ISS: FEED

The task

The ISS Touchpoints initiative is a programme which was first developed to sit within workplaces, focusing on the journey from entry to exit across cafés and restaurants, and pinpointing moments of the day where employees come into contact with its services. When ISS Communications Manager Louise Ulrich was tasked with adapting Touchpoints for primary school clients without in-house marketing resources, she came to Cracked for specialist, demonstrable experience in the education sector.

We analysed their real-world experiences for common themes or any opportunities for service improvements, from entering the dining hall to leaving it. This gave us tangible insights on the ways that the children interacted not only with the food and the team, but their environment and each other too.

The solution

As you can imagine, the journey of an adult customer looks and feels different to that of a child’s, and so the existing Touchpoints programme couldn't just be lifted and dropped into primary schools — it needed some significant modifications before being rolled out. As our starting point, we looked at the existing lunchtime service through the eyes of a child — literally — via headcams worn by pupils aged 5–11 at ISS client schools. We analysed their real-world experiences for common themes or any opportunities for service improvements, from entering the dining hall to leaving it. This gave us tangible insights on the ways that the children interacted not only with the food and the team, but their environment and each other too. At the same time, we carried out detailed research into how some of the best-in-class customer service providers like Disney defined their own customer journeys and experiences to further enhance our thinking.

Born out of our extensive research came FEED — Feeding Excellence Every Day — the new primary school initiative of the Touchpoints programme, developed to define and improve the school meals experience for children at all stages of the journey revealed by the headcam footage. We led the development of eight FEED principles; a series of promises that set an exemplary level of primary school lunchtime experience standards which ISS team members can deliver every day. This included:

  • Defining the operational standards and creating tools for the teams to deliver solutions at all of the identified touchpoints.
  • Creating a tiering system for the tools to support budgets at all levels.
  • Developing and writing the operational standards manual and client-facing materials.

“Cracked has specialist experience in working with catering for schools. Nobody else we have worked with has demonstrated that expertise. They bent over backwards to get everything ready for trial sites from day one.””

Louise Ulrich, Communications Manager at ISS

The results

  • Recognised in the industry for its innovation at the EDU CATERING Awards in 2018.
  • Supported the retention and new business wins of significant local authority contracts.
  • Delivered a minimum standard and consistency in the approach and delivery of children's school meals experience.
  • Grew participation amongst students, and provided them with an out-of-class opportunity for food education.