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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
Proud Papa
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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
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Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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.
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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.
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Doug Dietz – Industrial Designer of MRI MachinesMachine
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Doug Dietz – Industrial Designer of MRI MachinesMachine
Experience
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
What is the moral
of the story?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Hug Your HatersEmbracing Complaints To Increase Loyalty
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• 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
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Danielle Bock
⎻ Food Service Director :: Greeley Public Schools
Michael Craig
⎻ Co-founder of Nutrislice
Affiliation or Financial Disclosure
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI MachinesOn a scale of 1-10,
how do you rank
your customer
service?
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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
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
On a scale of 1-10,
how well do you
embrace
complaints?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI MachinesMarketing = Customer
Advocacy
Answering Complaints =
Increases Customer Advocacy
Not Answering = Decreases
Customer Advocacy
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Doug Dietz – Industrial Designer of MRI Machines
How Often Do You
Seek Out Your
Haters?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
• You turn bad news good
• You create customer
advocacy
• You differentiate from your
competition
• You gather insights &
intelligence
4 Benefits of Hugging Your Haters
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Doug Dietz – Industrial Designer of MRI Machines
How Do You Seek
Out Your Haters?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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
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Doug Dietz – Industrial Designer of MRI Machines
What is your best
example of hugging
your haters?
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Handling Complaints Well
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI MachinesWhat have you
learned, that was
true, from dealing
with your haters?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Handling Complaints Well
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Doug Dietz – Industrial Designer of MRI MachinesDo you think
hugging haters is a
differentiator from
competition?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
2 Personas of Haters
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI MachinesHave you ever tried
to classify your
haters?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Off-stage Haters
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Characteristics
• Slightly older
• Less Mobile
• Less social media savvy
• Avg 2.84 complaints per
year
• Less strident & outlandish
Off-stage Haters
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
On-stage Haters
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Characteristics
• Complain first in public
• Slightly younger
• Social media savvy (first
resort)
• Avg. 3.51 complaints per year
• Less strident & outlandish
On-stage Haters
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Real Actors Read Yelp Reviews
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
What kind of haters
do you encounter
most often?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
How do you handle
feedback that is
wrong & upsetting?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
Are you afraid if
you actively seek
out feedback that
it’ll never stop?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
Are you afraid if
you actively seek
out feedback that
it’ll never stop?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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.
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
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?
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© COPYRIGHT 2018 SCHOOL NUTRITION ASSOCIATION | #ANC18 | LAS VEGAS, NV
Doug Dietz – Industrial Designer of MRI Machines
Can We Ask
Questions?