Path to Orders - FAQ



What is FTD's Path to Orders?
Path to Orders is a sequence of actions an FTD Florist Member can take to improve customer satisfaction and increase the opportunity for FTD.com orders to their local shop.
Which actions put an FTD Florist on the Path to Orders?
We know that if a florist follows the Path to Orders, it will increase their opportunity for FTD.com orders, as well as, improve customer satisfaction. To be on the Path to Orders, a florist needs to:
  • Have a Mercury technology endpoint that is on and accepting orders.
  • Manage and review cities, ZIP codes and same day delivery cut-off times in the Directory.
  • Purchase Everyday and Holiday codified products.

Once the florist is determined as being eligible for an order based on the steps above, the next step is to review the florist's Fulfillment Performance score. This score is an enhancement to the Path to Orders. This score is composed of an FTD Florist's:
  • Quality Rating
  • Refusal Rating
Why is a Fulfillment Performance score a part of the Path to Orders?
Customer satisfaction is a major priority for FTD. If a consumer is satisfied with their floral delivery, they will be more likely to buy flowers again, which benefits the FTD Florist, the consumer/recipient and FTD. Our goal is to land the right order with the right florist at the right time to optimize a successful delivery.

Key factors in evaluating customer satisfaction includes the quality of the flowers and design, the perceived value of the arrangement, an arrangement that accurately reflects the item ordered (no substitutions) and a flawless delivery. All of these factors are incorporated into either the Quality or Refusal rating.
What is the Quality Rating?
An FTD Florist's Quality Rating takes actual, quantitative order data and calculates a score. A high quality rating emphasizes positive order management and customer satisfaction.

The rating is calculated by adding Delayed Response Program (DRP) charges and FTD.com order refunds and dividing it by the total florist-to-florist and FTD.com order values filled.

Learn more about the Quality Rating.
What Quality Rating is necessary to increase the opportunity for orders?
The goal is to have a Quality Rating of 98% or better to have an increased opportunity to receive orders. Florists who earn a quality rating of 98% or better have very satisfied customers. This score means that 2% or fewer of their orders have quality concerns.
What is the Refusal Rating?
The Refusal Rating tells FTD how frequently a florist refuses orders. The reason FTD is taking refusals into account is that refused orders often lead to non-deliveries or late delivered orders which cause customer dissatisfaction.

The Refusal Rating is calculated by taking the number of refused orders and dividing it by the total number of FTD.com orders received.

The Refusal Rating measures two different actions by a florist:
  • The first is the action of rejecting (REJ) an order.
  • The second is when a florist asks a question (ASK) and the system auto cancels the order. For example, if a florist asks about substituting a codified container, the system will "read" the question and auto cancel (CAN) it because that type of substitution is not permitted. Other types of questions that may auto cancel an order are asking for additional funds, not having the fresh product or inquiring about the delivery area or timing of a delivery.
  • A customer service agent may also manually cancel (CAN) an order if a florist is not able to deliver an order.
What Refusal Rating will increase the opportunity for orders?
The goal is to have a Refusal Rating of 4% or less to have an increased opportunity to receive orders. Florists who have a Refusal Rating of 4% or less accept the majority of orders received from FTD.com the first time it was sent through the Mercury and limit the amount of ASKs sent through the Mercury related to additional funds, substitutions, delivery, etc.
How can a Quality Rating be improved?
The Quality Rating has two components: Delayed Response Program (DRP) and FTD.com order refunds.

DRP can be improved by all employees at the flower shop understanding the program's guidelines and improving the order management process. For example, all staff pulling orders off the Mercury system should be aware of the DRP program requirement to reject an order within two hours of receipt if it can't be filled as requested. Additionally, it is critical that an order is delivered on time, on the right day and that the florist communicates with FTD immediately if there are any issues.

FTD.com refunds involve a satisfactory resolution for the consumer. First and foremost, this involves identifying the root causes of the dissatisfaction (value, product quality, substitutions, etc.). The best way to reduce FTD.com refunds is to fill the order to recipe, follow proper care and handling of the flowers for the freshest product and follow FTD Substitution Policy when necessary.
How can a Refusal Rating be improved?
The Refusal Rating can be improved by taking action on the following:
  • Right-size your delivery coverage area.
    • Make sure the FTD Directory includes the accurate ZIP codes and delivery cut-off times for your business. The cut-off times are 11 a.m. or 2 p.m. for same-day delivery.
  • Be familiar with the FTD Substitution Policy.
    • Apply the guidelines when making fulfillment decisions about a substitution to help reduce ASKs messages. The FTD Substitution Policy is available here.
  • Manage your fresh and hard good inventory to be prepared for orders.
  • Refrain from asking for additional funds.
    • If the delivery area is right-sized and accurate in the FTD Directory, it will reduce the #1 reason for asking for additional funds.
  • Avoid sending ASK messages through Mercury looking for relief on any of the above items.
Where can an FTD Florist view their Quality and Refusal ratings?
At this time, a florist is not able to view their ratings online. Florists will be able to monitor their ratings in the future on FTDi.com. In the meantime, an FTD Quality Services Representative can assist and FTD Florists are encouraged to email qsr@FTDi.com for a complete quality review.
Does the Path to Orders impact all FTD orders?
No, only FTD.com orders are routed following the Path to Orders.
If a florist improves their quality and order acceptance, how quickly will their ratings and opportunity for orders improve?
Quality and refusal data is re-calculated monthly.
How can florists only receive a few orders per month from FTD.com reduce their chances of rejections negatively impacting their Refusal Rating?
Low volume fillers, such as Coverage and Small Town members, won't be adversely impacted as long as their shops are eligible for the order by having Mercury Technology, cities/ZIP code coverage and container codification.
Where can an FTD Florist learn more about how to improve their processes and review their Quality and Refusal ratings?
The FTD Florist may send an email to qsr@FTDi.com to schedule a full review with an FTD Quality Services Representative.

April 2017