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How to Build Customer Loyalty for Your Franchise

How to Build Customer Loyalty for Your Franchise

Customer satisfaction is a key ingredient of customer loyalty. Here are some tips on how to create a strong and loyal customer base.

One component of marketing is to attract new customers. Another is to stay top of mind with existing customers. Don’t fall into the misguided notion that your existing customers already know all there is to know about what you offer or that those customers are already doing as much as they can with your business.

According to various reports by Forbes and eMarketer, an existing customer is three to twelve times more likely to purchase than a new prospect and data shows that loyal customers are worth 10 times more than first-time buyers.

So, what are best ways to retain and grow sales from your current customers?

Make the customer experience great.

Pie ChartCustomer satisfaction is a key ingredient of customer loyalty. Ensure your employees are properly trained in both your products and services, and in customer support skills. Customers want to know that their questions will be answered quickly, correctly, and courteously. They want their order or service completed properly the first time. These things are all basic customer service needs and are best achieved with well trained staff. The UPS Store can help with excellent training programs available to all franchise owners. Also, make sure that your store is properly staffed. Lines can be expected at times but if a customer is repeatedly faced with a long wait, they aren’t having an experience they’ll want to repeat.


Sixty eight percent of consumers state that positive reviews make them more likely to use a local business, according to Bright Local’s 2017 Local Consumer Review Survey. Loyal local customers who post great reviews because they’ve consistently received excellent service are your best and most trusted brand ambassadors. Be sure to foster top-notch, personalized service at your store and treat your customers as what they are - your neighbors! After all, being a part of the local community and connecting with your clients is an important facet of being a The UPS Store franchisee.

Quick, accurate and friendly service is a given, and makes a wonderful first impression, but what happens when that isn’t what transpires? Mistakes are bound to happen, and how those mistakes are dealt with can actually help to build trust with your customer.

When a customer’s experience isn’t great, make it right.

You obviously don’t want to make mistakes, but when it does happen, the issue needs to be addressed immediately. The customer should be told what you’re doing to make the problem right and the issue should be rectified as soon as possible. Studies show that customers who experience a problem with a service, but who are pleased with the resolution, are more likely to become loyal customers than someone who has never experienced an issue. Part of the reason is that your customer now knows you will work hard to make sure they are satisfied.

Training provided by your franchisor can help with making sure your employees are as prepared as possible to serve your customers well. A great knowledge base and excellent customer service skills mean that your employees are representing you, your franchise, and the brand in the best light possible and giving your customers every reason to return to your store.

Use your brand to your advantage.

Sixty to eighty percent of customers who describe themselves as satisfied do not go back to do more business with the company that initially satisfied them, according to a Bain & Company study. That tends to be due to a lack of connection to the company. The customer may have loved a product or service a year ago, but now that they need it again they don’t remember exactly who they used previously.

Well-known brands have a higher chance of repeat customers than smaller, unknown brands for just this reason. Consumers know what to expect when they walk into a The UPS Store location. They expect the staff to be well-trained and knowledgeable, and the services they need to be completed properly as well as on time. This expectation helps to bring customer loyalty to you from other locations across the nation. Whether the consumer has moved or is on a business trip in another state and needs materials printed or shipped, their loyalty to their store back home is going to benefit you as a franchise owner and is part of why franchise opportunities with The UPS Store are ranked so highly every year.

Let customers know about your other services.

As you interact with your customers, you should be asking them questions that help you learn more about their needs. By learning more about your customers, you’re better able to suggest complementary products or services that they might need.

In the marketing and sales world, this is called up-selling and cross-selling, and it actually benefits both you and your customer. Your print service clients may not know that you can create forms for them. Your packing and shipping customers may not know that you offer business and personal mailboxes or freight shipping. Ensuring your customers are informed about all of your services can help drive new sales as well as save your customer time and effort in their day. When your customers see you as a problem solver who can improve their efficiency, you’ve likely succeeded at creating a loyal customer.

Don’t neglect marketing to your existing customers.

It’s important to continue to market to existing customers as well. You should be collecting emails from customers and sending them regular communications to stay top of mind. Use email and social media to share information about promotions, sales or new products/services. Post in-store materials to let them know what your other offerings are.

It’s more cost-effective to market to existing customers who are more likely to purchase from you again than it is to get that brand new prospect to become a paying customer. Once you have someone doing business with you, use the tactics outlined here to make sure you’re doing everything you can to keep that customer coming back.

2023 Entrepreneur's Franchise 500 Top Rated for Veterans badge

We Proudly Support Our Veterans

Participating partners with the VetFran program, The UPS Store offers qualifying veterans $15,000 off their franchise fee to start their new business. To learn more, contact The UPS Store Franchise Development Team.

Entrepreneur's Franchise 500 Ranked #4 in 2023 badge

Ranked for over 30 Consecutive Years

The UPS Store has been ranked #1 in the postal and business services category for over 30 years and remains in the top 5 overall for the seventh consecutive year according to the Franchise 500 list.

Kristin Howard

Franchisee, Michigan

The reason my husband and I decided to go into franchising and specifically with The UPS Store, is the different opportunities we're given with the business. The UPS Store has name recognition as well as opportunities to expand.

Debbie Adams

Franchisee, Kentucky

What I enjoy most about being a The UPS Store owner is working with my customers. We are the solution specialists for our customers.

Jim George

Franchisee, Illinios

My favorite part about The UPS Store network is the camaraderie with other franchisees. Everybody loves to help everybody else. You’re really part of a family.

Greg Murray

Franchisee, Florida

The interesting thing about The UPS Store is that when a customer walks through the door there's an extremely high probability that they're coming there to do something that is important to them. So at the end of the day, what we do for customers is very important and they are trusting that we are going to do it well.

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Mariana Huberman

Franchisee, Washington, D.C.

One of the things that I love about The UPS Store franchise system is that you're not ever in this by yourself. The franchisees of The UPS Store network are great.

Heidi Morris

Franchisee, Colorado

The thing I enjoy most about being a The UPS Store franchisee is I get to get up, go to work and know that I'm helping other business owners succeed in what they're doing.

Bob Brown

Franchisee, Tennessee

Owning a The UPS Store franchise has changed my life because it's finally given me the opportunity to engage my customers and my staff and be able to take real pride in what I do. As a franchisee, we get faced with solving peoples' problems every day and we do everything we possibly can to try to help.

Marie Jensen

Franchisee, Oregon

My favorite thing about The UPS Store is the variety. I love the variety of customers, I love the variety of services; getting to know the customers, meeting their needs, finding out how we can help them accomplish what they need to accomplish and seeing how happy they are. That makes me ecstatic.

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Tad Mollnhauer

Franchisee, Florida

With the products and services that The UPS Store provides we can make a difference in people's lives and that is the best reason for being a The UPS Store owner.

Joy Batchelor

Franchisee, Idaho

What makes being a The UPS Store franchisee worthwhile at the end of the day is the customers. The customers treat us like we're family.

Paul Erchinger

Franchisee, Texas

One nice benefit of owning a The UPS Store franchise for me has been that it gives me the opportunity to be more involved in the community. As I make relationships with others it seems like no matter what the environment is, in one way or another business comes out of that and that's not my objective—it's been a secondary benefit to being involved in the community.

Chris Reminder

Franchisee, Ohio

There are several things that I really enjoy about being a The UPS Store franchisee. First and foremost it allows me to get to know the people in the local community and that is a lot of fun. We get to see people on a regular basis. We get to know their life stories. That's a lot of fun.

Bruce Jones

Franchisee, Kentucky

Since we have joined The UPS Store, our life has changed by just having more time to spend together as a family. We've been very fortunate with the stores that we have and we have a great staff that looks out for our best interest and we look out for theirs.

Lonnie Williams

Franchisee, Oklahoma

What makes The UPS Store so successful is it gives each individual an opportunity to grow with the network and just meet the challenges that are brought to them on a daily basis. Every day gives us a new opportunity to help another person, to help another small business, to answer a question and to solve a problem.

Jeff Graham

Franchisee, Alabama

I love my customers. I love my employees. I love every person, every face that comes into my store. I enjoy every day going into work and I can't see doing anything else for the rest of my life.

Stacie Stigar

Franchisee, Alaska

I think that this franchise is so successful because of all of the resources that are available to us as center owners—we have marketing materials, we have so many different opportunities for help from the home office, and it just really makes for a great franchise.

Don Pollard

Franchisee, New Jersey

I think the thing that makes this franchise successful is a number of things. First of all we have an outstanding system, we have a great product, a great brand, and we're able to attract dynamic people to run these centers and run the business. So I think when you put all that together it really provides for a winning combination.

Mary Ellen Nichols

Franchisee, Tennessee

The thing I love about the franchise is that you have the UPS name backing you but yet you also have the autonomy to make your own decisions to promote.

Laura Griffin

Franchisee, Florida

In the eight short months I've owned my The UPS Store it has really changed my life. I've gone from being an employee of someone else to being an employer of my associates. It's a big responsibility but it's exciting every day.

Sandy Scandrett

Franchisee, Wisconsin

Being a The UPS Store franchisee has improved every aspect of my life. It's very rewarding financially, professionally, and emotionally. I have a large number of regular customers who are really, really appreciative of everything we do.

Kristie Robison

Franchisee, Alabama

I would say owning a The UPS Store location has changed my life to where I have more time and flexibility. In owning your own business you get your store up and running and you get employees that you can trust that are going to help keep your store running. This allows me to attend my two boys' ball games and also travel and do things with them so it has really changed my life for the better.