NATCHEZ — See, say and smile are three simple words, but when put into action they make quiet an impact.

Isle of Capri officials say their customer service training program “See, Say, Smile” has taken them from the bottom of the barrel to shining star among other Isle of Capri properties.

Now, a group of citizens, business owners and public officials are looking to model a customer service training program after the Isle’s corporate program.

Ruth Nichols, special assistant to the president at Alcorn State University, is leading the push to implement a Southern Hospitality Academy that will focus on training employees in the service industry to be more customer-friendly.

The first Southern Hospitality Academy class is scheduled for Feb. 16.

“We have to do something to get the ball rolling,” she said in a recent meeting of the planning committee. “We need something that is going to make our people on the frontline realize that how they act effects people’s impression of Natchez.

“If they act or react poorly, then people think poorly of Natchez.”

Tony Scudiero, vice president and general manager of Isle of Capri in Natchez, said he has seen first hand the difference solid customer service can make.

“When we started (the See, Say, Smile) program, we were at the bottom of the list,” he said. “Now, we are at the top.”

In the previous three months the Natchez property has either tied for or solely held the top customer service rating for all 14 Isle properties.

Scudiero said good customer service helps everyone in Natchez.

“Customers have a choice of where to go, and they are going to take their money to the place that treats them well,” Scudiero said. “In today’s market where people are taking trips closer to home and being more particular about spending money, we have to work harder for every dollar.”

Cassy Muscalino, director of human resources at Isle of Capri Natchez, said the difference can be traced directly back to the implementation of “See, Say, Smile” in May of 2008.

“We had programs before this one,” she said. “But they were longer, more complex. With (See, say, smile) it is three things.”

See means to make eye contact with the guest or customers. Say directs the employee to greet the guest or customer, and smile means to leave the customer with a warm farewell.

Muscalino said the secret isn’t so much the process as it is getting the employees to support and actively participate in the program. To do that, Muscalino said management at the Isle of Capri works hard to identify problem areas, posts positive comments and customer service ratings throughout the property and ties incentive programs to proper customer service.

They also recognize monthly the employee with the top customer service rating and the most improved customer service rating.

“Every thing we do goes back to ‘See, say, smile,’” Muscalino said. “Almost every incentive program we have is based on customer service.

“Everyone on a management level, stresses ‘See, say, smile. It is everywhere.”

Scudiero said something that seems so simple, is often the difference in whether or not someone returns to a particular place or not. He said customers put a lot of emphasis on the type of service they receive.

“It’s important in any business, that the folks working for that business are treating customers well,” he said. “As management in a business, it is your job to set the example and then make sure it is happening.”

Nichols said getting employers on board with training she plans to offer is one of the biggest steps.

“The people on the frontline are going to change,” Nichols said. “If we can change the mindset of the employers and make them think this is important training then they will ultimately train the new employees to provide the type of service needed.”

The Southern Hospitality Academy will combine customer service training with education about Natchez. Nichols said everyone from restaurant servers to gas stations attendants should be able to answer questions about Natchez and what to do in Natchez.

“The worst thing someone can do is say ‘nothing,’” she said. “We should be telling people so much to do in Natchez, that they need to stay another day.”

Muscalino said everyone has to work together to make Natchez a destination people talk about positively and return to frequently.

“I might have a great experience at the bed and breakfast and the food at the restaurant might be great, but if the gas station attendant at the store as I’m leaving town is rude, then what impression am I driving away with?” Muscalino said.