Destination Success: Front line employees can make or break business

My mother and I stopped in San Juan Capistrano, Calif., for lunch at a busy coffee shop. Initially, we didn't pay too much attention to the fact that we had not been seated. Suddenly, we realized that it had "been awhile" and my mother asked the hostess, who was having an animated conversation, if we could be seated.

In an impatient manner, she said, "Can you wait just a minute? I'm counseling these people." We had already waited for some time and we took our business elsewhere.

Running into a Dr. Laura wannabe isn't the norm, but other behaviors of gatekeepers are.

Gatekeepers are those people who represent your company on the front lines. They may be receptionists, secretaries, tellers, hostesses or workers at public counters. They set the tone for how your business is perceived.

The importance of receptionists was driven home to me when I was a corporate recruiter for The Disney Store Inc. in Glendale, Calif. The building housed about 700 employees with 800 stores worldwide. The reception area had a lot of the Disney magic with large figurines, a huge mosaic and bright colors. The philosophy of the company is that everyone entering that reception area should have a "Disney experience" whether they were delivery people, contractors or job applicants.

A couple of times I was brought into the hiring process for the receptionist position. I was struck with how particular the company was. They wanted a person who was bright, friendly, who could handle multiple tasks, and was guest-service-oriented and professional.

At many companies, however, the receptionist position is relegated to someone who hasn't been trained, can't see a future with the company, is considered at a lower level and doesn't know basic business etiquette.

The great ones stand out. I worked at an outplacement company where we trained people in how to get a job after they had been laid off. We hired receptionists who had all the above listed characteristics but who also had sensitivity to the plight of clients coming into the office. At that office, we usually hired people who were a little bit older.

We envisioned our front-line person as someone who could relate to a person who had been laid off after 20 years on a job.

The bad ones stand out, too. Many gatekeepers act as though you are an intruder.

It is reminiscent of the "Saturday Night Live" skit where David Spade keeps saying, "And you are?"

I had interviewed the chief executive officer of a large clothing e-tailer in New York for an article. He had told me that I could call him back at any time with questions. I did so and reached his administrative assistant. She was very haughty.

After I explained that I wanted to clarify something he had commented on, she actually said, (through clenched teeth, I believe): "You mean you actually spoke to him?" It was all I could do not to say, "Yeah, lady, that's how most interviews are conducted."

Here are a baker's dozen of the mistakes that "gatekeepers" make.

Forgetting that the customer is their No. 1 job.

Conducting personal business (reading or talking on the phone) when someone is waiting.

Not remembering rules of business etiquette for example, calling an older person by his first name or popping gum or saying "hold on."

Not acknowledging customers while on the phone or excusing oneself if the phone rings.

Acting as if the customer is interrupting them.

Having an attitude of superiority.

Not knowing the answers and seeming not to want to find them out.

Not being friendly, which includes not smiling and not remembering (or trying to) repeat customers.

Mispronunciation of names.

Being abrupt; e.g. "You'll have to wait."

Looking bored.

Displaying no imagination in problem solving.

Showing no empathy to people who are in distress.

It all begins with the hiring process. Once you have determined the type of person that you want to represent your company, you have to take the time to train. Handling customers is not easy. One of the best techniques is to start a "what to do when book" which is kept at the front desk. If the regular person quits or is home ill, anyone can step in to handle whatever comes up.

Periodically, call your own company and see how the phone is answered. Or, ask customers how they were treated when they arrived. You may get some shocks.

Make sure that the position is a probationary one, so that both you and your new employee can "test drive" the position. Not everyone has the talent to deal with front office pressures, but he may be valuable somewhere else in your organization.

Remind your "gatekeeper" that he represents the first impression of the company. Most of all, make him part of the team.

(Sinara Stull O'Donnell is a writer and professional speaker in the career arena through her company, Sinara Speaks.)