Management (TEM) Project

Transcription

1 Travel and Expense #JoinTheConvo: Building a Truly Comprehensive Feedback Loop Management (TEM) Project NACAS East Conference June 9, 2015 Dennis Daly, Associate Director of Operations, Hospitality Services, University of Pennsylvania Senior Roundtable Michelle Ruggia, Associate Director of Conference and Programs, Hospitality Services, University of Pennsylvania May 6,

2 Why Is Customer Feedback Important? We are in a highly competitive consumer driven market. We want to know what is going to get students to not only eat in our dining facilities, but also enjoy the dining experience and ultimately purchase meal plans. By creating a real time feedback loop we are able to make real time changes to meet the needs and wants of our customers. Ultimate goal to improve operational, performance and financial results.

3 How Do We Build A Feedback Loop? After researching how to proceed, we decided on 3 options: Option 1: Create a confidential committee of secret shoppers Option 2: Create a confidential committee of secret shoppers (same as option 1) with incentives Option 3: Hire students to act as Dining Ambassadors (DAs) / secret shoppers

4 Dining Ambassador Program Dining Ambassadors (DAs) are trusted advisers assisting Penn Dining to enhance the campus dining experience by: Participating in a feedback program through surveys (secret shoppers) Contributing to Penn Dining Social Media sites, attending dining events, and creating a positive image of Penn Dining (brand builders)

5 DA Program Breakdown Hired 10 DAs, including 1 social media manager and 1 secret shopper manager DAs are a part of an anonymous committee, paid for 5-6 hours of work a week: 1 hour per survey, 2 hours for the submission of social media content, and 1 hour for a bi-weekly staff meeting which is co-led by the managers. DAs are also required to work 3 Penn Dining events per semester and are paid hourly.

6 Measuring the Customer Experience

7 Measuring Customer Experience Uncover needs and wants from customers Discover Penn Dining s strengths and areas for growth and improvement Identify and resolve problems immediately Measure performance weekly Motivate and guide Dining staff

8 Part 1: Secret Shopping DAs submit surveys through the Touchwork Survey Thumb program. Surveys can be submitted through mobile device. The Secret Shopper Student Manager is responsible for data management from Touchworks from 10 DAs on a weekly and term basis. DAs are assigned on a term basis to 3 dining locations, including retail and residential locations. We have 23 dining locations. Surveys are due by 11:59 pm the day they are taken. DAs are required to take 1 survey per location, 3 surveys per week Monday Sunday.

9 Organization of Data & Program TERM DATES 1 August 31 to September 26 (12 surveys required) 2 (Week of Fall Break excluded) September 28 to November 1 (12 surveys required) 3 (Week of Thanksgiving Break excluded) November 2 to December 6 (12 surveys required)

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11 Benefits of Surveys Using Touchworks Survey results can be fine tuned to each location, meal period, and shopper Results sent to location manager immediately for any follow-up action Reports available in web portal or ed daily, weekly, or monthly Full history of all surveys in a central place with 24/7 access Assess experiences on predefined set of questions and objectives Measures experiences consistently Assessing compliance with dining protocols and standards

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14 Example of Comments Weekly Reports

15 Example of Comments Weekly Reports

16 Location 1: Cleanliness Receptacles were emptied and maintained. Floors, tables, and surfaces were clean and dry. Utensils were clean. Plates were clean. Server wore gloves. No Answer No Yes Server wore hat or hairnet. Food service stations were clean and organized. Facility was clean overall

17 Location 1 : General Service Silverware was available. Cups were available. Plates were available. Service was efficient. All food allergens were labeled. No Answer No Yes All items were available during service. Items matched the menu

18 Location 1: Manager/Chef Presence & Customer Service Cold food was served cold. Hot food was served hot. No Answer Food looked appetizing. No Yes Chef/Manager was present. You were treated courteously

19 Our Dining Provider s Approach to Using Survey Data Able to compare week by week improvements and see recurring problems Chefs able to adjust future menu items based on feedback Managers addressed concerns at daily 10@10 meetings Provides directors feedback on manager availability during service hours A full time registered Dietician has been hired Program provided insight into customer service concerns across all cafes

20 Part 2: Brand Building Lost opportunity We just don t hear our customers voices, but they get to have a voice and presence too! Presence on social media sites: Facebook, Instagram, and Twitter Dining events

21 Goals of Brand Building Create a community of students who follow Penn Dining social accounts and interact on a regular basis. Demonstrate how Penn Dining is an integral part of the Penn experience. Incorporate dining ambassadorship as a vital resource for communicating the Penn Dining promise, messages, and brand.

22 Social Media Expectations DAs assist the Social Media Student Manager in generating social media content for social media sites to generate interest and advertise for Penn Dining. Some guidelines: Using the #PennCraves hashtag Geo-tagging Penn Dining locations when applicable Retweeting Sharing

23 Brand A Philadelphia based branding firm Consistent voice Customer voice

24 Brand Persona

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29 Dining Events + Promotions Dining Days Student Appreciate Week Saving of the Green ( St. Patrick s Day)- #penncraves pins that were linked to pop up promotions Heating Things Up- Dessert Chef s Demonstration, discounted door price for non- meal plan holders Quizzo with Chef- pub style dinner, discounted door price for non- meal plan holders Dining Days Dash Gourmet Grocer ( our C-store) Other Promotions Freezing Prices - ice cream truck event, for current meal plan holders Swipe Out Hunger convert unused swipes into canned goods for the homeless Swipe Conversion- convert unused swipes into Dining Dollars

30 Early Dining Meal Plans Sales: Evaluation of Success Breakdown by Class Year (as of 5/15) Sophomores Juniors Seniors Grad 9 10 Other 8 5 Total Early 84 Regular 574 Total (as of 5/15) Early vs. Regular ( ) How many were purchasers of early promo plans last year vs. were purchasers of regular priced plans last year

31 What We ve Learned We don t know it all. We think we know what our clients want and need but we don t always. Our students/customers really like having a voice and helping to rebrand dining- they feel valued and a true part of enhancing the Penn Dining experience. When our students are invested in the brand their feedback is more constructive.

32 Locking in Success Next Steps Adding vending Hiring more staff to increase sample size and achieve more reliable data Assessing if we should assign specific meal times to each DA Assessing types of meal plans sales in relation to retained meal plan holders