- The practical side to guest experience stages -

 

 

 

stage 1. EXPECT


Since we know that customers are coming to our store with expectations, how do we exceed them?

Anticipate needs:

Think about if you were in their shoes and how you would want to be treated. Is there a mom with lots of kids and her hands are full? Offer to carry something to her car! Do you see an elderly man searching for the trashcan?  Offer to take his trash! It's important to always anticipate needs and go above and beyond to serve them. We need to be eager to serve! Is a little girl upset because she dropped her cone? Offer the family a free new scoop!


STAGE 2. ENTER


Customers have entered the store, what do they notice?

They notice what they see and how they feel. We will break these into two categories:

 

1. CLEANLINESS: It might seem obvious, but cleanliness of the shop is important at all times. Windows, counters, floors, bathrooms, behind the counters, working space, outside patio, kitchen -- ALL of it is important to be clean and excellent so customers can feel comfortable. Excellence creates comfort, and comfort creates repeat guests.

 

2. ATMOSPHERE: Theres a lot of different things that come into play when it comes to setting the atmosphere. Atmosphere is the intangible x-factor that everyone can feel when they walk into a room. So how do we cultivate an exciting, fun, enjoyable atmosphere?

- SMILE:

It might seem obvious, but smiling sometimes takes intentionality. But trust us when we say, smiling through a hectic shift makes all the difference and customers won't feel like they are a burden.

- GREET:

If you greet a customer right as they are entering, they are going to feel how excited we are to host them as our guests. This sets the tone right as they walk in to make sure they know that they are welcome - No matter what time it is or how long the line is.

- MUSIC:

Music can be magical to setting the tone of a room. We are very intentional with our music choices on our playlist as well as our music volumes. This isn't a time for awkward quiet elevator music. We want our guests to feel the energy the first step into our store! A way we accomplish this is with fun, energetic, relevant music at appropriate levels.

Note: Next to the music controls, you will find a guide for each day of the week, what times we play music and at what volume level is expected. Your shift leader is responsible for making sure music is at it's appropriate volume, but it's good for everyone to know where this is.

 


STAGE 3. ENGAGE


NOW THAT CUSTOMERS HAVE ENTERED THE STORE, HAVE BEEN GREETED, ARE IMPRESSED BY THE EXCELLENCE, IT'S TIME TO ENGAGE:

 - Talking Points -

1. Gauge your guests energy levels: 

Are they excited, confused, stressed, or rushed? Evaluate what level your guest is at and that will give you an idea of how to initiate conversation with them.

If they seem excited...

- Match and exceed their excitement! Feel excited with them and verbalize it!

If they seem confused...

- Say, "Is it your first time?" or "Is there anything I can help you with?" If it is their first time, or if they're confused about our menu, walk through the menu with them and help direct them to wherever they need to go.

If they seem stressed...

Say, "How are you today?" or "Are you having a good day?" You will be surprised how open a stranger can be if you open up the conversation for them to be honest with you. These cases are rare, but they happen and we get the chance to help make their day better! Offer a free cone or free extra topping. We want to make sure they feel taken care of if they have something serious going on in their life.

If they seem rushed...

While we don't need to rush them even more, we do want to help them exceed their goal. This type of customer may not be the time to have a lengthy conversation about what farm we source our basil from, but we can still give them an excellent experience! Help accommodate to-go orders, or get straight to the point with what they are asking. If they are rushing, we don't want to make them frustrated by dragging our feet, going slow, or trying to persuade them to buy another product.

 


- Taking orders -

Now that we've walked through initial engagement and talking points, we're going to walk you through an outline and specific steps you need to SUCCESSFULLY guide our guests through ordering:

Once you've engaged and gauged what the customer is looking for above, it's time to get into the nitty gritty of ordering so we make sure they get exactly what they're looking for.

(You can save or print an electronic copy of this document here)


If they order a(n)...

  • Ice cream scoop:

    • Would you like that in a cup or would you like to add** a waffle cone? If they say yes to a waffle cone ask:
    • Would you like our vanilla batter waffle cone or chocolate batter waffle cone?
      • **Note: It's important to say ADD here instead of OR because customers have to pay an additional $1.50 for a waffle cone and we don't want there to be confusion or to come off as mis-leading although it's still important to make sure they are aware that we offer waffle cones.
    • Would you like one scoop, two scoop, or three scoops?
      • **Note: Three scoops do not fit in our cones. In this case they can only order three scoops in a cup.
    • Would you like to add any toppings?
      • If they say yes, direct them to our toppings menu board. If they need time to think say, "I'm going to get started on this order for you while you think!"

 

  • Soft serve:

    • Would you like that in a cup or would you like to add** a waffle cone? If they say yes to a waffle cone ask:
    • Would you like our vanilla batter waffle cone or chocolate batter waffle cone?
      • **Note: It's important to say ADD here instead of OR because customers have to pay an additional $1.50 for a waffle cone and we don't want there to be confusion or to come off as mis-leading although it's still important to make sure they are aware that we offer waffle cones.
    • Would you like to add any toppings?
      • If they say yes, direct them to our toppings menu board. If they need time to decide on toppings say, "I'm going to get started on this order for you while you think!"

 

  • Blitz:

    • What soft serve flavor would you like?
    • What toppings would you like to add? *Make sure they know all toppings are included in that $6.50 price.
      • *Note: While they can pick as many toppings as they would like to, we have a measured total amount of toppings we add, but customers don't need to know that information. It can be confusing and we don't want them to feel like we're cheating them.

 

  • The Big Spoon Sundae:

    • Since the Big Spoon Sundae is a set specialty item, theres not much to ask but it is good to clarify if this is ordered.
    • Say, "Would you like to order the specialty Big Spoon Sundae or customize a build your own?
      • If they want to customize or substitute the Big Spoon, reference to the build your own guide below. 

 

  • The Little Spoon Sundae

    • Since the Little Spoon Sundae is a set specialty item, theres not much to ask but it is good to clarify if this is ordered.

    • Say, "Would you like to order the specialty Big Spoon Sundae or customize a build your own?
      • If they want to customize or substitute the Little Spoon, refer to the build your own guide below. 

 

  • Build your own sundae

    • Would you like a brownie or banana as your base?
    • Would you like one scoop or two scoops?
    • What toppings would you like to add?
      • If they say yes, direct them to our toppings menu board. If they need time to think say, "I'm going to get started on this order for you while you think!"

 

  • Banana Split

    • Since the Banana Split is a set specialty item, theres not much to ask but it is good to clarify if this is ordered.
      • Say, "Would you like to order the specialty Banana Split or customize a build your own?
        • If they want to customize or substitute the Banana Split, refer to the build your own guide. 

 

  • Milkshake

    • What flavor milkshake would you like?
    • Would you like whipped  cream? Note: We do not charge extra for whipped cream on milkshakes/malts.
    • Would you like to add any toppings?
      • If they say yes, direct them to our toppings menu board. If they need time to think say, "I'm going to get started on this order for you while you think!"

 

  • Fizzie

    • What sorbet flavor would you like? 
    • What LaCroix flavor would you like?

 

  • Float

    • What ice cream flavor would you like?
    • What soda flavor would you like?

 

  • Flight

  • To make this easier for you and our guests it's good to break up the amount of flavors they order at a time.
    • What are your first few / three ice cream choices?
      • Once you scoop those, move on:
    • Okay, what are your next few flavors?

 


- Knowing the menu -

While these talking points are helpful, you won't be very helpful to our customers if you don't know our menu inside and out. Here you can download a link to our current menu. Look over it and learn them all before you begin onsite training.

 Since we use seasonal ingredients, ice cream options switch around often here and you're expected to learn them and be able to speak about them all knowledgeably to give our guests the best guided experience possible.

 

Now that our guests have had their expectations exceeded, they've been engaged with and guided through our menu, it's time to check them out at the register.

Hit next if you're ready to learn the register!