South Africa, Sept. 3 -- A 4.0 rating may look good.

Until a 4.7 competitor is three kilometres down the road.

Most multi-location brands already have detailed reporting on their own performance. They know which branches are improving, which locations rank highest internally and what customers are saying about their brand.

But customers do not compare one branch with the rest of the network.

They compare it with the alternatives nearby.

That means a brand's strongest-performing location internally may still be the second-best option on the street. A rating may improve while a nearby competitor pulls even further ahead. A national campaign opportunity may be right, while several locations are not yet ready to deliver the promise.

Thi...