2014 presents businesses with both challenge and opportunity in equal measure. With competition rife and the rise of social media, consumers have never been more in control. Simply paying lip service to customer feedback is no longer enough, customers expect action and they expect it in real-time.
The good news is those brands that embrace innovations in technology and turn Voice of the Customer theory into practice can forge a clear competitive advantage. Andrew and Dennis will discuss Papa John’s recent implementation of Rant & Rave and outline how they’re using the Voice of their Customers to take real-time inspired action, on their journey to becoming the nation’s favourite pizza brand.
14. Acting on our Rants & Raves
One slice at a time
Andrew Gallagher Senior Director, Marketing Papa John’s
15. Today
4 Simple Questions
Who are Papa John’s ?
Why do we need Rant & Rave ?
How does it work ?
What has it told us ?
16. ‘Papa’ John Schnatter
Founded Papa John’s in 1984 in Louisville,
Kentucky, selling his beloved Camero to get the
money to buy his very first Pizza Oven
He doesn’t like us showing this picture very
much...
17. John Today
25 years later he was reunited with his Camero,
found only a few miles from his home
Now John has more than 4,500 stores across
the world and is in 36 countries
He’s come a long way from having to sell his car
18. 4,500 Stores Around the World
3,500 in North America
1,000 Internationally including
• 300 in UK and Ireland
• China
• South Korea
• Russia
19. Our Competition
Domino’s have around 800 stores in the UK and
are the Market Leader
Their focus has always been on speed of
delivery
20.
21. Papa John’s
We are ALL about the Pizza
The Brand has operated on a ‘Better
Ingredients, Better Pizza’ promise for 30 years
and that isn’t changing anytime soon
22. Customer Experience
We like to think it’s always like this but the truth
is that if we don’t ask then we don’t know
If we promise to deliver a Better Pizza then how
do we measure that ?
23. Measuring the Experience
This is how we have measured it
• Out the Door Time
• To the Door Time
• Answering the Door Time
• Out of the Oven Time
• Mystery Shop (not mystery )
Etc, etc, etc
24.
25. We are a DELIVERY business
Unlike most retail, the majority of the
interaction with the Customer doesn’t happen
where we can see it
33. Our Average Score
Since going live on 27th April our customers have given
us a Score of 4.1 out of 5 !
The response rate being achieved is above 15%
We have received over 20,000 items of feedback
CONFIDENTIAL 33
34. Our Average Score
• The excellent news is that 78% of our customers are
Ravers ( giving a score of 4 or 5 )
• Since National Roll out began, 15% of our customers
are Ranters ( giving a score of 1 or 2 )
CONFIDENTIAL 34
Score Count %
1 & 2 1584 15%
3 802 7%
4&5 8368 78%
Total 10,754 100%
35. What is it people love ?
The top 5 categories for positive response are
• People Manner
• Product Taste
• Value
• Promotion
• Product Quality
CONFIDENTIAL 35
44. Place Score 3.5
Major Factor : Website
Tech
CONFIDENTIAL 44
• Inability to add 2 base
sauces to a Half and
Half Pizza
• New Houses and
Postcode Update Issues
49. CONFIDENTIAL 49
Customer are less bothered about the actual time it
takes for a delivery to get to them, it’s the temperature
of the pizza when it does which is the issue
51. 51
Findings So Far
Our reliability issues, more often that not, are around accuracy
of order ( and always dips !! )
Reliability
52. 52
Findings So Far
Product Wise, our most unpopular product by some distance is
Wedges – with a lot of people dissatisfied with their cooking
Product
53. 53
Findings So Far
Customers on our Papa Rewards Loyalty Scheme are irritated by
the fact that the Free Pizza points expire 6 months after they are
awarded
Loyalty
54. “You can please some of the
people some of the time, all of
the people some of the time,
some of the people all of the
time, but you can never please
all of the people all of the
time.”
55. First Steps
• ETA on confirmation emails
• Sourcing new wedges
• Extending the options for
Points Expiry with Rewards
56. Longer Term
• Trialling new boxes / hot bags
to keep the product hotter
for longer
• Beta testing our new website
with Ranters
• Additional Checking
procedure and Resource
63. You never know until you ask.
For those of us that aren’t
Steve Jobs and can guess what
customers want before they
even know it, the next best
thing is just to ask them
Survey fatigue, paralysis by analysis we want the same thing, making things easy etc.
Age of Manufacturing – Ford/Boeing/GE/RCA
Age of Distribution – Walmart/Toyota/P&G/UPS
Age of Information – Amazon/Google/Comcast/Capital One
Age of the Customer – Macy’s/Salesforce.com/USAA/Amazon
2010 and beyond will be the age of the customer. One by one, every corporate investment has
been commoditized. Now every company can tap into global factories and global supply chains.
After huge technology investments, companies are realizing that the Internet cloud provides
all of the computing resources they need, just as they need them. Manufacturing, distribution,
and IT-oriented technology management are all table stakes. The only source of competitive
advantage is the one that can survive technology-fueled disruption — an obsession with
understanding, connecting with, and serving customers. In this age, companies that thrive, like
Amazon (again), Macy’s, salesforce.com, and USAA, are those that shift their budgets, people,
and business structure toward customer knowledge, relationships, and actions. IT investments
will shift toward what we call business technology (BT) — technology, systems, and processes
designed to win, serve, and retain customers.5
The ONLY source of competitive advantage in the future that will survive technology-fueled disruption will be OBSESSION WITH CUSTOMERS
Brands and consumers want the same thing – to deliver and receive an efficient and easy customer experience.
Every interaction creates an experience – good, bad or indifferent - many interactions stem from lack of information. If that can be reduced, costs go down and revenue goes up
A reduction in the effort it takes for a customer to do business with you will lead to an increase in Ravers... and Revenue.
Asking for feedback and then not taking action to follow up is worse than not asking at all!
Mobile is the perfect channel to engage Consumers in the moment – our solutions are multi-channel but we practice a mobile first approach.
Challenger brands... Fighting against the big hitters, to change the status quo.