doug dietz – industrial designer of mri machines · title: doug dietz – industrial designer of...

© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV

Doug Dietz – Industrial Designer of MRI Machines


Doug Dietz – Inspiration to School Nutrition

• Industrial Designer for past 36 years

• 29 years working for General Electric (GE)

• In 2007, he spent 2 years leading a design team to

create the “perfect” MRI machine



Proud Papa


Doug Dietz – Moment of Epiphany

• “Broke his heart”

• His pride that day turned to horror

• 25 years working and realized it was all being done

wrong


Doug Dietz – Industrial Designer of MRI MachinesDoug Dietz realized that day he had spent

25 years working on the machine. How do I

make it faster? How do I make it more

sleek? Can I make it more powerful? He

was consumed by that passion ….

Patients, however, have never had those

thoughts cross their minds. Patients focus

on the experience.


Doug Dietz – Industrial Designer of MRI MachinesSchool Nutrition Pros realized that day he

had spent 25 years on the operation of

school nutrition. Am I compliant? How do I

make motivate my team? Will this recipe

grow participation? They are consumed by

that passion ….

Students, however, have never had those

thoughts cross their minds. Students focus

on the experience.


Doug Dietz – Industrial Designer of MRI MachinesMachine


Doug Dietz – Industrial Designer of MRI MachinesMachine

Experience



What is the moral

of the story?



Hug Your HatersEmbracing Complaints To Increase Loyalty


• This session provides one (1) CEU

⎻ Key Area 2: Operations 2240 Professional Standard Code

⎻ Key Topic: Using #technology and #mobile ordering to change the way #schoolfoodservice does business

Professional Standards Code

EARN

CONTINUING

EDUCATION

CREDITS


Danielle Bock

⎻ Food Service Director :: Greeley Public Schools

Michael Craig

⎻ Co-founder of Nutrislice

Affiliation or Financial Disclosure


Doug Dietz – Industrial Designer of MRI MachinesOn a scale of 1-10,

how do you rank

your customer

service?


Yesterday’s Great = Today’s Mediocre

• “Broke his heart”

• His pride that day turned to

horror

• 25 years working and

realized it was all being

done wrong



On a scale of 1-10,

how well do you

embrace

complaints?


Doug Dietz – Industrial Designer of MRI MachinesMarketing = Customer

Advocacy

Answering Complaints =

Increases Customer Advocacy

Not Answering = Decreases

Customer Advocacy



How Often Do You

Seek Out Your

Haters?


• You turn bad news good

• You create customer

advocacy

• You differentiate from your

competition

• You gather insights &

intelligence

4 Benefits of Hugging Your Haters



How Do You Seek

Out Your Haters?


Dear So & So,

Insert recognition about their complaint.

You see things that, frankly, most of our customers never see. I’d like to

take a few more minutes to really understand your perspective.

Can I invite you to lunch at our school, free of charge, and try to better

understand what you are seeing?

Example Email / Conversation



What is your best

example of hugging

your haters?


Handling Complaints Well


Doug Dietz – Industrial Designer of MRI MachinesWhat have you

learned, that was

true, from dealing

with your haters?


Handling Complaints Well


Doug Dietz – Industrial Designer of MRI MachinesDo you think

hugging haters is a

differentiator from

competition?


2 Personas of Haters


Doug Dietz – Industrial Designer of MRI MachinesHave you ever tried

to classify your

haters?


Off-stage Haters


Characteristics

• Slightly older

• Less Mobile

• Less social media savvy

• Avg 2.84 complaints per

year

• Less strident & outlandish

Off-stage Haters


On-stage Haters


Characteristics

• Complain first in public

• Slightly younger

• Social media savvy (first

resort)

• Avg. 3.51 complaints per year

• Less strident & outlandish

On-stage Haters


Real Actors Read Yelp Reviews



What kind of haters

do you encounter

most often?



How do you handle

feedback that is

wrong & upsetting?



Are you afraid if

you actively seek

out feedback that

it’ll never stop?


Case Study #1

• Customer Base – Betty the Besty with the Board of Education & Your

boss

• Challenge: Betty is friends with the board of education. As a parent, she

is heavily invested in the food service program. While her optimism

around veganism and organics is admirable, Betty has little

understanding about school nutrition guidelines. Nevertheless, she is

besties with the board. After a recent email wherein she complains about

your program to the board of education, you are called into a meeting

with your boss about current operations.


Case Study #2

• Customer Base – Chad the social media champ engaged in the battle for radical

transparency

• Challenge: Chad is an outstanding father and successful businessman. His line of

work? Civil rights attorney. You could say that Chad has been known to champion

causes and his new cause is the transparency of all food items inside your operation.

His preferred channel of choice is twitter because he has thousands of followers

throughout the community. After a week’s worth of tweeting at you, everyone in the

district is looking to you for how to respond and handle his outreach!

• Questions: How would you engage with Chad?


Case Study #3

• Customer Base – Hourly kitchen employees with lots to say about how you run your

program!

• Challenge: The staff at Bear Canyon Elementary have quite the dynamic. They are

vocal, outspoken, and very opinionated. The problem is, their opinions about your

program are not always positive. In fact, in recent trainings, they’ve started to unleash

their complaints to other kitchen teams in an effort to “transform” your program! Area

managers and district personnel are now looking to you to solve this problem!

• Questions: How would handle meeting with this kitchen team?



Can We Ask

Questions?

doug dietz – industrial designer of mri machines · title: doug dietz – industrial designer of...

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