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Panera Bread Success Center Introduction________________ The
Panera Bread Success Center will enable every bakery-cafe manager
to continuously gather customer feedback and monitor their
customers’ experience. By using the feedback to improve, you will
produce loyal customers and ultimately drive profits. Our emphasis
on continuous customer feedback management is built on two simple
business principles:
First, a company’s financial success can be traced back to
having truly satisfied and loyal customers along with loyal,
productive employees. Second, using customer feedback to measure
your customers’ experiences and your employees’ performance causes
both to improve. Continuously measuring and acting on this feedback
leads to constant improvement, increased guest satisfaction,
increased guest loyalty, and increased profits. The Success Center
captures and customers feedback in real-time, helping you
understand the opinions of today’s customers and improve your
operations today.
Customer retention is as important, if not more important, than
customer acquisition. It costs seven to ten times more to acquire a
new customer than to keep an existing one. By listening to your
customer with Success Center, you can retain your customer base and
increase your number of loyal customers. Loyal customers are
significantly more profitable; they . . .
Buy more and return more often.
Tell their friends and bring in new customers.
Are less sensitive to price.
Are more insulated from competitive threats.
Are less costly to serve.
Are more likely to forgive a one-time problem.
In short, the Success Center allows the customer to have a voice
in the management process, making your job easier and your
Bakery-Café more profitable.
Mindshare Contacts Panera Bread Success Center has been created
by Mindshare Technologies, a leading provider of feedback
management solutions. For help with the system please contact:
Bill Gammell (801) 743-7556 [email protected]
mailto:[email protected]
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Customer Feedback Process___________________________________
Involving your customers in your operational improvement includes
four basic steps: (1) Inviting customers to give feedback (2)
Capturing the feedback (3) Monitoring the reported feedback (4)
Using the feedback to continuously improve
1. Invite – Customer is invited to take the survey. All
customers receive an invitation printed on their receipt to take a
survey about their experience during the visit. The customer will
be offered an incentive to take the survey.
2. Capture Feedback – Customer takes an automated survey. The
customer can take the automated survey by either phone or web. The
survey is short; it should only take a few minutes to complete. The
survey asks the customers to rate specific aspects of their visit
(e.g., food quality, speed of service, bakery-cafe cleanliness
etc.) and asks more specific follow-up questions based on the
responses. You may review the survey yourself using the information
below.
Review the Survey
Phone: 1-800-699-0130 (Enter Demo Store # 0000) Web:
www.paneralistens.com (Demo # 0000)
Panera Bread will make use of several tools to control the input
of false information and maintain the integrity of honest customer
feedback (see Fraud Management under Additional Information).
3. Monitor Real-time Reports – Feedback is reported to you. Your
customers’ feedback is recorded instantly and available to you via
the Success Center Portal (accessed at www.mshare.net). The
feedback is organized in different reports which you use to
recognize, train, and improve (see Report Descriptions). Several
reports include performance scores calculated from your customers’
feedback, including the NPS score and Overall Satisfaction Score.
You can use the scores to measure your progress and compare your
service against other bakery-cafe’s (for information on scores and
how they are determined see Additional Information below). Besides
being
http://www.paneralistens.com/http://www.mshare.net/
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available on the web 24/7, some reports are emailed to you
daily, weekly, or monthly. Email notifications are also sent
instantly when a customer requests a call-back from a manager.
4. Improve Constantly - You use feedback to improve operations.
The feedback you receive from your customers is not just a
scorecard, it is a diagnostic tool meant to help you identify
service aspects that need improvement. With your customers as the
“eyes and ears” on your front line, you can recognize employees for
their excellent service, learn where to focus your training, and
develop team service goals. The success center will also help you
discover and save customers upset about a service lapse who are at
risk of never returning (see Service-Lapse Recovery below) The
process of monitoring and improving your operations is a constant
daily effort; it needs to be part of your management routine. Below
is a recommended minimum use of Success Center to help you stay on
top of your customer feedback.
Daily (10 minutes): Run Call Back Management Report
Call the Customers
Review previous days Alerts
Recognize and reinforce areas of improvement
Weekly (20 minutes)
Listen to and read customer comments
Post some name-specific positive comments where employees will
see them
Recognize and reinforce areas of improvement
Use for training during weekly staff meetings
Monthly (30 minutes)
Run Location Scorecard Report for prior month
Post the Scorecard Report where employees can see it
Highlight trends and area of improvement
Discuss results/progress with team
Accessing Online Reports_____________________________________ To
access the system
1) Visit Mindshare homepage – www.mshare.net
2) Click on in the top right hand corner of the page.
3) Enter: Email address: (your Panera Bread email address)
Default Password: “panera1”
Navigating around the Landing Page • The middle section contains
the reports
• The left side contains “Recent Reports” & “Mindshare
Tips”
o You may access online video training in the Mindshare Tips
section
• The space in the bottom center contains a corporate message to
field managers.
Generating a report 1) Choose your report in the middle section
of the landing page.
2) Go to 2. Date section - top of page - and select a date range
from the drop down menu:
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a. For example: select last period
3) Leave the 3. Format on the default selection of HTML
(Web)
a. Other output formats include CSV (Excel), Text, PDF (for
printing), and XML.
4) Click on the 4. Run Report button.
Viewing and manipulating a report 1) The column headings
correspond to the survey questions
2) The scores may be color coded based on your company’s
established goals (Note the Goal Index
directly above the Totals Row and the Key located directly under
the report title).
3) Click directly on a Column Heading - the locations will be
resorted in descending order.
4) Please experiment with running and manipulating the same
report.
a. Modify the date range
b. Click on different column headings (sorting)
5) Click on the icon in the ”Message” column to listen to the
customer’s voice message or read the written message. If there is
no icon, the customer did not leave a message.
6) Click on the icon (furthest right column) in a report to view
all details of an individual survey
Report Descriptions__________________________________________ We
have included a short description of the most basic reports
below.
Incident Management Report Use the Call Back Status report is to
help you track the status of your call back requests. You may run
this report to include only those requests that are “Open” or “In
Process” to see who you need to call back, or to include the
requests that are “Closed” to see the result of previous
call-backs. This report will also be emailed to you daily.
How does it work? 1) Customer requests a call-back after giving
a low rating on overall satisfaction 2) Success Center “opens” call
back status for that survey 3) Success Center sends instant email
notification to appointed Panera Bread representative 4) Panera
Bread Representative opens survey detail window and reviews the
survey information 5) Representative contacts customer ASAP
6) Representative updates call-back status to “In Process” or
“Closed” and adds a comment to describe the action taken
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Alert Summary Use the Alert Summary to review surveys where a
customer indicated a poor experience. This report will allow you to
review all of the alerted surveys for your reporting level in a
single report. You can quickly identify the question that caused
the alert and review additional details to help you find the source
of the problem.
Comment Report Use the comment report to quickly review an all
inclusive list of your customer’s comments. Just click on the links
in the message columns to review the messages. Comments are
excellent for recognizing your specific employees for their
exceptional service using the voice of the customer. They can also
be used to highlight areas that need improvement.
Store Summary (Comparison Report) Use the Comparison Report to
compare the scores of restaurants and other levels in the Panera
Bread organization. This report will allow you to quickly identify
the strong performers and the weaker performers in your group.
Determine best practices from your top performers and use them to
train others. You may click on the column headers to re-sort the
report based that specific criteria (e.g., food quality or staff
friendliness).
Snapshot Report Use the snapshot report as an overall measure of
your performance for a given time period. The snapshot report
allows you to do three things: (1) Compare your scores from this
period to last period and against the levels above you. (2) Compare
your scores by the time of day. (3) See how your CLI score has been
trending over the last 12 periods.
Trend Report Use the trend report to show how your scores have
been trending for every question and scoring category in the
survey. This graphical report uses a line trend to show you the
direction of survey results for each Bakery-Café or other
organizational level.
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Additional Information________________________________________
Emailed Reports Schedule Report When Store District Area Region
Alert Summary Daily Yes Yes No No
Call Back Status Daily Yes Yes No No
Trend Weekly Yes Yes Yes Yes
Summary Weekly/Period Yes Yes Yes Yes
Snapshot Period Yes Yes Yes Yes
Report Scores Panera Bread uses the main score of NPS: Score:
NPS Score Components: % of 9 and 10 (minus) % 0 - 6 All of the
other service scores use the Top Box scoring methodology. Top Box
means the percent of the “Top” answer choice. Most of these
questions use a 5-point scale, so the scoring for these questions
will reflect the % of “Excellent” or “5-point” ratings. The main
scores reflect the average of their components. Scores are
calculated for each survey and then averaged to form a score for
each level of the organization beginning with the restaurant and
rolling up to the entire to the entire corporation. (For more
information on scoring reports, see page 6.)
Alerts An Alert is triggered on a survey when a customer gives a
low rating (1 or 2) on any of the service attributes. When an alert
is triggered, the survey will ask a “drill down” question that will
provide additional details about the experience and help identify
the source of the issue. An alert report is sent to you daily to
help you address the issues.
Service-Lapse Recovery The best time to solve a customer’s
problem is of course immediately after the mistake is made; however
some customers will not confront a problem in person, so you may
not know about the problem until after they have taken a feedback
survey. If a customer requests a call-back in a survey after
reporting a poor experience, treat it as if they are giving you a
“second chance” at service. It’s not just one sale at risk, but a
lifetime of reoccurring business from this customer. “Fix” the
issue and contact the customer ASAP (no more than 24 hours max).
Step 1: “Fix” the internal issue (person, process, place, or thing)
Step 2: “Fix” the customer (empathize, accept responsibility,
apologize, invite back, offer)
Step 3: Tell the customer about “the fix” (the most skipped, and
perhaps most important step in service-lapse recovery is explaining
what went wrong and how you have fixed it)
Fraud Management Mindshare has a comprehensive approach to
controlling the input of false information. Multiple fraud
protections are built into the system, including “caller ID
comparison” and “random audits checks” to both prevent and detect
client fraud and/or employees who attempt to “stuff the ballot box”
with false surveys. Panera will make use of all these tools to
ensure we maintain the integrity of honest customer feedback. If a
Panera employee is caught deceitfully manipulating the scores in
anyway, it will be grounds for termination.