\n\n

          5. Follow-Up and Analysis<\/strong><\/h3>\n\n\n\n

          Measure reading, understanding, and implementation.
          Adjust based on data \u2014 just like you do with consumer communication.<\/p>\n\n\n\n

          \n\n\n\n

          6. Budget and Resources<\/strong><\/h3>\n\n\n\n

          Allocate time and money in proportion to the importance of the relationship.
          If the franchisee is your priority the communication with them should also be a priority – not an afterthought.<\/p>\n\n\n\n

          From \u201cEmail and Chat Chaos\u201d to a Unified Communication Platform<\/strong><\/p>\n\n\n\n

          This isn\u2019t about sending more emails. It\u2019s about building a structure where communication is:<\/p>\n\n\n\n

          \u2713 Relevant<\/strong> \u2013 messages with purpose, easy to understand, and clear about what needs to be achieved.
          \u2713 Targeted<\/strong> \u2013 the right role, the right location, the right responsibility.
          \u2713 Two-way<\/strong> \u2013 not just \u201csending out,\u201d but enabling dialogue and feedback.
          \u2713 Trackable<\/strong> \u2013 you know who has read, understood, and taken action.
          \u2713 Alive<\/strong> \u2013 not buried in folders and PDFs.
          \u2713 Integrated<\/strong> \u2013 part of the daily workflow, not an extra burden.<\/p>\n\n\n\n

          With a modern, role-based chain platform like Chainformation, you can communicate just as professionally internally as you already do externally. Same logic, same precision \u2014 just a different audience. And not a less important one.<\/p>\n\n\n\n

          The platform enables you to:<\/p>\n\n\n\n

            \n
          • Segment communication by role, workplace, region, and concept<\/li>\n\n\n\n
          • Track reading and understanding in real time<\/li>\n\n\n\n
          • Create two-way dialogue with structured feedback<\/li>\n\n\n\n
          • Integrate communication into operational processes and daily routines<\/li>\n\n\n\n
          • Measure the impact of your internal communication<\/li>\n<\/ul>\n\n\n\n

            Case: When Communication Became Professional<\/strong><\/h2>\n\n\n\n

            A restaurant chain in the UK with 85 franchise units faced the same problem: important information wasn\u2019t getting through, implementation was inconsistent, and frustration grew on both sides.<\/p>\n\n\n\n

            Before:<\/strong><\/p>\n\n\n\n

              \n
            • 30 emails per week to all<\/em> franchisees + countless chat threads across different platforms<\/li>\n\n\n\n
            • 8% read rate on critical information<\/li>\n\n\n\n
            • 3\u20134 weeks from central decision to local implementation<\/li>\n\n\n\n
            • High variation in customer experience and service between locations<\/li>\n<\/ul>\n\n\n\n

              After implementing a structured communication platform:<\/strong><\/p>\n\n\n\n

                \n
              • 12 relevant<\/em> messages per week (segmented)<\/li>\n\n\n\n
              • 76% read rate on critical information<\/li>\n\n\n\n
              • 5\u20137 days from decision to implementation<\/li>\n\n\n\n
              • Significantly more consistent customer experience and fewer bad reviews<\/li>\n\n\n\n
              • 23% higher NPS from franchisees<\/li>\n<\/ul>\n\n\n\n

                The difference?<\/strong>
                They started treating the franchisees as paying customers.<\/p>\n\n\n\n

                \n\n\n\n

                Conclusion: Communication Builds Loyalty<\/strong><\/h2>\n\n\n\n

                If you run a franchise \u2014 big or small \u2014 the franchisee isn\u2019t just your brand partner.<\/p>\n\n\n\n

                They are your customer.<\/strong><\/p>\n\n\n\n

                And just as you would never accept sloppy communication with your end customer, you shouldn\u2019t settle for it internally either.<\/p>\n\n\n\n

                Every time you send an unstructured email,
                Every time you publish a poorly packaged PDF,
                Every time you \u201clet Lisa post it,\u201d
                \u2014you undermine the relationship with your most important business partner.<\/p>\n\n\n\n

                Communication builds loyalty.
                And loyalty is what holds a chain together when the market shifts.<\/strong><\/p>\n\n\n\n

                The question isn\u2019t whether you can afford to organize your internal communication better.
                The question is whether you can afford -<\/em> to.<\/strong><\/p>\n\n\n\n

                \n\n\n\n

                Want to see how your franchise communication can become as effective as your marketing communication?<\/strong><\/p>\n\n\n\n

                Contact Chainformation for a review of your current processes and concrete recommendations for improvement.<\/p>\n\n\n\n

                <\/p>\n\n\n\n

                <\/p>","protected":false},"excerpt":{"rendered":"

                I meet many franchise organizations in my work, and I want to highlight a communication scenario that, even after 20 years in the industry, still surprises me. It\u2019s not uncommon for a chain to put all its energy, budget, and resources into communicating with the end customer \u2014 the consumer. They fine-tune ads, test headlines, […]<\/p>","protected":false},"author":4,"featured_media":3481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,17],"tags":[],"class_list":["post-3479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internal-coms","category-operations"],"_links":{"self":[{"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/posts\/3479","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/comments?post=3479"}],"version-history":[{"count":4,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/posts\/3479\/revisions"}],"predecessor-version":[{"id":3509,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/posts\/3479\/revisions\/3509"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/media\/3481"}],"wp:attachment":[{"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/media?parent=3479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/categories?post=3479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chainformation.com\/sv\/wp-json\/wp\/v2\/tags?post=3479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}