Yesterday, I paid a visit to an organisation that is currently housed in a building owned and directly managed by one of the major banks. We arrived in a snow storm and because my colleagues and I had come from different ends of town, we were in two cars. Having parked in the car park out front (which was busy but there were a few gaps) we hurried through the snow flurries and presented ourselves at reception. First impressions are important and the reception desk is a window into the company’s soul. ‘Ye cannae park in those spaces,’ was the growled greeting from our host. ‘Ye’ll have tae move.’ I can never understand companies that don’t have a visitors’ car park. That car park should be big enough for the number of visitors expected on the average day (with a sensible contingency plan for exceptional days) and it should be right at the door. Especially when the office building is in the middle of nowhere in a soul-less business park. Although common courtesy should be enough to justify this strategy, it also makes sense. Your visitors are your customers, potential recruits, possible business partners, vital suppliers, people whose support you need – not people that you want to send back into a snowstorm to find a space, maybe out in the street or in a nearby housing scheme. Little details like this do matter and a grumpy jobsworth at the front door can do untold damage to your brand. Every interaction, no matter how small, is an opportunity to enhance a brand’s reputation and its value. Admittedly, our receptionist’s employer is in the doldrums at the moment but if they have any chance of rebuilding a once proud reputation, they’ll have to start at the front door.
I completely agree; firstly that marketing is everything and secondly that the brand starts at the front door. I went to a client not so long ago (Ridgeway International) and not only had they rearranged the parking to have a spot for me they also had my name on it saying Welcome and my name. Now that is what brand is all about. How do you think I felt when I walked into their office?
My sentiments exactly! Oddly enough, despite being the first point of contact at any organisation, it's quite often the receptionist/switchboards (AKA Gatekeepers to telemarketers) who can create such a negative impact.
These are the things that continue to niggle me and create such bad impressions that in some cases, it has put me off calling them again:
Delayed answer - Phones should be answered within 3 rings. There have been times where I have held on as long as a minute before the call was answered. If for any reason, you can't pick up the phone in reasonable time - apologise.
Tone of voice - It could be firms who hire temps or have a very demoralised receptionist taking calls but having a snotty nosed muppet answer the phone will destroy any healthy relationship you may have with this important client of yours. I have also encountered coming across receptionists with a very strong foreign accent...?!?! I once gave up attempting to communicate with a receptionist because of the language barrier... yes, she was the receptionist!
Greeting - Be clear and concise. You don't need to have a fancy long winded greeting. It's mostly American firms that I've personally experienced this with but as friendly as the voice is on the other end, it can get quite irritating if you have an important message to deliver, expecially those automated machines... grrrr.. that's a different topic altogether!
Transferring calls - There are some switchboards who transfer the call without a polite 'please hold'... all you get is the greeting, and before you've finished your sentence, your being transferred... Very frustrating
These are just my pet hates although feel free to disagree with any of the points made. However for those responsible for filling positions for the front desk, please take note. Perhaps put yourself in a clients shoes and ring up your own company to see how well you get greeted?
I completely agree. The sooner brand organisatons recognise that every encounter is a brand experience that has to be consistent and joined-up the better. It is madness for brands to invest heavily in marketing a brand promise then an then fails to ensure that every encounter across the operation delivers (and ideally delights) their consumers.
Alan Munro
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Member since: 03 Jun 2008
Last login: 01 Sep 2009
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