Management (TEM) Project

Travel and Expense

Management (TEM) Project

Senior Roundtable May 6, 2011

1

#JoinTheConvo: Building a Truly Comprehensive Feedback Loop

NACAS East Conference June 9, 2015

Dennis Daly, Associate Director of Operations, Hospitality Services, University of Pennsylvania

Michelle Ruggia, Associate Director of Conference and Programs, Hospitality Services, University of Pennsylvania

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.

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

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)

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.

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

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

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)

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 emailed 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

Example of Comments

Example of Comments

Location 1: Cleanliness

0 2 4 6 8 10 12 14 16 Facility was clean overall.

Food service stations were clean and organized.

Server wore hat or hairnet. Server wore gloves. Plates were clean. Utensils were clean. Floors, tables, and surfaces were

clean and dry.

Receptacles were emptied and maintained.

No Answer No

Location 1 : General Service

0 2 4 6 8 10 12 14 16 Items matched the menu.

All items were available during service.

All food allergens were labeled. Service was efficient. Plates were available. Cups were available. Silverware was available.

No Answer No

Location 1:

Manager/Chef Presence & Customer Service

0 2 4 6 8 10 12 14 16 You were treated courteously.

Chef/Manager was present. Food looked appetizing. Hot food was served hot. Cold food was served cold.

No Answer

No

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

Part 2: Brand Building

• 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

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.

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

• Tagging @Penndining when applicable

• Retweeting

Brand Voice

@Media- A Philadelphia

based branding firm

•

Consistent voice

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

Early Dining Meal Plans Sales:

Evaluation of Success

How many were purchasers of early promo plans last year vs. were purchasers of regular priced plans last year

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.

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