Frank Evers: The Secret of Heineken

1 hour

NL, EN

How does this global brand ensure that bartenders around the world present the "advertising picture" every time? Franck knows Heineken's secret and is willing to share it with you. Global knowledge, local advantage!

A loyal customer in 5 steps: Heineken's secret

Global Draught Master Heineken
The secret of Heineken
Franck has taken several paths in different directions, gaining a wide range of work and life experience and great successes. He is a psychiatric nurse, tennis instructor, hospitality entrepreneur, founder of the Goed Getapt program and of James Horeca, inventor, involved in No. 1 hit Who the X is Alice and world traveler. For Heineken he is active in more than 80 countries, including the Star Serve program and is "the hand" in several TV commercials. Franck loves to share his wonderful life's journey with you and is now available as a speaker for your event.
Discover 'the secret of Heineken' and experience what it does for your organization!

''His infectious passion and energy will ensure that as a listener you will never accept a poorly tapped beer again.''
Franck Evers has trained many Heineken employees in many countries and many bartenders on how to tap a perfect glass of Heineken lager. It seems so simple, but there is a surprising amount involved. Franck knows all the ins and outs of the tapping ritual, and his infectious passion and energy ensure that, as a listener, you will never accept a poorly tapped beer again. Nice to experience what it can do for other industries!
Mark van Iterson Heineken International
Global Director Design & Sustainability
Global Heineken® Brand Team - Global Commerce

How do you keep your customers coming back and spending more?
Franck's belief: "If the goal is clear and you're willing to take the right steps in the right order, nothing is impossible
However, we often lack the motivation to do the right things in the right order. Franck explains in a light-hearted, interactive and humorous way why this is so important, and through the beautiful product of beer! He tells you from his personal experience how global player Heineken tackles this issue. Beer here is the metaphor for your own product or service.
As an entrepreneur, you promise the "advertising picture" on your website, the ideal picture. You show your product, tell your customers what you want to deliver and what you want them to come back for. But beware: the most important and weakest links between your company and customer satisfaction are your employees. They play a key role in your desired success. Therefore, the crucial question is:

Are your employees willing to deliver the "advertising picture" every time?

To illustrate the importance of your employee: Heineken checks every drop of beer hundreds of times and invests billions in marketing. But during those very last steps-when the bartender taps a beer-the company's influence is completely gone and Heineken's fate is in the hands of the bartender. As you can imagine, this is quite a dangerous premise! Franck tells you how Heineken ensures that every bartender in the world is prepared to perform the right actions in the right order. After all, this enables you to present the promised "advertising picture" every time.

In 5 steps to the most motivated employee and the biggest successes
Using 5 seemingly simple steps, Franck takes you through the search for the why behind these steps. He states: once you know why you do something, the motivation to keep doing it that way becomes intrinsic. In other words: after implementing the 5-step plan, your employees' mindset and motivation change. Resulting in amazing results!

In this context, you can easily replace beer with any other product or service. The aforementioned approach has become the standard within Heineken, and with great success. I'm sure it makes sense for your organization as well!
Franck's presentation is interesting for all types of companies and institutions. For example, use her for your customers, employees, or as part of your own training day. The story is inspiring, motivating and also contributes to team building and your business results. There are several possibilities to fill in the presentation. Curious about the content and possibilities? Feel free to contact us!
During the interactive session we give you some concrete tools for your own organization. We do this in an energetic atmosphere in which we combine humor, didactics and science. Through Heineken, Franck has already given this presentation to thousands of companies around the world.... and so now it is also available to you!
Topics of the presentation
 Introducing and meeting Freddy Heineken after Who the X is Alice
 Irritations about beer in a hospitality business  What irritations do your customers experience?
 The 'advertising picture' as a goal  do we deliver what we promise?
 In 5 steps to 'the advertising photo

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