Answered Essay: Scripted service It has been two years since you took over your family's chain of

Scripted service It has been two years since you took over your familys chain of specialty neighbourhood bakeries located in areas with high foot traffic. Throughout the city, your stores are the choice for birthday cakes, Christmas cakes, Danish pastries and muffins for breakfast, and slices and cupcakes for morning tea. Even though sales are steady, you want to grow and are having a difficult time figuring out exactly how to increase revenues. For the past three weeks, you have spent each day in a different store, stocking cases, slicing bread, and generally pitching in where needed, but mostly you have been observing. As luck would have it, about 80 per cent of your stores are located near or next to a Starbucks. On your way to the stores each morning, you have stopped to get your morning coffee, and at each Starbucks, you have been greeted quickly, chatted with the server, ordered, heard your order repeated across the bar, used a loaded Starbucks card to pay, been asked if you want your balance and been told to have a nice day. Today is the same As you wait for your coffee, you think about the contrast between this prescribed sequence and what you have been seeing in your own stores. Even though your staff serve customers efficiently, they do so in various ways. Some staff are outgoing, talking and laughing with the customer while assembling the order. Other staff are more reserved, filling the order quickly but with little conversation and barely a smile Now that you have noticed these differences, everywhere you shop youve been paying attention to sales speech patterns, which appear scripted and repetitive but pleasantly predictable. From the supermarket (Do you have fly buys? and cash or card?) to the fast-food restaurant (Do you want fries with that? and to have here or take away?), the patterns are most noticeable during busy periods. Sales staff follow the same speech sequence with every customer A little research reveals that numerous companies require employees to follow a script. At McDonalds, the script is concerned with speech: for example, workers must say Mayl help you, maam? instead of ‘Can l help someone? At one restaurant chain, the script adds actions to the words: greet the table within 30 seconds of sit-down; take the drink order within three minutes; during ordering, suggest five items (drink, side dish, dessert, specials and special offers); after food arrives, check back within three minutes. At Starbucks, things are more relaxed, but there is still a script to guide employee interactions with customers looking for a latte. nsead of Can I h After a week of observing these scripted encounters, you begin to wonder if you should write a sales script for your bakery staff. If interactions were standardised, you might be able to increase efficiency and sales revenue. A script might be a great help during the morning and the after-school rush, as well as a useful training tool for new staff; it might help them feel more confident behind the counter. Since you want to grow, a script could also help you get up and running faster in new locations. But how would your current employees feel about it? They all have different ways of working with customers. About half of them have been with you for many years and know the ropes already. How would your customers respond? The bakery could lose some of its neighbourly appeal when customers recognise the scripted speech. You hear the barista call out, Triple-shot extra-hot latte, so you go collect your coffee She looks you right in the eye, smiles and says, Have a nice day!
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Scripted service It has been two years since you took over your family’s chain of specialty neighbourhood bakeries located in areas with high foot traffic. Throughout the city, your stores are the choice for birthday cakes, Christmas cakes, Danish pastries and muffins for breakfast, and slices and cupcakes for morning tea. Even though sales are steady, you want to grow and are having a difficult time figuring out exactly how to increase revenues. For the past three weeks, you have spent each day in a different store, stocking cases, slicing bread, and generally pitching in where needed, but mostly you have been observing. As luck would have it, about 80 per cent of your stores are located near or next to a Starbucks. On your way to the stores each morning, you have stopped to get your morning coffee, and at each Starbucks, you have been greeted quickly, chatted with the server, ordered, heard your order repeated across the bar, used a loaded Starbucks card to pay, been asked if you want your balance and been told to have a nice day. Today is the same As you wait for your coffee, you think about the contrast between this prescribed sequence and what you have been seeing in your own stores. Even though your staff serve customers efficiently, they do so in various ways. Some staff are outgoing, talking and laughing with the customer while assembling the order. Other staff are more reserved, filling the order quickly but with little conversation and barely a smile Now that you have noticed these differences, everywhere you shop you’ve been paying attention to sales speech patterns, which appear scripted and repetitive but pleasantly predictable. From the supermarket (‘Do you have fly buys?” and ‘cash or card?”) to the fast-food restaurant (Do you want fries with that?” and ‘to have here or take away?”), the patterns are most noticeable during busy periods. Sales staff follow the same speech sequence with every customer A little research reveals that numerous companies require employees to follow a script. At McDonald’s, the script is concerned with speech: for example, workers must say “Mayl help you, ma’am?’ instead of ‘Can l help someone?” At one restaurant chain, the script adds actions to the words: greet the table within 30 seconds of sit-down; take the drink order within three minutes; during ordering, suggest five items (drink, side dish, dessert, specials and special offers); after food arrives, check back within three minutes. At Starbucks, things are more relaxed, but there is still a script to guide employee interactions with customers looking for a latte. nsead of “Can I h After a week of observing these scripted encounters, you begin to wonder if you should write a sales script for your bakery staff. If interactions were standardised, you might be able to increase efficiency and sales revenue. A script might be a great help during the morning and the after-school rush, as well as a useful training tool for new staff; it might help them feel more confident behind the counter. Since you want to grow, a script could also help you get up and running faster in new locations. But how would your current employees feel about it? They all have different ways of working with customers. About half of them have been with you for many years and know the ropes already. How would your customers respond? The bakery could lose some of its neighbourly appeal when customers recognise the scripted speech. You hear the barista call out, Triple-shot extra-hot latte, so you go collect your coffee She looks you right in the eye, smiles and says, “Have a nice day!

Expert Answer

1. Which historical management technique best describes scripted service speech and scripted employee behaviours? Explain your choice.

The scientific management technique can best describe the method to analyse the use of scripted speech and scripted behaviours of the employees. The scientific management helps in the systematic studying of the most efficient method of completing the tasks. The methods of the scientific management help the manager in establishing the requirements of the employee in order for them to perform better. It helps the manager to choose the technique for the selection, training, and developing the staff to ensure they deliver their best performance and take the organization ahead.

2. Do you implement a customer-encounter script at your bakeries? Why or why not?

In the beginning it is required to write a script for customer encounters at the bakery. The script helps the employee to develop a relation with the customers and also gain confidence of interacting with the consumers. The script can later be dropped when the employees recognize the questions they need to ask the consumers. After gaining familiarity, the employees can also improvise on the script as per their needs.

3. Imagine that you have decided to implement a script for your frontline employees. Write the service script for bakery clerks.

Staff: “Good morning/afternoon sir/ ma’am, welcome to x bakery, what would you like to have today?

Customer: I would like a (option) pastry.

Employee: Would you like anything else to go with it sir (chocolate sauce/ vanilla ice cream).

Customer: (State his choices).

Employee: Would you also like to add juice or coffee to the order?

Customer: (State his choices).

Employee: Anything else that I you would like to have?

Customer: (State his choices).

Employee: Would you like to have it here or as takeaway.

Customer: (State his choices).

Employee: Great, this makes your total to be $ Y. Thank you for coming in today. Have a great day.”

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