Inspiring staff & customers to ‘Join The Resistance’ against fast food
Client Name: 4Fingers
Sector: Food
Type of Project: Service Culture Training Development
Grant Support: Enterprise Development Grant (EDG)
Grant Agency: Enterprise Singapore
From a single store in ION Orchard in 2009, the rebellion spread across the nation like a fire as intense as their hot and spicy sauce. In just two years, another six stores joined the movement. Since then, 4 Fingers welcomed two strong allies - Malaysia, Indonesia and more to come.
Project Objective
As 4Fingers headed towards further international growth, they wanted to ensure that the brand would maintain a level of service excellence driven by unique principles, which would set them apart from other fast food chains.
User Research Interviews with 4Finger employees to understand more.
Our Approach
We performed in-depth user research including interviews with management, employees and customers to craft customer journey maps and customer profiles. Referencing these maps and profiles, we then held several rounds of co-creation sessions with the 4Fingers team to develop a service identity. During the process, the following was conducted: Train-the-trainer session with key supervisory team; staff interviews; role-plays to test materials for training, and video shooting with CEO for the training programme.
The service identity sought to guide staff through principles, and empowered them to carry out service excellence in their own ways.
Train-the-trainer session with key supervisory team.
Key Deliverables
Through rounds of interviews and back and forth with the management, the programme was rolled out on the ground in the form of a service training, accompanied by training booklets and card games, which could be referenced after training to reinforce positive behaviours and customer-centric routines.
Service Excellence Manual - A comprehensive manual which covered all service guidelines required for a training programme. This is a reference manual that is used by the supervisory staff.
Service Booklet- This is a booklet that covers the key service principles, and is to be used for note taking by trainees. It includes templates that are to be used in conjunction with service excellence manual.
Persona Cards- Includes descriptions of personas that can be used in gamified role-playing exercises during training sessions.
Service Situation Cards - Common scenarios that staff may face during day-to-day interactions with the customers.
Service Delivery Basic Cards - Presents a set of service basics - the dos and don’ts - to demonstrate how service principles can be put into practice.
These artefacts are provided physically.
