a cultural revolution

43
Jim White Vice President of Guest Satisfaction Julia Carcamo Vice President of Brand Marketing

Upload: julia-carcamo

Post on 25-May-2015

1.259 views

Category:

Business


0 download

DESCRIPTION

Marketing programs can only go so far without true investment from line-level employees. Here are three case studies of marketing programs that were rolled out from the line employees to the guest. Delivered at Marcus Evans Internal Branding & Employee Engagement Summit April 2012.

TRANSCRIPT

Page 1: A Cultural Revolution

Jim WhiteVice President of Guest Satisfaction

Julia CarcamoVice President of Brand Marketing

Page 2: A Cultural Revolution

A CULTURAL REVOLUTION

Page 3: A Cultural Revolution

A CULTURAL REVOLUTION

When the new management team took over, they embarked on a rebuilding program.

The vision: Making Isle of Capri Casinos the most courteous operator in EVERY jurisdiction in which we operated.

Page 4: A Cultural Revolution

A CULTURAL REVOLUTION

We needed a hospitality and employee engagementprogram that was, in a word…

UBIQUITOUS.

Page 5: A Cultural Revolution

A CULTURAL REVOLUTION

We embarked on one of the biggest initiativesin company history.

Page 6: A Cultural Revolution

A CULTURAL REVOLUTION

The goal: Making every guest experience a memorable one using the tenets of basic hospitality to enhance the guest experience.

Page 7: A Cultural Revolution

A CULTURAL REVOLUTION

In addition, this long-term objective of creating a culture of outstanding courtesy was key to enhancing the company-wide

image and raising shareholder value.

Page 8: A Cultural Revolution

A CULTURAL REVOLUTION

THE CHALLENGE To create an energizing and informative program for

diverse functional areas of customer-facing employees that could still touch those who weren't customer-facing.

Page 9: A Cultural Revolution

A CULTURAL REVOLUTION

It needed to include everyone on the staff.

EVERYONE.

Page 10: A Cultural Revolution

A CULTURAL REVOLUTION

The courtesy program needed to be

SIMPLE, MEMORABLE AND FUN.Plus, it had to work anywhere.

Page 11: A Cultural Revolution
Page 12: A Cultural Revolution

QuickTime� and aH.264 decompressor

are needed to see this picture.See.Say.Smile. Training Video

Page 13: A Cultural Revolution

A CULTURAL REVOLUTION

1. Look the guest in the eye

2. Smile as we handle the guests’ needs

3. Provide a fond farewell

THREE SIMPLE KEYS

Page 14: A Cultural Revolution

A CULTURAL REVOLUTION

• It was the first time the concept of engagementwas introduced into the Isle of Capri culture.

• Top down ownership from the CEO and the Chairman of the Board was THE driver to success.

• Involvement permeated the entire company all the way down the line.

It gave us the avenue to create symbols of success.Plus, a little friendly competition never hurts.

THREE IMPORTANT POINTS ABOUT SEE.SAY.SMILE.

Page 15: A Cultural Revolution

A CULTURAL REVOLUTION

Last year, we shared the story of how our employees had taken the brand pillar of fun and OWNED it.

Page 16: A Cultural Revolution
Page 17: A Cultural Revolution

A CULTURAL REVOLUTION

We learned that when employees understand and own the brand,

THEY CAN RUN WITH IT.

Page 18: A Cultural Revolution

A CULTURAL REVOLUTION

Recently, we took a look at our food offerings.

Page 19: A Cultural Revolution
Page 20: A Cultural Revolution

A CULTURAL REVOLUTION

We saw that 25% of our guestseat in our buffets.

Of all of our offerings, outside of the slot floor,the buffet is where we have the biggest opportunity to

influence the guest experience.

Page 21: A Cultural Revolution

A CULTURAL REVOLUTION

We got our Corporate team together… Then, we got our GMs together…

TO TALK…TO SHARE…TO LEARN.

Page 22: A Cultural Revolution
Page 23: A Cultural Revolution

QuickTime� and aH.264 decompressor

are needed to see this picture.Food Fascination

Page 24: A Cultural Revolution

What fast food restaurant is credited with introducing the first modern-day drive-thru window?

A. McDonald’sB. Burger KingC. Wendy’s

Page 25: A Cultural Revolution

In which country is spilling salt considered good luck?

A. AustriaB. JapanC. Chile

Page 26: A Cultural Revolution

How many teaspoons of sugar does the average North American consume every day?

A. 9B. 19C. 29

Page 27: A Cultural Revolution

How many different animal shapesare there in the “Animal Crackers”cookie zoo?

A. 15B. 18C. 21

Page 28: A Cultural Revolution

What did McDonald's restaurantsfirst introduce in 1968?

A. Egg McMuffinB. Big MacC. Happy Meal

Page 29: A Cultural Revolution

What breakfast food gets its name from the German word for “stirrup”?

A. BagelB. WaffleC. Pancake

Page 30: A Cultural Revolution

When Birdseye introduced the first frozen food in 1930, what did the company call it?

A. Iced foodB. Frozen foodC. Frosted food

Page 31: A Cultural Revolution

Which is the most recognized smellin the world?

A. PopcornB. Peanut ButterC. Coffee

Page 32: A Cultural Revolution

What fast food restaurant was literally founded in a broom closet?

A. Dairy QueenB. Papa John’sC. Subway

Page 33: A Cultural Revolution

When the power goes off, how long will food in your refrigerator stay cold enough to be eaten safely?

A. 4 to 6 hoursB. 6 to 8 hoursC. 8 to 10 hours

Page 34: A Cultural Revolution

A CULTURAL REVOLUTION

1. Food Preparation

2. Procurement

3. Talent

4. Cost vs. Experience

WE BROKE IT DOWN…

Page 35: A Cultural Revolution

A CULTURAL REVOLUTION

They took the message back home to their properties.

Page 36: A Cultural Revolution

A CULTURAL REVOLUTION

And gardens started springing up as…

OUR FIELD OPERATORS BEGANTO OWN THE VISION.

Page 37: A Cultural Revolution
Page 38: A Cultural Revolution

A CULTURAL REVOLUTION

Page 39: A Cultural Revolution

A CULTURAL REVOLUTION

Page 40: A Cultural Revolution

A CULTURAL REVOLUTION

We started in Boonville, MO and created the first Farmer's Pick Buffet.

Five more on the drawing board.

Page 41: A Cultural Revolution
Page 42: A Cultural Revolution

QuickTime� and aH.264 decompressor

are needed to see this picture.Farmer's Pick Buffet Marketing Materials

Page 43: A Cultural Revolution

A CULTURAL REVOLUTION

THANK YOUFor more information, please contact:

Jim WhiteVice President of Guest Satisfaction

Julia CarcamoVice President of Brand Marketing