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.

1. Acting on our Rants & Raves
One slice at a time
Andrew Gallagher Senior Director, Marketing Papa John’s
Dennis Fois CEO Rant & Rave

2. State of the Nation?
Survey fatigue - paralysis by analysis

3. Empowered Customer

4. Brands and consumers want the same thing
State of the Nation?

5. Every interaction creates an experience
State of the Nation?

6. Reduce effort, increase Ravers... and Revenue
State of the Nation?

7. Don’t ask for feedback if you’re not going to act on it
State of the Nation?

8. Mobile is the perfect channel
State of the Nation?

9. What do we believe?
Slide 3 Potential – word/phrase
cloud...
State of the Nation?

10. Ranter Raver
Our Raving slider
ACTION EFFORT
20% 80%
MODERATE
HARD EASY

11. Our Raving slider
ACTION EFFORT
50% 50%
MODERATE
HARD EASY
Ranter Raver

12. Our Raving slider
ACTION EFFORT
80% 20%
EASY
MODERATE
HARD
Ranter Raver

13. We’re looking for like minded brands

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

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

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

26. How does Rant & Rave work ?

30. I love the new choice of
pillows in your rooms.
But the toilets in the restaurant
are disgusting!

32. What have we discovered ?

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

36. People Manner Score 4.5
Major Factor : Politeness
CONFIDENTIAL 36

37. Product Taste Score 4.5
Major Factor : Good, Tasty Pizza !
CONFIDENTIAL 37

38. Value Score 4.5
Major Factor : Deals
CONFIDENTIAL 38

39. Promotions Score 4.3
Major Factor : Specific Deals
CONFIDENTIAL 39

40. CONFIDENTIAL 40
Product Quality Score 4.3
Major Factor : Freshness

41. And My Favourite So Far...
CONFIDENTIAL 41

43. 43
Findings So Far

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

45. Place Score 3.5
Major Factor : Website
CONFIDENTIAL 45

46. Place Score 3.5
Major Factor : Website
CONFIDENTIAL 46

47. Most Negative Pizza
CONFIDENTIAL 47

48. 48
Findings So Far

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

50. 50
Findings So Far

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

57. CONFIDENTIAL 57
FBM Tools - BIGBusiness Improvement Grid

58. Mapping

59. New Dashboards

60. Findings So Far
82% positive is fantastic and needs to be shared !
Amplifying Positive Feedback

61. Social Media can be a
customer service channel but
not if you take customer
service seriously – and it DOES
NOT tell you what the
customer thinks

62. Asking Customers more
questions means complaints
come down
We have had 10% less
complaints since launching
Rant & Rave

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

64. Andrew Gallagher
Senior Marketing Director
Papa John’s