The 2010 Mindshare Service Awards™
Posted: July 20, 2010 by Nate Bagley - Social Media Strategist
Customer Service Award for Most Consistent Rating Across the Enterprise
Papa Murphy’s International (Winner)
One of the biggest challenges of growing a brand is maintaining a consistent customer experience to protect and promote brand image.
When Mindshare began its relationship with Papa Murphy’s International in 2006, the take ‘n’ bake pizza chain had about 900 locations. Currently, Papa Murphy’s has over 1,200 locations. Even with all of this growth, Papa Murphy’s CSI (Customer Satisfaction Index) variation between stores remains less than 5 points. This means that the difference in experience between locations is very minimal, making the Papa Murphy’s customer experience consistently excellent across the board.
Papa Murphy’s uses Top Box scoring to create greater dispersion of results, helping them identify training, improvement, and best practices.
Pier 1 Imports (Honorable Mention)
Pier 1 Imports has closed the variation gap in their CSI from 33 points to 12 points. When Pier 1 began using Mindshare, the variation between their best performing and lowest performing stores was 33 points. By relentlessly focusing on customer feedback, they were able to narrow this gap by 21 points in one quarter!
Mindshare’s EFM solution has enabled Pier 1 Imports to set a gold standard for the customer experience – then measure, compare, and improve the standard at each of their locations.
Customer Service Award for Greatest Improvement Using Customer Feedback
Bridgestone Retail Operations, LLC (Winner)
Through Mindshare’s customer feedback tools, Firestone has learned that “keeping customers informed on repairs” builds customer loyalty more than other, more traditional measures. A few months ago, this was also their lowest performing service metric. With Firestone’s intense focus and training, keeping customers informed has improved across the entire organization (over 2,100 locations).
When the leadership at one of Firestone’s lower-performing divisions embraced and promoted the Mindshare EFM program, survey volume doubled, scores increased over 4 points, and alerts were reduced by 2 points, all over a four month period.
Tony Roma’s (Honorable Mention)
Tony Roma’s is known for outstanding ribs. They learned, through feedback from their guests, that the quality of the meal is a major key driver of their guests’ loyalty. Using their guest feedback, they improved the consistency of their meal quality, more specifically their ribs. The Tony Roma’s leadership team immediately created a new training program designed to improve consistency in cooking procedures, and rolled it out to the field.
Tony Roma’s achieved a significant improvement in their quests’ perception of meal quality (approximately 10 points) and saw a significant improvement by underperforming restaurants. This improvement has provided a more consistent meal quality throughout the restaurant chain, and raised overall guest loyalty.
Enterprise Feedback Management Award for Best Incorporation of Enterprise Feedback Management Principles
Comcast (Winner)
Two years ago, Comcast recognized a significant need to improve their customers’ experience. At that time, the Southern Division of Comcast began using Mindshare. Since then, the use of EFM has expanded rapidly across all divisions. Comcast currently gathers customer feedback from a wide variety of touch points including: Tech Operations, Call Center Care, Retention and Disconnect, Lobby, and Self Install.
Comcast has increased the value of their customer feedback by using web services to integrate the feedback data with relevant customer information from other sources. This has helped them identify and fix trends in their business that could lead to service lapses and decreased satisfaction.
Hertz (Honorable Mention)
Hertz receives customer and employee feedback from multiple touch points within its business, including: Reservations, Customer Services, Car Rental, Car Share, Rent2Buy, Equipment Rental, as well various Employee and Human Resource Surveys. Hertz also integrates feedback data with transactional information, appending further rental details to Mindshare surveys after receipt. This integration allows for unrivaled reporting options and drives significant advances in operational improvement at Hertz. Hertz also employs Mindshare’s proprietary text analytics solution, Reveal™, to unlock the valuable insights found within their open-ended customer comments.
Enterprise Feedback Management Award for Most Engaged In The EFM Program: Executive Level
Name withheld for competitive reasons. (Winner)
The Melting Pot (Honorable Mention)
Mike Lester (VP, Restaurant Operations), has been involved in expanding the Melting Pot EFM program by adding integration of web-site feedback into Mindshare’s system, and expanding the use of Inbox and Tagging features. He has also championed using Mindshare to test all new menu items in corporate stores prior to rolling them out to franchise locations.
Enterprise Feedback Management Award for Most Engaged In The EFM Program: Store/Unit/Team Level
Express (Winner)
Express has placed high importance on empowering managers at the store level to use the feedback they obtain through Mindshare to learn and improve team morale. Express goes out of their way to highlight to their employees the positive feedback they are receiving from customers. Management is consistently posting feedback comments and results for each store on a bulletin board dedicated to customer feedback. Express uses EFM to improve operations, but more importantly, to celebrate and encourage the positive efforts of their staff.
The Maids (Honorable Mention)
Even though The Maids has been using Mindshare for less than a year, they have gained a very high level of field engagement in the program.
The Maids display their customer feedback results prominently in each office. They encourage their employees by bonusing them on most improved scores and survey volume. The Maids’ customer feedback results are also included as part of their quarterly reviews, making customer feedback an indispensable part of the business.
Employee Satisfaction Award for Most Engaged in Employee Satisfaction
Asurion (Winner)
Asurion has been conducting multiple, ongoing employee surveys for four years with Mindshare. Currently, Asurion stages multiple employee surveys throughout the year. Asurion collects employee feedback, uses it in their training materials, and then measures improvements in employee satisfaction and efficiency.
Asurion’s attention to employees is what helps them keep their teams happy, and working hard, and their customers loyal.
Dave & Buster’s (Honorable Mention)
Dave &a Buster’s has been conducting annual employee surveys with Mindshare since 2008. Mindshare’s real-time feedback results have provided Dave & Buster’s with the ability to move quickly in order to learn about their employees and create programs that improve employee engagement. Their front-line employees have the most direct contact with customers, and as such, have incredible ideas regarding where to make improvements, and how to maintain employee morale. This employee engagement translates into loyal customers, with customer satisfaction increasing 34% during the same time frame.
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