2. Yoku Moku Japan Visit Report
Introduction
Acknowledgement and Itinerary
Aim and objective of the training
Methodology for the Implementation of training
Summary of Presentation
Next Steps
Staff training
Implementation
Training evaluation
Conclusive report
3. INTRODUCTION
• On October 2012, the Al Sayegh Brothers facilitate and open up the very first
branch of a luxurious Japanese Confectionery “Yoku Moku” at Al Hana Tower
Khalidiya, Abu Dhabi U.A.E. Yoku Moku has been founded since August 1969,
and been in the business for more than five decades.
• Yoku Moku has came out with the philosophy of “making confectionery is a
creation not a production” .
• The collaboration between Al Sayegh Brothers (now Alsa Lifestyle Trading and
Apparell) and Yoku Moku Co. Ltd. was made a big name in confectionery not only
in U.A.E itself but all around the Middle East. In just more than one and a half
year Yoku Moku were expanded in for almost fifteen branches all over U.A.E.
4. This training will provide us proper knowledge on how the Japanese etiquettes
and strategies will help us to grow more in the benefits of the staff itself
and the company.
This report therefore provides information about how the training was
conducted, and highlights lessons learnt and the way forward for improving
our customer service, product knowledge and how to deal with
circumstances.
The report is structured in (6) six sections. After this introduction, section two
(2) sets out Aim and objective of the training, while section three (3) was
methodology for the implementation, section four (4) is summarizes the
presentation with the next steps, section five (5) will be evaulation of the
action taken and section six (6) will be the conclusion of the training.
5. Acknowledgment and Itinerary
The training was facilitated by Mr. Tatsuya Takahashi-San, Katsuhiko Mantoku-San, Mizuka Inada-
San with the rest of his team of Yoku Moku Co. Ltd.
The first day was lecture and training was held in the conference room of the Head office at
Kudanshita, Choyida-ku, Tokyo, and been visited various consignment inside the department
store all around Tokyo.
The second day were held at the head office at Kundashita, whole day lecture for sales training and
orientation.
The third day was actual shop observation held at Minami Aoyomo, Minato-ku Tokyo. Furoshiki
lesson and wrapping techniques were also provided.
On the fourth day were Plant visit, held at the main factory of Yoku Moku which is located at the
heart of the mountain province, greener forest, fresh air and pleasant surroundings at Dosawa,
Nikko City Toshigi, Japan.
And the last day of training was the actual cooking of the cookies (Plein Lune) held at Umejima,
Adachu-ku, Tokyo, Japan.
6. Aim and Objectives
The aim of the five-day training held in Japan was to strengthen the knowledge, skills
and training capacities of the participants and how it will be implemented across
the U.A.E. The specific objectives were as follows;
– To apply the Japanese principles of proper manners, etiquettes, and sales
techniques.
– To develop the interpersonal skills among the staff
– To enhance the capacities of knowledge among all the employee.
– To demonstrate the proper Japanese way in dealing with the customer.
– To select appropriate/relevant activities and resources that can be apply in
U.A.E
– To acquire materials related techniques to enhance the arrangement related
sales.
7. The facilitator Mr. Tatsuya Takahashi-San gave an short briefings about
Japanese Cultures and manners, which can be useful in terms of
customer related services. He also provide some further product
knowledge that can be apply to improve the sale. He also consider
our visit/training as an honour since this is the first training held at
Japan under Alsa Lifestyle Trading & LLC. He also urged participants
to take advantage of the opportunity to enhance our knowledge
and skills so we can also become trainers to others to benefit.
Methodology and Implementation
8. A mix of methods was used for the training are
as follows;
Participants observation
Brainstorming
Case study, group work, and group presentation.
Question and answers
Practical experience
Hands-on training experience.
Methods:
9. Participants Observation;
In this section, the training facilitator allow us to give our own
observation related to our first day in Japan. This includes on how people
from Japan accommodated us and how the surrounding it was. Everyone
give his own opinion regarding this matter, my opinion was based on my
observation, Japanese people are so polite and heartedly worker, they are
working from their heart and salary is just a bonus. They are well
motivated and have concern to one another. I am so convince on what Mr.
Takahashi-San has thought us about their beliefs “Ichigo Ichie”. This beliefs
primarily focus how to live your life to the fullest, like, if you have/want
something to do, do it now, because no one knows what future will bring.
10. Brain Storming
In this section, everyone is sharing their own knowledge
and techniques in terms of sales, product knowledge and
their own strategies. For this, everyone learning from one
another and vice versa.
in additional, we did realized how precious the Japanese
etiquettes must be in terms of sale, smiling and being polite
was the essential part of their etiquettes.
11. Case study, Group work, and Group presentation
One of the efficient way of understanding and learning was to be in the
situation. Almost familiar in my own belief “intelligence is not measured
on what you do know, it is measured in how you act when you don’t know
what to do”. Knowledge can be sought in terms of any paper or articles
but the real knowledge was self awareness. This means, it is the strategy
on how you make an action in unknown situation. Further more, not all
things can be done from a piece of paper, sometimes your own knowledge
in dealing the situation will work more than a certain rules or procedures.
12. In terms of display related matters, we have notice some useful materials that
can be use or apply in U.A.E.
These are as follows;
13. Question and Answer
Nothing can feel us more flattered than to sit in front of Yoku Moku Nikko factory’s professional
team and able to gather some sort of information from them which is really helpful in
increasing our product knowledge that can be use a sales technique.
As the Q&A moves along, some questions comes out like;
Origin of ingredients;
Darjeeling tea and Earl grey tea came all the way from Sri Lanka.
Sugar cane was imported from Thailand.
Butter is categorize as Salted and unsalted are used mixture from the fresh nature of Hokaido.
Cacao were imported from Ghana.
*We also voices out the questions regarding of Sugar free cookies or lower calories cookies,
they answer hopefully and they are trying to work out for that, as they understand the
Market in the middle east in a case to case basis obesity and diabetes.
14. The factory can produce 210,000 peaces of Cigare in 8 hours a day.
*A peace of cookies either from tins or foil of bulk will stay fresh
upon opening after 42 days.
They also changing their machine every season except for the Cigare
collection which is always available.
Further discussion also lead us on how the brand become popular in
Japan, “Yoku Moku didn’t make any advertisement when they are
starting to excel in the market, their popularity comes out from
hear say, customers personal endorsement, and from gift giving.
15. Practical experience
This section, the facilitator divided our group into two. One team were on the selling area and the other
group was under speed wrapping lesson. As our team observing the selling area, we have seen lot of
things to be consider pertaining to “effective customer service manner”. Let us start from the
beginning, once the door open, all the staff greetings the customer in polite way with the Japanese
word “irashai Mase” means welcome. I have notice that once the customer is on the floor, no one is
talking in loud voice or something irrelevant to the work, all ears on the customer, they are moving
smoothly not in hurry, retained body posture, everyone is attentive, their voices are discreet, no
mobiles on the floor not even their pocket, no groupings, and most of all “Smiling”. I have noticed
also their way of after sale manner. In this, the staff who's attending the customer show the item
that customer purchased, if the customer confirmed , sales staff then will say “Arigato Gozaimas”
then she will walk the customer to the door and give the bag upon opening the door, and all the
staff will then bow and say in discreet voice “Arigato Gozaimas” after the customer give his back,
then the staff will rise and continue their work.
16. Hands-on training experience.
On the other hand, after shop observation we then proceed in “speed wrapping training “this facilitated
by Katsuhiko Mantoku-San and two Japanese lady. They let us practice our wrapping skills and even
share their own techniques in wrapping which I have been practicing now. At the same time, Zuzuki-
San teach us the proper way of putting the neck tie for the lady “Yoku Moku style”. She then show her
wrapping skills, she wrapped YCE-30 in 15 seconds, her skills inspired us to practice more and more.
Who knows when constant practice can lead us to excel her skills.
As the training move further, (day 5) our facilitator let us to experience to bake cookies (Plein Lune) by
ourselves. With this, we able to learned the quality of the cookies and how special our product is and
how delicate the process of each peace. I personally make my own cookies and even love our product
more than ever. Billy and I as a partner for the program, we have got an excellent grade from the
Laboratory Analyst for our presentation (cookies).
“Wrapping is one the most important part of gift giving in Japan, as they believe that giving gift is like
giving a heart and wrapping it is like caring the baby inside the womb”.
17. Executive Summary
In all five (5) days of training, where we used brain storming and group
participation, actual experience, group presentation and the like.
We fully understand the important of the acquired knowledge from
the training, which will soon be practice and must be implemented
at Yoku Moku Gulf. We have learnt the importance of
understanding the product, knowing your market, and how to
connived each others idea and make it big. The facilitator also
induce the essence of punctuality in a business.
18. Next Step (Action Plan)
After the knowledge acquire from the training, the next step will be the best
question, therefore, I generate some proposal on how the knowledge will
pass and implement. I created some steps to be followed or as a guideline
to be considered for the next steps, these are; Staff training program,
empowerment, implementation and training evaluation.
Staff training
On the first list, staff training is the most adequate step to be
consider, this should be done in detailed and accurate. Under this
category, following steps and concerns should be consider.
19. Training Program
Product knowledge
Staff should be familiar and fully understand the product and its content; shelve life,
ingredients, product history, culture of to where its originated, and the like. These knowledge
will help in increasing the sale and to become “talk about” across the country.
Customer Service
This is the most important things to be consider in a retail business. The Sales representative
itself was the mirror of the company and its product, it represents the brand, therefore, the
Sales Representative should have the proper customer service and hospitality skills. With
Yoku Moku, a well know Japanese confectionery, acting and accommodating the customer in
a Japanese manner is a must! As they are representing the Brand, Company and the product
itself, the representative should be in Japanese manner at all time from the beginning and to
the end of transaction.
20. Essential procedures of Customer interaction in a Japanese manner.
Greet and smile
The sales representative should greet the customer “irahai mase” slightly bow their head and smile upon entering
the shop/or approaching the kiosk (all staff present on the floor should welcome the customer by greeting or by
bowing their head with the smile). He/she don’t need to run to the customer, walking smoothly with the smile can
catch up the attention of the customer. At this point, Sales representative may then give introduction to the
customer about the product. Sales representative should focus to customers wants and need before suggesting.
Attitude of a winning Salespeople;
• Everyone should be attentive
• All ears on the customer
• No groupings together
• No mobiles on the floor or any gadget that can interrupt the selling area
• Talking to work unrelated matters in the presence of the customer is prohibited especially in their own language.
• Body posture (Japanese Posture) should be constant, with or without customer, no hands inside the pocket, no
leaning on the stand, doors, counters etc..
• There should be harmony in every move or eye contact, no need to shout your colleagues when you need
something.
• And most of all “SMILE”.
21. Up-selling and Closing the transaction
The middle of customer interaction are always the better chance make up-selling or to increase
the basket size. Sales staff may suggest the new product, or the best selling product or the
other item other than what he choose. Up-selling is one of the skills that we should consider
in a sales representative, and should be develop among us.
‘Hands must be open and stick together upon pointing to something or showing something”
After the up-selling and the customer finalize his shopping, the sales representative may then
show the customer what he purchased, upon confirming, sales staff should walk the
customer to the door while handling the bag in both hands and hand it over the customer to
the level that the customer can easily access the bag handle. Sales staff should thank the
customer by saying “arigato gozaimasu” then smile, slight y bow for 3 sec. or until the
customer give her back. In this way, the customer feel enlighten with their hospitality and
politeness, he/she will surely back or even endorsed the cookies to his/her friends.
22. Implementation
The main goal of the training is to empower and implement the acquired skills from it. Training will be
useless without action/implementation. As we are been representing Japanese product, we should
then adopt their culture and etiquettes to become more successful. Here are the list of my own
opinion that we should consider;
Uniform (from the word itself) should be united. Ties (ribbon), shirt, aprons and pants should be
same as what they are in Japan.
Body posture/act – is one of the most important. (smile, bow, talk in discreet voice, stand with two
hands together in the front, downside.
Certain rule – ex. no mobiles/gadgets on the floor. (constant guidelines/rules, not changing every
time) .
Be polite at all time
SMILE
23. Evaluation
Evaluation is to measure of how effective the training
was, how the staff response to what they learned and
what is the outcome of the training. This will be done
by developing evaluation form, identifying
performance measure, set guidelines and feedbacks,
create disciplinary procedures, and follow up. Staff
who will fail the evaluation may then back to its
superior and be train.
24. Tips on how to keep a well motivated employee
Praise your staff/colleagues -noticing what they have something nice can draw a smile on their
face.
ex. “nice lipstick color, looks good on you”
Discuss the benefits of success
ex. “if we reach our target this month, we can have more revenue to spend for
Christmas/Eid.”
Meetings- schedule meetings with the staff regularly.
Recognize sales achievements
Train your staff - this can add confident of the staff to face the customer and to represent the
product very well.
Delegations of work - delegate work each of the staff. With this, each one will be responsible on
their own task.
Always keep your mind open - this applicable for the higher management.
25. Way to go for Improvement
A successful company doesn’t stop looking for improvement. In our company, there are still things that
need to improve weather management or operation. Here are the list of my own opinion that has
to be improve.
• Managers/Supervisor should be known. It means, the duties and responsibilities of the
Managers and Supervisors should be different from the staff. Covering its staff schedule once in
a while but not every time. They should be supervising, evaluating, and motivating the staff, not
having his duty in one or two location because of poor manpower.
• Poor manpower – Abu Dhabi was the most critical poor manpower. With the total of two staff
each location, straight duty during colleagues off, and not having permanent location. The staff
losing their motivation when it comes to selling, some saying, “this is not my location, why I will
make effort to make sale when others will be benefited”. Most of all, supervisors covering their
duty and staff taking advantage and not respect them at all.
• No constant rules or guidelines – changing rules or concept every time can make the employee
confuse. They don’t know which is which to follow. A well established company have its certain
rule and exceptions. No one can break this rules even the highest division who created it.
Changing rules and guidelines may result to disrespect of the rule itself.
26. Conclusion
It’s been a year since I have joined Yoku Moku team in U.A.E., and such
blessing for me when they send me in Japan as part of Mr. Nehad-San
group. We have learn a lot from the past visit in Japan, we have learn their
culture, their way of thinking, and their professionalism. We even
experience the actual way of making a confectionery, being trained by one
of the popular Furoshiki owner in Japan and seen by our barely eyes how
the cookies has been manufactured. For all of this, “THANK YOU” for the
company, the team, and the support of back office and our colleagues. And
now,
“it’s time to share what we have learned”
Prepared by: Mary Joy-San
