Your responses should always be Rememberrepresentyou
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • When to Use This Guide•••••••••••••••••••••••••••••••••••••••••• Page 2 What Is Our Brand Voice?•••••••••••••••••••••••••••••••••••••• Page 5 Best Practices: Customer Interactions•••••••••••• Page 8 Customer Game Changers•••••••••••••••••••••••••••••••••••• Page 10 Service Recovery•••••••••••••••••••••••••••••••••••••••••••••••••••••••• Page 14 Best Practices: Service Recovery•••••••••••••••••••••• Page 18 Email Guidelines•••••••••••••••••••••••••••••••••••••••••••••••••••••••• Page 20 Trademark Cheat Sheet••••••••••••••••••••••••••••••••••••••••••• Page 21 Example Customer Service Responses ••••••••••••••• Page 22 Version 07.2022 Page 1
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Our voice your voice is how we will stand out and connect with our customers. We want our customers to have the same branded experience in every interaction and channel they choose. Version 07.2022 Page 3
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Page 4 This guide should be used in all customer interactions to help deliver our consistent, premium HoneyBaked experience: Conversations with Contactingcustomerscustomers through email and phone When we need to “Make It Right” Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Our brand voice makes everyone feel like a part of the #HamFam and lets them know who we are by: - Sharing more - Reflecting our brand personality and culture - Creating lasting relationships - Exceeding expectations every time - Building trust by how we recover when we miss the mark Page 6 Version 07.2022
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• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Game Changers are the five most important things that every HoneyBaked associate needs to know, above all else. While there is so much more to learn throughout their training, these will have the biggest immediate impact for our customers. Because all HoneyBaked associates impact the customer experience both Front of House and Back of House have their own Game Changers.FOHGame Changer – GUEST BOH Game Changer QUEST Version 07.2022 Page 11
Your role in delivering more should include the following: every customer Smile and say, “Welcome to HoneyBaked!” our Culture We’re friendly & engaging, knowledgeable & helpful, authentic & empowered. on our products Customers expect us to be the experts on our products. We may not remember all the details but should know where to find the product Flipinformation.thiscard over to learn more. questions Customers have many ways to shop with us. We need to be able to direct them where to place and / or pick up their order. We offer: – Pre-Paid Pickup (BOPIS: Buy Online Pickup in Store and Same-Day ROPIS:Ordering)Reserve Online Pay in Store – Walk In lunch & retail purchases Catering and Corporate Gifting – 3rd Party Pick Up (3P): DoorDash, GrubHub, UberEats the Customer Smile and say, “Thank you for choosing HoneyBaked!” Love What We Do, Serve Others, Do the Right Thing, Aim High, Keep It Fun
Associates are required to wash their hands up to Food Safety & QA standards, wear clean gloves when handling product, and change gloves after touching non food product surfaces, are soiled, or torn. See Food Safety & Quality Assurance’s Personal Hygiene Requirements & BOH 101 for full details. For the room to run properly, team roles may change based on need. Like any team, we all need to be adaptable to the change.
Love What We Do, Serve Others, Do the Right Thing, Aim High, Keep It Fun
Your role in producing The World’s Best Ham® and Turkey every day should include the following: production and food safety We deliver the highest quality product every day. This means that our glaze is thick and golden brown, ham faces are blended smooth, with minimal fat, the wrap has a mirror finish, and the label is centered and parallel to the table. Turkey is placed in a tub and labeled properly. Any ham or turkey that doesn’t meet our standards should be identified to be pulled off of the production line. our Culture We’re friendly & engaging, knowledgeable & helpful, authentic & empowered. Room is set up to meet optimal efficiency based on Production 101, so that we have all products available at all times for our customers. See the Production Associate Guide for position specific details. Associates must wear all proper safety equipment for the position they’re in, hairnets or hats, beard nets, and no jewelry.
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • While we want to share more , part of creating lasting relationships and building trust is how we respond when we miss the mark. By having a distinct, customer-centric service recovery program, we have the unique opportunity to set ourselves apart from our competitors and turn a dissatisfied customer into a #HamFam member for life. Version 07.2022 Page 15
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Page 16 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Replace + up to 25% extra Gift Card 125% ofRefundvalue + $25 Gift Card Version 07.2022 Page 17 Not only do we want to exceed our customer’s expectations, we want to give the best impression of our product. That’s why, when making it right, our first offer should always be to replace the product (plus a little extra!) If a customer doesn’t want a replacement, offer a gift card so they have an incentive to return in the future.
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• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • If you are responding to customers from Outlook on your personal smartphone, make sure to turn off device signature (i.e., Get Outlook for IOS, Sent from Sally’s iPhone) or delete before sending. Here are some simple guidelines that will help you write a clear & concise email while representingstillourbrandvoice. Page 20 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Version 07.2022 Page 21
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer asks for a donation Subject Line: HoneyBaked Question Hi ThankJamie,you for thinking of us. HoneyBaked is committed to giving back to the communities where we live, work and serve our customers. We target our community involvement to organizations directly associated to feeding the millions of people in the U.S. affected by hunger and food insecurity. We apologize we are not able to help at this time and wish you the best of luck in your fundraising endeavors. We encourage you to check out our fundraising website at www.honeybakedfundraising.com where it’s free to sign up and we send you a check for 20% of your total sales. All the best, SALLY TheO:email@hbham.comGeneralSAMPLEManager6799663100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 22 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer asks about receiving a discount or coupon Subject Line: myHoneyBaked Rewards Hi ThankJamie,you for taking the time to reach out. We frequently email coupons to all of the #HamFam who have joined our new loyalty program . There is a $9 reward just for signing up! To learn more please visit us at: www.honeybaked.com/signup You’ll get a chance to choose what you’re interested in receiving: store coupons, online shipping promotions and more. Thank you for choosing HoneyBaked! SALLY TheO:email@hbham.comGeneralSAMPLEManager6799663100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 23 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer compliments an associate from previous interaction Subject Line: HoneyBaked Feedback Hi ThankJamie,you so much for taking the time to let us know about your experience. We are so lucky to have Sam & Ryan on our team and I love hearing how they went out of their way to make your day. We know this will absolutely make theirs! We can’t wait to share your story with the team. We look forward to seeing you soon! Thanks for being a part of the #HamFam, SALLY TheO:email@hbham.comGeneralSAMPLEManager6799663100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 24 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer complaint on associate from previous interaction Subject Line: HoneyBaked Feedback Hi ThankJamie,you for taking the time to reach out to let us know about your experience with one of our team members. We sincerely apologize as that is not representative of our brand and we are disappointed it happened. We will review the situation and provide coaching and retraining as appropriate. I know it won't fix the situation you’ve already experienced, but I'd like to send you a $50 gift card so your next meal is on us. These do not expire, so you could use it whenever you see fit in any of our stores or online. Do you mind replying with the best address to send this to? Again, we really appreciate your feedback and giving us the opportunity to make this right for you, it’s how we get better. Thanks, SALLY TheO:email@hbham.comGeneralSAMPLEManager679-966-3100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 25 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer complaint on not being able to see ham before purchase Subject Line: HoneyBaked Feedback Hi ThankJamie,you for taking the time to reach out to let us know about your in store experience. We sincerely apologize we were not able to meet the expectation you've known in the past around viewing your ham prior to HoneyBakedpurchase. has made necessary changes in food safety and quality guidelines due to impacts the pandemic has had on the industry. We no longer unwrap and expose our product to consumers and/or potential contaminates in the environment. Two of our Core Values are "Do the Right Thing" and "Aim High" and this change ensures we continue to deliver the highest quality product to you. Thanks, SALLY TheO:email@hbham.comGeneralSAMPLEManager679-966-3100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 26 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer complaint around ham fat Subject Line: HoneyBaked Feedback Hi ThankJamie,you for taking the time to reach out to let us know the issue you had with the ham you purchased. We apologize that we did not meet the quality standards you’ve come to know and love. We’d be happy to replace your ham to ensure you are as proud to serve it as we are to have you as a Ourcustomer.hamsare natural products that can have a large variability in fat content. The natural fat of ham is a high contributor to the delicious flavor. The ideal size of fat around the bone is one inch by two inches. Check out www.honeybaked.com/whyHB for even more details around the process our hand-crafted products go through before they make it to your table. Let us know when you are available to come by the store and we’ll make it Thanksright. for being a part of the #HamFam, SALLY email@hbham.comGeneralSAMPLEManager O: 679-966-3100 The Alpharetta Highway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 27 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer complaint around ham appearing dark (unrelated to glaze) Subject Line: HoneyBaked Feedback Hi ThankJamie,you for taking the time to reach out to let us know the issue you had with the ham you purchased. We apologize that we did not meet the quality standards you’ve come to know and love. We’d be happy to replace your ham to ensure you are as proud to serve it as we are to have you as a Ourcustomer.hamsare smoked for up to 24 hours which is around 4x longer than our competitors. With natural products there is a variability in how the smoke is absorbed contributing to the unique flavor and at times there may be a darker appearance. Check out www.honeybaked.com/whyHB for even more details around the process our hand crafted products go through before they make it to your table. Let us know when you are available to come by the store and we’ll make it right. Thanks for being a part of the #HamFam, SALLY TheO:email@hbham.comGeneralSAMPLEManager6799663100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 28 Version 07.2022
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Customer complaint around ham saltiness Subject Line: HoneyBaked Feedback Hi ThankJamie,you for taking the time to reach out to let us know the issue you had with the ham you purchased. We apologize we did not meet the quality standards you’ve come to know and love. We’d be happy to replace your ham to ensure you are as proud to serve it as we are to have you as a Ourcustomer.hamsare smoked for up to 24 hours. They are brined with a set amount of our secret ingredients and sit for a minimum of 24 hours to ensure uniform brining. This is part of what makes the hams so tender and juicy, and have a bit of a salty flavor. With natural products sometimes there can be a variability in how the brine is absorbed. Check out www.honeybaked.com/whyHB for even more details around the process our hand-crafted products go through before they make it to your table. Let us know when you are available to come by the store and we’ll make it Thanksright. for being a part of the #HamFam, SALLY TheO:email@hbham.comGeneralSAMPLEManager679-966-3100AlpharettaHighway Store 3875 Mansell Road | Alpharetta, GA 30022 WWW.HONEYBAKED.COM Page 29 Version 07.2022
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