Technology Post 9-11: Attacks Created Lasting Sense of Community on Franchise Intranets

Our world has changed in countless ways since Sept. 11, 2001, from tightened security measures at airports to renewed personal value systems. In fact, since that haunting day for our nation, profound changes have manifested themselves in the most obscure ways - including how the franchising industry uses technology.

Group Discussion Forums on franchisor Intranet sites provide evidence of such shifts. For example, on the actual day of the attacks, online discussion activities ("chats") on more than 100 franchise organization Intranets doubled, and have remained at levels 25 percent higher than previous years. Overall, among our client base of these 100 some franchise companies, franchisee login activity increased by 50 percent during the10 days following 9-11, and have continued at rates 10 percent to 20 percent higher than the previous year.

Even more evident than the actual increase in online discussion activity, however, are striking changes in the tone of comments posted by franchisees and franchisors. Commencing 9-11, a true sense of "community" established itself with franchisees and among staff from franchisors' corporate offices. Clearly, all parties shared an interest in communicating fears, anxieties and positive insights. The result was a helpful, almost therapeutic atmosphere.

On that dreadful day, franchisees turned to the Intranet in great numbers just to let everyone know that they were fine, or to lend a helping hand or ear. The common ground they shared as a function of being affiliated with the same franchise concept was greatly magnified via the "common ground" of their Intranet communication system.

In addition to its usual function of providing manuals, ads and newsletters online, the Intranet served to bring members of franchise organizations together. The application of the technology became more personal and caring. It was apparent that a certain amount of genuine concern existed between individuals, by either taking the time to help each other cope with the attacks or, on a business level, to help each other operate their franchises.

Post-911 'empowerment'
While topics of online discussions have obviously evolved from the initial "are you OK?" and offerings of grief to those who lost family members, the same "sense of community" created on 9-11 remains in force on franchise organization Intranets today. The more personal "we want to listen to you" attitude has increased dramatically since franchisors realized the value of online communication. In fact, we've seen franchisors promote online Group Discussion Forum topics that are more personal in nature, and they've found such conversations benefit the system in unusual ways.

Since 9-11, more franchisors have used their Intranet technology to involve or empower franchisees than ever before. They tend to solicit ideas, thoughts, concerns or questions more often than before through an increased number of Online Quick Polls that ask franchisees to vote on various issues. Along these lines, one CEO recently went online to sponsor a two-hour live session utilizing a Group Discussion Forum, where any franchisee could directly communicate with the CEO in a no-holds-barred setting. The corporate office promoted the session and invited franchisees to participate, with certain ground rules.

The franchisees appreciated the opportunity and admired the CEO for making the vehicle available. The CEO took time to respond to issues and concerns in a controlled environment that was available to all franchisees, even those too embarrassed to ask questions. Later, the franchisor posted an FAQ of franchisee questions/concerns and the CEO's responses. This exemplified the personal, positive tone taken on by franchisors post 9-11.

Keeping it lighter
After Sept. 11, many franchisors also began to host more online contests and utilize creative ways to bring people together online. Contests have ranged from "whoever logs in the most during a single month wins a gift certificate or cash" to online auctions with proceeds going to a specific 9-11 or other charity. With charity events, franchisors encourage suppliers to donate products that franchisees purchase regularly for their business. Franchisees bid on the products, much like an E-Bay site, with proceeds going to charity.

These online contests took their minds off of the tragedy, if only for a brief period, and moved away from the "business only" attitude of before 9-11. In addition, we employed a "Daily Comic and Quote" feature for our clients that appeared when franchisees logged into their Intranet. We saw a significant increase in how often they accessed the humorous material after 9-11 as a way to lift spirits during tough times.

The attacks also demonstrated the need to use Intranet technology to keep people in touch with each other and the outside world. In fact, so many franchisees were using the system to discuss global events, we began to incorporate an automated live "News Feed" onto the Home Page of their Intranets. That way, in addition to logging in to get the latest "franchise news," they could simultaneously view headlines and access related stories relating to world news events. Later, at clients' requests, we even added a local weather feed for franchisees as they logged on.

Online 'acts of kindness'
In one touching incident, a franchisee posted a comment in a Group Discussion Forum about her elderly parents that were stranded in Nashville when their flight was told to immediately land after the 9-11 attacks. Still hours from their Atlanta home, the couple had nowhere to go, and didn't know anyone in Nashville. Almost immediately, another franchisee, who had never met the woman who posted the comment, chimed in to let her know that "her" parents lived in Nashville. She made arrangements for her parents to pick up the stranded elderly couple and told them they could stay with her parents as long as they liked.

Ultimately, the "community" sense that the Intranet always reflected prior to 9-11 was further enhanced or magnified, fostered by greater and more personal communication after the attacks. It seems that just knowing someone else was "out there" made people want to continually login. Although franchisees all shared common business interests, they also shared similar fears, concerns and care for each other throughout the tragedy and following.

Today, more clients promote sharing of information, both on business and personal levels via their Intranet. The positive trend established during 9-11 continues to manifest throughout the industry on franchise Intranet sites every day. The tragic events of Sept. 11, 2001 will never be forgotten. On a smaller scale, at least in the world of franchise technology, we have witnessed firsthand one shimmer of positive light that may have resulted.

About the author: Daniel P. Martin is founder and president of IFX Online, the leading applications service provider for franchisor-franchisee communications systems. Martin has 19 years of franchise management experience (including hands-on experience as a franchisee) and seven years of Intranet development and hosting experience. Since debuting its Intranet system in 1996, IFX has built, developed and hosted systems for more than 100 franchise organizations internationally.