Diageo training is on course

The following article is brought to you by Diageo.

Diageo links up with BII to offer NCL qualification​

Staff training is at the heart of customer service, and we at Diageo believe that training is beneficial to licensees their staff and their business. It keeps staff fresh and the standards everyone operates high.

Training​

Building on the success of its esp training courses, Diageo Great Britain has linked with the British Institute of Innkeeping (BII) to deliver training qualifications. People working in the licensed trade can now obtain the National Certificate for Licensees (NCL) via an interactive, specially designed course taught by qualified Diageo trainers at the company's head office in West London.

Rees Ruchat, operations manager for the BII, explains the importance of the NCL qualification. He said: "The NCL currently acts as a benchmark for magistrates when granting a licence. The qualification is the first step on the qualifications ladder for many licensees. It is so important that those entering the licensed retail sector are aware of the framework of law that surrounds their occupation - exactly the knowledge which Diageo Great Britain will be providing via the NCL course."

Experienced and professional esp trainers - whose achievements include 100 per cent in the NCL exams themselves - will be conducting the courses. Gary Singleton, category development manager at Diageo GB, emphasises the key advantages of training with Diageo's professional team.

He said: "For anyone that has experienced an esp training session, they'll know how enjoyable learning with the Diageo GB trainers can be. We have a freshly designed, one-day course that is particularly aimed at breaking down any dry content and legal jargon. Diageo's NCL training will be unique in that our one-day course will incorporate new and varied ways of learning. Our trainers will offer a totally interactive day."

Study materials will be provided and each candidate will receive a copy of the BII handbook to take away with them. Exams will be marked by the BII Awards Body (BIIAB) over the following 48 hours. On achieving a pass, successful candidates will receive a certificate from the BIIAB confirming their NCL qualification.

Rees Ruchat said: "Diageo Great Britain offers unbiased and independent training that is aimed at stressing the importance of social responsibility to the on-trade, while helping to build a pub's business by focussing on what is really important in the industry today."

Gary Singleton concludes: "Our training is for everyone involved in the on-trade, not just full esp members, although a 20 per cent discount will be available until December 2003 for esp members registering."

At £140 plus VAT for the NCL course, Diageo is providing essential training at a reasonable price. It is expected that further Diageo training centres will be approved by the BII in the rest of the UK, with prices to be set according to location.

Top tips​

Customer Service​

On the Diageo esp programme, one of the areas we focus on is customer service, where we pass on tips and training around serve and service.

Service Standards​

There are eight key principles to customer satisfaction that will add up to more profit for your outlet.

• Smile and make eye contact

Welcome each customer with an appropriate greeting

Be aware - provide assistance before a customer requests it. Make a product suggestion

Confirm an order if it's more than two drinks

Own and solve problems, to the best of your abilities

Remember, body language is more powerful than words alone

A positive attitude from you makes customers feel good

Always say "THANK YOU"

Follow these eight simple customer service standards and drive service excellence in your bar.

Can esp help?​

esp is a real business solution for publicans, designed by Diageo Great Britain. The esp programme aims to promote quality across all areas of the on-trade in order to help you increase your profits. It's simple and it works, just ask one of our 10,000 esp members. Our dedicated training team runs interactive sessions all over the country. Training is based around six key category levers:

• "The Perfect Serve"
• Upsizing
• Range and layout
• Premium brands
• Fridge merchandising
• Customer service

If you would like further information, please email: espadmin@klm.co.uk or write to: esp team, Diageo Great Britain, Lakeside Drive, Park Royal, London, NW10 7HQ, or telephone the esp hotline on: 0121 472 9020

To register your interest in the NCL qualification at Diageo's BII approved centre, please phone the NCL Hotline on 0121 472 9050 or email: esptraining@klm.co.uk​