Be the best
Quality people provide a better level of service, says Kendlebell

The mantra ‘Kendlebell is only as good as its franchisees and it is only as good as its staff’ is often quoted at Kendlebell, the UK’s number one provider of personal telephone answering services.

During the induction period that all new franchisees go through, this simple truth is impressed upon them frequently. The simple facts are, as leaders in their field, they have to be the best. But as any good chef will tell you, the quality of the ingredients are all important.

APPLICATION
Every year Kendlebell receives hundreds of submissions from prospective Franchisees via its website. They are provided with a detailed prospectus telling them all about the service Kendlebell provides and what is expected of a successful franchisee. Those who perceive they have the right qualities are invited to submit an application form that includes a brief questionnaire designed to identify the essential traits that Kendlebell looks for in its franchisees.

As Kendlebell managing director Simon Carter explains: “We work in the customer services sector, so quality and reliability are the two most essential characteristics we are looking for. Our franchisees are the foundation stone of our success and each one is carefully assessed before they are appointed.”

Kendlebell insists that any prospective franchisee talks to existing franchisees and they are obliged to spend half a day at one of their offices so they can see exactly how everything is done. Crucially, these visits are always unescorted so any question can be asked and any answer given.

Kendlebell has 16 offices spread throughout the UK and expects to add another six or seven to that number over the next 12 months. Each franchisee typically sets up a small office suitable for five or six people. All the IT and telephone equipment is sourced, configured and installed by head office.

“We like to ensure that as much as possible is done to help the new franchisee set up their office,” says Carter. “Franchisees choose the office and take care of the furniture, but everything else is organised by head office.”

SPECIALIST SOFTWARE
Staff are the only exception to this. Kendlebell expects franchisees to recruit their own PAs to answer calls and process messages. They do this using Kendlebell’s own specialist software, which it has developed over a period of several years. It logs all the messages and then automatically relays them to the clients via email, fax or, increasingly, SMS (text messages to your mobile phone).

At the end of the month the system calculates how many messages have been relayed and, taking note of any other services that might also have been provided, automatically produces a VAT invoice that is emailed directly to the client. All clients pay by either debit or credit card, so payments are also processed without delay.

“The whole system has been designed to provide the customer with the most professional service whilst helping the franchisee to do everything smoothly and efficiently,” says Milton Keynes franchisee David Morris.

Kendlebell also provides its franchisees with a comprehensive suite of documents and information in the human resources section of its company intranet. “Whilst we acknowledge that franchisees must be responsible for selecting the staff they are going to work with, we endeavour to ensure that all the necessary forms and guidance is available to them to help them in this process,” says Carter.

Kendlebell has also invested in a state-ofthe- art, online prospective employee assessment system this year. The system is based around a questionnaire that potential recruits applying for the role of Call Handler (PAs, as Kendlebell prefers to call them) are asked to complete. The process takes about 20 minutes and is designed to identify certain characteristics and traits that Kendlebell knows are essential to provide a first-class level of service.

It also flags up any potential weak points applicants may have and, in these cases, the franchisee’s attention is drawn to the matter in a report that is automatically generated for them once the applicant has completed the questionnaire. The report helps franchisees conduct any subsequent interview with a series of recommended questions, including some additional questions that focus on any areas of potential weakness identified by the questionnaire.

The system is now being used by all franchisees when they recruit new call handlers. It means that staff selection is carried out by all franchisees using a uniform system that helps them recruit only the best calibre of staff.

“In our industry almost everyone, including the dreaded call centres, pay lip service to only employing the best people to provide the service the customer is paying for,” says Carter. “But the truth is that Kendlebell is probably the exception in actually doing something to substantiate this claim.”

BROAD APPEAL
The Kendlebell service is one with broad appeal. It has clients in almost every line of business you can imagine. Some are small businesses that want to create the image that they are bigger or have been established for longer than might be the case. Most are professional people or small businesses that want to provide their customers with a level of service that they would find difficult without employing full-time staff, which may not be practical or economical.

The Kendlebell service starts from just £35 (plus VAT) per month and every client is given the names of the two or three women that will be assigned to work for them. They answer their calls when they are busy or out of the office so that every caller is greeted in the appropriate company name by a friendly and helpful voice. Clients can call their own PAs whenever they want to, so a rapport soon develops between Kendlebell and its clients. The clients pay a monthly subscription, which means the business enjoys a regular cash flow.

Kendlebell has franchise opportunities available all over the UK. The franchise fee is £12,950 (plus VAT) and franchisees are advised to make sure they have access to £20,000 to £30,000 working capital in total. Successful franchisees will earn over £40,000 a year from the second year onwards.

Kendlebell sees the introduction of this system as a crucial step to cementing its already excellent reputation for providing a highly personal, very professional level of service. The system is also used by Marks & Spencer which, like Kendlebell, had it modified by its American authors to meet its specific needs.

Kendlebell franchisees are responsible for the day-to-day provision of the service. They are also responsible for local sales and marketing, although the Kendlebell head office has generated over half of the customers that its franchisees look after through its own national marketing activity.

“We don’t expect our franchisees to sit and answer calls themselves,” explains Carter. “The franchisees are there to manage the business. This involves ensuring that the quality of service the PAs provide is second to none and talking to other local business people to explain how our service can help them develop their businesses.”