FTD is 100% focused on creating new programs and tools to provide continuous quality improvements for florists.  We are pleased to launch the new FTD Quality Star Program, which provides all shops with a benchmark to show how they compare with all florists in the FTD network. This program is a great tool that provides a uniformed and consistent measurement of quality across all FTD Florists.

The FTD Quality Rating takes actual, quantitative order data and calculates an acceptable quality level. FTD Florists who are at or above this "quality bar" will receive an FTD Quality Star. The rating will be recalculated every four months in conjunction with the FTD Directory cycle. The rating will appear only on your monthly FTD Clearinghouse statement and will not be published.

Program Basics

Q: Why is FTD creating this program?
A: FTD is making enhancements to the FTD Quality Assurance Program because quality will define our industry and differentiate FTD Florists and FTD from the competition. We are committed to quality and know that taking care of your customers will build loyalty and drive more orders to your shop. FTD’s quality programs will help ensure your orders are handled with the utmost care, just as if you were handling the order yourself.

Q: What data is being used to calculate the FTD Quality Rating?
A: FTD is using the following formula as the most complete and accurate way to measure quality. The Quality Rating must be less than or equal to 1.1% during the FTD Directory cycle in order to receive a Quality Star. In addition, only member florists who fill a minimum of 25 incoming orders or more in one month are eligible for the Quality Star.

(DRP Dollar Value¹ + FTD.COM Refund Dollar Value)

Quality Rating =  -------------------------------------------------------------------------------------------
(Florist to Florist Total Dollar Value Filled + FTD.COM Order Total Dollar Value Filled)

¹Delayed Response Program (DRP) Dollar Value will include the dollar value of orders rejected beyond two (2) hours, according to the FTD Delayed Response Program rules. Dollar value of orders rejected after the delivery date, according to the FTD Delayed Response Program rules.

Q: What does the "DRP Dollar Value" in the Quality Rating formula mean?
A: The orders that you reject more than two hours after receiving it will be assessed a penalty fee in accordance to the FTD Delayed Response Program rules. The dollar amount that will be counted in the Quality Rating data is the dollar value of the floral arrangement of the order in question. If the order is assessed the maximum penalty according to the Delayed Response Program rules (2x order value), that dollar value will be counted in the Quality Rating data.

Q: FTD is trying to change behavior about rejecting orders timely as reflected by the FTD Delayed Response Program, so why are rejected orders counted against my Quality Rating?
A: The rejected orders that count in the new Quality Rating formula are only the orders impacted by the FTD Delayed Response Program. The Delayed Response Program is designed to protect our member florists from late or undelivered orders that ultimately impact their reputations with their customers.


Q: Will the current FTD Quality Assurance Program (the one that results in a series of letters sent to the florists) go away?
A: No. The Quality Rating is now a part of the FTD Quality Assurance Program. The purpose of awarding the FTD Quality Star is to highlight and celebrate florists who provide superior quality. This information can also help educate florists on their quality performance and provide guidance on what areas need improvements.

Q: Will a “Send Only” shop qualify for an FTD Quality Star?
A: No, a “Send Only” shop is not eligible for the FTD Quality Rating.

Q: What types of orders are reflected in the Quality Rating?
A: The rating encompasses all orders sent using the FTD Mercury Network regardless of their origin.

Q: I fill so many orders, many more than most shops, and I think it is unfair for FTD to expect me to get to such a low dollar value of rejects and refunds.
A: We all know it is very hard to get a customer back when you disappoint them. We need to treat every order as a #1 priority. There are many large florists that have zero rejects and refunds over a yearlong period. We will continue to showcase these florists’ “best practices” within the FTD Mercury Messenger, FTD University, trade shows, etc… so that you can make enhancements to your processes.

Q: I don’t receive 25 orders per month because I am in a small town or I don’t want them. Why penalize me by not awarding my shop with an FTD Quality Star?
A: Unfortunately, a threshold was required to base the rating on an objective mathematical equation to create an accurate data set. As an FTD Florist, we want to help you receive more FTD orders. We encourage you to take a look at the many different marketing tools available to advertise and promote your business to sending florists. Other ways to get more orders is to codify for FTD Everyday and Holiday Branded Products, and participate in FTD.com Best Sellers or Florist.com programs. In addition, please remember that the FTD Quality Rating is inclusive of all domestic (U.S. and Canada) FTD Mercury Network orders regardless of the order origin.

Q: With regard to orders refunded to the customer, why does FTD.com typically believe the customer instead of the FTD Florist?
A: When you have an order dispute situation, FTD.com makes sure to review the past history of the customer to identify if the customer repeatedly asks for refunds. We also review order history to note customers who never asked for a refund, so when we receive a complaint from a loyal customer who has never complained, we tend to side with the consumer.

Q: Why not publish the FTD Quality Star so FTD Florists can see who received it and who did not?
A: That is something FTD is considering for the future. Right now, the FTD Quality Rating will not be published. It is simply a way for business owners to learn from data how their quality levels stack up against other FTD Florists within the network.

For more details and a complete set of rules about the FTD Quality Star Program, call FTD Member Services at 800.788.9000.

 

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