Premium Value Concessions ProgramProgram Overview & TPA Services Breakdown
March 21, 2017
DIA PREMIUM VALUE CONCESSIONS PROGRAM 1
Rob McDaniel / Robb BrownDRG [email protected]
1/28/2016
DIA PREMIUM VALUE CONCESSIONS PROGRAM 2
TPA Scope of Work (per contract)
Implement and administer Rule 45 (Food & Beverage, Retail) & 46 (Services)
Gather required information from DEN, evaluation relevant data, and report on the PVC Program
Issue progress reports based on tallying scoring results
Implement and manage appeals process
Contract with mystery shopping vendor
Implement customer service training program
1/28/2016
Agenda
DIA PREMIUM VALUE CONCESSIONS PROGRAM 3
1) Introductions & PVC Program update
2) PVC Mystery Shopping Program refresh
3) Mystery shopping launch schedule and what concessionaires need to do
4) Q&A and form review sign-up
1/28/2016
PVC Objective
DIA PREMIUM VALUE CONCESSIONS PROGRAM 4
This program supports Denver International Airport’s (DEN’s) Concession Policy goal of maximizing non-airline revenue consistent with DEN’s obligation to its airline partners.
The PVC program represents the shared interests of DEN and its concessionaires.
To achieve its primary business objective of attracting and retaining airlines, DEN must maximize the revenue generated by concession space available in the airport while providing outstanding customer service, and preserving the desired merchandise mix.
1/28/2016
PVC Timeline (abridged)
DIA PREMIUM VALUE CONCESSIONS PROGRAM 5
PVC Concept Introduced2009• Concessionaire & DEN begin discussions on program design
Rule 45 Implementation 2012• Third Party Administrator (TPA) selected (March)• Internal mystery shopping begins (August)• Phase 1 Program Benefit recipients determined (December)
Rule 45 Implementation2013• External mystery shopping begins (August)• Internal mystery shopping forms updated• Phase 2 Program Benefit recipients determined (November)
Rule 45 Implementation2014• Training Program begins (July)• Phase 3 Program Benefit recipients determined (December)• Rule 45 update meetings begin
Full Phase begins2015• PVC Rule 45 update Approved
1/28/2016
DIA PREMIUM VALUE CONCESSIONS PROGRAM 6
TPA Baseline Services
DEN data capture/clean-up for Owle™ upload
CSE data capture/clean-up for Owle™ upload
Monthly reporting and scoring for financials, internal customer service, external customer service
Monthly KAEP calculation and reporting
Quarterly Mock Scorecards and benefit determinations
Competitor airport customer service benchmark update
Management of Training and Customer Service vendor
Oversight of PVC Appeals vendor
1/28/2016
Possible PVC Enhancement Ideas
DIA PREMIUM VALUE CONCESSIONS PROGRAM 7
Balance between PVC Program ROI for Concessionaires and DEN
PVC Based Concession Rewards & Recognition Program
Explore intercept study evaluation approach
Bolster operations criterion in scoring
No timeline at this time for next program change
1/28/2016
Mystery Shopping Overview
DIA PREMIUM VALUE CONCESSIONS PROGRAM 8
PVC Internal Mystery Shopping began August 2012
More than 6,000 mystery shops completed to-date
10 minor merchandise category forms
Duty Free and Convenience Retail rolled out 3/16
1099 contractors utilized as mystery shoppers
Last mystery shopping form revision August 2013
LRA by Deloitte will begin shopping in April 2017
1/28/2016
LRA by DeloitteAn introduction2017
LRA by DeloitteCopyright © 2017 Deloitte Development LLC. All rights reserved. 10
IndustryExperience
Airlines & Airports
Hospitality and Lodging
Travel and Leisure
Restaurant and Food Service
Healthcare and Senior Living
Real Estate, Facilities, and Services
Retail and Shopping Centers
Sports and Entertainment Gaming Automotive
35 years of industry measurement experience
Global network of customer experience professionals
Leading edge data collection application and reporting tools
50,000+ inspections annually in 145+ countries
Thoughtful approach to program design and development
Deep experience in consolidating disparate field examination activities
Who we are
Our Global Presence• High volume inspections and
mystery shops coupled with global research programs performed each year in over 145 countries
• Demonstrated, scalable operations and seamless data collection
Field Inspections and Examinations
Mystery Shopping
Brand Standards Development
Research and Analytics
Training
The leader in brand protection and customer experience measurement
LRA by DeloitteCopyright © 2017 Deloitte Development LLC. All rights reserved. 11
The Deloitte differenceDeloitte1 acquired LRA Worldwide, Inc. in 2015 to create LRA by Deloitte. This acquisition enhanced Deloitte’s brand and customer experience measurement capabilities and provides our clients with support from the largest professional services firm in the world. Deloitte is a leader in serving the travel, hospitality and retail industries.
Deloitte named a worldwide leader in consulting services to the retail industry Source: IDC MarketScape: Worldwide Business Consulting Services for the Retail Industry
“ “Deloitte named a global leader in Customer-Facing Services Consulting
Source: ALM Intelligence; Customer-Facing Service Operations Consulting 2016; Kennedy Consulting Research & Advisory estimates © 2016 ALM Media Properties, LLC. Reproduced under license
“ “
A leader in the retail industry
Deloitte provides services to over 80% of the Fortune 500 retailers and distributors, specifically:
• Over 95% of Apparel Retailers1
• 90% of General Merchandisers1
• Over 70% of Specialty Retailers1
• Globally, we serve 87% of the Fortune Global 500 Consumer Business Companies2
1 Fortune 500, May 20162 Fortune Global Analysis, May 2016
A leader in the travel industry
Deloitte provides services to over 85% of the Fortune 500 Travel, Hospitality and Leisure companies specifically:
• Over 95% of Hotels, Resorts & Casinos1
• Over 95% of Airlines1
• Over 95% of Food Services Companies1
• Globally, we serve 87% of the Fortune Global 500 Consumer Business Companies2
Copyright © 2017 Deloitte Development LLC. All rights reserved. 12
Field Research
• Gather qualitative and quantitative data about your business
• Establish benchmarks• Assess against goals/targets
Revenue
• Identify opportunities for up-sell and cross-sell
• Gauge product knowledge
Coaching
• Establish leading practices• Reward good behavior• Pinpoint areas for
improvement
Compliance
• Consistency and quality of first impressions, customer service, and presentations
• Monitor concession/parentcompany performance
Leading companies choose us for visibility into their operations for a variety of reasons, with one common thread – a desire to enhance the customer experience, protect the brand, and drive better outcomes. We work with you to create and deploy customized, comprehensive programs designed to protect your brand.
Why Mystery Shop?
Copyright © 2017 Deloitte Development LLC. All rights reserved. 13
We know that Deloitte is the right provider for your Mystery Shopping program. Here are five key attributes that differentiate us to serve you.
Why Mystery Shop with Deloitte?
We strive to bring the best possible people to every assignment. With more than 80,000 employees in the US, we have incredible teams, and we are proud of our people. Our professionals provide access to ideas and insights through a dedicated client service team that focuses on airports, food & retail.
Deloitte is a global leader in customer experience services, with a broad range of capabilities. Our dedicated brand and customer experience measurement practice has over 35 years of experience executing high-volume, geographically dispersed, complex programs, with a focus in the travel industry.
We bring a unique, tested approach to mystery shopping, one that is designed to add value to your organization. Our methodology is flexible and scalable to your objectives. We incorporate leading practices based on years of experience in industry and in the customer experience measurement profession.
We take a rigorous, holistic approach to quality and consistency. Our continuous improvement processes facilitate consistent, accurate, and professional data collection, and high quality, efficient and informative reporting.
We combine a variety of data points to capture operational and brand health,and uncover an approach for aligning product, service, process and culture to best serve your customers.
Leadership and Team
Industry & Subject Matter Experience
Design Methodology
Program Quality & Consistency
Actionable Insights
Copyright © 2017 Deloitte Development LLC. All rights reserved. 14
Our teamWe have assembled a specialized team that includes industry and subject matter knowledge. The result is a talented, cohesive team that will bring high-quality service. Here is your team and their roles.
Zach ConenSenior Manager
Deloitte & Touche LLP
• Overall Relationship Management• Project Oversight• Added Value Opportunities for PVC and concessionaires
Robert VamosManager (Operations)Deloitte & Touche LLP
• Facilitates mystery shop and PVC relaunch from development.• Creates standards and scoring.• Manages recruitment, training and scheduling of shoppers.• Develops work rules/blackout dates.
Alex DavidsonConsultant (Operations)Deloitte & Touche LLP
• Day-to-day operations contact.• Liaison between the company and the field team.• Oversees quality control processes to facilitate quality/timeliness of
reporting.• Assists with recruiting, training, scheduling and ongoing team
development.
Nick ValentinoManager (Strategy &
Technology)Deloitte & Touche LLP
• Programs data collection tools.• Programs scoring, weighting, tagging scheme.• Performs ongoing monitoring/maintenance of data collection
technology.
Copyright © 2017 Deloitte Development LLC. All rights reserved. 15
Industry & Subject Matter experience
LRA has been a joy to work with, and their mystery shopping and training has reinvigorated MarketPlace Development’s entire concessions customer service program at Washington Dulles International Airport. We receive positive comments all the time from our associates and managers, and we truly value their commitment and service.Sidney Woods, Marketing & Customer Service Manager, MarketPlace Development/Dulles Food & Shops
We have leveraged our deep roots in customer experience measurement to build leading programs for prominent brands in aviation, transportation, retail, hospitality, real estate, entertainment, travel, and more. Our core competency remains in the design, deployment and analysis of complex, high-volume field measurement programs.
“
“Representative Travel & Aviation Clients Representative Retail/Shopping Center Clients
American Airlines Advantage/CitiCard
AvisBudget Group
British Airways Lounges (Flik)
Dallas Fort Worth International Airport
Dulles International Airport (Marketplace)
JFK International Airport
Hertz Corporation
LaGuardia Airport
Los Angeles International Airport (Westfield)
Newark Liberty International Airport
Parkway (PHL)
Philadelphia International Airport (Marketplace)
Reagan National Airport (Marketplace)
San Francisco International Airport
United Airlines
United States Customs & Border Patrol
Ace Parking
Arabian Centers
Aramark
Cadillac Fairview
Caruso Affiliated
Compass Group (Flik, Eurest)
General Growth Properties/Bloomingdales
Parkway
Westfield Shopping Centers
Copyright © 2017 Deloitte Development LLC. All rights reserved. 16
With a multi-layered team of operations and account management professionals, we take a disciplined approach to examination project governance, allowing our measurement programs to launch in congruence with your specifications.
Tested design methodology
Design
ImplementMeasure
Assess
1Project KickoffImplementation Strategy AlignmentCustomer Service Standards ReviewDevelopment, and Refinement
2Evaluation Framework and Protocol
Concession BreakdownTechnology Requirements
(e.g., Reporting)Shopper Selection
Badging and Security ClearanceTechnology Build
4Data CollectionOngoing Shopper TrainingConcessions and Corporate Real-time ReportingOngoing Performance Review, Data Mining, and AnalysisProgram Review and Recommendations
3Shopper Training
Company Data UploadCompany Program Training
Shopper SchedulingProgram Launch
Copyright © 2017 Deloitte Development LLC. All rights reserved. 17
Recruiting
A concentrated in-market recruiting effort will build a cohesive and variable team, supplemented by “the Deloitte Network”
CertificationCertification on program requirements is mandatory for all shoppers. We use a web-based, project-specific certification program, as one of the components of our shopper education and coaching program.
Training
We accomplish consistency and leading quality through our shopper training program. Our shoppers learn through online learning tools, and professionally produced materials.
Editing, Fact-Checking & Quality ControlIn-house, brand immersed editors and knowledgeable fact checkers quality review each report, and determine that the reporting standards are met.
Program quality and consistency
Copyright © 2017 Deloitte Development LLC. All rights reserved. 18
Multi-Dimensional reporting at the outlet level, designed to capture specific facets of an experience.
Actionable insights - Reporting
Product Knowledge
Facility Knowledge
Sales Skills (Cross-sell/Upsell)
Cleanliness and Conditions
Airport StandardsService Elements
“Lateral” Standards
Copyright © 2017 Deloitte Development LLC. All rights reserved. 19
Week of April 17th
What’s next?Our implementation plan & timeline….and what we ask of you!
• Provide Feedback! You will get the draft forms to review later this week
• Participate! Attend the working sessions next
• Engage! Introduce yourselves to Bob and Alex when they are here next week
• Communicate! Your success is our success
March 21 Concession Manager Meeting, PVC Relaunch
March 24
March 31 Official close date for all form reviews and comments
March 29-30 Form Breakout Meetings
Week of April 3rd Present final forms to Concessionaires along with guidelines for scoring
Launch PVC Program
Open Final Forms Review with DEN staff and Concessionaires
AprilMarch
Mystery Shopping Form Review
March 29, 2017 *
Session 1: Bar and Casual Dining 9:00am - 10:00am
Session 2: Quick Serve and Quick Serve w/alcohol 10:30am - 11:30am
Session 3: Snack and Specialty Coffee 12:30pm - 1:30pm
Session 4: Specialty Retail and Duty Free 2:00pm - 3:00pm
Session 5: Specialty Retail and Duty Free 3:30pm - 4:30pm
March 30, 2017 *
Session 6: Services / Rule 46 9:00am - 10:00am
Session 7: Convenience Retail & Newsstand 10:30am - 11:30am
Session 8: RMU program manager 12:00pm - 1:00pm
1/28/2016 DIA PREMIUM VALUE CONCESSIONS PROGRAM 20
* All sessions in Aspen Conference Room, enter thru Gate A34
Copyright © 2017 Deloitte Development LLC. All rights reserved 21
Q&A
1As used in this document, “Deloitte” means Deloitte & Touche LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of our legal structure. Certain services may not be available to attest clients under the rules and regulations of public accounting.
Copyright © 2017 Deloitte Development LLC. All rights reserved.
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