Westfield guidelines 2012_ppt_update

2901 Riva Trace Parkway | Suite 100 | Annapolis, MD 21401
888.770.7625 toll free | 410.897.8450 fax | Office hours M-F 9 AM - 5 PM EST

Westfield | Evaluation Guidelines
Thank you for accepting this assignment. We look forward to working with you!

Contact Information: Please contact your Coordinator if you have any questions
or problems regarding your assignment:

Jennifer Hardesty: JenH@CustomerServiceExperts.com 888-770-7625 x. 16
Jerry Hyman: Jerry@CustomerServiceExperts.com 888-770-7625 x. 19
Susan Deerwester: SusanD@CustomerServiceExperts.com 888-770-7625 x. 31
Roberta Bell: Roberta@CustomerServiceExperts.com 888-770-7625 x. 24
Julie Posner: Julie@CustomerServiceExperts.com 888-77-7625 x. 28

Office hours: Monday - Friday 9 AM - 5 PM EST
Or as specified by your Coordinator

Please note it is your responsibility to check your shop log, as well as your email account on a daily
basis until your evaluation reaches a status of “Received."

EVALUATION DATE & TIME: Specified in your Shop Log and assignment email from Coordinator.
• Please log in using your email address and password at www.eviewcse.com to confirm
acceptance and lock-in this assignment.

EVALUATION PREPARATION:
CSE requires you to watch the Westfield Airport Review PowerPoint (PPT) which can be
viewed at your own convenience by the date specified by your Coordinator. The PowerPoint
(PPT), which can be accessed through the link below, is a slide presentation with a recorded
narrative. You must listen as well as watch the slides. The PowerPoint takes approximately 13
minutes to view and is followed by a 9 question Shop Quiz which will take less than 5 minutes to
complete. The link to the Shop Quiz is also found below. You are REQUIRED to watch this
PowerPoint and take the Shop Quiz within 48 hours or by the date specified by your Coordinator. If
you fail to do so, your assignment may be pulled. This presentation was designed to assure your
success with this project and we are confident you will find it helpful.
You will be required to set up an account with Slideshare the first time you download a PPT posted
on this reputable third party site. It requires only a user name, your email address and a password.
Click Sign Up in the upper right corner of the screen. Once you have done this DO NOT sign out but,
close out of the site. The Slideshare system will send you a verification email within a few minutes
which usually contains a link for your first download. For subsequent downloads for this or other
projects, ctrl+click on the link and you will be taken to the site where you will sign-in (if necessary) and
the select the PPT to download.
CTRL + Click this link to be taken to the slide share site to sign-up:
http://www.slideshare.net/CSERoberta/airport-evaluation-review-ppt

© CSE www.CustomerServiceExperts.com 1


If you do not have Microsoft PowerPoint installed on your computer, you can still open and view
PowerPoint presentations by using PowerPoint Viewer. PowerPoint Viewer is a free
download from Microsoft.com. Please ctrl+click on free download to be taken to the site to do
this if necessary.
PowerPoint Instructions:
1. Click on the downloaded file entitled Westfield Review PPT.
2. When the presentation opens, please click on Slide Show at the top of the screen.
3. Then, select “From the beginning” or “View PowerPoint” – it may vary according to the PPT
version you are using. Adjust your volume if needed. The presentation will start and
progress automatically. If you do not hear the sound then, it is not started correctly.

4. After the end of the presentation you may press any key to return to the start page and
close the review.
5. Proceed to your guidelines located in you Shop Log in eView and follow the link to the
required Shop Quiz.
6. Complete the short 9 question quiz and you are confirmed to complete the assignment on
your scheduled date.
SHOP QUIZ LINK: http://www.eviewcse.com/ShopperQuiz.php?S=2768
ADDITIONAL PREPARATION:
• Review all ASSIGNMENT information from your Coordinator’s confirmation email as there is
security specific information included.
• Read these guidelines thoroughly.
• Review your evaluation forms in eView before you conduct the assignments to review specific
details you are to observe during your experience.
• Email or call your Coordinator for any necessary clarification prior to conducting this assignment.
• Review your evaluation forms prior to going on site to review all questions and information
necessary to complete the form. There could be up to 9 different types of forms (Bar, Duty Free,
Food, Grab & Go, Newsstand, Restaurant, RMU, Special Services, Specialty Store)

PROJECT OVERVIEW:
Westfield Concession Management manages retail concessions at some of the country’s busiest
airports. They work with airports to lease, reposition, remerchandise and manage airport concession
facilities. You will be evaluating the service provided at some of these facilities.

Before you go. . . DON’T FORGET
• You will be representing CSE and may be meeting our client. Please dress in business casual
attire.
• Wear comfortable shoes.
• Please plan on spending up to 10 minutes at each location; up to 30 minutes at restaurant
locations.
• Look like a traveler; carry a small bag, tote, roller bag, briefcase, etc.



What to know about Security (TSA)
• Be sure to have valid, government issued identification (Driver’s license, state issued I.D. or
passport).
• Also, make sure that the name you have provided to CSE matches the name on your I.D. exactly.
If the name does not match this could cause problems with security and possibly prevent you from
obtaining your gate pass or getting through security.
• Do not bring liquids, metal or sharp objects. CSE is not responsible for any item that security may
confiscate.
• Please do not bring anyone else with you while conducting your evaluations. This includes
children, spouses, dogs, etc.
EVALUATION COMPLETION SPECIFICS:
• If you are running late, please contact your Coordinator immediately to let them know.
• You may be assigned Pre and Post Security evaluations. Be sure to visit all of your Post
Security locations prior to exiting the secure area.
• At each of your locations, you will be required to ask a different open-ended, product-related
question. An open-ended question is a question that cannot be answered with a Yes/No response
from the Associate. See example list at the end of these guidelines.
• Please ask different open-ended questions at each of your assigned locations. This will help
make each narrative about your experience unique and different.
• Please ask an airport knowledge question at approximately 50% of your locations. Airport
knowledge questions are used to test the Associate's knowledge of the airport. Examples are:
"Where is the nearest restroom?" "Where can I exchange currency?"
• Your evaluations will be used as coaching tools. Please provide as much factual detail as
possible. Please tell or describe every detail from the time you entered until the time you left the
location.
• Pay close attention to and comment on behaviors. Please take note of the Associate's body
language and tone of voice. Did they make eye contact? Were they smiling? Did they have an
upbeat, friendly attitude?
• Take notes in a non-conspicuous place (bathroom, crowded gate) to take down specific
information about your interaction. Important information to take down: Associate’s name and
description, greeting and parting remark by Associate, questions asked by you and the Associate,
and product details provided by Associate. The greeting and parting remark are required quotes
on your evaluations form.
• Keep in mind you are never permitted to evaluate a location for both Westfield and the company
itself on the same day. You may pick up additional assignment only if they are not on your
Westfield list.
Form Specific Requirements

Bar Form
• You MUST sit at the bar and be served by a bartender. Do not sit at a table, if you do, your
evaluation cannot be accepted and you will not be paid for the evaluation submitted or reimbursed
for your purchase.
• You are required to make a food purchase.



• Do NOT purchase alcohol. It will not be reimbursed or paid, and your evaluation will not be
accepted.
• Please do not order pre-packaged food or beverage. You will be required to evaluate the quality
of the food and/or beverage you order.
Duty Free Form
• There is no purchase required for this type of evaluation.
• You must observe an interaction at the register in order to answer questions 8-13.

Food
• You are required to make a purchase.
• Do NOT order pre-packaged food or beverage. You will be required to evaluate the quality of the
food and/or beverage you order.
Grab & Go
• At Grab & Go locations most items are pre-packaged and are acceptable to purchase.
Newsstand
Restaurant
• You MUST sit at a table and be waited on by a Server. Do not sit at the bar, if you do, your
evaluation cannot be accepted and you will not be paid for the evaluation submitted or reimbursed
for your purchase.
• Do NOT purchase alcohol. It will not be reimbursed or paid, and your evaluation will not be
accepted.
• Please do not order pre-packaged food or beverage. You will be required to evaluate the quality
of the food and/or beverage you order.
RMU
Special Services
• There is no purchase required for this type of evaluation with the exception of shoe shines.
• If you are assigned a shoe shine, you MUST wear or bring leather shoes that can be shined.
Please make sure you wear the shoes while they are being shined.
Specialty Store
FORM COMPLETION SPECIFICS:
• All forms must be entered within 48 hours of your visit. If you miss that deadline, we cannot
consider your list complete. CSE reserves the right to not accept late evaluations. If your
evaluation is not accepted or submitted to our client, you may not be paid or reimbursed for that
evaluation. If your late evaluation is accepted, we may deduct $1.00 per day for each evaluation
that is late. Please inform your Coordinator in advance if you cannot meet the expected deadline.



• We ask that our evaluators comment on every question in the narrative to help our clients address
areas of opportunity within their organizations, as well as reward meaningful customer
experiences. Our clients are coached to share the narrative before discussing the questions,
responses and scoring. If there are details missing in the narrative, it is not an effective training
tool.
• Please review your narrative before submitting to ensure you have addressed each question from
the form. This will prevent returned evaluations from the editors for missing information, and help
you receive higher scores on your evaluations.
• Each narrative must be a unique and individual experience describing the specific interaction(s) in
chronological order. Please do not use a template to write your narratives.
• It is suggested that you first write your narrative in a Word document then run spell and grammar
check prior to copying and pasting the narrative into your evaluation form.
• Quotes are required for the greeting and parting remarks offered by the Associate on each
evaluation.
• It is your responsibility to check your shop log, as well as your email account on a daily basis until
your evaluation reaches a status of Received.
• Be detailed about the Associates' service behaviors. Let us know if they smiled, made eye
contact, had an upbeat attitude, etc.
• Regarding the question, "Which shift did you shop?" When conducting your evaluations on
Saturday or Sunday, please select 'Weekend' from the pull down. When shopping during the
week, please select either 'AM' or 'PM' from the pull down. Your assigned shift will be included in
the shop information in your log.
• Be politically correct. When referring to a store employee please refer to them as an Associate.
Please refrain from using the Associate's race or weight when describing them.
• Regarding the question, "Were you asked questions by the Associate to identify your needs prior
to you mentioning an item of interest?" please note if the Associate asked questions to identify
your needs. Examples are, "What can I get you?" "How can I help you?"
• Regarding the question, "Were you asked questions by the Associate to clarify your needs after
you mentioned your item of interest?" please note if the Associate asked questions to clarify your
needs. Clarifying questions help narrow down the options so the Associate can find an item that
meets your needs. Examples are, "What would you like on your sandwich?" "What size would
you like?" "What kind of bread would you like?"
• Regarding the question, "Did the Associate connect with you?" please base this answer on
whether or not the Associate engaged you in conversation, asked you questions, displayed
interest in you personally, etc.

CSE GRAMMAR GUIDELINES:
• Please refer to the employee as 'Associate.'
• Please use the following style when reporting age in text: The Associate had blonde hair and was
in her 20s (numbers and no apostrophe).
• USE OF QUOTATIONS: He said, “Hello,” then smiled and said, “How may I help you?”
a. Capitalize the beginning of a quote.
b. Use a comma before the quote.
c. All ending punctuation should go inside the quotation marks.
• Please refer to “AM” or “PM” (upper case, no periods.)
• Please use TWO spaces after punctuation at the end of a sentence and before starting a new
sentence.



• Please write your narrative in paragraph form.

FAQ’S (FREQUENTLY ASKED QUESTIONS)
• What is an open ended product question?
A question that cannot be answered with a simple Yes/No response. See example list at the
end of these guidelines.
• What if the location I am scheduled to evaluate is closed?
Please revisit this location at the end of your visit to see if it is open. If not, please contact your
Coordinator for further instructions. If the location is still closed upon your departure, CSE will pay
you 50% of the shop pay.
• What if the Associate does not approach me while I am at the location?
Approach the Associate after 3 minutes if you have not been approached.
• I lost my internet connection while typing my evaluation into eView, can I get it back?
CSE recommends typing your narrative into a Word document, saving it, and copying and pasting
it into the form in eView. Please remember to update your form in eView frequently as eView
times out at 30 minutes.
• What if I cannot find a location?
Please refer to your Shop and Dine guide or visit an information booth. If all else fails, contact
your Coordinator for specific location information if you are having problems locating a store on
your list.
• What if I forget my list when I get to the Airport?
Please contact your Coordinator to get a listing of your locations.
• How long do I have to enter my information into eView?
You have 48 hours to enter all of your information into eView from the time you started shopping.
Failure to do so will result in non-payment.
SAMPLE NARRATIVE:
CSE Consultants train on BEHAVIORS such as body language, smiling, eye contact, upbeat,
friendly, etc. Please comment on these behaviors in your narratives.

Food
I arrived at Subway at 11:30 AM. I observed four Associates and six customers. When I approached
the counter, the Associate immediately greeted me with a friendly, "Hello, welcome to Subway. What
can I get you?" The Associate had a warm, caring smile on his face. He maintained eye contact with
me while we spoke.

Before placing my order, I asked the Associate, "What kind of cheese can I get on my sub?" The
Associate said, "We have American, Provolone and Swiss." I stated that I had hoped they had a
spicier cheese. The Associated suggested, "Perhaps you would like to put jalapenos on your sub, to
make it spicier." I said that was a great suggestion and placed my order. The Associated clarified my
needs by asking if I wanted my sub toasted. He also asked if I wanted any condiments such as
mayonnaise or mustard. The Associate listened attentively to my order as he repeated each item I
requested for my sub.

Once my sub had been put together, I proceeded to the register Associate. The Associate made eye
contact, but did not smile. She asked, "Would you like to make that a meal? You get chips and a
drink as well." I accepted her offer. She placed my sub in a bag, along with several napkins. She



placed an empty cup in front of me so that I could select and fill my drink at the self-serve fountain.
She also told me to select a bag of chips to complete my meal. She then stated my total in a
courteous, but not very friendly manner. Her voice was not upbeat and she did not present herself as
being interested in my needs. I gave her my debit card to process my transaction. She completed it
very quickly and returned my card to me, along with a receipt. I saw that everything had been
processed correctly. Approximately three minutes had passed since I initially placed my order. The
Associate did not thank me, but as I left she said in a monotone voice, "Have a good day." I asked
her if she could tell me where the nearest restroom was and she correctly pointed down the corridor.
The first Associate I interacted with had customers as his focal point. The second Associate seemed
to be going through the motions of her job; only interacting with customers as needed. The counters
and register area at this location were very clean. The floors around the area also appeared to be
well maintained. The sub I ordered was excellent. It was prepared exactly as I had requested.
PAYMENT & REIMBURSEMENT:
• Deduction for late submission for this project is $1.00 per day for every report that is late.
Form Type Evaluation Pay Reimbursement
Bar $11.00 Up to $15.00
Duty Free $11.00 $0.00 – No purchase required
Food $11.00 Up to $7.00
Grab & Go $11.00 Up to $5.00
Newsstand $11.00 Up to $5.00
Restaurant $11.00 Up to $15.00
RMU $11.00 $0.00 – No purchase required
Special Services $11.00 $0.00 – No purchase required
*Special Services – Shoe Shine $11.00 $6.00
locations ONLY
Specialty Store $11.00 $0.00 – No purchase required

Customer Service Experts, Inc. processes evaluator payments on the 1st and 15th of every month via
PayPal. If you choose to not accept payments via PayPal, you will be mailed a check to the address
you provided in your Shopper Profile on the 1st and 15th of every month.
Your evaluation will ONLY be accepted if a clear, cropped, upright, original copy of your
receipt is uploaded to your form upon submittal. Please go back into your evaluation to verify the
upload was completed properly. If we must return your evaluation due to poor quality of upload you
will have 24 hours to make the correction or your evaluation will not be reimbursed.



• Please recall the Independent Contractor Non-Disclosure Agreement you signed. Your
account with us will be in jeopardy and you will NOT get paid or reimbursed for your shop if you:
1. Disclose the name and/or locations of CSE’s clients to anyone;
2. Convey the results of work with anyone other than CSE;
3. Contact CSE client’s management or other personnel in regard to work (unless
authorized to in writing by CSE);
4. Use any of CSE or its clients’ information or materials for purpose other than agreed-
upon work.

Customer Service Experts, Inc. reserves the right to hold, reduce or deny shop pay if the
assigned work is not completed as specified in these guidelines or the Independent Contractor
Non-Disclosure Agreement is not followed.

Open-Ended Product-Related Questions
Please note that these are only examples. We encourage you to adapt these suggestions or
utilize your own questions always keeping in mind that an acceptable open-ended product-
related question can NEVER be answered yes or no, or with only one word.
Please DO NOT ask about low calorie, fat-free, sugar-free or vegetarian items if you do not
plan to order them. It looks suspicious if you ask about sugar-free items and then order the
pie ala mode, etc.
Bar
• What juices do you have available?
• What are your specials?
• What kinds of alcohol free cocktails do you offer? (If you choose not to order one then, say
something like, “You know I think I might just stick with a (coke or water, etc.) But, can I see a food
menu?”
• “What appetizers do you recommend?”
Food
• What do you offer to drink that is caffeine free?



• What do you offer that is sugar-free?
• What low calorie choices do you offer?
• What (salad dressings, flavored coffees, juices, toppings) are available?
• What comes on or with the (name a menu item)?

Duty Free
• I would like to buy some perfume for a gift but, don’t know what to get. Can you tell me what your
most popular perfumes/colognes are?
• What can I purchase if I'm not flying internationally?
• I need a last minute gift. What can you suggest?
• What is the procedure for buying cigarettes and/or alcohol for International flights?
Grab & Go
• What healthy food options do you carry?
• What flavor ______ do you offer?
• I have a long flight and need something that would still be good if I don’t eat it for several hours.
What do you recommend?
Newsstand
• What (fitness, sports, cooking, photography, etc.) magazines do you have?
• Where are your (sports, fitness, cooking, photography, etc.) magazines located?
• What do you carry to help me with air sickness?
• My ears get clogged on long flights. What do you have that will help me with that?
• Where can I find your headache medicines?
Restaurant
• What comes on the _______ burger/salad?
• What kind of desserts do you have?
• What vegetarian options do you offer?
• I don’t have a long time before my flight. What would you recommend that’s quick?
• I would like something light. What recommendations do you have?

Special Services
• Shoe Shine: How can I get scuff marks off of my leather shoes? Or, Is there anything I can do to
remove salt stains on leather shoes?
• Currency Exchange: What is the current exchange rate for Dollars to Euros? How much cash
would you recommend I carry for a 7 day trip to (France/England/Spain, etc.)?
• Pharmacy/Urgent Care: What do you recommend for motion sickness? I have forgotten one of my
medications at home. What can I do about it?
• Spa/Nail/Salon: What does the ______ spa service include?

Specialty Store / RMU
• What relaxation devices do you carry that I can take on the plane with me?
• What colors (or sizes) does this come in?
• What would be a good gift for a child/friend/co-worker?
• What would you recommend to take on the plane to entertain a child?



Airport Information Questions
• Where is the closest restroom?
• Where is the ATM?
• Where can I buy a stamp and/or mail a letter?
• Where is a Duty Free location in the airport?


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