Article
Why training is first step in enhancing customer experience
Technology is simply a tool to help a team member better serve and connect with a customer, which can only happen if the employee is well trained in every aspect of his or her job.
July 20, 2016 by Cherryh Cansler — Editor, FastCasual.com
Implementing technology to boost the customer experience is super trendy these days, but having all the cool gadgets in the world won't help customers if employees don't know how to use them. Technology is simply a tool to help a team member better serve and connect with a customer, which can only happen if the employee is well trained in every aspect of the job.
Newk’s Eatery recognizes that investing in the back-end produces quality results on the front end, said Mark Reedy, director of performance development and culture, and the brand invests about $2,000 per employee on training. All employees attend the Newk’s Online Academy, which is an e-learning platform that educates employees — from hourly employees to area directors — on the brand's culture, standards and core processes.
That may sound like a huge investment, but Reedy said it's worth it.
"As a direct result, our food operations are more consistent and efficient, our turnover is down nearly 15 percent and our training time has been reduced from two weeks to an average of four to five days," he said.
How Newk's Online Academy works
Newk's Online Academy, launched in 2014, gives employees easy access to interactive and digital learning content, including Sharable Content Object Reference Model-based course work, quizzes, tests and videos access on personal electronic devices. The chain also produces training and motivational videos available through a QR code on the culture card all employees carry.
Although employees can watch interactive videos, visually build menu items and read and re-read content before testing on material, there is also a hands-on component to the training, Reedy said.
"We believe most people in our business are tactile learners, so our program blends digital and hands-on education," he said. "In the restaurant business, there has to be a component that trains your hands to work without thinking, and that's where the combination of interactive, hands-on and online training is most successful."
Such a blended approach "allows us to retain more team members and provide a better guest experience," he added.
Another brand that considers training as a key to great customer experience is Cousins Sub, which implemented a comprehensive employee training program. Its goal is to improve operational efficiencies, setting up employees for success, said Jason Valentine, vp of operations at Cousin's Subs. That program contains four components.
- Investing in technology
- Offering training courses
- Focusing on culture
- Investing in staff
Investing in technology
Through advanced technology, operators can improve their process and quality of training, say the brand leaders.
"We've invested in an online and mobile app training tool, CousinsU, that provides learning through short training videos, online courses and quizzes," Valentine explained. "By incorporating CousinsU in our training strategy, we're able to enhance on-site training and increase employee engagement in a fun, interactive way."
CousinsU also generates interest for promotional opportunities by displaying the necessary actions employees can take to advance their careers.
Training courses
By adding courses that not only address operational challenges but also provide employees essential advancement skills, operators can keep employees motivated and up-to-date on the skills they need to carry out optimum customer service.
The brand, for example, has developed courses, including Learning to Lead, which Valentine describes as an in-depth, hands-on program that trains employees on how to be a leader, as well as how to give and receive feedback.
Focusing on culture
Culture can make or break employee morale and inadvertently affect performance, which is why Cousins tries to recognize employees who meet high standards of service, Valentine said.
Its All Star Cards program, for example, allows staff to nominate a peer who is going above and beyond. Those nominated are highlighted in the store and receive an All Star Card. The chain has also tested tools, including its Make It Better and Shout-Out Boards, in select stores to boost employee morale.
"The Make It Better Board anonymously highlights what a restaurant needs to improve, and our Shout-Out Boards recognize team members for a job well done. These incentives have shown to motivate employees to strive for the extraordinary," Valentine said.
Reedy also believes extraordinary employees provide extraordinary customer experiences, which creates loyal customers.
"We want our guests to experience memorable food moments and warm hospitality at every Newk's Eatery they encounter," he said. "Our company was built with superb guest experience as a cornerstone, so we are especially mindful of the need to prioritize hospitality, culture and performance training as we grow."
Investing in staff
Hiring the right people to improve training materials and programs is crucial to achieve operational excellence, Valentine said.
"In order to identify those who would work well within our culture, we use a People Development Plan, which identifies the eight qualities of a Cousins Subs employee," he said.
The purpose of a PDP is to encourage promotions from within and help to improve employee performance.
"Our restaurants emphasize the importance of hiring the right people to better execute operations," he said. "At our corporate support center, we've hired an operations and training graphic designer who plays an integral role in revamping training tools and materials to better equip employees for success. Hiring employees who align with our PDP plan heightens our ability to grow and improve as a company."
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