NLC wins prestigious national award

Staff ~ The Telegram
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Newfoundland Labrador Liquor Corp. (NLC) has received the Retail Employee Development Award from the Retail Council of Canada (RCC).

Diane J. Brisebois, RCC's president and CEO, said the NLC has made a commitment to provide employees with the training required to deliver superior customer service.

"That's what this award is all about," Brisebois said. "When a company instills confidence in its employees and communicates a set of clearly defined expectations, the financial results will follow."

NLC president and CEO Steve Winter said the corporation's SERVE program has helped provide employees with the best tools to better serve customers.

According to a news release, the program combines a two-day classroom training workshop with a comprehensive in-store training component. It is wholly maintained at store level using specially designed reinforcement tools to support and sustain the selling skills learned in the classroom.

"This award recognizes the efforts of our team to develop training programs, improve performance levels and ultimately provide our customers with the quality of service they deserve," Winter said.

RCC is a not-for-profit, industry-funded association representing more than 40,000 store fronts of all retail formats across Canada, including leading retailers such as Wal-Mart, Canadian Tire, Shoppers Drug Mart, Aldo and Staples.

Organizations: NLC, RCC, Newfoundland Labrador Liquor Retail Council Wal-Mart Canadian Tire Shoppers Drug Mart

Geographic location: Canada

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Recent comments

  • joe
    July 02, 2010 - 13:25

    Customer service is good at the NLC. Import/microbrew beer selection is very poor, probably the worst in the country.

  • Rick
    July 02, 2010 - 13:23

    C S - why am I not surprised to see a comment like your's here. This is a good news story about a Newfoundland operation that is being recognized nationally for doing something right (for a change). The article wasn't about NLC being a beacon of employee respect - it was about NLC training its staff to do their jobs well. Maybe the smart ones at NLC will use the training they receive there to benefit them longer term with other employers in other industries. If this wasn't happening at the NLC, I would also expect you to complain about getting bad service at an NLC outlet and demanding that they invest more in training! Why can't people just accept this article (and articles like it) for what it is instead of using it as an opportunity to tear someone/something to piecxes - which is a typical Newfoundland response, unfortunately.

  • Pearler
    July 02, 2010 - 13:10

    The level of customer service at NLC stores has become exceptional. The staff are very helpful and are knowledgeable about the products sold. I travel quite a bit and often boast about the quality of our liquor stores.

    Congratulations NLC! You deserve the award.

  • C
    July 02, 2010 - 13:09

    Ha! Funny they left out the fact that many employees have had their hours of work cut drastically. Some guaranteed as few as 20 hours for every 2 week pay period! Now that is an organization that truly respects its employees isn't it!

  • joe
    July 01, 2010 - 20:11

    Customer service is good at the NLC. Import/microbrew beer selection is very poor, probably the worst in the country.

  • Rick
    July 01, 2010 - 20:09

    C S - why am I not surprised to see a comment like your's here. This is a good news story about a Newfoundland operation that is being recognized nationally for doing something right (for a change). The article wasn't about NLC being a beacon of employee respect - it was about NLC training its staff to do their jobs well. Maybe the smart ones at NLC will use the training they receive there to benefit them longer term with other employers in other industries. If this wasn't happening at the NLC, I would also expect you to complain about getting bad service at an NLC outlet and demanding that they invest more in training! Why can't people just accept this article (and articles like it) for what it is instead of using it as an opportunity to tear someone/something to piecxes - which is a typical Newfoundland response, unfortunately.

  • Pearler
    July 01, 2010 - 19:46

    The level of customer service at NLC stores has become exceptional. The staff are very helpful and are knowledgeable about the products sold. I travel quite a bit and often boast about the quality of our liquor stores.

    Congratulations NLC! You deserve the award.

  • C
    July 01, 2010 - 19:45

    Ha! Funny they left out the fact that many employees have had their hours of work cut drastically. Some guaranteed as few as 20 hours for every 2 week pay period! Now that is an organization that truly respects its employees isn't it!