The study guide for "Scarcity Marketing" with Chef Thomas Keller of The French Laundry in Yountville, California as seen on Small Business School, the series on PBS member stations.

The Case Study Guide

last update: May 2005

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make a perfect first impression

Pascal de Philippe is the Maitre d' and he takes on the full responsibility for customer happiness.

Hire A Maitre D'

We all know that the maitre d' sets the tone for our dining experience. In most situations once the maitre d' has seated us, the waiter takes over. We learned here though that the maitre d' is working constantly on behalf of every customer from the moment that person arrives until they leave. The maitre d' has to smooth matters between all waiters and often has to run interference with the kitchen staff.

WATCH TELEVISION THAT TEACHES

Key Ideas of this episode


1.		Make a Small Amount

2.		Learn From Mistakes

3.		Be True To Yourself

4.		Keep Dreaming

5.		Put All Of Your Skin In The Game

6.		Stay Charming

7.		Take Dozens Of Investors

8.		Win Awards

9.		Do What You Want To Do

10.		Hire A Maitre D'

11.		Hire People You Like

12.		Buy From The Best

Topic for Discussion: Why should every business have maitre d'?

Answer: Because every business should have someone responsible for customer happiness. Many might call this person the chief of customer service. In a big company this person might be the head of the public relations department. While there are plenty of jobs requiring a person to deliver customer service there is a deep rich history of elegance and grace in the title, maitre d'.

You think about it: If you don't want to take this idea literally and use it, can you use it metaphorically?

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