Building Customer Service through Engaged Employees

1. Customer Service Hershey’s New Program Building Customer Service through Engaged Employees

2. A little bit about me…. Customer Service Hershey’s New Program • PSU Grad, BS Food Science/Marketing • Theme Park Food and Beverage – 17 years • Cedar Fair • Hershey Entertainment & Resorts • Experiential Attractions and Retail – 8 years • The Hershey Company – Hersheys Chocolate World • Create Your Own Candy Bar • Development and Motivation of our Flex Force staff • Live in Hershey, PA with strong ties to Lancaster County • Penn State Grad, BS Food Science

3. Global Hershey’s Chocolate World Customer Service Hershey’s New Program North America International

4. Hershey’s Chocolate World stores “win” through engaging consumers Customer Service Hershey’s New Program • Consumers build their first impression of our brand • Opportunity to build brand loyalty • Exposure to our brand portfolio • “Surprise and Delight” with engaging experiences

5. Sales (Dollars) Post Visit Purchase Brand Activation Productivity Employees (Hours) Guest Satisfaction (Survey Score) Quality Products and Attractions Customer Service Customer Service is OUR “Product” Customer Service Hershey’s New Program Consumer Service Hershey’s New Program Overall Guest Satisfaction drives in-store sales AND post visit purchases. Setting/Facility Value $

6. Our Customer Service Program Goal Customer Service Hershey’s New Program Consumer Service Hershey’s New Program • Empower employees at all levels to surprise and delight our customers at every opportunity • Create a culture of leadership that permits the team to make decisions that positively impact our guests’ experience • Define, support, and deliver employee excellence Create a sustainable customer service culture implemented at all Hershey’s Chocolate World Locations

7. It all starts with our People Customer Service Hershey’s New Program Consumer Service Hershey’s New Program Make Our People Our Brand HCW Brand Personality: Genuine, Fun, Friendly, Approachable, Imaginative, and Youthful

8. Employees easily service guests with warm smiles and efficient transactions Surprise and Delight Friendly employees try REALLY hard, but don’t know what they are doing Friendly Chaos Lack of organization and apathetic employee make this store cold and forgetable We Don’t Care Rigid process and procedure is executed well but your guest is just a number Take a Number Personal Service and Procedure must be balanced and maximized Customer Service Hershey’s New Program WINNING STORE! Personal

9. What is Surprise and Delight? Customer Service Hershey’s New Program “Unexpected value that exceeds your customers expectations and builds lifelong loyalty.”

10. Apple Stores Disney Store Zappos.com • Genius Bar allow customers to get direct help and assistance • Iphone “checkout” creates a unique service that features the power of the phone • Magic Mirror – Princess appears in the mirror when a customer holds up a dress to it. • Cars Ridemakerz allows children to customize their own car based on their favorite ‘Cars’ character. • “Surprise” free upgrades to overnight shipping for most customers. • Free return shipping for 1 full year after purchase encouraging customers to “try them on”. Examples of Surprise and Delight Customer Service Hershey’s New Program

11. Customer Service Hershey’s New Program Delivering outstanding customer service isn’t magic…. BUT the results are!

12. Methodology leverages Industry BDPs Customer Service Hershey’s New Program Consumer Service Hershey’s New Program Industry “BDPs”: • Best customer service companies had an internal culture that fostered the delivery of customer service. • There is no “magic” -- it is a process that can be outlined and executed. • Scripting is not sustainable in a face-to-face Customer Service environment, it becomes rote and boring. • Create a framework and make it customizable and personal. Service Mission Guest Service Pledge Guest Service Standard Train It, Model It, Reinforce It

13. Key Tenants to our Program Customer Service Hershey’s New Program Consumer Service Hershey’s New Program Customer Service Mission We Create Extraordinary Impressions Through Our People. • A promise to our guests • A purpose for our employees • It reflects: • What we do • How we do it • Who we do it for/to Service Pledge STARTS as baseline to minimum expectations AND serves to provide additional guidelines for enhanced personal guest service. • The “Commandments” • They begin with “I” – a personal commitment • Simple, easy to understand, relevant to all (and includes Leadership) • Can be enhanced and personalized Customer Service Standards Our Guest Service Standards guide all our decisions. Each element intersects as a shared connection. • Define how we interact with our guests • Initiate customization and personalization of the experience • Employee responsibility and company expectation

14. Employee Night 2011 Customer Service Hershey’s New Program

15. Safety Professionalism Presentation Efficiency Our Service Pledge and Guest Service Standards: Customer Service Hershey’s New Program As a member of the Chocolate World team I will… • Be Approachable • I will ensure that my body language displays that I am always ready to assist and make guests my priority. • Initiate Contact • I will go out of my way to make contact, be courteous, and greet with a smile. • Listen • I will listen to understand and provide for guests’ needs. • Thank Everyone • I will provide a genuine thank you to each and every guest. Service Pledge: Guest Service Standards:

16. Employee Roles and Expectations Motivators and Rewards Leadership • Expectations for employee in customer service interactions • Communicate how customer service is evaluated • Money, material items, or feedback that perpetuate high service delivery and efficiency • Encourage Leadership at all levels on your team • Management demonstrates their commitment by modeling customer service standards The Service Mission must be integrated into three key areas Customer Service Hershey’s New Program Service Mission and Pledge

17. Action Step #1 – Communicate Expectations Customer Service Hershey’s New Program • Give your employees a purpose, not just a job. “Initiates Hershey’s Happiness through a warm greeting and smile, and offers a candy sample to all guests” Job Descriptions • Build in opportunities to “Surprise and Delight”. “Personally guides guests to candy areas making suggestions that pique the guest interest in our product.” Employee Roles and Expectations Service Delivery • Indicate Measurements of Customer Service success • Define accountability • Intellishop Survey • In Store Comment Cards Service Metrics

18. Action Step #2 – Integrate Service Pledge and Standards into a rewards program Customer Service Hershey’s New Program • Search for team members “doing something right.” When you see your team living the Service Pledge with your guests reward immediately “in the moment”. Immediate Recognition • Recognize team “Heroics” When a member of your team goes “above and beyond” the normal to provide amazing service. Motivators and Rewards Above and Beyond • Make your team an integral part of improving the customer service delivery • Opportunity to make it “local” and culturally relevant Employee Involvement

19. Action Step #3 – Develop Leadership at all levels within the store Customer Service Hershey’s New Program • Lead by example Your team leadership must set the standard for service delivery. Lead by Example • Share knowledge and “Be a coach” When a member of your team goes “above and beyond” the normal to provide amazing service. Leadership Coach the Team • Communicate Constantly • Pre-shift meetings • Newletters • Bulletin Boards Communicate

20. Customer Service Hershey’s New Program Appendix

21. Service Recovery Customer Service Hershey’s New Program • 1) Listen with the intent to solve the guests concern. In extreme cases; just listen - the customer may not expect their issue to be resolved on the spot - they just want to be heard. • 2) Be empathetic - don't try to explain why things happened as they did. Most likely the customer doesn't care - they want to know what we are going to do to make it right. • 3) Apologize - don't think about who is right or wrong. Think about what you need to do to retain a loyal customer. • 4) Determine if customer's concern can be fixed on the spot. • - If yes, then determine what the best course of action is to make it right and then - make it right! • - If the customer's concern is beyond the scope of what an employee can offer to make it right then ask the customer if they would mind waiting a moment for a manager to help solve their concern. • 5) Thank the customer for bringing the concern to our attention. • 6) End it on a positive note. Wish them well on the remainder of their visit and let the visitor know you will be glad to help them with any other concerns they may have.