Customer Journey Training
Customer Journey Process
The Standard.
Every Visit.
This is the foundation of the ICC guest experience. Not a suggestion — a standard. Every team member is expected to execute this, every shift, every guest.
Core Principles
01
Every guest deserves a name.
You greet by name, serve by name, and close by name. Get it within the first 60 seconds.
02
Handoffs are never the guest's job.
The guest should never wonder where to go or who is serving them. That is a failure — and it belongs to the team.
03
The ticket owner is responsible.
Whoever holds the open ticket owns the guest experience at that moment. No gaps. No gray zones.
04
Anticipate before being asked.
Refill before the glass is empty. Bus before they notice the ash. Offer before they feel the need.
I
Phase One
Cigar Seat
The Experience Begins
The Experience Begins
Responsible: Cigar Team
1
Personalized Welcome
▾
What to do
- Greet every guest by name if you know them — use it immediately upon arrival
- If you don't know their name, introduce yourself first, then ask
- Acknowledge whether they're a return guest or a new face — treat each differently
What to say
Return Guest
"Hey [Name], great to see you back. Let's get you set up."
New Guest
"Welcome to Industrial — I'm [Your Name]. First time with us?"
"Awesome. Let me walk you through how we do things here."
If a group walks in and you know one person, greet them first — they'll introduce the others. Never let anyone in the group feel invisible.
2
Humidor Experience
▾
What to do
- Walk every guest to the humidor — don't point, escort
- Ask questions before making suggestions (strength, flavor, occasion)
- Educate briefly on origin, blend, or maker — without overwhelming
- Offer a pairing suggestion only if they seem open to it
What to say
Opening the Conversation
"What are you feeling today — something full and rich, or in a lighter mood?"
"Any occasion, or just relaxing?"
Planting the Pairing
"This pairs really well with a few things at the bar — I'll let them know when I get you seated."
The humidor conversation is your best sales moment. Slow it down. A guest who feels educated becomes a loyal guest.
3
System & Sales
▾
What to do
- Pull up the guest in Lightspeed before ringing — always capture their profile
- If they're new, collect name and email before payment
- Take payment efficiently — no fumbling, no awkward pauses
What to say
New Guest Data Capture
"Before I ring you up — can I grab your name and email? We keep your preferences on file so next time is even easier."
Guest data is the foundation of everything we build — memberships, personalized outreach, repeat visits. Every uncaptured guest is a missed opportunity.
4
Cut & Light
▾
What to do
- Cut and light the cigar for the guest — don't hand them tools without offering first
- Maintain eye contact and conversation through the light
- This is a moment of care — don't rush it
What to say
During the Light
"Take your time on the draw — let it come to you."
"Let me know if you want me to adjust the cut."
This is one of the most tactile, memorable moments of the visit. If you rush it, they feel it. It signals whether the rest of the experience will be exceptional or average.
5
Handoff to Bar Seat
▾
What to do
- Walk the guest toward the bar — physically, not just with a gesture
- Make eye contact with bar staff before speaking
- Introduce the guest by name and share relevant notes
- Confirm the bar staff member has acknowledged the handoff
What to say
The Handoff
"[Bar Staff Name], this is [Guest Name] — he picked up a [Cigar Name] and mentioned he might want a bourbon pairing. Take good care of him."
✓ What success looks like
Guest knows exactly who is serving them and feels seamlessly welcomed into the next experience.
✗ What failure looks like
Guest stands near the bar unsure of where to sit, what to do, or who is helping them.
II
Phase Two
Bar Seat
Elevate the Stay
Elevate the Stay
Responsible: F&B Team
1
Warm Introduction
▾
What to do
- Acknowledge the guest the moment they arrive — eye contact before you reach them
- Use their name from the handoff immediately
- Place a menu in front of every guest without being asked
- Confirm their cigar selection and open the drink conversation
What to say
Clean Handoff
"[Name], welcome — I'm [Your Name], I'll be taking care of you today."
"I heard you went with the [Cigar Name] — excellent choice. What can I get started for you?"
No Handoff Info
"Hey — I'm [Your Name]. What's your name? I like to know who I'm pouring for."
If the cigar team didn't give you a name, that's a process failure — but the guest should never experience it. Get the name yourself within 60 seconds.
2
Service & Engagement
▾
What to do
- Use ashtray swaps and drink refills as natural check-in moments
- Use the guest's name at every service touchpoint
- Ask about their visit, their day — build the relationship
- Introduce them to neighboring guests when appropriate
- All orders entered on handheld — never leave the floor to punch in
- Educate on the menu — don't just take orders
What to say
Service Check-In
"[Name], ready for another? That glass is looking a little lonely."
Menu Education
"If you're enjoying that cigar, the [Drink] balances really well — the smoke and sweetness work together."
Community Building
"Have you met [Name]? He's in a few times a week — you two would get along."
Continuous busing and ashtray management is how you manufacture reasons to engage. Every swap is a conversation. Every refill is a sales opportunity.
3
Complete & Turn
▾
What to do
- Read the guest's timing — don't let them hunt you down for the check
- Offer to-go options before closing the ticket
- Plant a reason to return before they leave
What to say
Closing
"Whenever you're ready, I'll have your check. No rush — just flag me."
"Before you head out — did you want to grab a couple of those to take home?"
The Return Plant
"We've got [Event] coming up [timeframe] — I think you'd enjoy it. We'll save your spot."
The last impression is as important as the first. A guest who leaves with a reason to come back — and felt seen on the way out — will.
4
Full Bus & Reset
▾
What to do
- Clear every item — glasses, ashtrays, napkins, menus
- Full wipe-down of the surface
- Reset with clean ashtray and menu before seating the next guest
- Do not seat a guest at an uncleared or partially cleared space — ever
The standard
Reset Rule
"Every seat resets to zero. If you wouldn't sit there yourself, it's not ready."
The reset isn't just cleanliness — it's respect for the next guest before they even walk in the door.
III
Phase Three
Support &
Collaboration
Collaboration
Responsible: All Staff
Rule 01
Ticket Owner = Responsible Party
Whoever has the open ticket is responsible for that guest's experience until a formal handoff occurs. If you handed off a guest but the bar is slammed — check in. You still share accountability. If it's unclear who owns the guest, that is a breakdown in process.
The Standard
"The ticket doesn't just track the money — it tracks the responsibility. If your name is on it, that guest is yours until the handoff is complete."
Rule 02
Cross-Team Support Is Expected
If you're overwhelmed, ask for help — this is expected, not a weakness. If your counterpart is slammed, step in without being asked. Communication is the fix. A quick heads-up saves a lot of broken experiences.
Asking for Help
"Hey, I've got three guests at the cigar desk — can you grab the two at bar 4 for a sec?"
Rule 03
Idle Time: Walk the Floor
No leaning, no phones, no standing still near the POS. During any lull, walk the floor — bus ashtrays, check seats, scan for needs. Bathroom check is a shared responsibility: if you walk by and it needs attention, own it.
The Standard
"If there's nothing in your hands and no one needs you, you're probably missing something. Walk the floor."