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ENTERPRISE DIRECT MAY 2012
IF the movie doesn't appeal to you there's
not much the staff at Regent Cinemas in
Albury can do, but otherwise they make
it their mission to ensure you have a
memorable experience and want to come
back for more.
"However, it's not just about having
smiley people on the counter or at the
cinema door," said general manager,
Doug Henderson. "First impressions are
important but providing a total customer
experience involves many other facets.
"Among other things, we have to provide
the movie information customers want
in a timely manner, make sure the phone
system and website are working properly,
check that the film and sound quality are
up to standard, ensure there is sufficient
parking, down to making certain that the
steps are clean."
There are up to six "touch points" between
staff and the 9000 weekly customers of
Regent Cinemas which equates to close to
three million contacts a year.
"We have less than 50 actionable
complaints a year so we are very proud
of our customer satisfaction record," Mr
Regent Cinemas employs a rigorous
recruiting process to guarantee it has
the best staff to provide the ultimate in
"Applicants undergo three interviews," Mr
Henderson said. "Firstly, on a group basis
and then one-on-one with a manager and
finally with myself."
Successful applicants then undertake a
professional induction program using an
interactive computer program, followed
by a familiarisation tour of the premises
and introduction to other staff. They
receive a new employee pack of a uniform,
name tag and job description manual.
They are also provided with training
documentation and a "buddy" system is in
place to assist them through their first four
or five shifts. This is supported by practical
hands-on "show me-tell me" question and
"We find this whole approach works
well," Mr Henderson said. "It may seem
like a bit of trouble but we want new staff
to understand what our requirements
and standards are and what we expect of
Bi-annual appraisals are also conducted
where staff write their own assessments
which are then discussed with a
management representative and acted
upon. There is also a formal and equitable
"We also provide ongoing training and
other amenities for our employees," Mr
Henderson said. "We have a social club
and hold regular staff functions.
"We treat our staff fairly with the view
that happy employees translates to happy
Regent Cinemas Doug Henderson, general manager, Jodie Hartley, supervisor, and Kelly Davis, sales manager.
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