Speaking at the Drink Tank event in London this month (27 November), CPL’s director of learning and education, Martin Hilton, explained how taking different approaches to drinks training can drive customer satisfaction and loyalty while engaging team members.
Hilton said: “For example, we do see some excellent execution in the gin category, but there are some grim ones as well.”
Perfect sell vs actual delivery
To build the research, CPL conducted some mystery guest visits to check out the level of delivery in gin products.
Of those served, 100% of the samples were on ice, 100% were with a garnish and 45% of the guests were asked for which tonic they’d like and were given a recommendation.
But, among various other categories, the perfect sell doesn’t always match up to the delivery.
He continued: “Coffee has the perfect image of what we want to consume, but sometimes the delivery is different.
“Soft drinks, they are often low on quality serve and with beer, our delivery isn’t good enough.
“So why is gin delivering more products in that high-quality way? Are staff getting more training for gin products? But, for a moment, let’s say that they’re not…"
Engagement is the tool
He continued: "The key to deliver high-quality results is through engagement.”
According to the CGA Business Leaders survey 2019, 66% of those asked are looking to increase investment in employee engagement.
And, as social media continues to engage more consumers and steer such learning curves, CPL is taking the acuity of social learning and beginning to grasp how they can create training through smart, digital media.
“Engage the team. Create that compelling vision but give folk the same picture.
“Engage them operationally too by making it easy to deliver. And, engage in that delivery, don’t just demand it.”
The report by Macleod and Clarke 2009 established the link between engagement, empowerment and profit.
According to the report, engaged employees will generate 10% more profit; engaged and empowered employees will generate 50% more; engaged employees increase customer satisfaction by 71% and engaged and empowered employees increase it by 89%.
Hilton continued: “Deliver results through engaging and enabling works.”
“Repeating successful delivery will build customer's trust, loyalty, and in turn, execution will become more faultless.”