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Panera Bread Success Center Introduction________________ The Panera Bread Success Center will enable every bakery-cafe manager to continuously gather customer feedback and monitor their customers’ experience. By using the feedback to improve, you will produce loyal customers and ultimately drive profits. Our emphasis on continuous customer feedback management is built on two simple business principles:

First, a company’s financial success can be traced back to having truly satisfied and loyal customers along with loyal, productive employees. Second, using customer feedback to measure your customers’ experiences and your employees’ performance causes both to improve. Continuously measuring and acting on this feedback leads to constant improvement, increased guest satisfaction, increased guest loyalty, and increased profits. The Success Center captures and customers feedback in real-time, helping you understand the opinions of today’s customers and improve your operations today.

Customer retention is as important, if not more important, than customer acquisition. It costs seven to ten times more to acquire a new customer than to keep an existing one. By listening to your customer with Success Center, you can retain your customer base and increase your number of loyal customers. Loyal customers are significantly more profitable; they . . .

Buy more and return more often.

Tell their friends and bring in new customers.

Are less sensitive to price.

Are more insulated from competitive threats.

Are less costly to serve.

Are more likely to forgive a one-time problem.

In short, the Success Center allows the customer to have a voice in the management process, making your job easier and your Bakery-Café more profitable.

Mindshare Contacts Panera Bread Success Center has been created by Mindshare Technologies, a leading provider of feedback management solutions. For help with the system please contact:

Bill Gammell (801) 743-7556 [email protected]

mailto:[email protected]


Customer Feedback Process___________________________________ Involving your customers in your operational improvement includes four basic steps: (1) Inviting customers to give feedback (2) Capturing the feedback (3) Monitoring the reported feedback (4) Using the feedback to continuously improve

1. Invite – Customer is invited to take the survey. All customers receive an invitation printed on their receipt to take a survey about their experience during the visit. The customer will be offered an incentive to take the survey.

2. Capture Feedback – Customer takes an automated survey. The customer can take the automated survey by either phone or web. The survey is short; it should only take a few minutes to complete. The survey asks the customers to rate specific aspects of their visit (e.g., food quality, speed of service, bakery-cafe cleanliness etc.) and asks more specific follow-up questions based on the responses. You may review the survey yourself using the information below.

Review the Survey

Phone: 1-800-699-0130 (Enter Demo Store # 0000) Web: www.paneralistens.com (Demo # 0000)

Panera Bread will make use of several tools to control the input of false information and maintain the integrity of honest customer feedback (see Fraud Management under Additional Information).

3. Monitor Real-time Reports – Feedback is reported to you. Your customers’ feedback is recorded instantly and available to you via the Success Center Portal (accessed at www.mshare.net). The feedback is organized in different reports which you use to recognize, train, and improve (see Report Descriptions). Several reports include performance scores calculated from your customers’ feedback, including the NPS score and Overall Satisfaction Score. You can use the scores to measure your progress and compare your service against other bakery-cafe’s (for information on scores and how they are determined see Additional Information below). Besides being

http://www.paneralistens.com/http://www.mshare.net/


available on the web 24/7, some reports are emailed to you daily, weekly, or monthly. Email notifications are also sent instantly when a customer requests a call-back from a manager.

4. Improve Constantly - You use feedback to improve operations. The feedback you receive from your customers is not just a scorecard, it is a diagnostic tool meant to help you identify service aspects that need improvement. With your customers as the “eyes and ears” on your front line, you can recognize employees for their excellent service, learn where to focus your training, and develop team service goals. The success center will also help you discover and save customers upset about a service lapse who are at risk of never returning (see Service-Lapse Recovery below) The process of monitoring and improving your operations is a constant daily effort; it needs to be part of your management routine. Below is a recommended minimum use of Success Center to help you stay on top of your customer feedback.

Daily (10 minutes): Run Call Back Management Report

Call the Customers

Review previous days Alerts

Recognize and reinforce areas of improvement

Weekly (20 minutes)

Listen to and read customer comments

Post some name-specific positive comments where employees will see them

Recognize and reinforce areas of improvement

Use for training during weekly staff meetings

Monthly (30 minutes)

Run Location Scorecard Report for prior month

Post the Scorecard Report where employees can see it

Highlight trends and area of improvement

Discuss results/progress with team

Accessing Online Reports_____________________________________ To access the system

1) Visit Mindshare homepage – www.mshare.net

2) Click on in the top right hand corner of the page.

3) Enter: Email address: (your Panera Bread email address)

Default Password: “panera1”

Navigating around the Landing Page • The middle section contains the reports

• The left side contains “Recent Reports” & “Mindshare Tips”

o You may access online video training in the Mindshare Tips section

• The space in the bottom center contains a corporate message to field managers.

Generating a report 1) Choose your report in the middle section of the landing page.

2) Go to 2. Date section - top of page - and select a date range from the drop down menu:


a. For example: select last period

3) Leave the 3. Format on the default selection of HTML (Web)

a. Other output formats include CSV (Excel), Text, PDF (for printing), and XML.

4) Click on the 4. Run Report button.

Viewing and manipulating a report 1) The column headings correspond to the survey questions

2) The scores may be color coded based on your company’s established goals (Note the Goal Index

directly above the Totals Row and the Key located directly under the report title).

3) Click directly on a Column Heading - the locations will be resorted in descending order.

4) Please experiment with running and manipulating the same report.

a. Modify the date range

b. Click on different column headings (sorting)

5) Click on the icon in the ”Message” column to listen to the customer’s voice message or read the written message. If there is no icon, the customer did not leave a message.

6) Click on the icon (furthest right column) in a report to view all details of an individual survey

Report Descriptions__________________________________________ We have included a short description of the most basic reports below.

Incident Management Report Use the Call Back Status report is to help you track the status of your call back requests. You may run this report to include only those requests that are “Open” or “In Process” to see who you need to call back, or to include the requests that are “Closed” to see the result of previous call-backs. This report will also be emailed to you daily.

How does it work? 1) Customer requests a call-back after giving a low rating on overall satisfaction 2) Success Center “opens” call back status for that survey 3) Success Center sends instant email notification to appointed Panera Bread representative 4) Panera Bread Representative opens survey detail window and reviews the survey information 5) Representative contacts customer ASAP

6) Representative updates call-back status to “In Process” or “Closed” and adds a comment to describe the action taken


Alert Summary Use the Alert Summary to review surveys where a customer indicated a poor experience. This report will allow you to review all of the alerted surveys for your reporting level in a single report. You can quickly identify the question that caused the alert and review additional details to help you find the source of the problem.

Comment Report Use the comment report to quickly review an all inclusive list of your customer’s comments. Just click on the links in the message columns to review the messages. Comments are excellent for recognizing your specific employees for their exceptional service using the voice of the customer. They can also be used to highlight areas that need improvement.

Store Summary (Comparison Report) Use the Comparison Report to compare the scores of restaurants and other levels in the Panera Bread organization. This report will allow you to quickly identify the strong performers and the weaker performers in your group. Determine best practices from your top performers and use them to train others. You may click on the column headers to re-sort the report based that specific criteria (e.g., food quality or staff friendliness).

Snapshot Report Use the snapshot report as an overall measure of your performance for a given time period. The snapshot report allows you to do three things: (1) Compare your scores from this period to last period and against the levels above you. (2) Compare your scores by the time of day. (3) See how your CLI score has been trending over the last 12 periods.

Trend Report Use the trend report to show how your scores have been trending for every question and scoring category in the survey. This graphical report uses a line trend to show you the direction of survey results for each Bakery-Café or other organizational level.


Additional Information________________________________________ Emailed Reports Schedule Report When Store District Area Region

Alert Summary Daily Yes Yes No No

Call Back Status Daily Yes Yes No No

Trend Weekly Yes Yes Yes Yes

Summary Weekly/Period Yes Yes Yes Yes

Snapshot Period Yes Yes Yes Yes

Report Scores Panera Bread uses the main score of NPS: Score: NPS Score Components: % of 9 and 10 (minus) % 0 - 6 All of the other service scores use the Top Box scoring methodology. Top Box means the percent of the “Top” answer choice. Most of these questions use a 5-point scale, so the scoring for these questions will reflect the % of “Excellent” or “5-point” ratings. The main scores reflect the average of their components. Scores are calculated for each survey and then averaged to form a score for each level of the organization beginning with the restaurant and rolling up to the entire to the entire corporation. (For more information on scoring reports, see page 6.)

Alerts An Alert is triggered on a survey when a customer gives a low rating (1 or 2) on any of the service attributes. When an alert is triggered, the survey will ask a “drill down” question that will provide additional details about the experience and help identify the source of the issue. An alert report is sent to you daily to help you address the issues.

Service-Lapse Recovery The best time to solve a customer’s problem is of course immediately after the mistake is made; however some customers will not confront a problem in person, so you may not know about the problem until after they have taken a feedback survey. If a customer requests a call-back in a survey after reporting a poor experience, treat it as if they are giving you a “second chance” at service. It’s not just one sale at risk, but a lifetime of reoccurring business from this customer. “Fix” the issue and contact the customer ASAP (no more than 24 hours max). Step 1: “Fix” the internal issue (person, process, place, or thing) Step 2: “Fix” the customer (empathize, accept responsibility, apologize, invite back, offer)

Step 3: Tell the customer about “the fix” (the most skipped, and perhaps most important step in service-lapse recovery is explaining what went wrong and how you have fixed it)

Fraud Management Mindshare has a comprehensive approach to controlling the input of false information. Multiple fraud protections are built into the system, including “caller ID comparison” and “random audits checks” to both prevent and detect client fraud and/or employees who attempt to “stuff the ballot box” with false surveys. Panera will make use of all these tools to ensure we maintain the integrity of honest customer feedback. If a Panera employee is caught deceitfully manipulating the scores in anyway, it will be grounds for termination.

panera bread success center introduction · panera bread success center introduction_____ the...

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